By Jay Heinrichs, 2011

ISBN 0307716368

Ever hear someone utter an unforgettable phrase and feel yourself reacting with with -- well, awe? Ever read a great quote and think I could never come up with anything that clever?Daunting as it may seem, there's nothing mystical about witcraft.

Crafting memorable lines doesn't require DNA-encoded brilliance. What it does require is some knowledge of the tricks and techniques that make words stick. In Word Hero, Jay Heinrichs rescues the how-to of verbal artistry from cobwebbed textbooks and makes it entirely fresh -- even a little mischievous.

Fear not: on offer here are not dry, abstract ideas couched in academic jargon. Rather, Heinrichs takes you on an amusing -- and amazingly helpful -- tour of the mechanisms that make powerful language work. You'll learn how to slyly plant your words in people's heads and draw indelible verbal pictures

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