If you haven’t signed up for the upcoming free webinar, what are you waiting for? I’m going to cover pretty much everything about getting media coverage for your art!
Today I wanted to give you a rundown of how press attention fits into your art business. What’s its role?
So for an artist, press is less about being seen as an expert and more about being seen. Period.
I’m sure if you read anyone else’s business advice online, you hear them telling you to get seen as “the go-to expert in your field”. Great advice for most business owners, but not so much for an artist. Because your collectors don’t care all that much whether you know the best techniques or have a thorough knowledge of art history. They just want to look at your art and FEEL something. They want to be compelled by the finished piece.
So it doesn’t do a lot of good to go spouting your knowledge or giving tutorials – unless you’ve figured out that your target market is other artists and/or aspiring artists.
Instead, you are just looking to show your work (and your message if it’s strong) to as many people who fit your target market as possible.
I hesitate to tell you it’s a numbers game because that makes you go all crazy trying to promote all over the place to anyone who will give you a glance. And that’s not going to work. But to a certain extent, more eyeballs = more sales. It’s just that the right eyeballs makes the sale more likely. So you can’t just go for numbers.
I’m veering off track a little. Here’s how press fits into the equation.
First you figure out your target market. Then you get featured in a publication that reaches your target market. Then more of your target market sees you and, hopefully, signs up for your email list (or follows you on social media). And then those people get to know you through your emails, see lots of your art, and eventually buy. Then you are really great at following up and keeping a relationship with your customers so they become collectors! Yay!
That’s how your business works when you’re using the internet as the basis of reaching your customers.
Sounds kind of simple, right?
It is. And when you find yourself in the weeds wondering whether to make the accent color on your website blue or green, perhaps you return to this basic outline and refocus. That little detail may make a difference, but it’s such a teeny tiny difference that it’s not worth spending time on if you haven’t handled the big stuff – get press, send out emails, keep connecting with your customers.
This is the basis of what I do with my clients. I teach them how to do these three things really well and make sure that secondary areas that may affect these three things are running smoothly (like ensuring their website is set up to turn visitors into customers). So go ahead and steal that idea for yourself. Because it works.
And if you aren’t sure how to get the media attention, where to find it, what to say, etc. then come to my webinar on Wednesday May 27th. If you sign up, there will be a recording even if you can’t make it live. I’d love to see you there and I’ll be taking your questions too.