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!