Art Biz Blog

A lesson on using your email list

Last summer, after sending out a 2nd (not a 3rd) reminder after the original announcement that my sale ended on Sunday, I got this email:

You're overstepping your marketing, Alyson. One notice was more than enough. Two is pushing it, and three is becoming annoying. I know you've got a sale. Stop now.

Did it upset me? Only slightly. And then I realized a few things:

1. This person had been a subscriber for a year--by her own choice. She had received free weekly newsletters from me and may have even listened to my 100% free podcast on my 100% free blog were she can find 100% free information. She has never purchased anything from me nor had she ever thanked me for the free stuff she received. She was not my target audience.
2. This person could have hit Delete or unsubscribed on her own.
3. My reminders are a relatively new thing--in response to some people telling me that they wish they had been paying closer attention because they missed the one or two times it was in the newsletter.
4. I got a Thank You at the same time I got the above email. Someone was writing me to thank me for the reminder because they had gotten busy and forgotten to place their order.
5. My reminders generate a lot (a lot!) of sales for me. I sent out one on a Tuesday and within 24 hours I had 24 new orders. The  notice that generated the comment above also generated 10 new sales within two hours. Hmmmm. Let's see. Should I let an email from someone whom I've never heard from before bother me? Or should I bask in the thought that I'm sending all of these audio products to artists who can really benefit from them?
6. I would be a poor example to my subscribers and students if I didn't promote my sale as best I could.
7. This is the best part: I have raving fans! You should see my "Loved" file. It is just so heartwarming. People are so nice and so generous to me. They even invite me to stay at their homes! I would be dishonoring them if I spent energy on those I'm not meant to work with. I need the energy for those who can benefit from what I have to share.

Your take away: Use your mailing list more. Yes, some people may unsubscribe, but others realize you're in business. As long as you continue to deliver valuable information to your list, your subscribers will remain on the list. Your loyal fans will just hit Delete, as they should, when they know something doesn't apply to them.

So, what did I do? I removed her from my list. She asked me to Stop Now. And since I knew I wasn't going to stop, the only way I could stop sending to her was to remove her name. I don't want my emails reaching anyone who doesn't want them.

Yes, I'll continue to send out reminders when things are time sensitive. Fair warning. If you're not interested, just hit Delete.

Deep Thought Thursday: Do we need juried exhibits?

(Oops--forgot to post this earlier)

Many people are complaining about fees for juried exhibitions and the politics involved in some juried exhibits. But is there an alternative?

For decades, artists have been using the juried exhibit as a stepping stone at the beginning of their careers.

Do we need them anymore?

Is there an alternative to juried exhibits?

I don't think we're talking about art festivals here, but exhibits in bricks-and-mortar venues.

What do you think?

Give away your exhibit catalog

Janice Mason Steeves, a client of mine, is opening a solo exhibit of new work in Ontario tomorrow at Abbozzo Gallery.

She and the gallery produced a lovely, small catalog, which chronicles Jan's recent journey to Turkey for the 800th anniversary of the birth of the Sufi mystic, Rumi.

The catalog is available for sale through the gallery (about $7.80US), but Jan did something brilliant. She is offering it as a free download (PDF) on her Web site.

I suggested she have her webmaster put it in the menu column so that it appears on every page on the site. When you click on it, you're taken to a page that describes the contents and gives you a link for downloading it. Check it out for yourself.

Jan could have gone one step further and put a mailing list sign-up form on that download page. Might as well ask while you're giving away something free! But she is mostly interested in sharing this new work.

Save $60 on audio programs for building your art career

LAST CHANCE to save $60!

Do it now before you turn into a pumpkin! OFFER expires at midnight on Halloween.

Ariane Goodwin over at smARTist is running the Last-Sale-Ever-Discount for the smARTist 2008 Audio Program with Complete Handouts. Here is a taste of the programs you'll get:

• Create Strategic Alliances to Sell Your Art (with Mark Silver)
• How to Generate Buzz & Save Money on a Shoestring Budget (with yours truly)
• 12 Great Career-Building Habits That Every Artist Needs to Know (with Eric Maisel)
• The New Rules of Press Releases: How to Write Them for Art Buyers and Collectors (with Joan Stewart)

And LOTS more.

Why the big sale?    
Because it's their last 'hip hip hurrah!' before the 3rd annual smARTist™ 2009 launches in November.

Remember: To get this great deal, you have to purchase by midnight (PT) on Friday, October 31.

Read the details.

How to have a great day

1. Decide that it will be a great day. This is the most important step.

2. Lie in bed thinking happy thoughts and envisioning your great day for an extra 15-20 minutes.

3. Get dressed and ready for the great day ahead. Put on something that makes you feel good.

4. Start the day with something inspirational: a podcast, a recording, a book, or a favorite (inspirational) blog.

5. Say hello to the sun and, in my case, the mountains.

6. Chug a glass of water.

7. Grab a cup of coffee or tea.

8. Eat breakfast and take your vitamins.

9. Check your email to make sure there is nothing urgent there, but don’t spend too long in the inbox (5 minutes). Note that this is #9, not #1!

10. Check your task list and prioritize what is most important. Repeat this step at least two more times throughout the day.

11. Tackle the task list. Listen to soothing music or sounds. My favorite CD these days is the sounds of the ocean, seeing as we have very little water here in the high desert.

12. Say Yes to the really good stuff and Thanks, but No Thanks to what doesn’t serve you.

13. End the day in good time. Look at your task list for tomorrow and plan your day. Mentally leave your studio or office and spend time with yourself or with loved ones.

Image ©Laura Tyler, Mint Tulip

14. Before going to bed, write your gratitudes in your journal. What are you thankful for today? Also, write what you accomplished during your great day and pat yourself on the back. Just as you started your day with an inspiration, you will end it with another inspirational ritual.

15. If you have a significant other, kiss them goodnight. Before turning out the lights ask him or her: What made you happy today? Be prepared to share what made you happy.

16. Say one last prayer of gratitude to the universe for giving you such an amazing day.

17. Sleep soundly for 7 to 8 hours.

Podcast: Spook yourself into action

It's Halloween week and time for me to scare you once again into taking action for your art career. Ready? Listen.

[3 min. 36 sec.]

Prefer reading to listening? Check out the Art Marketing Action newsletter (where you'll find some additional resources related to the scary questions posed in the podcast).

Subscribe to the Art Marketing Action podcast at iTunes.
Instructions for subscribing to this podcast.
This podcast is an audio version of the Art Marketing Action newsletter.

This blog has gone Pink for October to support Breast Cancer Awareness Month.

Ethics and juried exhibitions

Oh, boy. We’re on a roll now with this Ethics thing. Today: organizing a juried exhibit ethically. Here are some thoughts on how the exhibit organizer or venue should behave ethically.

1. List the juror or jurors by name and outline their qualifications.

2. Make sure jurors are not swayed by any ties to the organization or organizer.

3. If you ask for entry fees, make them reasonable and be sure they contribute to the organizing of the exhibit. If it’s a fundraiser for the organization, state the facts and where the money is going.

4. If any group of artists is given priority (such as members), disclose why and how.

5. If anything changes from the original entry form, inform those who have already applied and post a corrected version on the Web site. (For example, applicants need to know if a promised catalog isn’t going to happen.)

6. Outline the financial responsibility, if any, for those who are accepted.

7. If it’s possible that a work can be rejected upon seeing it in person, say so.

This is just a start. I think I could spend weeks on this list. Help me out here. Leave your thoughts and dilemmas in the comments below.

It’s not just the venue that is ethically responsible to exhibiting artists, but artists must also practice good ethics when exhibiting art.

Ethics and using other people’s photographs

Monday’s Art Marketing Action newsletter about artist ethics created a stir in some circles. William Pilch took issue with this:

1. Don’t copy someone else’s art and try to pass it off as your own. Painting directly from photographs that were taken by someone else is not only unethical, it’s a copyright violation.

What I should have said is:

1. Don’t copy someone else’s art and try to pass it off as your own. Painting directly from photographs that were taken by someone else is not only unethical, it might be a copyright violation.

William was right that I should have double checked on my wording before issuing the newsletter. So I consulted with attorney Kevin Houchin to get the skinny. He says this.

If the photograph is not in the public domain, and the painting does not add substantial additional artistic expression (basically the difference between “copying” and “inspiration”) then the painting is a derivative work from the photo. If the painter does not own the photo, or does not have permission, then we’re looking at a possible copyright infringement.

It’s kind of a gut check on the copying v. inspiration, and it’s important to note that it’s not the “subjective” intention of the painter, but rather the opinion of a (an artistically challenged) Judge or Jury that will make that call on if there is enough additional artistic expression.

There’s no % or other objective standard. It’s case-by-case.

Bottom line: Ethically, it's always best to use your own photos or to get permission to use someone else's. Legally, it's up to a judge or jury.

Image ©William Pilch, Along the Canyon Walls.

Deep Thought Thursday

What’s the toughest decision you’re wrestling with right now regarding your art career?

Are you deciding whether or not to sign on with a gallery?
Are you deciding what font to use for your promotional material?
Are you deciding whether to try a new media?

What is it for you?

Ethics and thanking the media

Yesterday’s newsletter on artist ethics prompted these questions from Peggi Habets:

I was wondering what the etiquette would be concerning a positive art review in the paper. Is it acceptable (or expected) to say thank you to the art critic? Or is it a no-no to contact the art critic to thank them?

Yes! By all means send reporters and critics a Thank You note. You will, of course, want to make it a handwritten one. (See Action 10 in I’d Rather Be in the Studio!) Do it as soon as possible after the review or article appears.

It is not acceptable to send a Thank You to a reporter or critic before the review is written. That could be considered an attempt to sway them one way or another as they are writing. So, if you wait to send a Thank You until after the article appears, you’ll be ethical AND thoughtful.

Image ©Peggi Habets, TJ and Tilly.