Ryan Deiss builds a marketing education from four books: 100 Million Leads for getting attention, Ogilvy on Advertising for craft, Breakthrough Advertising for psychology, and The Wizard of Ads for emotional storytelling. He maps a skill progression from leads to the art of making people care.
First, $100 Million Leads. This is your freshman year. This is how to get total strangers to find out that you exist because everything is downstream from awareness and leads. Second, we've got Ogilvy on Advertising. This is your core curriculum. This is how advertising actually works from the man who built the industry. Third, we have Breakthrough Advertising. This is why people buy. This is when people buy and why you can't create desire. You can only channel it. This is your psychology degree. Fourth, we've got The Wizard of Ads. This is grad school. This is how to make people people feel something before you ask them to do something. This book is going to show you that magic is real. Now, the skill stack is basically we're going to get attention, then we're going to learn how to get leads, then we're going to learn the craft, then we're going to master the psychology, then we're going to make art and magic. 4 books, no student loans required.
