Does it really hurt to add content later?

We are getting a few design requests at the moment where the client is asking for design before content, or “if you can show me what the design will look like, I can then get an idea of what and how much to write”.

This is incorrect.

Designing around nothing costs more and takes longer and is a waste of time. A softer piece can be found here.

Loosely connected to the above is the wonderful David Olgilvy’s remark, “Once upon a time I was riding on the top of a First Avenue bus, when I heard a mythical housewife say to another, “Molly, my dear, I would have bought that new brand of toilet soap if only they hadn’t set the body copy in ten point Garamond.” Don’t you believe it. What really decides consumers to buy or not to buy is the content of your advertising, not its form.”