Changing ways is difficult. Clients are so entrenched in their business and know what their competition is doing every second. They look at every advertisement and think to themselves "what they are doing must be working."
The trouble is that strategy of following never works. The first one in wins. The followers get the crumbs and limit their potential market share.
There is a fine line between doing what the client likes, and doing what works: leading. Convincing the client to try to set themselves apart when everyone else in the market has the same message shouldn't be that tough. The clients that have the stomach for change end up winning and set a course for success, and make the others reactive.
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