DON DRAPER'S READING LIST

The right three word combination can boost the sales of your business tenfold. Immortal phrases like Apple's “Think Different” didn't develop in a single day and with the boom in start-ups nowadays, it's immensely important for us to understand advertising more than ever. Good copy always makes a person feel better if not anything else.  
Hey, Whipple, Squeeze This by Luke Sullivan
Starting from print ads, billboards to even radio commercials; Hey, Whipple, Squeeze This is a classic when it comes to copywriting manuals. It actually teaches you how to communicate with your target group efficiently instead of blabbering on about why your product is great. Your product might be great but what your customers need is greater and this book teaches you exactly that. Extremely well-written and funny, you'd do good to start with this book.
Ogilvy on Advertising by David Ogilvy
Aside from Bill Bernbach, only one other man has left such a dent on advertising: David Ogilvy. Responsible for Dove's brilliant campaigns throughout the years, the founder of Ogilvy & Mather leaves us advice that is timeless. One of these would be “Tell the truth, but make the truth fascinating.”
Influence: The Psychology of Persuasion by Robert B. Cialdini
Thirty-five years along with a three-year study was spent behind the research for this book. The title makes a bold claim but you'll understand once you go through the innumerable case studies and their dissections given in the book. It is not a light read by any means, the book is heavy and so is the writing. Whatever it lacks in eloquence, influence makes up for it with solid content.
How to Win Friends and Influence People by Dale Carnegie
Your brand needs to win friends through the advertisement. You need to understand the psychology behind close relationships which not only help with clients but also to work on the consumer level.
Steve Jobs by Walter Isaacson
Steve Jobs not only led a technological revolution, he also revolutionised the way technology is advertised. Helping Lee Clow at TBWA\Chiat\Day to create the legendary 1984 ad for Apple and the Think Different campaign, Steve Jobs exemplified how a client could be both amazing and plain mentally damaged. In my opinion, after Coca-Cola, Apple has the strongest brand image in the world.  
As David Ogilvy said, “Do not address your readers as though they were gathered together in a stadium. When people read your copy, they are alone. Pretend you are writing to each of them a letter on behalf of your client.” These books will help you do exactly that.