This book suggests ways of actively enhancing the persuasive skills of the student or general reader, through insights gained from analysing ancient and modern rhetoric. It shows persuaders 'matching and moment' as they woo or provoke an audience, engage emotion, locate issues and construct arguments, and provides 'hands on' opportunities for experimenting with style and content. Combining theory and practice, this updated second edition makes extensive use of both contemporary and earlier examples to support its own persuasive aims and responsibilities to its audience.