The two books on my nightstand these days: Jeffrey and Bryan Eisenberg's Call to Action. Secret Formulas to Improve Online Results and Waiting for Your Cat to Bark? Persuading Customers When They Ignore Marketing.
I am almost through with the first one - fundamentally a how-to for understanding and applying conversion techniques to online efforts - and though I miss an index and a clear structure of Chapter 2: Structuring ;) - I'd recommend you have a look at it. Learn about planning, structuring, communicating, momentum, and optimizing in 5 comprehensive chapters.
Waiting for Your Cat to Bark is a companion book to examine the persuasion side of the coin in much greater detail. At least that is what the authors say. I'll be back with a short note as soon as I will have found out.
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