How to Explain License to Smaller Clients

It seems to be coming harder and harder to explain licensing to clients, especially with the advent of more and more content being moving image. Ultimately there is no need for them to buy an outright copyright because that would be very, very expensive in the long run. Through negotiation, you can try and find a way to license the work for exactly what they need. And ultimately it's going to work out cheaper for them to do that as if they license something for 12 months, they pay a smaller amount than if they're licensing it for three years. If your image is going to be in beamed across to every house in the country, you know, in front of thousands of thousands of eyes