I agree "persuasion tropes" captures the idea really well. I guess I'm after a term that is closer to "persuasion" than "trope", and is simple (a single word) and catchy. "Appeal" is a word I played with, which I liked because it was already used in the names of many argument fallacies, but it seemed to me to lack a Web 2.0 sound (think Tweet, Digg, Trope).