The “Even If” Technique: Supercharge Your Next Email in Under 5 Minutes

Tom Slipkus
2 min readJun 27, 2021


Photo by Solen Feyissa on Unsplash

Did you ever wonder why you open some emails while ignoring others? Even if you couldn’t consciously tell the difference?

A lot of it has to do with the “even if” technique.

I first learned about “even if” from Joanna Wiebe, the founder of Copyhackers and one of the most kickass copywriters today. She talks about the technique and how to use it in her 10x Emails course and on the Copyhackers website.

Ever since then, I can’t stop seeing this ingeniously simple technique everywhere.

This simple tweak can completely change how your emails read, engage, and empower your audience, reframing the entire conversation and breaking down the barriers your audience might have had.

But how does it work?

Well, the basic premise is incredibly simple. So simple that you could take any email you’ve written and make it better in less than five minutes.

Let’s say you want to educate your reader on how to add a chatbot to their site. The benefit itself is appealing, but it doesn’t have the oomph that would get people excited.

So, what if you would qualify the reader while also confronting their main objections? It could look something like this:

“Creating a chatbot has never been easier. Even if you’ve never done it before. Even if you have no coding experience. And even if you have just 15 minutes to spare.”

You see how with just one short paragraph, we managed to address some of the biggest concerns the reader might have?

Instead of allowing that conversation to take place in their head, you are getting in front of it in your copy and addressing those obstacles before they even have a chance to take shape.

The beauty of the “even if” technique is that it can be used virtually anywhere and is super easy to insert.

You can use “even if” even if you’re not Neil Patel.

The next time you feel like the point you’re trying to make just doesn’t stick, try adding some “even if’s”, and you might find that was all that was missing.