Secrets Of Paid Search Success From 1930s Direct Mail Wizards

Posted by ILuvMktg under Online Marketing
From http://searchengineland.com 6061 days ago
Made Hot by: on April 19, 2008 8:02 pm

We search marketers can learn a lot from the direct mail wizards.

Putting it more crudely: if Claude Hopkins were alive, his Google campaigns would kick ass.

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.

The early mail guys knew what mattered: tracking your results, knowing your profitability metrics, marketing to strong lists, testing different versions, writing compelling headlines, crafting copy which sells.