3 useful techniques for quacks

Andy Lewis of Quackometer fame gave an entertaining, erudite, and instructive talk on quack medicine at the meeting held by the Centre for Inquiry on Saturday 30 January. Andy listed 10 characteristics of successful quackery (which I will link to if it has been published on the internet). I would like to suggest three more useful techniques for quacks:

1. make people feel responsible for their illness and any failures to respond to treatment
2. address marketing at vulnerable and gullible people
3. advertise the benefits of their bogus therapies using words that evoke emotions rather than conveying information.

(1) Quacks often make people feel responsible for their illness and any failures to respond to treatment

Here is a typical example (from Dainty Ballerina's Fragments blog) of a 17th century quack using the technique:

Those that fear the Plague, and are not Infected, let them take of this Drink hereafter following, which is twice in every Week, half a spoonful at a time: It hath been observed, that never any one dyed of the Sickness, that did take it in time.

This technique is really useful for the quack. Their patients are led to believe that they are responsible for falling ill. And, if the quack therapy does not work, then they blame themselves for not following the quack's instructions properly. If the treatment works, the quack has a happy patient. If the treatment fails, the patient does not blame the quack, and will easily be sold other quack remedies.


(2) address marketing at vulnerable and gullible people.

Anyone seeking a cure for an ailment is vulnerable.

They are likely also to be fearful and anxious. And therefore ready to believe anyone who offers them hope, especially if the quack has a sciencey-sounding explanation of why the therapy must work, and a fistful of glowing testimonials from satisfied patients.

(3) advertise the benefits of their bogus therapies using words that evoke emotions rather than conveying information.

Here are some quotes from an advertisment that I saw in a newspaper today.

heart-healthy vitamins

clever Centrum

These phrases make you feel that the product is good for your health and that it would be clever of you to use it.

These phrases make no claims. Thus there is no risk that a dissatisfied customer can sue the manufacturer; and no risk that an eager activist can complain to the Advertising Standards Authority or to a Trading Standards Office.

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I suggest that you check my theories against quacks and their bogus treatments. 

You might also enjoy exploring the blog written by the Quack Doctor. She has fascinating collection of "panacean powders, pills, potions, procedures and pamphlets, as advertised in historical newspapers".