Zahnd consciously uses the 'vilify a common enemy' technique to generate emotional unity — and then does exactly that to his critics

In a video clip, Zahnd explicitly describes a manipulation technique: 'The easiest way to get intense emotional response and unity is to begin to vilify a common enemy. It works. And if people don't know better, they'll go, oh, that's so anointed... but it's the devil.' He is describing the tactic — but this is precisely what he does throughout his entire book, using loaded words to demonize orthodox Christians. On page 141, Zahnd says he is 'very leery of making claims of certitude about precisely what is meant by Hell and exactly who goes there.' Then, in the next sentence, he calls those who hold biblical views of hell 'smug, mean-spirited, self-righteous, Bible-thumping know-it-alls' and says their way of thinking 'must surely be one of the back alleys to hell.' He also says it is 'extraordinarily dangerous' to believe everyone unlike yourself is going to hell — then implies that orthodox Christians are on their way to hell for their beliefs. Winger: 'He doesn't like labels, but he labels everyone who disagrees with him.' Zahnd refuses to be labeled a pacifist, citing Kierkegaard: 'When you label me, you negate me.' But he freely labels his theological opponents with dehumanizing terms.