I would say that I have to "educate" about 20% of the customers that I get.
I have even gone as far as (with one customer that thought they KNEW IT ALL) loading there image in Photoshop and let them sit in front of the computer and give it a shot. He managed to delete the image after pressing buttons and monkeying around for about 15 minutes, he did NOTHING to the image. He decided it was best to PAY me for the job he wanted done.
People seem to like seeing what goes into the restoration and the care that is taken with there images. I usually wear white gloves when I am working with a very old image. It gomes out of there packaging, goes on the scanner, goes back into there packaging and gets put in a safe. Just in case I need it again.
Please feel free to use any of these ideas that I have presented. We are here to HELP one another.