The layout of an advertisement is a composite whole containing the various factors which appear on the printed page, such as the illustration, the headline, the text or body matter, ornamentations, borders, and the signature. The printed headline should talk to the reader in the language he best understands, which may mean that it will often employ shop or trade terms. A good plan in headline writing is first to determine in own mind the message one desire to convey, and then express it as strongly as possible in the fewest number of words, linking the message to the self-interest of the reader. Newspaper headline writers are extremely important members of the staff and become skilled in the art of conveying to the public, in the fewest number of well-chosen words. In the writing of advertising copy headlines, the skillful writer may achieve this result, provided, like the newspaper man.