If we’re honest, client education is probably the scariest thing about running a photography business. Always having to justify our value to a bargain-hunting bunch of incredulous consumers just seems cruel. Welcome to the professional world, my friend. Don’t let it get you down. But do get ready to work hard and reshape the way you communicate. As business owners, we wear so many hats, including “director of public relations”—perhaps the most important of all. Convincing the unconvincible is an art and a science. To become anything more than just another starving artist, you need to become an expert at convincing. Here’s how and when to do it.