Digital Copywriting • DT25 Guitar Amplifier Website

2010. Product positioning, copywriting, content strategy. The DT25 is a revolutionary electric guitar amplifier. It produces an incredibly wide variety of famous guitar sounds at an extremely compelling price. But for DT25's web copy to be successful, the "premium sound" story couldn't be diluted its the value proposition. A conundrum, but also an opportunity. Lead with the product designer—a celebrated though reclusive figure in guitar culture—and punctuate with the price. DT25 rose to #1 in its category.