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Lack of sufficient space to communicate the "full" message is sometimes an issue when advertising in expensive publications with limited room. Many times I've had to struggle and battle through the issue of what goes in and what's left out. Sometimes it can be tough to make these decisions as everything seems vital.
Follow the principles listed in the "writing Techniques" sections as they are the same for small ads and long copy. Once when I was editing some copy, a section said "Time as well as their financial resources." That was far too wordy and I reduced it to "Time and Money," saying the same thing. Space is a premium so use it carefully.