Sip one
Jean-Michel Basquiat (1960–1988) came up through New York's downtown scene, first with the SAMO tags he wrote with Al Diaz, then with canvases dense with words, lists and crowns.
He often crossed words out, and said the crossing out made people want to read them more.
Sip two
Most business websites hide their history. We'd rather show it. “Call for a quote”, crossed out and replaced with “Quoted in minutes.” “Fax us your order”, crossed out.
A visitor sees the old way and the new way at a glance, and the change becomes the story. People remember what you stopped doing.
People remember what you stopped doing.
Sip three
The crown runs all through Basquiat's work, and it's often read as a mark of who mattered. Good copy crowns the customer the same way: their problem first, your capabilities second.
When we rewrite a site, we start with the words your customers actually use, cross out the jargon, and crown what's left.