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Whenever you have an exhibit opening or similar event, you can’t expect to send one thing in the mail and have an impact.

People typically have to see the same information multiple times—in multiple ways—before they will act on it. Here are 7 steps you can take to get the word out early and often.

1. Start blogging, tweeting, and Facebooking about the event as soon as it’s set. On your blog, for example, you might first post about the event details in an announcement. Then, you can mention it once a week in the context of other posts. Your message shouldn’t be too focused on promotion. Instead, your goal is to keep the event in the forefront of your readers’ minds.

Kirsty E. Smith, Angie, 2009. Mixed media sculpture. ©The Artist

2. If your event is out of town, search for bloggers and artists on Facebook in that area. Send them personal messages saying you’ll be in their town and extending an initial invitation. It’s more fun to travel for business when you are going to know others at your destination.

3. One to two months out, send a “Save the Date” notice in an email message to those who have opted in for your email list.

4. One month out, post the details as an Event on Facebook and LinkedIn.

5. Two weeks out, send a postcard invitation to your mailing list with all of the event details. Remember with your messages that you are inviting people—not commanding them–to attend. I think we forget sometimes to issue polite invitations.

6. One week out, start tweeting about the event on Twitter at least once a day. Be careful not to become a pest.

7. Two days prior to the event, send an email reminder.

FINAL WORD: You can’t send one announcement for your art event and expect it to be effective. We’re busy people! We need to be reminded. Mix up your delivery methods as described above, and you’ll be much more effective with your promotions.

The podcast is an audio version of this article.

Are you someone that other artists naturally trust?

Are you being peppered with questions about how to do this or that—whether it’s an art technique or business practice?

Questions about how to do something usually come from someone with good intentions. You want to help—of course! The problem is that the people who are asking questions don’t realize that you have 14 other people asking the same thing.

Being the Go-To Answer Guy/Gal can be exhausting. The Internet has made it uber easy for us to shoot our questions to anyone . . . So we do! And now your Go-To Answer Guy/Gal inbox is overflowing. These questions can suck the energy right out of you! You don’t mind sharing, but you don’t have time to answer everyone.

You need a policy for these situations.

Nick Pace, Monument (second version, detail). Oil on canvas, 78 x 28 inches. ©2008 The Artist

Being the Go-To Answer Gal that I am, I’ve been using just such a policy for years. When I’m faced with such questions in my inbox or on Twitter, LinkedIn, or Facebook—and it’s pretty clear that they’re not looking for or needing a paid consultation—I share my policy in a personal message.

Wow, Sarah! That’s a great question. I have a policy that I will consider such questions for future newsletters and blog posts so that everyone can benefit. Should I use your name, or would you prefer to remain anonymous?

I make no promises that it will appear or when it might appear. I only promise that I’ll consider it. And the last question in my message (Should I use your name?) is critical. Some people are angry if they’re not given credit, and others have good reason to remain anonymous. See the policy in place.

Don’t think of a policy as a wall that is erected between you and those who trust you. Instead, consider its benefits. A policy like the one I’ve implemented can do the following:

1. It allows you to be helpful to one person.
2. It benefits more than one person.
3. It provides you with content for your website or blog.
4. It creates boundaries and honors your most important priorities.

FINAL WORD: If you’ve become a Go-To Answer Guy or Gal, it’s time to implement a policy that will preserve your sanity. Consider using my example as a starting point and creating your own. Perhaps you can adapt it for in-person situations like open studios and festival booths.

The podcast is an audio version of this article.

It must be something in the air. Pricing art has been on the minds of a number of my clients in the last few weeks. Almost all are interested in raising their prices and almost all of them should raise their prices.

Raising prices isn’t something I take lightly or recommend frequently. In fact, just a few weeks ago I was at an exhibit and was aghast at the high prices on one emerging artist’s work. Increasing your prices happens only after you’ve taken into account a number of factors. Here are six to consider.

Keith Bond, Oakley Winter. Oil on linen, 20 x 26 inches. ©The Artist

1. You did the math and it just didn’t add up.
You finally sat down with a pencil and paper and figured out that you’re paying yourself $1.50 an hour. Stop that!

2. You compared apples to apples and yours is the rotten one.
When you compare prices, look for similarities in style, sizes, and medium by artists who are at a comparable point in their careers. Also (and this is often overlooked), make sure their art is actually selling! Prices don’t mean a thing if the work hasn’t been selling. If you go through this exercise and find out that your art is the cheapest, consider it a wake-up call. Being the cheapest is not necessarily a good thing.

3. You can’t keep up with the demand for your art.
Helloooooooo. If you can’t make enough work to fulfill commissions and orders and maintain inventory to show at galleries or art festivals, you need to raise your prices. It’s the law of supply and demand. (Hey, I remember something from my econ classes!)

4. You discover uneven pricing.
If you look at one of your price sheets and notice that there isn’t enough difference between two sizes or two disparate media, consider raising the prices of those that seem too low.

5. You have or have added work that requires more effort.
Some artists have art that they consider easier. It’s faster to make and might even be formulaic. These are on the low end of your pricing scale. Then there might be another line that requires more research and attention to detail. You would charge more for this work. Ditto for commissions. Whenever a project requires that you create sketches, maquettes, or make a client happy, charge more!

6. You’re dejected.
You know you aren’t getting paid for what your art is worth. You’ve earned your stripes selling art over the years, and you’re tired of hearing how “affordable” the work is. It turns your stomach to sell your art so cheaply. When you no longer enjoy making or selling art, it’s time to make changes.

FINAL WORD: Pricing is one of the most difficult decisions for artists to make. While raising prices in tough economic times seems counter intuitive, you always want to be sure you are being paid what you’re worth.

Enjoy this week’s podcast–an audio version of the above post.

There’s something to be said for being blissfully ignorant about the way things are “supposed” to be done.

If I had read that it takes most businesses at least three years to get off the ground, I’m not sure I would have left my safe job at the museum. If I had waited to discover directions for leading an online class, I never would have started teaching my own. I didn’t know of a model for online classes eight years ago, so I made it up!

In January, I shared that my theme for 2010 was “Collaborate and Innovate.” I think part of innovation is breaking or ignoring rules. Today, I give you permission to do just that.

Leslie Neumann, Chance, Change. 24 x 32 inches. ©The Artist

There are no official rules for one’s art career, but there are precedents. There are also plenty of books and resources that offer guidelines. These are unofficial rules and might include the following topics:

• Putting together your portfolio (see Action 6 in I’d Rather Be in the Studio!)
• Writing your artist statement
• Laying out your résumé
• Sending your newsletter
• Launching your website

Many artists in the beginning of their careers are stymied by the desire to play by the rules and get it all right. They don’t take action because they’re afraid of doing something wrong.

Then there are the mavericks. These are artists who are unaware of “the rules.” They get a lot of stuff right, but then they go and do something that makes me scratch my head. I ask myself, Don’t they know better? Why, I wonder, didn’t they read that chapter in my book?

Darn it if it doesn’t work out just fine for them. They broke “the rules,” and the sky didn’t fall. On the contrary, they’re thriving!

On the other end of the spectrum are artists who have been in the business for a while. They can be so closely tied to the rules that they find it hard to adapt to new ways of doing things. Or they don’t notice when something isn’t working for them because they are too focused on doing it right. If this is you, it might be time to put aside the rulebook and try something new.

FINAL WORD: Don’t be afraid to break the rules, ignore the rules, or make up your own rules—especially when something isn’t working for you.

Enjoy an audio version of this content in today’s podcast.

Not sure how to label your CD for an exhibit submission?
Call the organizer or gallery and ask.

Unclear about the instructions for a grant proposal?
Call the organization and ask.

Wondering how to best promote a speaker or workshop presenter?
Call the speaker and ask!

Years ago I visited the offices of the National Endowment for the Arts (NEA) in Washington, D.C. to talk with them about the grant proposals we were submitting on behalf of the art museum. One piece of advice has always stuck with me. The gentleman said something to this effect:

“We are here to answer questions. Use us! Seek our advice as you are writing your proposal—not at the very end with the deadline in sight.”

Karen Martin, On the Cusp of Old Age (Self Portrait). Oil, 30 x 40 inches. ©The Artist

Too often we flounder because we’re afraid of asking for clarification. We’re afraid of the answer, so we’d rather guess. Or we’re lazy. Picking up the phone and dialing a number these days requires so much effort.

Asking doesn’t make you look unknowledgeable or stupid. On the contrary! Asking makes you look smart. Here are four benefits of asking for clarification.

1. It puts your name in front of the person on the other end. “Hi, this is . . . and I’d like some clarification about . . . “ Putting your name in front of people is always good business.

2. It shows people that you want to honor their guidelines and preferences.

3. It proves to the other person that you are a professional—especially if you make your call in advance and don’t wait until the day before a deadline. You got past any fear or laziness and picked up the phone.

4. It gives you peace of mind because you know you did it right.

FINAL WORD: If you’re confused or unsure about guidelines or requirements, ask for clarification. In all of the examples above, I encouraged you to pick up the phone and dial a number rather than send an email. I stress this because it’s easy to be further confused by email. A live conversation will be much more fruitful and will often be faster than exchanging email messages.

The podcast is an audio version of this content.

Are you hiding your accomplishments? If I visit your website or blog, would I know that your work was on the cover of a magazine, featured in an article, or that you received an award?

I’m not talking about a list on a résumé. I’m talking about graphics and photos. As a visual person, you can surely relate to the power of an image. A picture is worth a thousand words, right? If it is, you’d better have (or get) some pictures up on your sites.

Before I go any further, let me be perfectly clear that any images on your site should NOT compete with your artwork. You should show off your art above all else. It should be front and center. Photographs and graphic elements are always subservient to the art.

Okay, now we can get on with things.

What do you show off?

I spilled the beans a bit in that opening paragraph, but let’s go back over it for clarification.

Jane Wilcoxson, Marlina. Acrylic. ©The Artist

If your art is on the cover of a magazine or pictured in a newspaper, tell us about it! Scratch that. Don’t tell us, show us! Scan it or take a photo of it and share. Just remember that you are dealing with copyrighted material and be sure to get permission where necessary and to give proper credit before you share it.

If you received a grant or an award, let us know! If you accept the honor in person, get a photo. If there is no physical trophy or if the “trophy” requires reading glasses to see, just get a photograph with the presenters—perhaps in front of a sign with the event title.

If your award won’t be presented in person, snag a JPEG or image from the presenter’s site (if it’s a good one and with permission) to use for your own.

Don’t forget installation shots of your exhibits or displays. Solo exhibitions yield nice photos, especially when they’re captured by a pro. I have a client whose work was in a juried exhibit and was THE feature work. It was on the wall underneath the title of the exhibit. Photo op!

Where do you show off your accomplishments?

If you have a website, you can spotlight your feats on your About, News, or Media Room pages. On a blog, you can do the same if you have Pages capabilities. You might also add one or two images to your sidebar. Of course, this is after you have written a post with all of the details. The sidebar image can then link to the post for more information.

Don’t forget to add these pictures to your fan page on Facebook!

FINAL WORD: Don’t wait for someone else to show off your achievements. We might eventually uncover the juicy stuff in your résumé, but don’t make us work that hard. Show us with an image.

The podcast is an audio version of this post.

I wrote my book in 15 minutes a day. Honest! When I felt disconnected with the content, my coach advised me to “check in” with my book every day. I promised just 15 minutes a day. It worked! In a minute I’m going to show you how you can use the 15-minute trick for yourself. But first, a little background.

“How am I supposed to make art, promote it, take care of my family, exercise, and stay sane?!”

I hear this complaint—and it is a complaint—a lot. In other words, I’m being asked how to juggle all of the tasks in one’s life—or at least all of the tasks that someone WISHES they could fit in.

John Sartin, Pendant. Sterling /copper Mokume Gane, Sterling silver, 14k gold Akoya pearl. ©The Artist

Here’s the fact: You can’t do it all. You will never be able to get everything done that you want to do. Get that straight and get on with things. Give up whining about not having enough time and, instead, spend your time getting stuff done.

What is most alarming to me are the artists who want to build careers but are struggling to find time to work in their studios. Here’s another fact: You cannot be a serious artist without regular studio time! You must find a way to make art on a consistent basis.

If you are one of the artists wrestling with a commitment to your studio, I have a solution: Spend just 15 minutes a day checking in with your art. This is all you need to promise yourself at this point. If you go longer, great! If it’s just 15 minutes, well, that’s okay, too.

You could spend your 15 minutes making art. This is fine if you work quickly or on a small scale, but what if you have to haul out oil paints, lots of tools, or heavy machinery? In these cases, consider spending your 15 minutes doing any of the following.

• Sketching or going through previous sketches
• Taking photographs for inspiration
• Preparing to make art (sharpening tools, priming canvases, cutting paper)
• Reading about art
• Writing about your art
• Studying and analyzing a piece of your art
• Studying someone else’s art in relation to your own

However you decide to spend your 15 minutes, I suggest that it be done IN your studio or, if that’s not possible, at least surrounded by lots of your art.

Of course you cannot build a career as a professional artist by spending only 15 minutes a day in the studio, but you can use your 15 minutes to work toward a larger goal. Or, the 15 minutes can help you move past a creative block.

The point of the 15 minutes is not to try to create a masterpiece within that short time frame. The point is to stay connected with your art every day. This connection will feed you. It will make you a happier person and a less frustrated artist.

FINAL WORD: If you’re in a slump or need to reconnect with your art, devote 15 minutes a day to the studio. It shouldn’t be the last thing you do! Studio hours should be scheduled for your peak creativity time. When you procrastinate studio time, you procrastinate your career. You’re telling yourself and everyone in your life that making art is your lowest priority.

The podcast is an audio version of this article.

Last week The Wall Street Journal ran an article titled Firms Hold Fast to Snail Mail Marketing. In a nutshell, businesses are finding that 1) email gets lost or is quickly deleted and 2) their customers miss some of the mail they used to receive regularly in their mailboxes.

When I advise artists not to give up on regular mail, the response is often, “But what would I send?!” Here are five ideas.

Carol Nicola, Spirit Being Knowing. Cast Glass, 22 x 12 x 6 inches. ©The Artist

1. Note Cards with Your Images on Them

Of course you send loads of Thank You notes, but you also want to send It Was Nice to Meet You notes, Happy Birthday notes, Thinking of You notes, and more. You need note cards with pictures of your art on them. Cards picked up at the stationery store won’t have the same impact when you want to keep your art in front of people.

2. Postcards Featuring Your Art

Postcards are relatively inexpensive. Large quantities of 4-color postcards are cheaper to print and mail than folded invitations or announcements. And let’s not forget another great reason to use postcards: they don’t have to be opened! A full-color image of your art on the front of a postcard can capture the interest and eye of the recipient by standing out in a stack of mail.

3. Articles Highlighting an Accomplishment

Were you acknowledged for an achievement? Was your art featured in a newspaper or magazine article? Make a bunch of copies and send them to your best collectors and prospects. Add a handwritten note on one of the cards with your art on it.

4. Articles of Interest to the Recipient

If you have good relationships with your buyers and collectors, you are familiar with their interests. When you come across something that makes you think of them, copy it or cut it out and put it in the mail with a This Made Me Think of You note (that includes an image of your art!) on top of it. There are a lot more ideas like this in the Cultivate Collectors class beginning on February 3.

5. Catalogs, Flyers, or Brochures

If you’re promoting a new body of work, a new project, new idea, or sale, spell it out in a mailer. When done properly, these aren’t inexpensive, but you don’t need to send them to your entire list. Send these to a select group of top prospects.

FINAL WORD: Use your postal system! Sending stuff in the regular mail will help you stand out. You’ll be diversifying your delivery and content while keeping your name in front of people. Get lots of ideas for staying in touch with people in the Cultivate Collectors class. The fun begins February 3!

The podcast is an audio version of the above article.

Under-promise and over-deliver–this is a key business rule. It means that you should 1) never promise more than you can make good on and 2) surpass any expectations. In other words, wow your patrons, curators, administrators, and gallerists with speed, efficiency, and quality.

Carole R. Moore, Contemplations. Acrylic, 36 x 72 inches. ©The Artist

Here are ten ways to exceed expectations.

1. Offer to deliver any artwork personally to your buyers and install it in place.

2. Tell people they can live with your work for a week while deciding whether or not to buy it. In order to do this, you must have proper paperwork (e.g. a loan agreement) and insurance in place, but it can be done.

3. Provide gift wrapping. For my book sale in December, I attached a bow and a small card to the books I knew were purchased as gifts and being sent directly to the lucky recipients. I didn’t offer this as an option at the time of sale, but added it as a surprise.

4. If you have a commission you think will take you six weeks, tell your patrons it will take ten weeks. When they get it in six, they’ll be happy as a clam!

5. Be early for your appointments. This gives you time to catch your breath and get organized before the other person arrives.

6. If you’ve been asked to submit a proposal, tell the recipients they’ll have it by the end of the week. Then get it to them the next day.

7. Allow your buyers to trade in their previous purchases for new choices (of equal value) for a certain period of time. Make sure you have this in writing and that terms are understood upon sale.

8. Depending on the work you do and your circumstances, offer to make any repairs for a reasonable period of time. Many artists offer lifetime repairs free of charge.

9. If you don’t have or can’t deliver the goods, refer people to another artist who might be able to help. This is great karma! Both the customer (who knows lots of people) and the referred artist (who also knows lots of people) will be grateful. You have nothing to lose and everything to gain.

10. Present your highest bid, and then come in under-budget.

FINAL WORD: Exceed and succeed! No one ever got ahead by breaking promises or simply meeting expectations.

The podcast is an audio version of this post.