In the world of selling and marketing your art, there are obvious tactics and subtle tactics. Obvious are things like marketing plans, and all the tricks and techniques I talk about in my Art Marketing Boot Camp series. But there are also many subtle things that we rarely think of as important in selling art. One such subtlety is the impact a frame has on the sale.
Years ago my wife asked a couple to spend a holiday weekend with us at the lake. When the power went down on Friday afternoon and we realized we’d blown out the breaker box, the husband, an electrician by trade, generously offered to fix it. So we went to the local hardware store to buy the parts.
Pricing is the least understood facet of any business, but it’s one that can easily be fixed — without a negative impact. Most of the artists I know are underselling their art, struggling, having to paint too many paintings to keep their heads above water. They are on an exhausting treadmill because their prices are too low.