If people have little bit of common sense then most of the scams can be avoided because most of the scammers aleady have negative trust or untrusted feedback and also if they don't have we may assue they are scammer from the offer they are making and always remember that you need to look for an escrow when you ment a person on online for trading or exchanging.
Yeah you are right; scammers also give such benefits that are too much for a new coin and project. Checking the project is mandatory before investing your money in it. by doing this you will be safe. Never trust anybody easily because they will show you a shining future, but the facts are different from what he offers. I always invest in bitcoin or Ethereum.
The only way anyone can easily identify scam most especially when it comes to ICO is to be able to take a deep look on the team for starters. You cannot expect something serious from a team that is non serious or looks unreal and in that case, you really do not want to be investing your money in such places.
Scammers tend to use fake profiles most of the time, and they will always end up leaving some footprint as there is no way they can ever get it right like when a team is doing the real thing. Secondly, the product availability helps a lot, but you really want to check if it is even a product worth investing in, in the first place.