Trick #1 - A double-bind. You create a scenario where the other person loses no matter what they do. "Geb, are you going to apologize for interrupting me? No, you won't." There is no way to respond to this and win.
Trick #2 - Simple repetition. Once something gets in to our heads, we tend to defend it regardless of how it got there.
Trick #3 - Social proof. "Everybody said I won that debate."
Trick #4 - He strongly opposes negative social proof.
Trick #5 - Do not give rational, compelling evidence. Give emotional, anecdotal stories.
Everyone is an irrational, emotional decision maker.
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