What I learned in chapter 8 was make your audience believe you are selflessness for your own personal gain. The choice you made is going to personally hurt you but don't let them see that. It would make you seem noble and selfless. Be able to roll with the punches coming at you. Be reluctant with something you are eager to prove. Make it seem like you have no tricks up your sleeve. Use pathos basically and that's also one of the tools in this chapter.