Instead promote the VALUE you will bring to the assignment . By emphasizing value with phrases like " our approach to this assignment will bring real value to your customers' perception of your widget..." or "the value we will bring to this assignment will result in images that will make your prospective client more aware of the benefits of your service..."
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You can also emphasize the long term benefits of your work. Conveying to a client in your own words concepts like "long after the sweet fragarence of the floral arrangements had faded, photographs that stink will be a reminder of where costs should not be cut" or "four color press releases won't make up to photographs that miss the moment..."
Let me stress- these are phrases that illustrate concepts and using that language might come across with the unspoken perception of you being " how dare he tell me how to spend my money..."
In the end, you need to convey to your prospective client that you are the best choice for the assignment and right now in a cost-conscious economy, emphasizing your services as valuable will help them make the right choice-you.
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