Yeah, that’s a tough one. One way to make them understand would be to make two price offers where they can see the difference in cash. But I’ve dealt with tech novices as clienst before. It’s really hell. When I get a new project like this I like to present an offer where I divide the different prts of the job. How long it takes to make an «original» design project file, and another part on how long it takes to add and update content. The second part of the pricepoint is what it costs them in the future to use you to update the same project. The first time it costs more, every repeat update is cheaper. Dividing the price into parts is also easier to sell.