I've written a few posts about marketing an art business. I started my business officially in May of 2010. So far I have been doing everything on my own. It is tough and there is a lot to learn. Here are a list of some of the stories I have written about marketing:
Facebook, Not Just a Social Network
Put Your Art in a Family or Friends Office
OK, Now I'm Adding Twitter to the Mix
Tell a Story and Your Potential Clients will Connect With You More
Be Persistent and Stay Ahead of the Competition
I've posted these articles on various sites and I amazed at the different comments that come back to me when it comes to actually selling art. It seems the majority of artists are OK with taking their God given talent and showing it to the world, but not OK with asking to be paid for it. Or asking someone to display it. My article titled Be Persistent and Stay Ahead of the Competition got me the most animosity by far. I wrote making phone calls to get your word out. Wow, did people freak out about that one. Here are some of the quotes:
I'm doing pretty well on the Facebook, calling seems too pushy to me ;)
Personally (and this may not be good business practice, but its just how I am) I am not going to chase someone down to buy something. Either they want it or they don't.
And my favorite,
I think it's age-related. Younger people, these days, don't call anyone, myself included and I'm 43 - they text, email, Facebook. Those over 50 generally do call. So let's keep this in mind if we know the age of the person we're trying to connect with, it might be helpful. The younger people I work with find phone calls too 'annoying' (their words)
The consensus for most artists seems to be that making an effort to market their art, other than through the internet, is just too pushy. They don't want to be considered a used car salesmen. They are fine having a web site, Tweeting, having a Facebook Page and certainly having their art on several online art galleries. But they stop short of using the phone. That's when they become a salesmen in their mind.
Maria Brophy, who is her Husband, Drew's Art Agent wrote a blog the other day after having a, seemed to be, heated conversation with someone who felt artists shouldn't be paid for their art. Well Maria feels the way I do about it. She wrote about how she felt during the conversation. It is titled Why Artists Should (Not) Be Paid for Their Artwork. I would argue that people's perception of arts value is partly our fault as artists. Its almost more vogue to be a starving artist than a successful artist.
Let me tell you. I don't agree. I love making my art and I love it more when someone appreciates it and wants to pay for it. There are millions of artists out there. Some are very good and others aren't so good. Its like any profession. You have your top 10%, your bottom 10% and everything in between. Have you ever looked at a piece of art that is extremely similar to yours, but that piece sold for $10,000 and you're struggling to sell yours for $500. Why is that? Maybe they have been at it longer then you. I'm sure they started out selling at a lower price. I bet the difference is their marketing and business skills. I bet they don't mind making a phone call to follow up with someone who showed interest in their work. I also bet they are confident in their talent to put a price tag on it and not give it up for anything less.
I see artists as my competition. Besides my art, I always have to think of why someone is going to buy my art over someone else's. Or why a gallery is going to want to display my art over someone else's.
This may piss you off, but I think my marketing and business skills is what will differentiate me over my competition. I don't think my art is better. I have a price tag on it and I am comfortable with the price. I know people will hate my art and not understand why people would buy it. I'm OK with that because there are billions of people in this world. I don't need many of them to like it to be successful. If the majority of my competition is scared to make a phone call or feels too pushy when they do so, then I'm ahead of my competition already.
Some of the successful artists I am familiar with are Chandra Michaels, Drew Brophy and Alison Jardine. I don't believe for one second they got to the level they are, because they were afraid to "sell" their art. People are coming to them now because they have made a name for themselves, but I can assure you they didn't start their web sites or Facebook pages and sat back while people just found them.
Tell me your thoughts. Tell me to eff off. It's OK. I would love to hear all the different opinions out there.
Hi Amy,
ReplyDeleteI agree with you but unfortunately artists are, by the nature of their work, insecure. Putting their soul up for the world to critique is scary. And it's amazing how easily we can make excuses as to why we are not doing the things we should be.
I'm in the process of writing a blog entry about this exactly and why I was adamant that I wasn't going to get into teaching after I graduated. I made up all these excuses when, looking back at it now, it was because I didn't think I was good enough. And the thought of 'public speaking' freaked this shit out of me - although I never would have admitted it. It’s crazy how we think! Fear is such a debilitating phenomenon!
I'm not saying I'm the best artist around but now that I've been teaching life drawing classes (to mature students) for just over a year, and they keep coming back, I realise that I actually have something to offer. It was a gradual development of confidence building and the same goes for my own artwork. I graduated a mature student (2 years ago) and knew that time wasn't on my side. There was definitely a sense of urgency that motivated me to get my work 'out there'. But the lead up to my first 'real' gallery show last year with one other artist was terrifying! I was ready to quit painting more than once while I was working because I didn't want to have to deal with the stress and anxiety anymore.
I had a contract though and had to follow through. I did and the show was a huge success, I sold almost everything and the gallery owner booked me in for a solo show 2011. My confidence sky rocketed and I'm now in a brilliant position of feeling good about my work (although the anxiety is still there with another solo show opening up in 3 weeks!) and galleries coming to me now rather than the other way around. This extra boost of confidence has giving me the kick I needed to really push hard. Funnily enough, I was just wondering today if perhaps I’m coming across as a little too ambitious. We’re funny creatures.
The conclusion is, if you're willing to take the risks and lay it all out there, chances are, it will work out for the best. But it's difficult to throw caution to the wind as an artist in the beginning because it really sucks to be knocked back. On the other hand, if you don’t take chances and go in with at least feigned confidence, no one else will have confidence in you either, which will make the struggle that much more difficult.
Trevor-thank you so much for you comment. It is a great story. Its wonderful to hear about artists getting to the next level. I also teach and its wonderful to see people enjoy learning about art. I have a little less mature students (grade school kids) but its confidence building none the less. I'm really excited about your group exhibition and wish you all the best for your 2011 solo exhibition. I'll be watching.
ReplyDeleteI confess...(and thank you for the sweet mention - btw) that I am one of those people who DETEST the phone. But in my defense, not just for sales calls, I hate talking on the phone, period. Even as a teenage girl, I hated the phone. So, I understand the angst.
ReplyDeleteAlso, I'm the last person condoning working for "the man". But there is something to be said for real-world business experience.
Truthfully, as much as I didn't enjoy many aspects of my former corporate life, I made it my mission to learn as much as I could there.
I used to be the Creative Director of a 50 person team in one of the nation's largest firms. I managed multi-million dollar budgets, I had to meet impossible deadlines, I produced national commercial spots, I auditioned and cast talent from across the country, I created advertising and sales collateral, I analyzed marketing metrics and media buys, I reported to the executive committee and money hungry investors, and I was handling over 20 million a month in revenue.
These skills served me very well when I finally had the chance to start my own company because I learned about the bottom line, I learned how to negotiate, and I learned a lot about people.
I believe you have to understand business or team up with someone who does.
We have to do things we don't like. That's the problem so many artists (and entrepreneurs) face...nobody likes doing the yucky parts.
We'd all love to have managers and agents that handle the mundane marketing and sales parts of our careers, but for most new/emerging artists that's not an option...so, if you want to make a living with art, you better get really comfortable making deals too.
Whether that's on the phone...or some other way, JUST DO IT.
sidenote - my JUST DO IT wasn't to you. I already know you're a dynamite duo with your husband.
ReplyDeleteMy comments are directed to the artists who don't want to work for it and just hopes their art sells itself :)
Hi Amy,
ReplyDeleteI'm happy to read a blog from an artist about work and payment! The idea that artists shouldn't be compensated seems like some weird old-fashioned romantic suffering-artist kind of notion (not sure who it would be romantic to...)
I do think it's correct that there's a generational/age difference about things like FB and calling. Young people don't even use cell phones for phone calls any more. It's all texting.
You're killing me Sugarluxe Art. No or little phone contact with your success? I'll take that. This may be a strange world in about 10 years regarding communication.
ReplyDeleteAs always, thanks for commenting to my favorite Texan.
Judy - we are a strange breed, us artists. You're right, I don't feel very romantic when my art is not selling. :(
Thank you my favorite sailor girl...I love how much you're doing to open up great dialogue.
ReplyDeleteP.S. Perhaps it's the pain meds after surgery today...but I didn't mean to list a partial resume :) - I just wanted to share something I haven't anywhere else.
I came into my business with an advantage. It was a hard-earned advantage, but advantage nonetheless.
That's what I was instantly drawn to with you and your husband. You've been through some very difficult times, but you're not letting that stop you. Instead, you're using your skills and experience to make a viable business.
You're doing things that aren't comfortable, you're out there learning, listening, teaching, helping.
You are amazing. If, or perhaps when, people say in the future that your success was based on luck, you have here all the proof here that that luck had NOTHING to do with it.
Keep up the great WORK...and call me anytime - I promise, I'll pick up! :)
xoxo,
Chandra
Amy, this is a great topic, and thank you for the link to my blog!
ReplyDeleteUltimately, it doesn't really matter what anyone else thinks. The people who think artists shouldn't make money from art art nuts. Their opinion doesn't matter.
I make it a point to connect with like-minded people. And for the most part, my life is surrounded by those wonderful folks, like yourself and Chandra and others who love what they do, and make a living (or are attempting to make a living) doing it.
A guy commented on my blog post about artists working other jobs while painting on the side. He said the funniest thing:
"Oh after you mop the floor and clean the barn, can you finish the Sistine chapel in your spare time?"
The art in the Sistine Chapel would have never happened had Michaelangelo had to work a "real" job while painting in his spare time!
Chandra- you can post whatever you like on my posts. I LOVE them ALL. I can't wait to keep learning from you. My sister was a Barbie Doll designer for 8 years. I would watch all the crazy things she went through with deadlines, presentations, and focus groups. I always knew that wasn't for me. As you know Doug is stuck in that corporate world. We're hoping we can eventually change that.
ReplyDeleteMaria-ever since I started this business I can't believe the great people I have come across. It's strange how I have been instantly drawn to some. I just have a connection with them immediately for some reason. I do find they think very similar to me, but it's amazing how over time I find they have such similar backgrounds as well. Like Chandra, I have learned so much from you, and I really appreciate all that you do.
Amy
I think if an artist shows confidence in themselves and their work, others will see it and feel the price is worth paying.
ReplyDeleteA friend of mines daughter draws and paints and her mom had to push her to post her art on facebook so it could be sold. You would think it would be the other way around.
ReplyDeleteIf its a hobby then just give it away, but if you paint because you love it and want to make a living doing it, you don't have a choice but to market it and sell it. Whatever shape the marketing takes will depend on the person and how motivated they are to sell their work.
Amy I agree with you… you can’t just sit back a wait for people to find you. In any business. And I think you have the guts to “sell” you art and yourself. I also agree with you that making calls – phone calls or in person visits – and following up repeatedly is the right idea. Especially if so few others are doing it! Bravo for learning how to do all of this.
ReplyDeleteDo you think you’re pissing people off because you are learning marketing and business skills, or is it because of something else? Have you been called pushy? And if so, has it been by people who really matter to you? I’m just not clear on what you’re saying here. I think it’s awesome that you are marketing and that you get it… you know it’s necessary. And that you’re comfortable setting a price and asking for it. No compromising.
I say, keep on goin. Btw… I taught art to third graders… I love having that in common with you! :) And I’m glad you’re getting confidence from doing it.
~Theresa
p.s. Sorry about the typos :) it's getting late.
ReplyDeleteHi Theresa- thank you for your wonderful comment. My "piss you off" comment is referring to the fact that the only difference between a successful artist and a starving artist may be in marketing. I think there are a lot of great artists out there that will never be successful because they feel "selling their art" isn't appropriate. Just as there are not so good artists that are successful because they weren't afraid of the sales part.
ReplyDeleteTeaching the young kids keeps me very involved in my kids lives. I absolutely love it. Thank you for stopping by.
Amy
Yeah... I know what you're saying. Sometimes that's just a cover for fear... saying "it isn't appropriate". Nothing wrong with fear but I take issue with the pretense. You know what I mean?
ReplyDeleteIt is a sad day when you realize that art in most forms is another kind of business. I remember when I realized that the NY bestseller list was not really a list of the books most read and appreciated but rather an orchestrated list manipulated by savvy marketers. For artists that want to spend a majority of their time painting, art is a business and must be treated as such in order to be successful. Does that make it any less beautiful, thought provoking or important? No. Gone are the days when the 'royals' would sponsor an artist and leave him/her to his creations. For better or for worse, artists must market if they want to be full time artists. Kudos to you for recognizing that important fact and not letting it diminish the importance of your art.
ReplyDeleteDarcie - I did not know that about the NY Bestseller. I should have though, it's always about who you know. You have put this in writing very well. The business side of art is extremely important towards success. Thank you for your comment.
ReplyDeleteYou go girl! You're artwork is your product and you want to make a living doing it so you have to market it. Stuff what others say I admire you for this :)
ReplyDeleteLouise Edington
http://louiseedignton.com
International AuPair Finder
I totally agree that if art is your life, it should support your life by bringing in the paycheck! If you are just expressing your srtistic talent for the joy of it but do not put a monetary value on it, then that is different I guess; but I believe that your gift has value and that value should be recognized. If others are criticizing you for your business smarts, it is probably because they are not comfortable with it and most likely do not even know how to promote themselves! You are ahead of the game in that case, and I wish you much success!
ReplyDeleteIn my opinion (which is all I can offer), if someone has trouble accepting money for their art/work/service then they might want to translate the role of money in the transaction - as it is just the object with which we barter. What if it were beans or rocks? Would they give you a hard time charging $10k rocks over $500 rocks? Everyone has a choice as to whether or not they want to buy and if you have a price you are happy with, market away! You can serve through selling and the selling process will test your business acumen, stretch you emotionally and spiritually and make you a stronger person. Anyone that behaves in a "salesy" manner isn't actually selling, they are lying - otherwise why would they behave in that way if they were promoting/selling something they believed in. I think many sensitive souls are so afraid of being "salesy" that they ditch the process all together. The art of selling, however, shows up everywhere - including true non-profits and service organizations...
ReplyDeleteBrandy Mychals
Split Second Perceptions
First of all Amy, your artwork is Gorgeous!
ReplyDeleteI think it's had for most people to "sell themselves", but there is an art to it (pun intended!). When you build relationships, the feeling of being portrayed as "pushy" goes out the window.
Best of success to you! Your art, and attitude, will take you far.
Heidi Alberti & Atticus
http://www.atticusuncensored.com
Thank you all for your wonderful comments. I wish I could figure out to reply directly to a comment, but my current blog set up doesn't seem to let me.
ReplyDeleteLouise - I do do a pretty good job at letting others opinions role off my back, but I do respect them. I know there is enough room for all of us to be successful, but it never comes easy.
Donna - wonderful comment. You boosted my self-esteem. Art is my life. I paint it, I teach it, I basically think about it in some way all the time. It's wonderful seeing it come out in my children. It's something I'll always be able to share with them.
Brandy - you're so right. I am very lucky that I'm selling something I have a tremendous amount of passion for. I would probably feel different about if I were selling refrigerators or something. Being passionate about what you're selling makes selling it so much easier.
Heidi - thank you so much for your compliment towards my art. I am definitely in the building relationships stage. I've had initial success from my previous network, but in order to grow, it needs to go beyond that.
Thank you all for sharing. I really enjoy reading the comments. Keep them coming. And don't forget to click the link at the top of my blog that takes you to my website.
XOXO, Amy