Get a Grip on Why People Buy Art

David Hilton, You're Sure? (Old Faithful, Yellowstone National Park). Oil on canvas

Your art isn’t for everyone. Once you understand this, you’ll have an easier time finding the people who appreciate your work. Here are six reasons why some art might be selling better than yours.

Art Marketing Action Podcast – Get a Grip on Why People Buy Art

Audio version of the newsletter. Your art isn’t for everyone. Once you understand this, you’ll have an easier time finding the people who appreciate your work. Likewise, the more you get your art out into the world, the more you’ll be able to direct your marketing message to the people who were meant to see it.

Selling Art: An Oversimplified History

Artists used to depend on the Church and wealthy church patrons (whose souls needed saving!) to make a living. Then they relied on galleries. Today, anything goes. Artists can make their livings in so many different ways. See what I mean?

Attract High-End Buyers

Michele Renée Ledoux

Outside of the major international art fairs that attract the world’s elite collectors, there’s no single place you can show up and be seen. There is no magic pill for attracting high-end buyers. What you need is true grit. It takes persistence and determination, which is why the life of an artist isn’t for everyone.

Get people to sell your art for you

Artists are telling me all the time that they wish they had someone else to promote and sell their work for them. Guess what? You can get other people to sell your art quickly and easily!

All you have to do is create an affiliate program.

An affiliate program is a system for referrals. Someone refers a friend, family member or colleague to your art, and you pay them a referral fee when that person buys something from you. Instead of paying a gallery or retail outlet, you’re paying a friend–someone who is part of your artist community and someone you might like to reward.

Sherrie York, In the Shadows (Ptarmigan). Reduction color linocut. 18 x 12 inches. ©The Artist

Here are five thoughts on creating an affiliate program . . .

1. Target your fans. You want affiliates to

Diversify: Don’t Rely on One Sales Venue

Priscilla Fowler, Dispersion, 2008. Sepia ink and ink wash on painted paper, 24 x 30 inch detail of 15-part drawing. © The Artist

Most galleries don’t count on a single artist to survive. Likewise, most artists can’t count on a single gallery, retail outlet, or exhibit venue for their survival.

Have you been putting too many of your eggs in one basket? Unless you are an art superstar with an exclusive New York or London gallery contract, you can’t depend on one source for promoting and selling your art. You must diversify. Got the local gallery? Great! Now, get another in a different city. And another. Don’t stand by and hope that what is currently a good thing will always be a good thing. Galleries seem to open and shut down more frequently than