Brand Tone

Artisanal, Scholarly, and Reserved.

Brand Values

• •Historical Authenticity
• •Master Craftsmanship
• •Specialization
• •Functionality over Frills

Best Practices

• •Prioritize Precision: Always use specific, historically accurate terminology (e.g., "7-course tenor viol" instead of "old string instrument"). This reinforces expertise and speaks directly to the target audience.
• •Use a Formal, Academic Tone: Avoid casual language, slang, or hyperbole ("the best," "amazing"). The tone should be confident and understated, like that of a museum curator or an academic paper.
• •Focus on Materials and Method: Describe the woods, the construction techniques, and the historical models used. This highlights the craftsmanship and authenticity that are core to the brand's value.
• •Let the Instrument Be the Hero: Frame all copy around the instrument itself—its history, its sound, its purpose. The luthier's skill is demonstrated *through* the product, not boasted about separately.
• •Avoid Hard-Selling: The copy should inform and present, not push. The customer is an educated peer who will recognize quality without needing persuasion. Calls-to-action should be simple and direct, such as "Inquire," "View the Collection," or "Contact for Details."

Social Perception

Highly Specialized, Respected, and Authentic.

Copy Examples

• •The Resonance of History, Recreated by Hand. Specializing in the faithful reproduction of medieval, renaissance, and baroque stringed instruments. Each viol, lute, and fiddle is crafted with scholarly precision and artistic dedication.
• •A Baroque Guitar, after Voboam. This five-course baroque guitar is constructed following the historical plans of the Voboam family of Parisian luthiers. With a body of select maple and a spruce top, its voice is bright and articulate, ideal for the intricate repertoire of the 17th century. An instrument for the discerning historical performer.
• •Marco Salerno, Luthier. Maker of fine historical stringed instruments. From the resonant body of a bass viol to the delicate form of a medieval lute, each instrument is a bridge to the past, built to be played today. Inquiries for custom commissions and instrument-making workshops are welcome.
• •For Sale: 7-Course Renaissance Lute by Marco Salerno. A meticulously crafted instrument designed for the solo and consort music of the 16th century. Balanced tone and excellent projection. Built in [Year]. A rare opportunity for the serious student or professional player of historical plucked instruments.
• •About the Luthier. Marco Salerno has dedicated his practice to the study and recreation of early stringed instruments. Based on rigorous historical research and traditional building techniques, his work supplies musicians and institutions worldwide with authentic, concert-quality viols, lutes, fiddles, and historical guitars.