The Art of the Con: How to Think Like a Real Hustler and Avoid Being Scammed

Foreword

The more the public knows about how criminals think and operate, the more difficult it becomes for fraudsters to succeed.

I regularly advocate better education regarding the art of deception.

Part One: RAP SHEET

Page 1 A con game is a criminal act of deception where the objective is to separate a victim from something of value. It can be carefully played over time or be a quick, cunning trap designed to win, steal, or defraud.

Page 2 In this book I will share those experiences to reveal the secrets of how and why con games work.

Page 5 Having a sincere interest in con games that you cannot, in good conscience, practice means that no matter how much you read, discuss, or study, there is no way to truly understand how con artists think or why con games work. It's like being fascinated by the ocean without ever getting your feet wet.

Page 5 Most con men are naturally gifted with the skills to manipulate people and situations, weaving webs of complex simplicity and charm to convince anyone of anything. The ability to con people is accompanied by other traits that are almost universal to con men: an automatic detachment from the consequences of their actions, a lack of empathy for the victim, and no sense of guilt or responsibility whatsoever. Without these qualities a human being wouldn't last long as a grifter.

Chapter One: Lessons in Larceny

> Page 17 A great pitch can be an excellent bit of theater where the product is the star of the show. Often, the same item can be bought cheaper elsewhere, but it's an honest enough game most of the time. It graduates to being a scam when the result is not what the buyer expects, the crowd is manipulated by dirty tricks, or the seller lies or deceives to secure a sale. ... A pitch becomes a scam when lies are presented and people are manipulated in order to take their money.

Chapter Two: Scams and Scammers

> Page 31 Many of the scams that have become familiar on the Internet are based on cons that are hundreds of years old. The principles remain the same but the story -- and the means by which that story is told -- has evolved and adapted in that time.

> Page 32 A hustle, for example, generally refers to a con game where the victim is cajoled into making a wager based on the false belief that his ability or knowledge outweighs that of the hustler. ... It is the act of manipulation, whether subtle or overt, that distinguishes the con artist from other crooks. ... A confidence trick creates or distorts a scenario, then manipulates how the victim perceives his options and potential rewards.

> Page 34 Hustlers are the kind of people who take no responsibility for the consequences of their actions. They have little concern for the circumstances of their victims and they lose little sleep worrying over foolish matters such as morals, ethics, or fair play. To a grifter, everyone is a sucker just waiting to be taken and if they don't take your money, someone else will.

> Page 36 Con artists are better at conning you than you are at not being conned.

> Page 36 It is not unusual for victims to shoulder full responsibility for being fooled, as if they are to blame for losing their own money.

> Page 40 McCormick's scheme took advantage of a genuine need for safety and protection. He identified a situation that demanded a solution, one which people would be willing to pay a great deal to have. McCormick created a bogus device, concocted a story around its abilities, and was overwhelmed by demand from potential victims.

> Page 41 Virtually all cons have four phases: the hook, the line, the sinker, and the cool-out.

Chapter Three: The Hook

> Page 45 The Hook -- Get them interested in the bait. The Line -- Build their desire, sell the story, and establish rapport. The Sinker -- Close the deal. The Cool-Out -- Get them to accept their losses.

> Page 46 The Nigerian Prince scam. ... The mark must pay his own money under some pretext in the hope of receiving a much bigger sum in return. ... Over two hundred years ago it was known as the "Spanish Prisoner,"

> Page 50 The hook is the most important element of any con game. Without it, the con artist would have nobody to con because the hook is the means by which the victim becomes involved and starts down a road that will eventually take him over a cliff.

> Page 50 I've told my audiences that there's one all-encompassing truth that lies at the heart of all con games: If I know what you want, I can take everything you have. What people want can be broken down into desires, aspirations, and essentials. ... A powerful element of the hook is the suggestion that there might be something illegal or illicit. ... For many, the merest notion that something might be illegal is enough to make them walk away, but if the mark is still listening, then the hook is probably working.

> Page 51 The bait must be a juicy carrot, big enough to distract from the harsh reality of the stick. That carrot can be something of value to the general public or tailored specifically to one unlucky victim.

> Page 51 The scammer introduces the bait knowing that the victim is already interested or can guess what the target wants or needs.

> Page 52 There are three types of hooks used in most con games: the Big Hook, the Soft Hook, and the Straight Hook.

> Page 52 By far the easiest way to identify a mark is to set up a trap and see who falls in. Simply making something available and spreading the word is enough to attract anyone who's interested. ... A big hook is set for anyone to bite. You throw it into the biggest crowd available and someone will take the bait.

> Page 53 The soft hook attempts to use subtlety to get the mark into the game. Depending on their desire for the bait, this can be anything from an overheard phone call or a passing remark to a cleverly constructed scenario where information is fed to the mark or left where they are sure to find it. ... The objective of a soft hook is to have the marks chase the bait, and many of the most effective scams convince the victims that they are in the driver's seat.

> Page 54 When time is short or subtlety has failed, the direct approach works best. Whether offering something for sale or giving the mark a choice, the straight hook quickly comes down to a "yes or no"

> Page 54 A well-structured walk-up scam introduces the scenario up-front and quickly filters out those who refuse to stop or get involved.

> Page 54 Once someone stops to listen, the hustler adds more detail before asking for money for a taxi or a train, to pay a restaurant bill, or even a gambling debt.

> Page 56 Sometimes a scam begins with a softer approach but builds to a straight choice for the mark. This becomes a hit-and-run scam once the mark gets wrapped up by the situation. An excellent example of this is the classic Pigeon Drop scam, which gives the victim a "take it or leave it" decision that's hard to walk away from.

> Page 57 The Pigeon Drop depends on encouraging the sucker to hold onto the cash in return for a good faith deposit that proves he will split the big bag of money when the time come. ... The key is to create a reason not to divide the prize then and there.

> Page 58 The opportunity was there if he wanted to grab it. This approach is an open hook, and when devising these scams I always prefer to allow the mark to come after the deal on his own. If that fails, then the straight hook is offered.

> Page 59 Keep the victim focused on the prize.

> Page 63 [The con] needs to understand how the victim will think during the transaction.

> Page 65 The most important objective, from the scammers' point of view, is to ensure they identify with you somehow and believe that you don't want anything from them. ... ME: You wouldn't happen to know anywhere that would buy my daughter's tickets? A record shop or . . . I don't know. This is a soft hook. In one, clear sentence, I've told them I have tickets for sale and suggested an explanation for where they've come from, but I've done it without making a direct offer. Instead, I've asked for advice and I'm watching to see if anyone appears interested. ... Here comes the straight hook: ME: You guys are going to the show. Do you want to buy these and sell them tonight? You can make a lot of money -- or sell them to someone who deserves to see it without getting ripped off.

> Page 70 It's not just a matter of what you are being offered; the circumstances of that opportunity may be just as fake as the prize. ... Real-life con artists prey on almost any situation where they can identify a clear need or desire, and they have no standard of common decency. After a natural disaster, they pretend to raise money for those in need; they trawl obituaries to steal from the recently bereaved; they offer phony cures to desperate people with real diseases.

Chapter Four: The Line

> Page 74 Many people use high emotions as an escape route or a means to avoid certain subjects, but they also use demonstrative feelings such as anger to support their position, especially when their reputation or position is questioned.

> Page 77 The line is about adding layers to the story, like piling comforters onto a mark until he's warm and cozy, and most important, unable to move under the weight. The longer you play a mark, the greater the risk of them waking up or chickening out, but the extra time has a benefit as well; it also offers a chance to increase the stakes and nurture deeper faith in the lie.

> Page 78 The hook is about getting the mark involved. The line is about building that interest into something impossible to resist.

> Page 78 One of the most powerful aspects of a great con game is how it often uses the truth to support a lie.

> Page 80 The lie needs to be carefully constructed, difficult to disprove, and hidden within folds of fact and truth.

> Page 81 Con artists have a talent for spotting facts that can be distorted in their favor.

> Page 81 The believability of a good scam depends on roping the right mark and telling him something he is either inclined to believe or can be convinced of using proven techniques that have a powerful influence over anyone under the right circumstances.

> Page 82 X + Y = Z X = a fact Y = a lie (that in some way relates to the fact) Z = a desire

> Page 82 Science is an easy tool for anyone who wishes to support a questionable theory or back up an outright lie for the public; it's almost certain that the public or the media will not dedicate long hours to verify anything.

> Page 83 The problem is, as any expert will tell you, no one wants to hear the boring truth when the lie is fascinating.

> Page 84 Diet scams perfectly illustrate how people's desires outweigh their common sense, since if a genuine, safe, and scientifically proven method of easy weight loss was discovered tomorrow, it would be bigger than Viagra.

> Page 84 In some cases, con artists would even orchestrate conversations within earshot of their victim, feeding them proof or additional information to give the mark greater confidence. This strategy has been used by companies who pay actors to loudly discuss their hotel, restaurant or other services on a busy train.

> Page 85 A powerful strategy is for the con artist to only tell the mark what's true (X) and have him receive the false information (Y) from another source.

> Page 85 It's not just what the mark is told but how he is told ... if the con artist controls how, when, and why the mark handles the counterfeit, then it can pass for the real thing.

> Page 86 A problem with longer cons is that the mark cannot be under constant supervision. He could stumble upon the truth or be talked out of the deal by a third party. Isolating the mark from influences outside of the hustlers' control is often essential.

> Page 87 Success of the con is often dependent on not sharing information that is completely false. If the mark does as instructed, he never has the opportunity to properly verify information. This tactic can also explain away conflicting facts, which is why "the secrets they don't want you to know" is a favorite phrase among questionable pitchmen.

> Page 87 Another approach is to anticipate conflicting information and address it before the mark can stumble upon it himself. ... A mark with a strong desire for the bait is easier to fool; if he really wants the prize, then the mark is already biased toward positive proof.

> Page 88 Many con games succeed by making the bubble preferable to harsh realities and cold truths. Often, when a scam is over and the mark has been taken, the loss of that comfortable, hope-filled bubble hurts the mark as much as any betrayal of trust or loss of money. This is why it can be infuriatingly difficult to talk someone out of a scam once they are emotionally committed to it

> Page 89 Cold reading is the art of telling people seemingly specific and accurate information that appears to relate to them personally. These readings are actually a cleverly constructed blend of general statements and universal truths tailored to the mark and accompanied by secretly obtained facts, easily deduced information, or guesses based on the experience of the cold reader. This can be a consciously learned skill that develops over time or a natural talent for so-called "shut-eyes" who genuinely believe in their own powers.

> Page 90 Magician, mentalist, and part-time medium Jules Lenier had taught me how to use every grain of information to read a "client." His chosen props were tarot cards or the client's palm, and he had a devilishly simple trick to determine what someone was really interested in before the reading even began. He would point out the lines on their hands, explain what each one represented, and then asked where they would like to begin. For the requested line he'd point out other aspects of the hand related to that line and again asked them where to start his reading. This simple process told Jules what the client was most interested in and where he should concentrate his efforts for a convincing reading.

> Page 95 The mark is easily isolated from those who "don't understand" or "refuse to believe" and, once under this kind of spell, people want it all to be true. After a certain point, it can be almost impossible for loved ones to drag the victim back to the cold reality of the world outside the bubble.

> Page 97 Whereas sexual blackmail scams begin with sex, romance scams also create the promise of love and friendship. These con games can be more damaging than any other type of scam because they depend on cultivating genuine feelings of love and attachment from the victim. Over time the mark is groomed to believe he is in a real relationship and these emotions are manipulated and directed toward the hustler's ultimate goal, which is usually money but -- once someone is tangled in this type of web -- can be almost anything.

> Page 98 With many con games, I have observed a strange and surprising thought process that allows the mark to buy a bogus story.

> Page 99 If it seems too good to be true, it probably is. ... When desire and hope are ignited, a more powerful logic works in the con artists' favor: This is so crazy, it must be true! ... once someone is on the hook, he is searching for ways to believe. ... It's surprising to me that even the most difficult target can quickly become a victim to this form of confirmation bias.

> Page 99 Anything which supports the mark's hopes is given greater weight and importance, and the more they want the scam to be real, the easier it is to influence them. ... The more the mark wants the iPad, the more my story makes sense to him.

> Page 103 On The Real Hustle we once sold an Aston Martin for five thousand pounds (about $8,500) after convincing the mark that a scorned wife was getting revenge on her estranged husband by virtually giving away his nearly two-hundred-thousand-dollar car. A few convincing documents, some amateur dramatics, and a rented car were all we needed to take down several marks.

> Page 105 In the end, when the house of cards falls down, the scam might seem obvious, but from inside the bubble, it's much harder to see past one's desire for the prize.

> Page 105 The principal objectives of the line are to satisfy the mark's concerns, feed him information, control his options, manipulate his perception, and overall, to give him confidence.

> Page 106 while on the line, the mark often becomes isolated from the influence of family, friends, or colleagues who might intervene. The simplest way to do this is to build the need for secrecy into a scam, but con artists also employ emotional leverage to cause the mark to ignore people around them.

Chapter Five: The Sinker

Page 111 The sinker, where the mark is finally conned into handing over money or possessions, can either be contrived or unfold naturally. With many con games, hustlers must create an imperative that forces the mark to make a decision.

> Page 116 Once they've seen the process work, they want it to be true and this never fails to tip the balance.

> Page 117 An experienced hustler knows to play the mark carefully so that he doesn't actually feel too isolated or overly pressured, though in some cases a bullying, aggressive attitude might work with a mark who is wavering.

> Page 119 Criminal minds are constantly searching for ways to exploit weaknesses like greed, naïveté, and belief. There are countless ways to apply pressure or groom a victim for the sting but, for the most part, it takes three simple steps: Show the mark something he really wants Convince him that it's real Force him to decide

> Page 119 The simplest and most common strategy con artists use is to create an imperative that forces a commitment. This might be a competing party to whom the mark might lose out, an opportunity that will expire, or a sudden, unexpected event that demands immediate action. It could simply be the destination in a carefully planned journey where the pressure is nearly invisible to the mark. If the line is about securing trust, the sinker is about securing commitment; one simply doesn't work without the other.

Chapter Six: The Cool-Out

Page 126 Everyone thinks they're special and ego . . . ego is made of glass."

> Page 127 You want to hurt them enough to make it worth your while but not so much they can't just walk it off." ... "You can put the squeeze on someone -- at the end, maybe -- or you can put them in the shit so all they want to do is get clean and wash off the stink of whatever they were buying into. But that's all bullshit, most of the time. You either don't hurt 'em too bad or you hit so hard they can't get back up." .... Either you get them mixed up in something they'd never want to admit or you give 'em a way out that's better than saying they were a chump." .... "The best cool-out -- the most satisfying -- has got to be when they think it's all their fault. Like playing the tip. You know about that?" ... "Nothing better than making them apologize after you took their money. Unless they thank you but, like I said, that's rare."

> Page 131 Anyone can be a mark, and there's a scam out there to suit every type.

> Page 131 It's not just about getting the money. In a con game, the objective is to walk away -- never to run -- and to continue playing the same con without fear of pursuit or recriminations. The sad truth is that when victims refuse to report these crimes, scammers remain free to prey on others until the law finally catches up with them.

> Page 132 The fewer people who know what the victim has been doing, the easier it is for the mark to conceal what

> Page 132 happened from friends, colleagues, and loved ones.

> Page 132 A constructed cool-out is almost a scam within a scam. It is a motivation for the mark to walk away from their losses and keep quiet about what happened.

> Page 133 it's not unheard of to drop the mark into a compromising situation so that all he wants to do is get out, regardless of how much he has lost. A simple way to do this is to "poison the well." Once the mark has committed and his money is secure, the nature of the proposition suddenly changes from being an honest opportunity into a criminal act.

> Page 134 Certain scams are designed to make the victim appear responsible for any losses; others create fake scenarios where an unforeseen event or disaster apparently ruins everything. These strategies are excellent for making the mark walk away without knowing he was conned.

> Page 136 Not confronting the reality of a scam is preferable to admitting I was almost a sucker.

> Page 137 Con artists can certainly be charismatic, sometimes even cool, but mostly, they are remorseless and cold as ice. To be a grifter, one needs to be willing to sink to any level when going after the money. There are no limits, no restrictions, and no rules. Most assuredly, there's rarely any honor among thieves.

> Page 140 There is no surefire method or guaranteed system to hustle a mark, but a series of objectives that contribute to the success of a sting.

> Page 141 Drama, pathos, action, and comedy make for great entertainment, but real-life con games are usually banal by comparison. In a scam, nothing dramatic really happens because in order to make something seem real, it should appear almost ordinary.

> Page 141 Melodrama can be useful, but it needs to serve a purpose.

Part Two: INNER SECRETS OF THE CON GAME

> Page 145 While intelligence and cunning are common in con games, these qualities are often found more in the scam than the scammer.

> Page 146 It's important to note that not all con artists are experts in the art of deception. Many are simply street-smart crooks willing to do or say anything to take a buck; but the methods they employ are often the product of much more talented minds.

> Page 147 Always remember that con games are much easier to identify from the outside but surprisingly easy to fall for from the inside. The art of the con is in making an ordinarily transparent lie appear completely real to the mark. And, as in all seduction, the target is often blind to everything but his own desire.

Chapter Seven: Carnival of Cons

Page 153 It's the games that have been designed solely to fleece suckers and force them to lose serious money that you need to be aware of, even if you never set foot on carny ground again.

> Page 153 Almost any game can be manipulated against the player, but a fairground where no one wins will soon be deserted as word spreads. It's a game of give and take, and the carny's job is to ensure he takes more than he gives in order to make a profit.

> Page 156 Operators demonstrate by throwing from a different angle,

> Page 160 A "flat joint" or "flat store" is a game where there's no real chance of winning.

> Page 160 Some games can be reworked on the fly, starting as a percentage or skill-based affair but becoming an outright scam when the operator offers to change the structure of the game.

> Page 165 This is why they are called "trap games" because, once a player has lost so much, it's very difficult to walk away. [Sunk cost bias at work] ... Once someone has lost a lot of money to this kind of game, it might seem easy for him to walk away, but in the heat of the moment, the player is convinced that he is so close that he is certain to win eventually. The con is designed to lure the mark into believing that winning would easily compensate for the money he has already lost. This is why prizes in a trap game must be bigger and more attractive.

Chapter Eight: Street Got Game

> Page 177 There is no such thing as an actual street game.

> Page 179 Going straight for the sucker's money is clumsy and less profitable than manipulating the mark into betting everything he has on the turn of a card or the location of a pea. Here is where the real con game happens. Any idiot can trick someone into losing a single bet, but it takes hustle to get the mark to bet everything he has.

> Page 180 The job of a shill is to play the game according to a predetermined plan, but also to follow instructions from the operator as he tries to work someone into the game. The common assumption is that the shills win money to attract suckers and prove the game can be won, but they serve a more important purpose. Once a victim has been identified, the operator uses the shills to stall him until he's ready to lose everything. The mob (a team who operate street games) might take a few bucks from someone to see if they've got gamble, but if that causes them to walk away, taking twenty dollars might cost them the chance to steal hundreds.

> Page 183 Even if you are completely familiar with "the hype,""the steal,""the lay down," or "the bent corner," there's no chance of winning. If you step up looking to be a smart ass, the chances are you're mixing it up with people who are much more dangerous than you, and I mean physically, and it's never a good idea to get between hyenas and their supper.

> Page 183 We see classic scams at work, manipulating emotions and building expectation while focusing the mark on a perceived advantage until they're ready to burst.

> Page 187 In essence, these scams all convince the victim that they can't lose, and while some suckers will jump in without thinking, most people need a good push in the form of the build-up.

> Page 188 There are two key forms of build-up used to manipulate the mark; these can either be applied directly, as with the Russian girl who openly talks the mark into betting it all, or subtly, by stalling the mark until he is convinced he can beat the game and eager to do so. The former builds excitement while the latter frustrates the victim as he tries to make a bet but is held off until he reaches for his entire bankroll. In both cases, the sequence of events is similar.

> Page 188 It is well known that shills in a crowd are there to bet and win money as part of the show, but they are most effective when they are used to hold off a potential sucker until he's ready to pop. It's a simple procedure: the shills start losing!

> Page 188 The people around them can follow the winner easily, but instead of questioning why the shills are losing, the most common response is to believe that they are somehow much better at this than the losers. The natural conclusion is that if they were to bet, they'd win.

> Page 189 the over bet. Here, a mark, or even several, might bet on the winner, but a shill, holding out a larger amount, bets on one of the losers. The operator claims he has to take the bigger bet and rejects the marks' money while showing that the shill has lost. The marks then see that they would have won, and if they stay in the game, chances are good that they'll pull out more money, especially when they fall for the big steal.

> Page 189 The big steal is where the mark is convinced that he can't lose, and there are always new ways to manipulate people into thinking they're on top of the game.

> Page 193 the onlookers believe they have seen something they weren't supposed to see when the opposite is true;

> Page 194 In the end, it's all about building the victim's confidence and creating an irresistible opportunity. Just like all con games, it's more about what's happening inside the mark's head, knowing how people react to engineered scenarios, and taking advantage of human nature.

Chapter Nine: Life Is Short

> Page 197 The term "short con" refers to a confidence trick played for fast money -- whatever the mark has in his wallet or can obtain quickly. They are usually hit-and-run ruses that target all walks of life, from small businesses and stores to unwary tourists.

> Page 197 Short cons tend to rely on predictable behavior, where a grifter simply takes advantage of a situation in order to steal from his or her victim.

> Page 197 The hook or the line might be small or even nonexistent as these scams are all about getting the money quickly. Once caught in the middle of a short con, the mark can only escape by breaking social conventions and walking away or by confronting the hustlers directly.

> Page 199 Hustlers can construct a scenario that depends on their victim to act as anticipated. ... In a sense, instinctive reactions and typical behavior are the hook because the victim simply acts in a way that is natural to him. Theft by distraction might not be a scam in the strictest sense, but it can reveal something about the way these criminals think and interpret the world around them.

> Page 203 Many scams are built on common misconceptions, presumptions, and automatic reactions.

> Page 205 Presenting marks with recognizable scenarios and depending on their predicted responses is a common strategy.

> Page 211 Despite what many of us believe, human beings aren't very good at performing several tasks at the same time or analyzing multiple pieces of information at once.

> Page 213 Change raisers are experts at keeping their mark focused on the wrong thing at the wrong time.

> Page 222 Someone tries to secure a commitment by making you focus on the supposedly positive aspects of a deal, without revealing (or misdirecting you from) its negative aspects.

Chapter Ten: Feel the Hustle

> Page 224 Hustling is all about keeping the mark in the game, generating false hope, manipulating expectations, and twisting the victim's perspective about the situation they're in.

> Page 225 the prospect of winning is what keeps most people playing;

> Page 231 For a great proposition bet, the hook is baited with a challenge that seems to put the odds in the victim's favor, but there is usually an unknown factor, whether it be skill, a secret, or overnight preparation.

Chapter Eleven: Tricks, Baby

> Page 260 Trust can be grown, it can be earned, it can be assumed, and it can be stolen.

> Page 261 Con artists often pose as people in authority or respectable members of society.

> Page 261 family. By borrowing the reputation of others and leeching legitimacy from well-known names and institutions, scammers have been able to steal billions over the years.

> Page 266 Con games are just as despicable as these fake charities and con artists are no better than their lying, bottom-feeding cousins, but there's an inherent ingenuity to these scams that sets them apart from other crimes. It's difficult to appreciate how effective they are or why they work, because there is a powerful element at work in more sophisticated scams: emotion.

Chapter Thirteen: Advantage Play

> Page 298 Some businesses deliberately design their procedures or interfaces to mislead or misdirect the consumer. Sharp practice is the art of staying on the right side of the law while offering a transaction or deal that places the customer into a situation that is either unfair, more costly, or deliberately manipulative of expectations.

> Page 298 Terms and conditions are everywhere and most people have become trained not to read them simply because they are now comically long and deliberately complicated.

> Page 301 As human beings, we often see complexity where there is none, or ignore a simple solution while searching for something more satisfying.

> Page 301 Con games are all about finding or creating opportunities where the hustler secretly has the upper hand. ... People are quick to accept something on face value, especially when plunged into a worrying scenario.

> Page 341 I hope the list serves as a guide to understanding why and how people are deceived.

> Page 346 Whether he's a grifter or a gold digger, a hustler's willingness to say or do anything to get what he wants will ultimately determine his success.