Luke, I wish I was making this up, but I’ve literally had clients who want me to build them a website (or a brochure) and asked me to provide copy for them about a company I know nothing about. Last year I was building a website for a client and the guy literally went so far as to ask me why I couldn’t build him a website or start work when he had given me nothing (no copy, images, or even what the company was about). I sent him this:

I mean I could put down a blue bunny rabbit runs the company. At this point, I could create a website with whatever I wanted it to say without knowing anything about it. Is that what you want?

The guy still didn’t understand and I had to terminate our work together. When people don’t give me copy in advance I want to do this: