Why would we have to sell the idea of web standards? Why not just use them? Sell your services like usual, and use all the tools you know to create a fast-loading, accessible and usable site. Your client will be happy with the results, and word will spread. They won't know WHY your sites load quicker, get more visitors, and rank higher in search engines than your competitors, but you can be sure they'll be happy for it and tell everybody they know.
I don't see that anybody has to sell web standards. They are self-selling, even if the buyer doesn't understand it.
~john _________________________ Dr. Zeus Web Development http://www.DrZeus.net "content without clutter"
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