We in the industry know it's about production value and experience. But it is sometimes difficult for a client to value that. We talk about what they want to achieve and ask for samples of what they like from video online. Then we begin the process of educating them so they understand what they are paying for. If they understand that what they are buying is an investment that should bring a return, no matter what the project, and not just an expense, it is easier for them to justify the cost.