I previously wrote a review of Gabriel Weinberg's new book Traction: A Startup Guide to Getting Customers. I was lucky enough to receive a pre-release copy of it, and for the most part all I can say is that it was an excellent book. The gist of my review is go buy it right now.
Now it's even more useful to buy. If you purchase before Sept 15 and email your receipt to Weinberg, you'll get a number of other bonuses.
An additional benefit of the tractoin book that I didn't mention in my previous review - in the book, they discuss the mechanics and value of stupid publicity stunts like this.