A LOT OF ARTISTS ARE AFRAID OF THAT DREADED WORD: MARKETING.
That’s why I called it “outreach” in this post and in the intro to this series. I didn’t want to scare artists away because they think marketing has to be overwhelming, embarrassing, frightful, or pushy.
The thing is – you’re probably wrong about what marketing is.
Marketing is just the part where you show your art to lots of eyeballs. That doesn’t include telling those eyeballs they should buy it, quoting a price, or even telling those eyeballs that the art is good. You can make a business without selling (though it will be a lot harder). But you can’t make a business without eyeballs.
Eyeballs = sales.
Though eyeballs belonging to your target market = even more sales.
A line I tell clients by rote all the time is,
“NO ONE CAN BUY FROM YOU IF THEY DON’T KNOW YOU EXIST.”
And that’s the crux of marketing. That’s why it’s important. Because there are billions of people in the world and the person who is meant to own a particular piece of your art can’t buy it if they’ve never seen it – and if you don’t market, it’s a lot less likely they’ll see it.
Now there are loads of ways to market your art, but I definitely want to mention the most helpful principle for 95% of my clients: borrow someone else’s audience.
DON’T SLAVE AWAY ON SOCIAL MEDIA OR YOUR BLOG.
Those things are good, sure. But they are slow burn. They are things that can take years to pay off. What if instead you asked someone – who already has a successful blog of people who would probably enjoy your style of art – if they would post about you on their blog?
Or you can do the same thing with any media publication from magazines to radio… even to someone else’s much more successful social media account or larger email list. This is all under the bucket of Public Relations, which most people just call PR for short.
It’s a fantastic idea because it’s a very symbiotic relationship.
These publications or people are always looking for new, interesting, or just plain pretty things to share with their audience. You can provide that for them. And in return, some of their audience is going to fall for your art and come into your world (visit your website, sign up for your email list, follow you on social media, or just straight up buy from you).
I highly recommend that once you’ve read through this series and gotten personal, spiffed up your website, and started an email list, you focus on PR for a little while.
It will grow your following in leaps instead of one person at a time.
WHICH MEANS THOSE COVETED ART SALES? THEY’LL HAPPEN A LOT SOONER.
This is part of the series Selling Your Art in the Modern Economy. To get the full picture, make sure you read the introduction, part 1 get personal, part 2 Website, part 3 Email, part 4 Target Market, and sign up below so you don’t miss any of the articles!