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.
Just four little words can turn a happy customer into an unhappy customer. These words, when uttered, send a signal that you don’t care about your customers and that your business is screwed up.
These four little words wound customers and tell them you won’t do whatever it takes for them. They also say you hate your job, hate your company, and are very self-centered.
What are they?
Minutes from my home, in a very popular part of town, I’ve watched a new office building go up as I pass when driving our kids to and from school each day. Now, after months of construction, the building is ready and available for tenants. The sign went up long before the building was finished, and yet today, months after it’s been finished, it sits empty. Keep in mind that Austin is booming, companies are leasing space like crazy, and all the neighboring buildings are full. So what’s the problem? And what does this have to do with marketing art?