In this chapter, we delve into the crucial aspect of Business Development for artists, a topic that often goes unaddressed in traditional art education. As I learned early in my career, being a successful painter is closely linked to being a savvy business person. Relying solely on galleries to sell your work can limit your income potential, as I discovered when my accountant pointed out that despite selling more paintings, my earnings had decreased due to high gallery commissions. This realization prompted me to take charge of my sales process, and now I work with multiple galleries while also exploring private sales and other avenues to boost my income. In this section, I share strategies to enhance the perception of your art, improve your marketing skills, and ultimately increase your earnings. By recognizing your paintings as products in the art market, you can balance creativity with market awareness, ensuring your work remains both passionate and original. This chapter is dedicated to equipping you with the tools to take control of your art business and achieve the success you desire.
This guide accompanies the full video lesson. The lesson includes the complete narrated video, the printable PDF chapter, and personalised critique support.
"The Complete Artist’s Success Guide" by Richard Robinson.
Step 19Advertising Strategies
Generate Word of Mouth
Impress your clients by exceeding their expectations. Treat them like gold, give them more than they asked for, and maintain a positive relationship. This approach turns clients into inadvertent sales representatives for your art.
Write Newspaper and Magazine Articles
Write your own articles to ensure accuracy and control over your message. Newspapers and magazines are always looking for content, so provide them with well-crafted articles about your art. Avoid being listed as the author to maintain a professional appearance.
Utilize Internet Articles
Submit articles to online magazines, especially those focused on home and lifestyle, where potential buyers spend time. Use high-quality photography of your work, possibly placing it in a modern home setting using Photoshop for added appeal.
Participate in Art Donations
Donate art to schools and charities for fundraising auctions. This not only raises your profile but can also provide free media coverage. Ensure you set a reserve price to benefit both you and the charity.
Send Contact Letters
After a sale through a gallery, send a contact letter to the buyer. Introduce yourself, thank them, and share insights about the painting. Direct them back to the gallery for future sales to maintain a good relationship with the gallery.
Furbishing
Display your paintings in locations where people relax and spend money, such as hotels or restaurants. Choose venues that enhance your art's image, like furniture stores or show homes, to attract potential buyers.
Include Painting Notes
Attach well-designed notes to your paintings, including your name, painting title, medium, size, date, and a brief story. This information can generate interest and help sell your work by providing context and connection.
Enter Competitions
Participate in art competitions for potential career boosts and media coverage. Research judges' tastes to guide your entry. Remember, winning is a lottery, but even being a finalist can be valuable advertising.
Start a Daily Painter's Blog
Create a blog to post daily studies of still lifes or scenes. Link these posts to sales pages on auction sites like eBay. Use your client email list to notify them of these affordable pieces available for auction.
Explore Art Rental
Consider art rental businesses in urban centers for additional income and exposure. Your art can be displayed in corporate settings, providing advertising and the potential for sales.
License Your Art for Products
Collaborate with product manufacturers to feature your art on their products. Ensure you have a clear contract specifying usage rights. Attend image licensing trade shows to connect with manufacturers and explore this income stream.
Pro tipWrite your own articles for newspapers and magazines to ensure accuracy and control over your message.
Embarking on your painting journey with an understanding of the art market transforms your creative process into a balanced blend of passion and pragmatism. Recognize your paintings as products, but let your artistic integrity guide your brush. As you explore popular subjects and media, like traditional landscapes or limited edition prints, remember to stay true to your unique vision while aligning with market trends.
Navigating the art market requires adaptability and strategic thinking. Engage with local galleries to understand regional demands, and consider relocating if it aligns with your artistic goals. Develop a dual strategy where your commercially successful pieces support your passion projects. This balance allows you to maintain financial stability while nurturing your creative spirit.
Expand your reach by leveraging both local and online platforms. Start by building a strong local presence, then explore global opportunities through online marketplaces and blogging. Use these tools to connect with potential buyers and gather valuable feedback. Remember, each interaction is a chance to refine your approach and grow your audience, ensuring your art finds its rightful place in the world.
Points to remember
Recognize your paintings as products but stay true to your artistic vision.
Focus on traditional landscapes, local views, and modern or semi-abstract landscapes for higher sales potential.
Visit local galleries to understand what types of paintings are in demand in your area.
Concentrate on one subject or style to become an expert and create a unique product.
Join large artist directory websites to quickly establish an online presence and connect with artist communities.
Use your blog to engage directly with your audience and gather valuable feedback on your art.
Collect and assess market information continuously to simplify your marketing efforts.
Offer to let clients take the painting home to see how it looks in their space, increasing the likelihood of a sale.
