Dear Thematiks readers:
If you enjoyed reading my 2021 Thematiks newsletter, I invite you to check out my 2022 project, Persuasion Rules. The newsletter is the companion to my new book, The Rules of Persuasion, which will appear in print in the second half of 2022.
In this new newsletter, I look at persuasion through what is at the same time a very old and a very new perspective. The basic rules I will explain were first articulated by the philosopher Aristotle over two-thousand years ago in a work called, the Rhetoric. This book by the foremost thinker the Western world has ever known is a guide to how language and persuasion work. Contained within it is a simple claim with profound implications.
In each post, I look at one thing — an advertisement, a news story, a poem, or a painting — and explain how it demonstrates the rules of persuasion at work. In my latest post, I examine the use of persuasion to sell the original Theranos story and how that strategy backfired in her trial.
All the best,