Not all artists’ websites are created with sales in mind.
For many artists, a website is a digital portfolio – an introduction for gallerists, curators, and other opportunities. If this is you, some of what I share here doesn’t apply. However, you could still benefit from heeding much of this advice.
There are numerous factors as to why some art sells better online than others: the work is more “popular” or more affordable, or some artists use their lists and social media more effectively.
On the other hand, here are four errors you should look at correcting immediately if you’re trying to make sales from your site. Each is a step toward making it easier for people to buy.
1. You make people click multiple times to see the art.
If your website hasn’t been updated in years, you might have an old template that makes people click numerous links to see your art. It’s time for a major overhaul.
A few weeks ago I had a sale of my audio products. I didn’t discount the products themselves. Instead, I bundled them together and added bonuses. If you’re open to creative solutions for selling your art, consider having a bundle sale instead of a discount sale of your products.
le going through the product-launch checklist for my new Pricing Your Art audio program, I thought it might be helpful to share the list with those of you who create products that you sell online: e-books, note cards, classes, and so forth.
When seeking a specific action, be sure to create a landing page to direct people to on your site, which focuses on the product, service or program you wish to promote.
Finding the “right audience” key to successful sales, but how do you go about doing that?
The purpose of your email subject line is to get the recipient to open the email. It’s not a space-filler and should never be an afterthought.
You can’t take subject lines for granted.
Mix up your approach to subject lines to keep recipients interested. Break free from dull copy by bucking your usual conventions. Here are six tricks for better subject lines.
1. Make It Personal
Think about your subscribers and readers. Which ones are your strongest prospects? Which are your loyal collectors?
Write directly to these people as you’re crafting your message and your subject line by opting for the words You and Your over Me, My and Mine as much as possible. Write to them in a conversational, authentic tone.
2. Be Specific
Many of you already know about Internet scams, but I need to emphasize the importance of being vigilant and asking a lot of questions when someone expresses interest in your art through email.
Guest blogger Gary Peters shares his idea for getting his art materials paid for up front while rewarding his special supporters. Includes a special report for Art Biz Blog readers.
Every day there are new opportunities to show your art online, but how do you know which online galleries are legitimate? Appraise an online gallery by asking questions and assessing its components. Asking questions is not a sign of distrust, but a hallmark of a responsible professional.
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The last episode of the Art Marketing Action podcast was November 22, 2010. You can listen to or download any episode on iTunes.
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How do you handle overseas orders? Michael Lynn Adams asks:
I have a buyer who lives in South Africa (actually London, moving to South Africa). I am in Los Angeles. They will arrange and pay for shipping once payment for the paintings has cleared on my end.
The question: What is the best practice for long- distance payments? And, had the buyers not been willing to arrange for shipping, best practices or advice about that.I do not trust personal checks and am not comfortable with money orders or cashiers checks. I do not have a credit card services account. However, I do have a Paypal merchant account that I have yet to use. One Paypal option is to create a Paypal invoice, but I am not sure if that gives the buyer credit card payment as an