Steve Krug's book "Don't Make Me Think!: A Common Sense Approach to Web Usability" should be essential reading for anybody involved with commercial web sites.
Don't be fooled by the plain cover - this is a brilliant book for anybody designing web sites or writing words for them.
The whole thrust of the text is to put your vanity in a box and lock it away. Think about the visitors you want to come to your web site, to read your words and buy whatever it is you're selling.
