[header] How to sell print advertising [title] Have eye-catching copy in headlines and subheads. [step] 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. [substeps] The subheads should then elaborate on the headline.