Also, if you can get people to connect intensely with just one or two of your statements, you can then make other false statements and they won’t care, because that might invalidate the one they really want to believe. The threshold is so low that the shotgun approach of just telling lies continually actually works quite well. Your statements don’t even have to be consistent, so you can A/B test the lies.

The normal backpressure to this is that you lose face with your peers because you become known as a liar. But if your peers don’t influence your success, or you just have no peers, it works.

https://news.ycombinator.com/item?id=42075533 ("HN: Misinformation Does Spread Like a Virus, Epidemiology Shows")

https://theconversation.com/misinformation-really-does-sprea... ("The Conversation: Misinformation really does spread like a virus, suggest mathematical models drawn from epidemiology")