4Artists Newsletter – June 2008

10 Tips That Give You Marketing Results

We have asked hundreds of alumni what does and does not work for them in marketing their art. Although there are slight variations linked with personal preferences and skills, in general we have gotten a good feel of the proven ways to move one’s marketing forward effectively.

Here is the list:

1. Keep the end in mind. By keeping focused on the big picture – this ideal life we want to experience as a successful artist - you can consciously, and unconsciously, harness resources towards the fulfillment of your vision. Also, when times get tough, having a clear vision will keep you focused and moving forward.

2. One day at a time. Marketing one’s art is more like a marathon than a 100-yard dash. One of the many reasons why resolutions don’t work is that after a strong effort at the start, endurance fades into oblivion. Marketing is about laying out the various activities, scheduling ourselves and delivering results, one activity at a time.

3. Actionable goals. At times, visioning is so exciting that one stays there, in dreamland. To make your dreams come true, you need to wake up, define the path that leads to your vision by setting clearly defined goals, for the days, weeks and months ahead. Make these goals SMART: specific, measurable, actionable, result-oriented, and time-based.

4. Understand and accept your limitations. I run triathlons and I will never be a great swimmer: experience proves it, again and again. Now that I understand this fact, and accept it, I can work at improving myself realistically. Know your limitations: you will not become frustrated by unreasonable expectations.

5. Get the skills you need. As we are not gifted in all areas of our lives (although, you, as an artist, are likely to be gifted in several areas…), we need to acquire the skills needed to successfully market. So, attend workshops and seminars (as you do for technique), hire the right skills, and get friends who are good at “sales” to help.

6. Enroll a team. You probably have many friends. You probably know quite a few people… Get them on board by sharing your story, your aspirations, and the marketing help you need. Create a support group with other artists and share your skills and knowledge with them, and join efforts for shows. With others, everything gets easier.

7. Say “no”. At times, saying ”no” is the best technique to avoid overcommitting and burning out. Prioritize what is going to work, and say “no” to the rest; eliminate the superfluous, the nice-to-have, and all activities which get in the way of moving your marketing forward. Re-direct well-intentioned friends towards activities that align with your plans. Remember, busy-ness is bad business.

8. Share your dreams. By letting others (friends, family, artists, gallery owners, neighbors, your dentist…) know you and your vision better, you enroll allies in this wonderful adventure. They’ll be amazing resources multiplying your efforts. Don’t hide! Besides, your art reveals you.

9. Block time. Dedicate a certain amount of time every day or week towards the marketing of your art. Assign specific activities to specific blocks of time, scheduled at regular hours. Stick to your schedule. It is amazing how much one can accomplish with only 365 hours of dedicated work a year. By blocking time for your marketing, you are putting first-things-first.

10. Breathe and relax. Marketing can be fun: think about it as making art. The essence of the creative process is to set a goal, use resources and overcome obstacles in order to reach it. This approach opens doors to opportunities, and is full of wonderful surprises! Likewise for marketing your art.

Marketing will bring you new friends, enjoyment… and results. So, enjoy the journey, this adventure which engages all your creative instincts and skills!

 

 

 

4Artists Newsletter – May 2008

The Story: The Recipe of Writing by Numbers

If you have followed our guidance in the February Newsletter, you have assembled by now all the elements to put together a great Story: the main highlights of your personal experience and of your art, the 2 or 3 main themes that emerge from this recollection, and a general plot line, or arc of the Story.

However, if you are like me, the list of ingredients may not be enough to deliver the perfect dish! Knowing the key ingredients of a good Story may not be enough to write it, you may also need some instructions, the basic steps to achieve a satisfactory results from these basic elements.

Here are a few elements to get you started. I suggest an easy-to-use template to build your Story, inspired by the (in)famous Painting-By-Numbers technique.

You may or may not follow it closely, depending on your knowledge, experience and talent in copywriting:

1. Initiate your first paragraph with “It all started when…”

2. Plug in your first theme, regrouping the highlights relevant to this particular theme


3. The second theme, regrouping its own relevant highlights

4. The third theme (I am sure, you get it by now…)

5. A concluding paragraph starting with “The Artists would like to invite us to…”

You can build your Story in a short time by plugging in the various elements of your content in the above template and by connecting them in loosely structured sentences.

In fact, you may find it helpful to write about yourself talking at the third person (“The artist, Susan…”), it will make you feel less self-conscious (and you can always change back later).

Let the writing flow and possess you, do not try to control it, do not censure yourself for the first draft, get yourself guided by your inspiration. You may have recognized here an artistic process you are very familiar with, using the pen instead of the brush or the camera.

When this first draft is done, breathe a bit and read the text slowly, and start editing by tightening its style and possibly its length. A first inspiration could potentially lead you to write 2 to 3 pages, than you can scale it back to 1 page or less.

Then you have a second draft that should be of acceptable quality. And if you want to perfect it, you can run it with some “editors”, friends or contacts who may be good writers. And eventually, should you feel the need for perfection, you can hire an editor, copywriter, as described in the February Newsletter.

Finally, writing a good Story is like cooking: half of the pleasure is in the process, half in the result: enjoy!

 

4Artists Newsletter – February 2008

Write Your Story: The Easy Way

The best way to generate art sales is to build friendships, because it is much easier to buy from friends than it is to buy from strangers.
 
And the best way to make new friends is to listen, build a good report, and try to understand. Then comes the crucial moment for sharing your unique and compelling story.
 
Something more than “I am an oil painter” or “I love to photograph nature”. This Story is about explaining the relationship between you, the artist, and your art. This “love story” which has never ceased to evolve, and which is so exciting for all of us to hear.
 
To build this story, lets start by answering a few questions about your art:

1. How and when did you start?
2. What and who influenced you?
3. What kind of art do you do?
4. How do you do it?
5. What gets you going?
6. Why should the audience care?
   

Now it’s as easy as 1-2-3 to put together your story:

1. Answer the questions above as precisely and with as much detail as possible. Be free, and as authentic as you possibly can. If you are not pen-friendly, ask a friend to read you the questions and record your answers. Then simply transcribe your answers.
2. Identify the 2 or 3 common themes. Typically, these are your life, your message and your art’s topic. Now weave them together into your story.
3. Write it down as best as you can; 1 or 2 pages, until you are satisfied. Have a friend review and correct your work or hire an editor. They come at a very reasonable cost at http://www.elance.com/ or http://www.guru.com/ .
   

And there you go, your story that is a rich artists statement for your next show, update for your website, a press release or a great ice breaker, for the next time you find yourself in an elevator with a patron or gallery owner.
 
Good luck and good telling!