Ever hear someone utter an amazing phrase and feel yourself reacting with…well, awe? Or read a great quotation and wonder how you could ever come up with anything that clever? Daunting as it may seem, crafting memorable lines doesn’t require genius DNA. It does require some knowledge of the tricks and techniques that make words stick.

With WORD HERO, Jay Heinrichs rescues the secrets of “witcraft” from forgotten texts and makes them entirely fresh—even a little mischievous. You’ll learn to plant your words in people’s heads and draw indelible mental pictures by wielding such tools as “rapid repeaters,” “Russian dolls,” and the powers of Mr. Potato Head.

WORD HERO tucks the tools you need into your verbal utility belt to be a greater speaker, writer, Facebooker and raconteur.

In addition to WORD HERO, Jay Heinrichs is the author of the bestselling book on rhetoric, THANK YOU FOR ARGUING: What Aristotle, Lincoln, and Homer Simpson Can Teach Us About the Art of Persuasion, which has gone back to press 27 times, sold 300,000 copies, and is one of the top-ten most assigned books at Harvard University. After twenty-six years as a writer, editor, and magazine-publishing executive, he is now a persuasion and content consultant for major corporations, universities, and nonprofit groups, including NASA, Southwest Airlines, the U.S. Defense Department, Walmart and Harvard University.