The first seven points were orignally made by
The Chronicle Review's Robert L. Park in the context of "bogus science" but some of them apply equally well to the get-rich-now schemes, miracle weight loss plans, and Nigerian scams:
- The discoverer pitches the claim directly to the media.
[ or in the case of a get-rich-now scheme, directly to the public via e-mail or a website ]
- The discoverer says that a powerful establishment is trying to suppress the work.
[ this is a familiar claim; usually some big company or the government is portrayed as someone who "doesn't want you to know"]
- The effect involved is always at the very limit of detection.
[ just like there is never a good picture of Big Foot, there is never any way to find out what the scheme is until after you have handed over some of your money. ]
- Evidence is anecdotal.
[ this the heart of many infomercials. It is such a common technique we don't even bother to wonder how much people are being paid to tell the story ]
- The discoverer says a belief is credible because it has endured for centuries.
[ this technique often comes at the very beginning of a pitch for miracle medicines ]
- The discoverer has worked in isolation.
- The discoverer must propose new laws of nature to explain an observation.
Get-rich-now schemes usually add a few more:
- Create a sense of urgency.
[ How many times have we been told we have to "act now!!!" Otherwise, we will take time to investigate this limited time offer and think it over for a while. ]
- Create a sense of exclusivity or secrecy.
[ pssst! Buddy, do you want to buy a Rolex? ]
