The Art of eWar
Over the years some people have accused me of picking a lot of fights online. Of course I’d say that the fights pick me but either way you look at it, I’ve had my share of experience in virtual dust ups. Recently I’ve been on the outside looking in at a few online battles and I believe I’ve discovered a few rules or laws that are critical to not only surviving but winning these encounters.
So, it is with great pride and the wisdom of many scars that I present to you The Art of eWar (with apologies to Sun Tzu).
Know Your Enemy
There’s an old saying that “knowing is half the battle.” While I personally prefer my own variation “Knowing that your opponent is an idiot is half the battle”, it can still be quite useful to know your opponent’s strengths and weaknesses as well as your own. Obviously if you are going to prey on emotion (discussed below) and use it to your advantage, you need to know precisely which nerves to tweak and which toes to step on.
You also need to know who your enemy is allied (friends) with, and most importantly what the central issue is in the war. Knowing your enemy and their allies seems like an obvious point but a mistake here is often fatal. The last thing you want to do is criticize an A-list blogger or some other heavy hitter in your niche, without knowing who you’re calling out. That’s not to say you can never do battle with the big dogs, just be sure the risk you’re taking is a calculated one. “What the hell do you know about search engines? What makes you think you’re an expert?” …. “Oh, you actually ARE a Google engineer huh? Uh…. well.. you’re still a moron” is an embarrassment that would be tough to live down.
Go to Extremes
When engaging your enemy use logic and reasoning to dismantle your opposition’s defenses. Expand their statements or positions to the most broad and extreme cases possible. Statements like “Using that logic, you could justify stealing candy from a baby!” or “So you’re suggesting we just kill off all Mac users?” are mini-victories all on their own and almost impossible to defend.
Prey on Emotion
Stir up emotional responses and force your opponent to divert from their planned course of action. Remarks such as “Didn’t your mom do the same thing you’re criticizing?” or “Don’t you think this is really stemming from your lack of self worth and subsequent overcompensation for your inferior sexual stature?” can send your foe into a frenzied state so far off the beaten path that they’ll never recover. They’ll spend so much time lashing out at you personally in their blind rage that you should easily be able to decimate their position. When dropping these types of bombs, though, be sure they are precisely targeted and preferably relevant. There’s nothing worse than one of these puppies blowing up in your face.
Stick to Your Guns
An often overlooked principle of eWar is to never lose sight of the central issue. Many times (especially if you’ve recently used the previous tactic against them) your opponent will try to distract you or divert your energies by bringing up irrelevant topics or throwing up smoke screens. Never let this faze you. Don’t get bogged down and waste your energy on some trivial point or defending your mother’s brother’s dog’s honor. Keep your message clear and simple. Pound your main point home and you’ll often win the support of any observers, and may even wear your opponent down to the point of conceding.
Choose the Battle Ground
It can be quite difficult to see an eWar coming. The most innocent remarks or actions can spark the fiercest of battles. However, a seasoned eWarrior can learn to distinguish the warning signs and be prepared when the fighting starts. Make sure your first attack is targeted where it will do the most harm. That often means attacking someone before they expect it but may also involve pausing to regroup long enough to establish a game plan if you’re on the receiving end of the attack. Forcing an opponent to do battle on your terms can weaken your enemy before the eWar even begins and will often limit your casualties. If you can move the war from your opponents blog to a neutral site such as Digg, or better yet to your own blog, You take away your opponent’s greatest weapons, the edit and delete buttons.
Lure and Ambush
Use seemingly innocent questions like “wouldn’t you agree that (insert obvious and inarguable point here)” to lure your opponent down the path you’ve chosen. Once they take the bait, use statements like “Since (once again obvious point), wouldn’t you also agree that (insert your point here)” to spring the trap. Once your opponent begins agreeing with you on any level it’s almost always game, set, match. While not all arguments will be this easy, an effective ambush can often lead to swift and efficient victories.
Know When It’s Over
Recognizing the end of a war is just as critical as any action or tactic used in the height of battle. If you’ve won the war, don’t continue to pummel a now helpless opponent. You will tarnish your victory and lose the respect you just spent so much effort winning. If you’ve lost, graciously accept defeat, maintain some dignity (if possible), and live to fight another day. There’s nothing more pitiful than someone continuing to flail away when the battle field is empty and the war is lost. Make sure that pitiful person is your opponent, not you.
And there you have it. The Art of eWar. Use this knowledge wisely and remember, with great power comes great responsibility. If you think I’ve missed the target or left out a critical law, let me know in the comments bellow. Who knows… maybe you’ll get a chance to put these tactics to the test. 
Comments
Ognjen September 27th, 2007
Very nice Art Of War adaptation with interesting comments. Frankly, I am still virgin in context of eWar, but I would like to give it a try. What would be the best way to do it for the first time, for someone like me, who is just a newbie?
Ben Cook September 27th, 2007
@ Ognjen, in my experience all I had to do was go around sharing my opinions with people and that usually got the job done lol.
Pops September 27th, 2007
Ognjen, With the pressure to post something (anything), all bloggers eventually get sloppy. Just pick a target and wait. When they slip up, pounce.
Actually, if you hang around this blog long enough, I’m sure the author will eventually give you the ammunition needed to start firing at him.
James September 27th, 2007
But is this really something to aspire for? I’d see this kind of thing being detrimental to a blog’s reputation, and leave a sour taste in a visitor’s mouth.
Jason Peck September 27th, 2007
I’d go more for the Art of eSeduction…gain power and influence by seducing readers and other bloggers, not winning fights
Pops September 27th, 2007
Jason is, of course right. Who could resist a blog that auto plays Barry White music in the background!
Tim September 27th, 2007
I’m sorry Pops, but for Ben’s money I’m thinking Taj Mahal is in order
Ognjen September 28th, 2007
@Ben and @Pops:
I see. So you actually don’t have to initiate it cause it’s something like natural occurence.
Thanks for advices.
Mishi September 28th, 2007
Ah very interesting. I’ve been in a few ones myself, mostly due to idiotic half-brains with dirty mouths. It can be quite difficult though especially when you’re challenging someone on their turf. Sometimes you don’t have the luxury of having to choose your “battleground” but treading carefully with articulate words makes much difference. It all comes down to technicalities, after all.
Great article!
Derrick September 28th, 2007
This should be a sticky in most forums where trolls lurk in.
Ben Cook September 28th, 2007
@ Derrick, actually one of my other websites is a forum and my experiences running it was where I pulled the bulk of this advice lol. Maybe I should have given it a subtitle of “How to Battle a Troll” …
Eric September 28th, 2007
Interesting, only thing is, phase should be faze under the point entitled “Stick to your guns.”
Pharley Phlex September 28th, 2007
1, 2, 3, 4 I declare a flame war
Ben Cook September 28th, 2007
@ Eric, thanks! There are apparently some typos I’ll never catch…
Million Dollar Wannabe September 28th, 2007
Ben, with all your posts that have hit the front page of digg, I’m surprised you’ve racked up only $100 so far. This is certainly a catchy post – clever title, viral capabilities. Can you elaborate on some of the ways you use “eWar” in your bloggin experiment?
Jay September 28th, 2007
Interesting. Came across this from Digg and feel I should share my opinion: Fighting online is like being in the Special Olympics – even if you win, you’re still retarded. haha ^_^ No offense intended. I just never understood the concept of fighting online. Peace to you and may you win your battles!
(For the record, I roll dice to win my battles. So some could say I’m retarded. 
lol)
PaulGUise September 28th, 2007
A very nice read. I have used a few of these tactics in the past as they were part of a negotiating course I took forever ago. Not the outright observations you have made but they touched on the subject.
Will definitely keep this list in mind though next time a debate gets going.
-Cheers
PeeOnYou September 28th, 2007
What is the old adage? “Arguing online is like the special olympics… even if you win you’re still retarded?”
I think that fits nicely here.
Ed Daniel September 28th, 2007
It would be interesting to see a follow up article covering ‘Deception & Foreknowledge’ albeit ‘knowing your enemy’ is a tenant of foreknowledge I’d enjoy reading your opinions on knowing yourself.
asdf September 28th, 2007
Now teach us peace, sadist.
Al Fox September 28th, 2007
Sounds aggresive. I’ve witnessed and been apart of some doosies. It’s amazing the things people pull.
And no, I don’t think we should kill off all mac users. But by your logic you certainly don’t give much room for another alternative.
despot September 28th, 2007
This is the stupidest post yet. WTF? An e-war ya weirdo, diggers stop sucking his ****
Mike Shields September 28th, 2007
You forgot, “Declare victory, and state all further replies to this thread will go unread.”
At least, this works for me. You have to stay true to your word though, or else you’ll lose all credibility in the future.
Seymour September 28th, 2007
The “Going to Extremes” and “Preying on Emotion” tactics are so hackneyed and diagnostic of an idiot that they shouldn’t be used. (see Strawman Argument).
In the early days of the internet you could get away with it. But now, sophisticated readers and flamewarriors quit reading when they see that BS. Only the lower end of the bell curve is swayed by such arguments.
zaibatsu September 28th, 2007
Bring it ‘biznatches’; I love a good e-fight. But chose your battleground carefully, you might not want to make on Digg.
I AM ZAIBATSU!!!!!!!!!!!!!!!!!!
Pops September 28th, 2007
You forgot, never assume your opponent (or for that matter your readers) will have a sense of humor.
Ben Cook September 28th, 2007
Wow… not gonna be able to keep up with the comments on this one. I’ll hit a few…
@ Million Wannabe, before this week only one post had hit the front page of Digg so we’ll see if that increases at all with the extra digg attention.
@ asdf (original name btw), I realize I’ve been fairly serious on this blog for the most part but you’ve got to have a sense of humor as well.
This post was largely a (I had hoped somewhat humorous) response to several different heated debates I’ve read and yes, I realize these points are not all proper debate protocol etc.
@ Mike, that’s the way my dad argues lol
@ Pops, apparently a VERY valid point.
cros September 28th, 2007
Alternate title: The Art of Trolling
B September 28th, 2007
You truly are an ***hole. I commend you, sir.
Ben Cook September 28th, 2007
@ cros, I thought of it more as the how to survive encounters with trolls (other than the obvious, “Don’t feed the trolls”) but I guess it could be seen both ways.
@ B, would now be a good time to share the fact that I have several friends who call me Jack, short for jack***? (seriously)
Seth September 28th, 2007
This article is stupid, overly simplistic, and sucks [edited]. Much like you.
Ben Cook September 28th, 2007
Thanks for stopping by, Seth.
Craig September 28th, 2007
You should also take into account the 25 rules of disinformation when in an eWar. You may have the moral highground and also be correct. However an opponent versed in the art of disinformation may be your un-doing.
http://www.freerepublic.com/forum/a394fc1cf0ba9.htm
KingJacob September 28th, 2007
I like how people try to say that web 2.0 business is more friendly and less business like than web 1.0, This is kinda true and you have alot more mutually beneficial colaborations going on but nothings really changed. The second it becomes more beneficial to get rid of your competition, out comes the knife.
mathew johnson September 28th, 2007
i like to craft an attack on someone so that on some level you’re saying something nice on the surface – while viciously undermining them simultaneously – like The Underminer.
the other thing is to taunt someone so they lose it – and then make fun of them for losing it ‘whoa, can’t you take a joke? . . . ‘
Name September 28th, 2007
I’m sure it’s been translated a few different ways but my favorite Art of War quip is:
Raising a host of a hundred thousand men and engaging them in war entails heavy loss on the people and a drain on the resources. The daily expenditure will amount to a thousand ounces of silver. There will be commotion at home and abroad, and men will drop out exhausted.
Opposing forces may face each other for years, striving for the victory which may be decided in a single day. This being so, to remain in ignorance of the enemy’s condition simply because one grudges the outlay of a hundred ounces of silver is the height of stupidity.
One who acts thus is no leader of men, no present help to his cause, no master of victory. Thus, what enables the wise commander to strike and conquer, and achieve things beyond the reach of ordinary men, is foreknowledge. Now this foreknowledge cannot be elicited from spirits; it cannot be obtained inductively from experience, nor by any deductive calculation. Knowledge of the enemy’s dispositions can only be obtained from other men. –Sun Tzu
zaibatsu September 28th, 2007
Who the hell is @SETH
Smunkey September 29th, 2007
Opinion(and there you step into the world of verbal combat), I have engaged in a few mixups, the one thing that I would suggest to Ognjen, KNOW WHAT AND WHO YOUR UP AGAINST(Rule#1). I have had people that i have confronted that tracked me down to the point of where I work, Where I live and what color underwear i put on(people in government positions); After all it is the United States Of America, your allowed to express your opinions, be PREPARED to defend them. INFORMED OPINIONS ARE YOUR SAVIOR.
Refer Rule#3. Easy to do with the hot tempered ego manics. Their opinion is ALWAYS right. Draw on emotion.
In the end it is what it is, just a heated debate, you win some you lose a few and alot you will never agree on. Take it for what its worth and move on. If you lose, bow out gracefully as you can. If you win, dont keep beating your point in.
Peace And Respect to One Another
Live Today To Fight(Confront) Another day
Hequadrofod September 29th, 2007
there is no such thing as an e-War. get a beer, watch some cartoons; it’s more usefull
Logos September 29th, 2007
A valid, well-reasoned argument should not rely on the variety of logical fallacies that you propose. It is disappointing to see comment after comment were all the kids on the “Interwebs” seem to think that your irrational tactics could possible lead to a win.
If you are interested in understanding your various mistakes (strawman, ad homenum, appeals to emotion, etc.). I suggest that you go find a good book on Logic and study the chapter on logical fallacies. You might also want to study some of the great arguments (Plato, Socrates, etc.) and learn the art of dialectic.
Keith Johnson October 3rd, 2007
Good luck and let me know how it goes…there are so many blogs out there..but if you are able to generate income, I would love to hear your comments. Regards, Keith Johnson, Hallandale Beach, FL.
extreme webmaster December 5th, 2007
Cool post. Excellent comparison and idea. I never read any post on any blog connecting the eternal wisdom from Sun Tzu with the e-battleground. Way to go!
Mobius December 14th, 2007
Personaly i love to bate people who love to rage ewar, and my simple tactic is to agree with everything they say when they go into insult mode. eg ” your just a ******* 12 year old noob”. and the reply is a condescending yeah that right oh how well you know me” this only sends the idiot into a further rage because he failed to get a bite out of me.
Eric Vernon February 7th, 2008
LOL. Glad I read this, I recently lost an eFight.
Make Money August 6th, 2008
The best way to win any argument is to seem like the “common sense” guy. You’re right about the “know your enemy” point, given that if you know your enemy well enough, you’ll know how to use a few words sprinkled into your writings to trigger an emotional response. Then just step back and look good.