While the target audience for example copy is actually prospective clients, you will usually want to write your samples to an imaginary one -- often a specific group of consumers. So, for example, if you're applying for a job to write for a service dog training magazine, your target audience isn't trainers. Instead, it's current and potential service dog owners.  You want to illustrate to your potential employer that you understand their target audience and ideal customer. Therefore, your example content should be poised to address the same problems or needs that their customers have, not necessarily the problems or needs that they themselves have.