Every one likes to feel they know something another person does not. It gives us a feeling of superiority. Tricksters can play on that by pretending to give you preferential treatment or make you feel they are letting you in on a secret that other people do not know. Many scam web sites tell you they have some secret cure from the nether regions of Europe or China that western medicine doesn't know about.

You would feel great if you could walk up to your dermatologist point to your lovely full head of hair and tell him/her where to put their less than perfect treatments. Swindlers will draw you in with special information booklets for sale just to you, exotic ingredients most people have never heard of, limited product supplies so "get yours before stocks run out", or secret passwords to special areas of their web sites that "reveal all".