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Teaching clients why to "Have It Professionally Mastered"

I know the importance of mastering by a mastering engineer. But trying to tell most of my clients this is like speaking to them in Latin. My mastering guy has given me some good things to say that helps, but most of them really don't get it, all they hear is what it cost and all things considered it's pretty cheap. They see the Finalizer and Masterlink and say won't that do?