Confessions of an Advertising Man
Ogilvy's operating manual for advertising — still the best book on persuasion, copy, and what actually sells.
Ogilvy writes with the confidence of someone who was right more often than he had any right to be. The chapters on headlines, copy, and what clients actually want are as useful today as they were in 1963. His rule — "the consumer is not a moron, she is your wife" — is a corrective that most marketers still need. Required reading before you write any sales copy.