Breakthrough Advertising by E.M Shwartz. his book is a classic staple in advertising, anyone who is looking to improve their copy writing skills (persuasive writing) should read this and learn from the lessons Schwartz offers.
The New New Journalism by Robert S. Boynton. The New New Journalists are first and foremost brilliant reporters who immerse themselves completely in their subjects.
The Writer's Journey by Christopher Vogler. An excellent reference/learning/instructional book. It moves through a template of sorts for writing what is called the "heroes journey"