[polyfractal]

I don't know if these are the "Masters" of the field, but they come highly recommended as useful books. Several are on my to-do list:

-Crossing the Chasm

-Web Copy That Sells

-Yes!: 50 Scientifically Proven Ways to Be Persuasive

-Three Steps to Yes: The Gentle Art of Getting Your Way

-Getting to Yes: Negotiating Agreement Without Giving In

-Solution Selling: Creating Buyers in Difficult Selling Markets

-Copy Hackers (I've read these and they are very good)