That's a risk, but it's mostly overblown in my opinion. Honestly, anyone can do basic digital marketing type stuff after watching a few YouTube videos and some Udemy courses. This isn't nuclear physics or engineering that requires 4 years of schooling and a license.
These small-medium business owners hire us (marketers) because they don't want to spend TIME even thinking about this stuff. If they do, then they're probably gonna be a cheap client or a micromanager.
I can only share my experiences as a business owner, I could be very much in the absolute minority here so don't take this as advice on how to cold email someone, but I get emails every day from people offering services of all types, and the ones that open with pointing out how bad something is go straight to trash. (Along with ones that have spelling errors or that look generic, as though the person hasn't even looked at my online presence)
Because as you rightly pointed out, this isn't rocket science (well for me it is a bit as I'm not very tech savvy haha!) and there are heaps of people out there that offer the services, so I'm more likely to want to work with someone who wants to help build on what I've started, rather than spend money on someone who wants to criticise the house I've built.
Now if I seek you out, because you've been recommended to me, or I know you or someone you've done work for, high rating somewhere, whatever the reason, then thats different. If I approach someone and want/need their skills go ahead and tear it apart and make it amazing!
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