Over at SEL today, I have a post on recommending the titans of direct mail for their insight into direct response search.
Claude Hopkins. Albert Lasker. John Caples. David Ogilvy. Leo Burnett. Maxwell Sackheim.
If you don't know these names, you should.
They're the guys who invented direct response.
It was called "direct mail" back then, but the rules are the same.
Their ideas for getting an envelope opened, an ad read, and a check written are still effective today for getting a link clicked, an Add To Cart button pushed, and a VISA number typed in.