Before getting into how to explain to a client that they’re wrong, ask yourself, “Is the client wrong to begin with?” Just because you don’t approve of the direction they’re taking or of a request they’ve made doesn’t necessarily mean it is not a step in the right direction for the project. To be able to answer this question effectively, you need to train yourself to be completely objective and humble when dealing with client requests. First of all, appreciate one critical thing: the client probably knows their target audience a lot better than you do. Just as Web professionals quickly learn personality types among their own clients, your client interacts with their target audience on a daily basis and knows what makes them tick… and that may be just what makes you cringe.