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Client: Tottenham Hotspur FC is one of the leading football clubs in the English Premier League.

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Challenge: I was tasked with creating an email promoting their Executive Membership. It needed to speak to a specific audience and had to feel like you were offering something truly special.

 

Solution: The key was to use language that conveyed that feeling of exclusivity. Everything needed to sound and feel like they were being offered the very best. I spent a lot of time researching airlines to see what kind of language was being used to sell their first-class and business-class seats.