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This chapter is from the book Summary


Rhetoric is not a dark art and should no longer be a lost art. Ancient rhetoric offers creative guidance to turn your modern web content into a source of clout—and consequently get results. The art is in combining rhetorical principles well. But, that’s not all you need. Turn the page for four more principles grounded in science.


  1. Aristotle, Rhetoric
  2. Andrea Lunsford,
  3. Patricia Bizzell, The Rhetorical Tradition (Bedford/St. Martin’s, 2000)
  4. David Zarefsky, Argumentation: The Study of Effective Reasoning (The Teaching Company Limited Partnership, 2005)
  5. Consumer Reports, WebWatch, Credibility Campaign at
  6. Kenneth Burke, A Rhetoric of Motives (University of California Press, 1969)
  7. Joe Pulizzi, Higher Purpose Content Marketing at
  8. Despite Prolonged Global Recession, an Increasing Number of People Are Spending on Brands That Have Social Purpose at
  9. Colleen Jones, Become an Interactive Storyteller at
  10. Herbert Krugman, “Why Three Exposures May Be Enough,” Journal of Advertising Research, 12, 6 (1972): 11-14
  11. Michelle Linn, How to Put Together an Editorial Calendar for Content Marketing at EditorialCalendar.jpg
  12. Amplification at
  13. BJ Fogg, Persuasive Technology: Using Computers to Change What We Think and Do (Morgan Kaufmann, 2002)
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