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Have eye-catching copy in headlines and subheads. Offer custom illustrations and images. Provide a variety of ad styles. Make your ads appealing to a certain demographic or market.
The headlines in your advertisements should stop readers in their tracks and attract a lot of attention. They should also effectively summarize the selling message and stimulate interest in the proposal embedded in the ad. Headlines, also known as taglines, usually appear in large, bold font and are best when they are short and snappy.  The subheads should then elaborate on the headline. You should have print ad examples that have strong headlines and subheads. This will show potential clients that you have copywriters who can come up with snappy, sales-oriented copy. In industry terms, an ad has about 10 seconds to jump off the page and make an impact on readers. This means the headline or tagline needs to be catchy and bold enough to attract attention. Often, current print ads will contain a short, one to five word tagline that is reinforced by a strong illustration or image. The brand's logo may also be featured prominently on the print ad so the consumer knows exactly who is selling the product. In print advertising, strong illustrations and images can really help to get a reader to pay attention to the ad. The illustrations should work with the headline, or tagline, to reinforce the ad's theme and promote the company or brand effectively. Offering custom illustrations, whether through an in house graphic designer or a designer your ad agency uses on a client by client basis, can help your agency seem more appealing to potential customers. For example, a recent print ad for the Swedish company IKEA featured the tagline: “Tidy up.” The tagline appeared underneath a bold and colorful graphic of different colored socks that took up most of the ad space. This simple tagline, paired with an engaging graphic, works effectively to catch a reader's eye. To appeal to a larger customer base, you should try to offer ads in a variety of styles. This could mean graphic heavy ads with a large graphic and a simple tagline or ads with more text and less illustration. You may also use different color schemes in several different ads to show that you can provide a variety of design styles. This will show clients that you can be flexible and provide an ad style that fits their brand. You may also want to offer a complete ad campaign, where you create a series of print ads for the same company to sell similar products. Some ad agencies will use the same illustration style and the same font for an ad campaign so the ads all feel related but slightly different in some way. If you are looking to home in on a particular client market, you may want to create sample ads that appeal to a certain demographic or market. You may create sample ads with a younger demographic in mind to attract clients who are selling products to a younger demographic. Or, you may focus on the over-50 market to try to attract clients who are selling products made for older adults. Focusing on a specific demographic or market can help you get the attention of clients and build client relationships with brands you want to work with.