We have made document ads for industrial software companies for three years. The ones that work read like a summary, not like a brochure with an appendix.
## Lead with the finding
Put the most specific, most surprising number on page one and name who it applies to. If the strongest thing you have is a definition, the document is not ready and no amount of design will rescue it.
## Keep it short and let it end
Six to eight pages is plenty. Finish with what the reader should do next in their own operation, not with a services page. Documents that end in a pitch get read once; documents that end in a checklist get forwarded internally, which is the only distribution that matters here.
Where this applies
- LinkedIn Ads
- Content Marketing
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