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Docs share knowledge, docs teach concepts, but docs done right can also bring in new customers. While developers might not like to admit it, documentation is now a form of marketing. Companies are building businesses on APIs, so how the technical details are communicated becomes as important as a product feature matrix. To succeed in this new reality, approach documentation with the same attention to detail and polish as other marketing. This talk shares lessons learned from observing the good and bad from hundreds of API providers and shares the ways the best are making their APIs irresistible.