David Ogilvy believed that ads shouldn’t just be persuasive – they should be helpful. I agree.
But unfortunately, most lead magnet ads on LinkedIn look like this:
Take BambooHR, for example. They created an excellent ebook on onboarding.
Now, if they asked me to write an ad for it (which they didn’t), here’s how I’d do it…
1. Get the Gist
I download the guide and ask ChatGPT to extract the most interesting points.
🤖 My prompt:
1) Help me create a useful and concise cheat sheet.
2) Extract key points and actionable items from the PDF above.
3) Organize your findings using headings and checkboxes.
GPT gives me this:
2. Create a Cheat Sheet
I pick the best parts and create this layout in Figma:
3. Captions
Readers have three main objections when it comes to lead magnets:
- Spam – “I’ll give them my email, and they’ll haunt me forever.”
- Time – “I’m too busy to read a 300-page ebook.”
- Value – “It’s probably some AI-generated trash.”
So, I address those objections
💡 Only 5 out of 1,000 people will click on your document ad.¹
So why not leave a good impression on the other 995?
