Different things draw different reactions from different people. Reactions usually get distributed along a spectrum. Some might react faintly and some might react overwhelmingly. I do believe there are some things that have a skewed distribution that they will drive a similar kind of reaction from most people. One example is a gun pointed at you. I bet there will be much divergence. The reaction will be a fear, defensive posture and bargaining for safety. And I don’t think there is any level of saturation one can reach for it. Instead it actually gets worse and worse. A man who is pointed at with a gun for the first time will be afraid but if it has happened ten times with him, his PTSD will get the worse of him..

Basically what I’m getting at is some things just don’t have fatigue and are extremely reliable in their outcomes when it comes to extracting human reactions.

A jump scare will always work on people who have not seen many horror movies. Maybe with time they will get saturation but is that really a problem when new people keep getting born and you have a new market of people who have never seen any horror? Basically you have a perpetual supply of jumpscare-able people.

What I’m getting at is there are mechanisms which derive some emotions or actions out of people. Even if they reach fatigue or saturation, you can find new people to expose them to. Instead of finding new things, you can look at whatever is working right now and deploy it against new people. If fatigue or saturation is a problem. The method is not to blame but the fact that you are not the first one or the early ones to do it. Basically to look at some method and to say it won’t work even though it clearly has means you may be misjudging the fact that you can also do it to people who have not experienced it. That just because you have seen it, everyone else has and there is no potential market any more.

And in marketing there are classic structures like:

• 10 evergreen headlines
• 4-5 funnels
• 2-3 formats of landing pages and VSLs

There is no need to diverge from those. There is no need to invent anything new, both in terms of a niche or delivery. It is always about reaching people when they have not reached fatigue or saturation. And in many cases you will be handed a non-fatigued or non-saturated audience because they were abandoned in the past because they were saturated. Now since no one was doing it any longer, there is again a market opening. So a very productive use of your time could be to identify which audiences may be unsaturated right now because they were ignored or abandoned due to their past saturation instead of finding something new altogether.

Basically it’s not about the novelty, complexity, or originality of the strategy but the timing of it. Just like in option trading it’s not very useful to come up with something really complicated where you buy, say, different derivatives at once. Simple strategies like straddles and strangles can get you far if you time it well.