Today, we’re diving deep into some essential marketing strategies for artists. Whether you’re a painter, photographer, or craft artist, the principles we discuss here can help you elevate your art business. I’ve spent over two decades helping artists navigate the art world, and I’m excited to share insights that could help you 10x your business! Watch here:

Pricing Your Artwork: The Key to Consistency

One of the first questions we often encounter relates to pricing, particularly when selling artwork through galleries versus your own website. A common concern is whether the prices should match when a piece is exhibited in a gallery.

Let’s consider a scenario. Imagine you walk into a gallery and find a painting that captivates you. You take a moment to look it up online, only to discover it’s priced significantly lower on the artist’s website. What is your immediate reaction? Most likely, you’d leave the gallery and purchase the artwork directly from the artist. This is why it’s crucial to maintain consistent pricing across all platforms.

Your pricing needs to reflect the same value whether in a gallery or on your website. If you have a gallery relationship, you want to protect that by ensuring your prices are the same everywhere. If your paintings are priced higher in a gallery, that’s what they should be on your website as well. This not only respects the gallery relationship but also builds trust with your customers.

So, if a painting doesn’t sell in a gallery, should you lower the price on your website? The answer is no. Keep your pricing consistent. If you’re marked up 100% for gallery sales, you have some flexibility with discounts, but be cautious of discounting too much, as it can devalue your work.

Marketing Your Art: The Value of Painting from Life

Another great question came from Neil, who asked how to communicate the value of painting from life to potential clients. This is a fantastic topic! Think about brands that differentiate themselves. For example, BMW has built its reputation around being the “ultimate driving machine.” This branding has lasted for decades.

If you want to position yourself as a portrait artist who paints from life, you need to create a narrative around why this is valuable. You might want to develop a tagline or a phrase that encapsulates this idea. Perhaps it’s about the experience, the authenticity, or the connection that comes from painting live subjects. This approach can help elevate your work in the eyes of your clients.

Remember, not every successful artist paints from life. Some use photographs and still create stunning work. If a potential client can only give you a short time for a sitting, adjust your approach but remain firm on the quality of your process. Consider offering both options: a commission from life and one from a photograph, with clear pricing differences.

Building Credibility Through Awards and Competitions

Michael raised an important point about entering art competitions to build a strong resume. Winning awards can significantly enhance your credibility. However, it’s essential to be discerning about which competitions you enter. If a competition requires payment for entry and for showcasing your work, be cautious. Generally, if someone charges you for press, it’s a red flag.

Seek legitimate contests that provide real value. For instance, the PleinAir Salon is known for being reputable. When you win a respected award, it can open doors, including gallery representation. I’ve seen firsthand how winning a competition can lead to gallery invitations, so don’t underestimate the power of accolades.

Part-Time Commitment: Is It Enough?

Let’s address the question of whether being a part-time artist is sufficient for success. The reality is, many artists successfully balance part-time commitments while building their art careers. However, the trajectory may be slower compared to those who go “all-in.”

If you’re passionate about your art, even a part-time commitment can yield results. It’s all about how you manage your time and the strategies you employ. For example, if you’re working full-time but dedicate evenings and weekends to your art, you can still make significant progress.

Converting Interest into Sales

Converting casual interest into actual sales is a challenge many artists face. When someone expresses interest in your work, how do you turn that into a sale? First, engage with them. Follow up with a personal note or message. Share your story, the inspiration behind your piece, and why it matters.

People love to connect on a personal level. If they feel a connection to you as an artist, they’re more likely to purchase your work. Remember, it’s not just about selling; it’s about building relationships.

The Importance of a Professional Website

Leslie brought up an intriguing question about website design. If you’re going to invest time and money into a website, ensure it serves a purpose. Your website should not only showcase your artwork but also provide an easy path for potential buyers to purchase pieces.

Keep your website simple. Limit the number of tabs to avoid overwhelming visitors. Focus on showcasing your best work, your artist bio, and perhaps a section for upcoming workshops or events. Make it easy for galleries to view your work as well.

As for visuals, choose a few of your strongest pieces to highlight. Each piece should include a brief description that tells a story. This not only engages viewers but can also entice them to purchase.

Managing Gallery Relationships

If you rent wall space in a gallery, how often should you rotate your artwork? It largely depends on the gallery’s foot traffic. However, I recommend changing your display at least once a quarter. In high-traffic tourist areas, consider rotating your pieces weekly to keep things fresh.

People tend to visit galleries multiple times, so you want to entice them with new work each time. A static display can lead to disinterest, so keep your work dynamic!

Utilizing Etsy and Online Platforms

Etsy is a fantastic platform for selling art, but it requires some strategy. With so many products available, it’s essential to stand out. Use unique keywords and consider how your artwork might fit into someone’s home or lifestyle.

When listing your work, think about the colors and styles people might search for. Original artwork can thrive on Etsy, but be wary of posting prints unless they’re high-quality reproductions of your originals.

Crafting Your Artist Bio

For those new to the art scene, writing a compelling bio can be daunting. Even if you haven’t exhibited in galleries, you have a unique story to tell. Share your journey into art, what inspires you, and your artistic philosophy.

Everyone has a narrative worth sharing, and your bio is a chance to connect with potential buyers. Don’t shy away from discussing your background or experiences that led you to become an artist. Authenticity resonates with people.

Embracing Self-Promotion

Finally, many artists struggle with self-promotion. If you find it uncomfortable, remember that promoting your work is essential for success. You’re not just an artist; you’re also a business owner. To thrive, you need to develop a promotional strategy.

Start small. Share your work on social media, engage with followers, and build a community around your art. It may take time, but the more you practice, the more comfortable you’ll become.

Marketing Strategies for Artists and Your Path to Success

Whether you’re considering the transition to full-time artistry or navigating the complexities of pricing and marketing, it’s crucial to stay true to your vision. Keep refining your craft, engage with your audience, and don’t be afraid to share your story.

Success doesn’t happen overnight, but with consistent effort and the marketing strategies for artists, you can build a thriving art career. Remember, you’re not alone on this journey. Reach out, connect, and support one another as you grow!