Audio version. Think about adding postcards to your regular self-promotion efforts. Get offline from time to time and interact in the real world—especially when it comes to your marketing. Send postcards to your mailing list three to four times a year.
The podcast is an audio version of the post with the same content. Artists who are concerned about showing older work can give it secondary links from the primary art pages on a website. If you’re proud of the work and it’s still for sale, there’s no reason to remove it from your site, but you might not want it featured.
Which would you rather embrace: The great publicity, goodwill, and friendships that come when others can promote your art (properly!), or the possibility that someone somewhere at some point might use your images improperly? Do what you can to protect your images properly, but don’t be so fearful that you miss out on opportunities for others to promote your art for you. Make it easy to be talked about!
The weekly Art Marketing Action podcast is an audio version of the newsletter/post of the same title. This week: There is no magic pill for attracting high-end buyers. It takes persistence and determination, which is why the life of an artist isn’t for everyone.
One reason that blogs are so powerful is that they can establish you (yes, little ole you!) as an expert. Actually, it’s you who must do the establishing. You have to put the information out there so that others tag you as the expert. Artist-blogger Judy Coates Perez summarized it for our workshop attendees last week: You have to give to get. It’s karmic. The more you give, the more you’ll get in return. Let’s look at the following examples.
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
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
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
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
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