"Billy, this is one of the most important lessons you'll learn from me during your year-long mentorship. So pay close attention."
I had just hired my copywriting coach, David Garfinkel, and couldn't be more excited. When I researched him, I saw he was widely regarded as the best copywriting coach in the world.
The testimonials on his website were all names I knew and respected. They're legends in the world of copywriting & direct-response marketing.
Everyone I read and spoke with said the same thing: When it comes to teaching the craft of copywriting, there is no one better than Garf.
Which is why I sat on the edge of my seat when Garf told me he was about to teach me one of his most important lessons. When Yoda speaks, you listen.
"I call it Garfinkel's Law of Work," he said. "The law goes like this.
"He who does the work gets paid."
"Huh?" I thought to myself. "What the heck does that mean?"
He went on...
"If you, as the copywriter, do the work for the reader..... meaning, if you do the work explaining what you have to offer, what it can do for the reader, and why they should choose you over a competitor... then you get paid. You get paid in the form of the reader taking out their credit card and paying you for your product.
But, if they have to do the work...
If the reader has to do the work of figuring out what you're offering, what it can do for them, and why they should choose you over a competitor.... they get paid. They get paid in the form of them keeping the money they were about to pay you for your product."
"Make sense?" Garf asked.
"Yep, makes total sense," I responded.
It did make sense — on the surface. But looking back on it, the full power of Garf's Law of Work had barely sunk in. It's been years since he taught me that lesson, and I'm still peeling back new layers.
You're probably in the same position right now. You get it, but you don't really get it. And that's okay.
I'm going to try and explain it to you in the rest of this article. But even then, it won't fully sink in. You've got to get your reps in. You've got to put marketing material out there, following Garf's Law, and see — no, feel — it working.
When you do, you'll never look at marketing the same.
Garfinkel's Law of Work is a true game changer.