101 tips to sell more art - The Short Course

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This short course is a resource excepted from the book "101 Tips to Sell More Art" and can be used as a tool to help artists sell and promote their art.


  • 1.A Short Course in Art Promotion

2. To sell your artwork you must first promote it 3. What You Will Learn With this Short Course Promotional Tools Web Sites Traffic The Media The Marketplace Promotion Making the Sale Link Resources A Plan of Action 4. Caution! Anyone who tells you they will make you into a successful artist is fooling you Run, dont walk away from them More often than not there is a fee attached to this claim Absolutely no one has the ability to make someone into a successful artist What this course can do for you is provide some insight and offer some tools to allow you to create your own success It really is up to you The Promotional Formula illustrates the components of a promotional plan that you control The process can shape your destiny Thats real power at your fingertips 5. The Promotional Formula The formula that can create opportunities for artists 6. Promotional Tools You will eventually want to produce most of these items Use your tools and with promotional efforts, all roads should lead potential customers back to you 7. The Media The tools Ive been discussing are designed to use the media. Media in this fast paced era are constantly changing but the major categories are represented here. 8. The Marketplace It isnt enough to produce art; you must package it and bring it to one of many markets available to you. There are many choices, many opportunities. 9. The Promotional Formula Helps Create Opportunity Build the tools you are shown Use your tools within the media channels available to you Gain exposure to the marketplace through use of your tools and channels Opportunity awaits Opportunity is a doorway to artistic success 10. There Are Many Tools to Help You Sell Art 11. Promotional Tools Every one of these is a significant tool which will be used to help customers focus on your art, your life. You will appreciate the doors these tools can open when you start using them. They dont cost much to create, and the payback is unlimited. Are you using all or some of these tools? 12. You Need a Toolkit Your professional image is only as good as the general public perceives you You need tools to make your image shine Do you have a business card? A business card is a tool It will be up to you to get comfortable with the tools I introduce you to and utilize the tremendous power and opportunity they represent 13. But First Ask yourself these statements: Does your art appeal to or work with human nature? Does your art explode in your viewers mind? Is it the right time for this art? If the answers are obvious and simple to understand, youre probably doing the right thing Do your ideas appeal to human nature? Things that stimulate people to respond are love, sex, anger, joy, humor, etc. How do your viewers react to your art? Does your art create a WOW effect or strong physical/emotional response in people? Timing is important. Many artists ahead of their time reached great success after they were dead. 14. Business Cards This is probably the single most important tool you can own A business card though, no matter how nice is a throwaway No matter what size or type of business card you like, you need them 15. Business Cards (Cont) What should be on your business card? Your name of course Phone number probably An email address for certain if you have one Maybe a picture of your art or a title that describes your art? What you really need though, is a web site address Jill Johnson Leather Artist 123 Silicon Rd., Los Angeles CA 90001 (310) 555-5555 JJ@wsywg.com www.sparklee.com Jill Johnson Leather Artist 123 Silicon Rd., Los Angeles CA 90001 (310) 555-5555 JJ@wsywg.com www.sparklee.com This is your billboard. Be creative! et those cards made or ordered and get them into your tool belt 16. Press Releases When should a press release be sent? It costs nothing to produce and submit a press release (PR) Create and submit them often as editors may just be looking for what you wish to tell them about Find out who writes about art in your local newspapers and contact them with the press release you write 17. Press Releases An Example A Press Release is usually one page Keep it simple, direct and to the point and make sure you include all contact information Provide a catchy title Make first paragraph about the benefits of your offer Second paragraph should be about you Details are best kept to last paragraph 18. Brochures and Flyers Vitally important to the health of your art career and your ability to get your message across in a visual manner This flyer was printed using my little ink-jet printer, PowerPoint and about an hours worth of time Only a few were needed so why waste money on commercial printing? 19. Brochures and Flyers (Cont) This is a 3-panel design to tell a bit about myself, and direct interested viewers to my web site Printing costs have come way down in recent years thanks to digital technology There are hundreds of ways to use these products They fit a #10 business envelope or can be used as a self-mailer Tape the open edge, type up a mailing label and place a first class stamp on it. Voila; traveling salesman! This panel for stamp and address Brochure - outside Brochure - inside Folds 20. Postcards Postcards may be reasonably produced ($95 per 500) through sources such as http://postcardpress.com Give them out or mail them to anyone you think might need one. Provide an e-mail address on your card Postcards are usually 4 x 6 or 6 x 9. Postage is a bit less on the smaller size and far less than first-class postage on a letter. Put your best work on one side and a way to contact you on the other. Visual impact? Instantaneous! Postcards are one of the best tools to use to introduce you to new customers and buyers of art. They are an excellent reminder to send to your existing customers as well. If youre an illustrator, postcards are a very effective way to get the attention of art directors and editors. Dont discount seasonal reminders either. The U.S. Postal Service offers a postcard service through their website http://usps.com . Click on the Send Cards and Letters feature. 21. Blogs Blog stands for a combination of two words; web and log. Blogs began as link-driven sites, You use blogging much as you would participate in a news group. Consider this a networking tool. Every article written for the blog should also be published on the web to article directories also, with your link included as a resource box. 22. Articles Articles that you write about yourself and your art can be a goldmine of referrals if the topic is interesting. Editors are always looking for articles of interest that cover any variety of items. Write an article about yourself and submit it to local publications that may just be looking for a little local color. Articles are a form of Public Relations called public interest articles which are done every day in the various media markets. Many of the articles you see posted on the internet or in magazines are just thinly veiled advertising for the particular product or service a company or person is offering. Why not do the same? People Want to Hear What You Have to Say! 23. Friends No matter what you produce or where you go, tell your friends and keep them informed. This is the best, cheapest and most effective form of advertising and promotion I know of. Friends tell friends. Theres a good chance that if you have a pleasant experience at a restaurant for instance, youll tell 5 friends. If the experience was bad, youll tell 10! Keep your friends in the loop as they have friends, too. You just never know from which direction the next opportunity will arise. Are you in an art show? Tell your friends. 24. eZines and Newsletters When a person visits your website, you need to be able to capture their e-mail address to begin a relationship with them. If you ask them for their e-mail address to stay in contact with them and they agree, its called opting-in. Sometimes people have to be prompted to opt-in with a promise of something; perhaps an offer of something free or more information only you can provide. 25. eZines and Newsletters (Cont) You have the opportunity to start a relationship with your visitors that will allow you to promote your art to them again and again You can create customers who will buy from you, but can become lifetime friends who will in turn tell their friends and others about you It just doesnt get much better than that. And the beauty of all this is that it is FREE. It usually takes several visits before a person buys into you. Did I mention that it was FREE? It really works. You have the power to create the sort of success as an artist that others only dream of. 26. Mailing Lists Mailing falls into two categories worth keeping. Actual street addresses email addresses I suggest caution if youre considering mailing lists. Rental lists are not always targeted to the people you need to reach. Developing a good mailing list is vitally important to your success, but it is a long-term objective. The key is to value your list and never screw with them. Customers or potential customers need to be kept informed often through effective communication. This is your target market we're referring to here. 27. Web Sites 28. A Brief Word About Web Sites When it comes to art web sites you have a choice Build one yourself Use a web art gallery service site-building wizard to help you build one The results are different but the goal is the same Get your art in front of your potential customer Why are the results different? A personal web site allows you more creative freedom A web art gallery service uses pre-existing formats Which is better? Its a matter of distinction Personal web sites are a bit more difficult to build, but usually cheaper A web art gallery service provides templates to build with and more instantaneous exposure for your art Wizards may be used for both Both methods require you to promote them to work effectively 29. Web Sites Background When customers browse the Internet, what they are seeking is information. Information is the number one product available on the web. People seek a solution to a need, a desire unfulfilled. Your goal is to put yourself in the path of these seekers and offer up your wares. Seldom, unless your art is actually present such as at an art gallery or show, will you sell directly to your customers in a personal manner. Web sites do not promote themselves 30. Web Sites Background (Cont) The steps you take to create a web site will happen in this general order with a few exceptions: Find a web site host Register your domain name Build a web site Submit your site to search engines and index directories Promote, promote, promote 31. Find a Web Site Host Web hosting services range from free to a few dollars a month. Be selective; they all offer more or less the same thing What youre interested in is how easy it is to use them. Web site hosting by your ISP (Internet Service Provider) is done with space usually allocated to your e-mail account. You may have one or several accounts. Most accounts allow up to 10 Megs of space per account (free), which is usually enough to post your personal web site and add some pictures. 10 Megs can rapidly be used up though, demanding that you move your service to a professional web space provider (not free). The primary thing that eats up memory space on a web site is images. Since all of us artists are in the image business, it is vitally important that you are aware of size limitations (memory) of your service provider. Web hosting services are plentiful on the internet and prices as well as space allocation (memory) vary widely. Shop around! Make sure ISPs are reputable and have the services you need such as email addresses, storage space, tools to use, marketing aids, etc. 32. Find a Web Site Host (Cont) There are soup-to-nuts services like http://artspan.com or http://absolutearts.com that cater to artists. Paid web hosting offers more bells and whistles in terms of tools and services. They offer more capacity in terms of memory needs. http://networksolutions.com or http://simplenet.com are examples of low- cost full service web site hosts. They even offer free domain name registry and site builders if you sign up for one of their plans. Most web hosts will not offer transaction (payments) or e-commerce capability with basic plans (these require a 3rd party), but will offer to set up the means to allow you to make those connections if you wish to add things like shopping carts, etc. Warning!: Dont put pop-ups and banners on your site just because the service is lower priced or FREE. The cost difference to get a real site you can customize is very slight, so dont trash it up with stuff that has nothing to do with you or your art. 33. Register Your Domain Name Who Do You Want to Be? Registering a name for your site is easy. What is not so easy is what to call your site. What you are doing when choosing a name is renting the use of that name on a yearly basis. I prefer to use a suffix of .com versus the other sort which could be .net or .org or .us or others. The .com suffix is usually easiest to remember as it is the most common. Many web hosting services will provide domain name registry for free or very little cost. Some will even offer free domain transfer services if you already own a domain name. 34. Register Your Domain Name (Cont) When registering a domain name dont include any spaces. Hyphens and underlined spaces work, but they are harder to remember. Domain names take a couple of days to become active Many commercial sites have numerous domain names that all point to the same web site (URL). While you dont necessarily need this when youre just starting out, it is worth considering as a promotional tool many have used successfully. Your domain name will remain inactive (parked) until youre ready to put it to work. 35. Build a Web Site Art Gallery A web site art gallery page has these general components: Index page Gallery page(s) Artist Biography page Artist Statement E-mail links This section will differ with respect to your personal web authoring tools (Dreamweaver, GoLive, etc.), and whether or not you choose to use site-building software (called wizards) offered by your web hosting service. 36. Things Not to Do If you really want to annoy your visitors, put the following features on your website!: Loud, annoying or repetitive music Excessively long image download times Information that is out-of-date Flash animation Non-standard text link colors (Blue is a good choice) Conflicting text / background color combinations Frames Poor or non-existent navigational aids Too many gadgets Dead-end and/or orphaned pages Complicated URLs Too many styles of type fon...