If you're going to run a major-league swindle, nothing sucks 'em in like personal example.

The first thing the scammer does with his ill-gotten gains is to surround himself with the trappings of wealth. Human nature being what it is, his willing marks will look at his lifestyle and want very badly for it to be theirs as well.

It is this wanting that lowers the internal barriers, erodes better judgment, and that causes otherwise sensible people to behave like slobbering morons. Until they see the cars, the mansions, the yachts--it's all an abstraction.

If the marks already have a lot of loot, then the lifestyle ornamentation is important to show one is a member of the club. Rich people don't get richer by investing in working stiffs--they do it by investing with other rich people.

Dangle the toys in front of them. Once the hook has been set, all that's left to do is reel 'em in.