After sending an ad mockup to a client for approval, I had a follow-up phone call about the design. The client (marketing director at a major magazine) said “It needs to look more like the actual magazine.”
Me: If someone on your end could send us the magazine’s fonts, that would help a lot.
Client: Can you spell that for me?
Me: …F-O-N-T-S.
Client: Am I supposed to know what that is?