How much you can or should invest in marketing is primarily a numbers game. Instead of thinking "how can we minimize marketing costs?", think "what marketing costs are necessary to dominate our market or to generate a desired level of profitability?"
A very common mistake in sales presentations and business communications is to take the viewpoint of "I" or "we" (the company), instead of "you" (the customer.)
A reader's name will always get their attention
When prospective customers call, there are often barriers in the way of their becoming customers.
A Unique Selling Proposition can stop qualified customers in their tracks.