An excerpt from Chapter 21
These five factors came about by studying successful artists’ approaches
to daily tasks.
1. Continually contact people
Make it an aim to call four people a day—whether they be new
prospects or current clients. It’s guaranteed that not only will
you become quite good and efficient on the phone, but your business
will flourish, Clients are the mainstay of any business. To
call four people a day could take 15 minutes. Don’t make them long
conversations; in fact, they should be short, with a specific aim in
mind. You could
ask for referrals, invite the person to visit a future
opening or exhibit, invite him to your studio to see your new series
of work, thank her for a recent purchase. Be creative!
Add to this list four post cards and you have eight
contacts a day to get a total of 40 contacts a week! If you try this
for two months, you will be amazed at how
your sales increase.
Not only do successful artists follow up after they send out a portfolio,
but they follow up even if theyreceive a rejection. This means that they
send out a postcard with one of their images on it, photo print, announcement
of an exhibition, whatever it is—at least every 6-12 months to
all prospective clients and galleries and to former purchasers. The rule
in direct marketing is: you must contact people three times before they
respond! As an artist you won’t have a huge mailing list; it will
be quite intimate, perhaps 100-400, so the cost to do a mailing is not
3. Use innovative marketing
Successful artists are always thinking of innovative ways to market.
They are willing to take a risk if they feel a new idea might work. For
instance, new places to exhibit—an orchid
show, an interior designer show, a real estate show, a music conference,
a sci-fi convention—whatever they think
might work for them! Presentation is always consistent and top-notch,
4. Press coverage
Successful artists consistently receive press coverage. Although she
might not get direct sales from this press coverage, a successful artist
knows that in the long run it means many people see her name, artwork
and progression over the years. This means a lot to potential buyers.
It also means that the newspaper/magazine approves of you. Name recognition
is of the greatest importance in any business.
5. Long-term goals
All the successful artists I know have had long-term goals. This
means they did not make it overnight. They planned and strategized
and suffered to get where they are today in the marketplace. They never
gave up. They knew their aim, and they knew there would be down periods,
as in all businesses. Aims and goals are the mainstay of any business.
You are in business, and you must have a business attitude to win at
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Marketing 101, 3rd Edition
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