Now, the 'even if' formula takes off where the so that formula finishes.
It helps to ease your perfect customer's mind about objections they're having about your product/service before they've had time to think about them.
The idea of actually bringing objections to the forefront might currently have you quivering in your new sales copy wellies convinced you're just about to lose everything but here's the truth...
If you are the one to bring it up it's much easier to wipe away than if they think about it.
Overturning objections is hard.
You do not want to be that icky used car salesperson chasing after your potential customer shouting reasons why they need to buy and if they don't bad things will happen to them...
Instead, you want to be a loving friend easing their worries and showing them that the grass really is greener on your side of the world.
Take the previous beefed up example ... which we now tweak even more by adding the following:
'You can join The Female Entrepreneur Road Map To Health Wealth & Happiness Members Club 100% free, no credit card required for the next 30-Days.
The Members Club has over 3,000 hours worth of video training including specific training sessions on how to generate sales fast even if you are currently so terrified of rejection you tremble at the thought of selling.
We also do daily live motivation sessions so that you start your day in the right frame of mind and are not accidentally sabotaging your chances of success by moving forward from a place of fear even if you can't remember a time where you weren't plagued by non-stop mental anguish, random panic attacks or crippling bouts of exhaustion.
There's also weekly Q&A session where you can get help on whatever you're struggling with so that if your specific question hasn't already been answered you'll be walked through the exact steps you need to take to turn your business into a cash pumping machine even if you have a bank account so empty you're wondering whether you should deposit the random jar of pennies you have located on a shelf just so you don't have to keep looking at a big fat 0 every time you log into the banking app.'
The most important thing to know about both of these formulae is that you have to know your perfect customer really, really, really well.