Unlike quiet predators who try to disappear, Rader demanded to be seen. He mailed letters to newspapers. He sent cryptic puzzles. He bragged about murders the public didn’t even know about yet. He signed his crimes with a name designed to shock. BTK wasn’t just committing murder. He was building a brand.

(Ted) Bundy understood something few killers before him fully grasped: Attention is power. He cultivated an image—handsome, intelligent, articulate.