The Irresistible Offer

In a perfect world I wouldn't have to read marketing books. I would create something useful, people would be drawn to it instinctively, they would offer me their equally useful creations and we would mutually thrive.

For the world we have, there is Mark Joyner.

The Irresistible Offer is a concise formula for effective marketing. It avoids moralizing and cross-promoting and lays out a guide for going from whatever you have now to a marketing approach that should help you attract good customers. It's available free online as a PDF (legally).

Edit: Just posted a full summary here: http://marcusvorwaller.com/blog/archives/2010/08/28/summary-of-the-irresistible-offer/ if you'd like the quick(er) version.