Writing to persuade: how to bring people over to your side

Part I: Lessons from my story. Becoming a writer ; Becoming an editor ; Running op-ed ; Dealing with celebrities

Part II: What's your story?. Finding your voice ; When to go personal

Part III: Winning people over. Know your audience ; You like dogs? So do I! ; Play on feelings ; The power of empathy ; Don't argue

Part IV: Tips on writing. Tell stories ; Why facts matter, even when they don't ; Focus, be specific, prune, and kill the jargon ; Coming up with ideas ; How to please editors

Part V: The psychology of persuasion. We believe what we believe ; The power of moral values ; What really changes people

Coda: Go forth!.