I also realized that we were forming a partnership where they and I could benefit from calculated and well-informed decisions. In some cases, it meant quite a lot of trial and error. I would explain that advertising and marketing was not a science or an art. Instead, it was a series of exercises using past historical examples and case studies that may or may not predict the future results.Once the client understood the risks, as if they were investing in the stock market, we were both in agreement. I would have them establish a realistic budget, explain ROI, or return on investment procedures, and a reasonable timeline, If they were comfortable with the risk versus return, we could move forward. I also gave them an escape route. If, at any time, a change in business or a change, in their own mind, dictated a new path, I would carefully evaluate their concerns.

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