So many of us have difficulty making sales because we model how we sell after big, faceless companies. What’s good for Target is not going to be good for you. You’re small. You’re handmade. You’re impeccably crafted. You’re special and sometimes customized. Are any of those things words you would use to describe Wal-Mart?
Well of course not. But that doesn’t mean you know what to do instead. Here’s a little secret –
You have to give your customers an experience instead of a product. You’re job is making an impact on their soul. (Click to tweet.)
This starts with showing them your personality. Just like each piece of art you complete has a little part of you in it – maybe the color choices, the way the brush strokes curve, or something as simple as the subject of your illustration – you have to let your potential customers in on who you are. Helping your customers connect with you emotionally is the most effective, authentic, trustworthy, and feel-good way to make a sale.
You should put the focus of the sale on the experience of finding, purchasing, and living with one of your pieces. You need to resonate with them deeply. If they see your art as simply a piece of paper that will make their wall look better, they are not going to purchase. But if they experience your art as a story, it becomes much more enticing. Think about it: each piece came from your imagination and has a story behind it. You lovingly created it with the experiences you have in your past and communicated them onto the page. You crafted it with a hand that has learned a skill over time and tools and materials that come from somewhere as well… everything that goes into this piece has a story.
When your customer comes into the picture, they bring their own pieces of the experience in the reason they are looking for the piece or combing your shop, what about that piece strikes them and makes them click the link, what words in your description resonate with them, how they feel connected to you as an artist because your description gives them something to latch onto… the purchase process, the anticipation, framing it, figuring out where to hang it and why, seeing it day after day… it becomes a part of their lives. Your art is entering their lives – and not in as small a way as you initially think.
The moment you treat your art as a simple piece of paper to decorate a wall, you start communicating that to your buyer subconsciously and you steal away their opportunity to connect to you and truly experience your art. And that’s how you instantly lose a sale.
This can be easier when you’re meeting people in person and selling at galleries or art fairs. But it becomes very difficult when you’re selling online. One of the most effective places to infuse yourself into potential sales is your copy. You can make the text you use to describe your art reach into your customer’s soul by connecting with them through your human personality.
Here’s the step-by-step:
- Read up on storytelling.
- Record yourself talking to a friend about the piece.
- Transcribe the recording.
- Refine the transcription so it’s clean and clear. Don’t change the phrasing you use in real life, even if it’s technically grammatically incorrect. It should sound like you – and phrasing is the biggest giveaway.
- Have one person look over it to make sure it’s compelling, there aren’t any spelling mistakes, and that it clearly describes the piece.
- Finish the product description with very specific details like colors, size, materials, etc.
That makes it super easy to get your personality in your copy and really hit home to your buyers. You can also hire a copywriter (I know a couple GREAT ones) to infuse things with a more spirit, but it will be less authentically your voice.
So where else can you improve copy to really speak to your customers?
- shop announcements or welcome areas if you’re on a hosted shop
- about page or bio section
- policies pages (yep! those don’t have to be boring)
- emails that go out after a purchase
- your blog and social media, of course!
Got more ideas? Post ’em in the comments. I’ve got more on this topic coming soon.
This is the first in a series on effective selling through emotional connection and building an experience. Continue reading part 2 here.