Steve Cranford, Creative Chairman of the New York agency WHISPER, was my guest in the Art Biz Incubator last week.
When I asked him in the interview why in the world a marketing firm would be called WHISPER instead of SHOUT, he replied: “The most important information you can share is whispered one-on-one.”
The most important information you can share is whispered one-on-one.Click To Tweet
Think about it.
When you take out an ad or post to your blog and social media sites, you are broadcasting to the world. You would love it if thousands of people see your message.
Because of this public forum, the language is less personal than if you were to have a private conversation. And therein lies the power of the whisper.
Anatomy of a Whisper
A client told
One of the biggest excuses artists give for not being in more frequent contact with their lists is that they don’t want to bother people. You know what it’s like to receive tons of email and don’t want to contribute to the overwhelm.
I understand. Even though everyone on your list has opted in to hear from you, it still doesn’t feel right to email so many people if you haven’t established a marketing groove.
There’s a solution: Send emails only to people for whom they are appropriate. In other words, target your messages rather than sending every email to every person on your list.
All of the attendees at my Nashville workshop are grouped together on my list. Photo courtesy of Mary Claire Crow
Email marketing platforms like Constant Contact, MailChimp, and Emma have the capability to
Is your marketing too passive? Are you putting your art out there and hoping someone will see it, buy it, or give you a show?
Jack isn’t always interested in being active.
I’ll confess that I’ve become complacent with my marketing. I write my blog posts every week and post to Facebook and Twitter. Then I sit back and wait for something to happen.
And I rely too much on my existing list without reaching out to new potential audiences.
Fortunately, my coach is correcting my ways. She’s amazed that I have had such good results, and pointed out that I could help a lot more people if only I’d become more active with my marketing.
This got me thinking about all of the passive marketing that we do. How could we approach it more actively in a way that puts us in the driver’s seat of
Have you been baffled by what to do with the two lists that many artists have: one list for newsletters and a second one for blog posts?
My predicament (and solution) might be of interest.
Please read on even if you don’t have this issue because I’m sharing big news that affects your Art Biz Coach and Art Biz Blog subscriptions.
For years I have been struggling with confused artists who don’t understand the difference between subscribing to the Art Biz Blog and subscribing to my Art Biz Insider newsletter. I get it!
The sign-up form for this newsletter on the Art Biz Coach home page.
I was confused myself. What do I post on the blog? What do I save for the newsletter?
Many of you probably struggle with the same thing. You have one list for your newsletter, while also offering subscriptions to your blog. Two lists – it’s
Poof! That’s the sound of the pressure vanishing like magic. That pressure of trying to hit a home run when you contact someone about your work. Maybe it’s an email to an interior designer, a meeting with an art consultant, or a letter to a gallerist. You want them to show your art, buy your work, or represent you.
What if, instead of worrying about everyone with a cell phone camera in front of your art, you encouraged taking photos and sharing? Don’t dismiss this right away. Let me explain. On two occasions I have witnessed audiences embrace a speaker or situation that encouraged photography. Here’s how those went down.
Jay Baer, author of Youtility: Why Smart Marketing Is About Help, Not Hype, says “If you sell something, you make a customer today. If you help someone, you may create a customer for life. Artists are often left out in the cold with marketing practices that seem to be suggested for more service- or product-oriented businesses. You can create resources for your buyers and collectors, students, other artists, and/or your local community, which are as helpful to them as your tools are to you.
For years I have tiptoed around using the word “brand” for fear that it made art sound too commercial. No more! I’m ready to embrace the idea of branding after spending three full days at Re Perez’s Branded: The Event last week. I encourage you to embrace it, too. Here is a sampling of what I learned at Branded.
You were told you needed an email list, so you asked people to subscribe, and then they just sat in your system for months. Your list has gone cold. Ice cold. You’ve realized the errors of your ways and are now ready to commit to staying in touch with your list on a regular basis, but you wonder: Will they remember me? What will they think if I just start contacting them after all this time?
In 2006, I went on vacation, accidentally got into a new gallery while there, and wound up quadrupling my art sales. Over the years I have come to the conclusion that having your work in exactly the right location – a very specific type of place – can change your success as an artist dramatically.