What is a Snake Oil Salesman?
According to Wikipedia, "snake oil salesman" is a common expression used to describe someone who sells, promotes, or is a general proponent of some valueless or fraudulent cure, remedy, or solution.
Who Were the Original Snake Oil Salesmen?
The phrase “snake oil salesman” originates from Clark Stanley, who sold a so-called miracle product made from rattlesnakes in the late 1800s. He claimed his concoction could cure a range of ailments, from arthritis to skin diseases. However, when tested, it was revealed that his product didn’t contain any snake oil at all but was merely a mix of mineral and fatty oils with additives.
Clark Stanley was a charlatan. His marketing of snake oil, and other similar fraudulent practices, led to new legislation being enacted in the United States. The US Food and Drug Administration (FDA) Pure Food and Drug Act of 1906 was one of the first laws to regulate food and medicines, aiming to prevent the sale of misbranded or harmful products. It required accurate labeling of ingredients and banned the sale of adulterated or falsely marketed products. The law was strengthened with the FDA Food, Drug, and Cosmetic Act of 1938, which increased regulations to ensure consumer safety and product efficacy.
Stanley’s deceitful practices earned him the title of the first “snake oil salesman,” a term now used to describe anyone selling fraudulent products or services under false pretenses. Today’s snake oil salesmen no longer peddle fake cures but instead sell phony or exaggerated expertise, whether in business, marketing, or personal development.
The Modern Snake Oil Salesmen: Fake Experts
In today’s digital world, it’s easy to encounter fake experts on every platform. They often claim to have the secrets to success but lack real experience or knowledge. These fake experts masquerade as genuine experts and are usually found in these business costumes across various industries:
Fake Business Coaches: Some claim to offer guaranteed success formulas, like “Make six figures in 30 days!” without any real business experience.
“Bro-Marketers”: Use hype and emotional triggers to sell courses or products with little substance, often found in digital marketing or personal development.
Influencer Endorsements: Influencers who promote products they’ve never used, misleading their followers about effectiveness.
Online Gurus: Offer paid content or seminars promising life-changing results but recycle basic information.
Each of these examples highlights the manipulation of trust and the illusion of expertise without delivering real value.
3 Ways to Identify Fake Experts
Here are three key ways to spot these snake oil salesmen:
Popularity and Volume Do Not Equal Expertise
One of the easiest traps to fall into is assuming that popularity equates to expertise. Thanks to social media, many so-called experts can build large followings and appear to be authorities in their field. However, having millions of followers does not necessarily mean they know what they’re talking about.
Genuine experts often focus their time on building their clients’ businesses rather than chasing social media fame. Many of the top marketers, for example, may not have large online presences themselves because their efforts are directed toward helping others succeed.
Developing genuine expertise based on experience takes time and a lifelong learning mentality. That approach has nothing to do with being popular or watchable.
Credibility Comes from Experience, Not Marketing Hype
When evaluating an expert, focus on credibility, authenticity, and the quality of their content rather than the amount they produce. Fake experts often rely on “bro-marketing,” a tactic that uses inflated promises to lure people in. These marketers focus on getting clicks, views, and purchases, often with little regard for the actual quality of their product.
To avoid falling for these traps, pay attention to whether their content is original and useful. If the advice is recycled, plagiarized, or too good to be true (such as promises of six-figure earnings in 30 days), it’s likely a scam.
For example, coaches offering downloadable eBooks often provide content that is readily available for free online. Not all eBooks are repackaged ideas though, so be selective. True experts, on the other hand, will offer insights based on their own experience and real-world results.
Understand the Motives Behind Their Advice or Request
Lastly, always question the motives behind the advice you receive. Fake experts are primarily driven by the desire to make quick money. Whether they’re selling overpriced coaching services, books, or programs, their main concern is their profit, not your success.
On the other hand, genuine experts are usually motivated by a desire to help others and make a positive impact. They understand that their success comes from their clients’ success, and they’ll often demonstrate their dedication by consistently delivering real value.
When online, be leery of salacious or enticing headlines, images or captions (called click bait) trying to seduce you into clicking on them. Chances are, the expert is being paid by the click.
If you notice an over-reliance on manipulative tactics like false scarcity, "click bait" or inflated promises, it’s a red flag. These tactics are used to get you to take immediate action, often without enough time to assess whether the offering is actually valuable and worth your investment.
Can you imagine living in a world where your phone is not constantly ringing with fake experts trying to scam you out of money?
Oversight Responsibility for False Advertising and Fake Experts
False advertising, charlatans and fake experts seem to be everywhere on the Internet.
Responsibility for false advertising falls on several parties:
Advertisers: The company or individual promoting the product is primarily responsible for ensuring that their claims are truthful and not misleading. It seems like this group is the primary offender, sole beneficiary and responsible party for false advertising.
Advertising Platforms and Services: Platforms like Google, Mediavine, Facebook, or Instagram are required to are required to follow the Federal Trade Commission (FTC) guidelines (see below). While the primary responsibility lies with the advertisers, platforms must take reasonable steps to ensure that the ads they host are not deceptive or misleading. If they knowingly allow false advertising or fail to enforce their policies effectively, they could face legal actions or fines by the FTC or other regulatory bodies. However, enforcement varies by jurisdiction.
Federal Trade Commission (FTC): In the US, the FTC oversees online advertising and enforces penalties for deceptive or false claims. It's about time the FTC stepped up its efforts and embraced the responsibility to end false advertising. Repeat offenders need to have punitive penalties. How many scam phone calls are we all going to have to endure before something meaningful is done?
Other countries have similar consumer protection agencies to regulate online advertising.
Legal Remedies for False Advertising and Fake Experts
There are a too few legal remedies for false advertising (pardon the pun):
Federal Trade Commission Act (1914): Prohibits unfair or deceptive advertising in any medium and requires advertisers to back up claims with evidence.
Truth in Advertising Laws: Enforced by the US Federal Trade Commission (FTC) to ensure ads are truthful, not misleading, and substantiated.
Lanham Act (1946): Allows businesses to sue competitors for false advertising that causes harm to their brand or market position. Primarily protects intellectual property infringement and prohibits a number of activities, including trademark infringement, trademark dilution, and false advertising.
Bottom line, unless you get defrauded for a large amount of money, the legal expense and time is usually not worth the effort to seek remediation.
How to Protect Your Business From Fake Experts
In a world filled with misinformation, businesses need to rely on proven and trustworthy best practice methods for growth. When it comes to advice and insights, always consider the credibility, experience, and authenticity of the source. Question their motives, and be critical of anything that sounds too good to be true.
This common sense advice, is your best defense. Lawsuits are not likely to ever be a serious remedy or means of protection. Maybe the governmental oversight authorities will finally wake up and implement serious solutions that address this problem.
By staying informed and discerning, you can protect your business from falling prey to the modern-day snake oil salesmen who promise success but offer little value in return.
The Need for Proven Best Practices, Insights and Advice
If you’re looking for proven, trustworthy resources to help grow your business, Building Bigger Better Businesses offers the best practice insights you need. Explore our blog for more expert guidance, and don’t fall for fake experts!
You won't find any business quackery and snake oil is not being sold here.
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