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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?

Newbie Mastering software Question

I posted this question at a couple of the other forums but I thought I would put it up here to see what the DAW world folks have to say.I run a small recording studio that does mostly demos and low budget indy releases. I prefer to have my mixes mastered by a professional mastering house because I don't have the tools and monitor set up to get proper results.

Presence in mastering

a friend of mine recorded a project for a band and they took it to get professionally mastered at Freq Mastering. Everything on the mastered copy sounded more present, it was subtle like you couldn't hear EQing or compression it was just that every instrument found their place. Is this presence achieved by just running things through really nice analog outboard gear?