In 2016 a propaganda video titled “The structure of the Caliphate” was released by the jihadist movement the Islamic State of Iraq and Syria (ISIS). The video details the governance structure of their self-proclaimed caliphate and bears persuasive arguments that appeals to potential recruits. This study uses rhetorical analysis to find several rhetorical strategies used in ISIS’ video to construct convincing arguments. This study suggest that there are two main arguments used; the credible state argument and the superior state argument. These arguments are made persuasive by appealing to logic and credibility and are reinforced by the appeal of emotion. The credible state argument seeks to convince the audience that ISIS has all the right qualifications to take on the role as leaders of Islam. ISIS thus gains the confidence of their audience by crediting themselves as eradicators of evil and enforcers of Islam. Once they have gained the confidence of their audience ISIS is able convince potential recruits that there is a religious meaning to joining ISIS. The superior state argument seeks to convince the audience that the Islamic state has a logic-based structure of power and that it is a well-organized state. Radicalization and the will to join ISIS has often been referred to as mental illness. I suggest that there is an actual appeal to ISIS that compels foreign fighters to join ISIS and that appeal needs to studied rather than reduced to brainwashing. ISIS’ propaganda is sophisticated and well-constructed and has the ability to persuade a sane audience, one does, in other words not have to be “mentally ill” to find ISIS appealing. Although we cannot through a rhetorical analysis measure the effectiveness of ISIS’ propaganda i.e. how many foreign fighters join as a result of propaganda,we can by unfolding the hidden rhetorical strategies in their propaganda, understand their appeal and understand how it is used to persuade.