It’s easy to assume that people who are scammed either didn’t pay enough attention to the details or were too trusting, but that’s not usually the case.

Anyone can be tricked and although some scammers are as dumb as dirt, there are many who are very professional about the methods they use to con innocent people.

Different types of scams may exploit different aspects our personality, but there are common features to most scams, including:

• Appeals to trust and authority – scammers claim to be from government departments, driver licensing, utility suppliers, major brands, the tax office etc.
• Visceral triggers i.e. anything that creates desire or greed, or the avoidance of pain, happiness etc.
• Herd validation e.g. testimonials from people who have bought the product and tell how wonderful it is
• A huge payment in return for a small cost
• Scarcity i.e. the product is only available now and will soon be gone
• Conspiracy theories e.g. an array of lawyers are trying to get this website taken down

These factors may push the victim to ignore any consequences and the risk involved and instead focus on the potential high rewards.

The key message for people wanting to stay safe from such scams is simply to consider carefully and not be pushed into precipitate action. Is the offer genuine or much more likely to be a scam? Is it to good to be true? If yes then it’s a scam.