Malays have an idiom for this:
Indah khabar dari rupa.
Indah = nice, preety, good
khabar = news, grapevine, talk
dari = from, versus, compared to, etc
rupa = the looks, facts, reality
Suckers who believed what he said gets conned again. Will they ever learn?
Fool me once shame on you. Fool me twice, shame on me.