267: Snake Oil

I've been working with a client who was working to market his psychiatric practice more widely.

"I guess I just need to get over myself and be more narcissistic," he told me with genuine concern in his voice.

"Hold on," I sad. "I get your sentiment but that's not the right framing at all," I said.

"Let me ask you something: In your honest opinion, are your abilities as a psychiatrist better than many of your peers?"

He paused to consider the question, then nodded in assent.

He had reason to believe so. Not only had he graduated from one of the world's top medical schools, he had gotten additional training in psychotherapy, bringing both drugs and discussion to his practice.

"Then the fact that you're not talking about more your practice is actually doing a disservice to the people who could benefit from working with you."

This perspective shift—from seeing marketing as self-aggrandizement to viewing it as a moral obligation to help others—was eye-opening for him. And he's not alone.

Another client, a startup founder pivoting to a new area questioned how he'd go from exploring the problem space to actually pitching something to customers. A consultant friend of mine helping organizations leverage Gen AI in a late-adopter industry worried she didn't feel like "a true expert on this topic yet" and decides to hold off further promotion.

This is the pattern I've observed across dozens of founders and outlier achievers: the most capable people often struggle the most with promoting themselves. They fear being seen as imposters, bullshitters, or, to use the classic term, "snake oil salesmen."

The Truth About Snake Oil

The term "snake oil salesman" has a fascinating history that perfectly illustrates the difference between authentic and fraudulent marketing.

In the 1890s, a self-proclaimed "Rattlesnake King" named Clark Stanley made a fortune selling "snake oil" with supposedly miraculous healing properties. When authorities finally analyzed his product, they found it contained no actual snake oil—just mineral oil and some aromatic compounds. Stanley was charged with fraud and the concept of a snake oil salesman to mean a hustler or fraudster.

But here's the irony: actual snake oil—specifically oil from Chinese water snakes—contains high levels of omega-3 fatty acids with legitimate anti-inflammatory properties. In an era with limited medical options, genuine snake oil would have provided much needed pain relief to many people.

The problem wasn't selling snake oil. The problem was selling fake snake oil.

Reverse Dunning-Kruger

What I think is happening with my clients (and perhaps with you) is essentially the Dunning-Kruger effect in reverse. While incompetent people often overestimate their abilities, highly competent people frequently underestimate theirs. They see all the nuance, complexity, and room for improvement in their work that others miss.

You know how much better things could be, so you hesitate to claim expertise. Meanwhile, less capable competitors market themselves confidently, winning clients who would be better served by you.

Reframing Marketing as Education and Service

Instead of thinking about marketing as self-aggrandizement, I encourage my clients to reframe it as education and information-sharing:

Start with empathy: Deeply understand your audience's problems, needs, and worldview. What have they tried before? Why hasn't it worked?
Educate, don't sell: Explain why their problem exists and how it can best be solved. Share your unique perspective and approach.
Reduce risk with evidence: Offer proof through case studies, research, testimonials, or demonstrations that your solution actually works.

None of this requires exaggeration or deception. In fact, being honest about your limitations can actually build trust.

Early in your journey? Be upfront about that, but show how you've successfully tackled difficult challenges before. Don't have a perfect solution? Demonstrate that you understand the problem better than anyone else—that alone is tremendously valuable.

Becoming a Legitimate "Snake Oil Salesman"

Real marketing is ultimately a function of three things:

Empathy: Understanding others' needs deeply
Education: Helping them see their problems and potential solutions clearly
Evidence: Building confidence that you can deliver results

If you're holding back from promoting yourself or your work, ask yourself: Am I doing this because I'm truly not ready, or do I already have something that could genuinely help my customers?

The world doesn't need fewer snake oil salesmen—it needs more legitimate ones. People selling real solutions to real problems with honesty and clarity.

So go ahead—go sell your snake oil salesman. Just make sure it's not made of minerals and herbs.