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Thanks for the help and insight Stephen!

Thanks for the insight.  Great point about not putting in too much initial work.  Many of these clients that I am speaking of have large budgets but are sending all the spend to yellow pages and mailers but lack any insight to the benefits and return of proper online marketing and conversion.

I consult in the dental industry.  Many professionals in this industry are operating in the dark ages when it comes to marketing.

Any ideas about using research tools data to create client interest in dedicating marketing spend on SEO services vs their other current antiquated marketing methods?

I am approaching potential clients to pitch SEO.  They aren't necessarily seeking SEO services currently but have a strong marketing budget.  I would like to use seomoz tools data about their site and competitors as way to show possibilities/potential of SEO services to gain interest in further discussion of SEO benefits.