178 How to Win Every ArgumentMost of us are already fairly adept at using the fallacy of
wishful thinking to persuade ourselves. When using it to con-
vince others, bear in mind that it must be their wishes, rather
than your own, which are appealed to.
The business will succeed. You'll get a huge return on your investment.
(This is more effective than 'The business will succeed. I'll be rich for
life!')