Phishing e-mails deceive individuals into giving out personal information which may then be utilized for identity theft. One particular type, the Personal Solicitation E-mail (PSE) mimics personal letters--modern perversions of "ars dictaminis" (the classical art of letter writing). In this article, I determine and discuss 19 appeals common to the PSE. These appeals were established first by conducting generative rhetorical analysis, then by volunteer coding, on 170 e-mails collected over a 12-month period. After defining these categories, I show how these letters are excellent twenty-first century teaching tools for "pathos"-based argumentation, logical appeals, the creation of "ethos", and "kairos" in the development of perceived exigency. (Contains 1 table.)