Reduce the Boring Factor: Add Variety to Your Marketing Message

No more repetitive emails, please.

Your art exhibition, class, workshop, or event has so many facets that there is no reason to send the same emails and social media posts for your promotions. They get a little stale after awhile.

Years ago, Marcia Yudkin wrote a guest post for me on this topic. It was an article she originally wrote for her readers that got me interested.

I still think about that article and keep that list as a reference. It’s time to revisit its premise for you, my artist readers.

Vary Your Marketing Message | Art Biz Coach

Here are plenty of ways to promote your exhibition, event, or teaching.

Many of these suggestions lend themselves to emails. Others could easily be used on social media. Use your noggin to decide.

Exhibition or Event Enticements

  • Rotate images of your art with short 2- or 3-sentence stories for each. Do this for two reasons: 1) people are more likely to get excited about a show when they know what they’ll see and 2) stories can sell art.
  • Mention other artists who will be in the exhibition and why it’s an honor to show with them. Still, the focus should remain always remain on you.
  • Offer suggestions for nearby galleries or places to dine. Add your personal slant on these establishments: “Don’t miss the green curry!” or “The back gallery is showing X, who was featured in last year’s Whitney Biennial.” This is especially helpful for people who are coming from a distance.
  • Discuss the history of the juried show and why it’s valuable to be part of it. Again, the purpose should come back to you.
  • Relate any work in the show to a current event.
  • Highlight anything special about the event. Maybe you are having live music, something besides wine and cheese (hallelujah!), or a hands-on activity.
  • List your top blog posts that might enlighten people about the exhibition.If you’ve been blogging about your art, you surely have posts to share that relate to the work they’ll see at your show. Include an image from each post, a short teaser, and a link to the whole article.
  • Create a Pinterest board for your exhibition and share that with your followers. Or build a private area on your website for a preview of the work.

Teaching Temptations

  • Focus on what keeps your students up at night. Why would they want to take this class and how can you help?
  • List the benefits. How will students feel after the lessons? What will they be able to do that they couldn’t do before?
  • Share a story of how you became an expert in this area and why you’re the perfect person to teach the subject. Don’t neglect your own struggles while learning. People love to hear stories of how you overcame an adversity. [Tweet this.]
  • Show photos of students’ finished artwork.
  • Use photos of students in class and of you teaching.These are a must-have for all teachers and are why you need to have a dedicated photographer at all of your classes. You’ll use these images like crazy in your promotions.
  • Add powerful testimonials from graduates of your class or workshop.Notice the word powerful. Wimpy testimonials aren’t that helpful. You want to hear from students who had a big transformation, so listen for those, capture them, and get permission to use them.
  • Mention any bonuses. Maybe you are providing extensive handouts or snacks. Perhaps there is a private coaching session with you after class is over.
  • Offer a resource.Some of my best results from an email came when I recommended Evernote as a favorite organizing tool in advance for the Organize Your Art Biz class. Even though many recipients had no intention of joining the OYAB class, they thanked me for my email because it included a helpful tool they could use.
  • Address the frequently asked questions you get from students. This is usually done on a sales page, but you can also do it in an email.

Final Thoughts

Whatever you do, don’t put everything in a single email. It’s overwhelming! Sprinkle these ideas throughout your marketing.

Whether you’re promoting your exhibition or your teaching, you could outline any or all of these on a landing page – a link you share with people for more information.

Do you have any other creative ideas for varying your marketing message? Please share!

 

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