How to Break Through the Noise and Finally Gain Traction as an Artist

Are you an artist trying to gain traction, grow your art career and audience, and make more sales? You’re not alone. Many artists face the challenge of getting their work noticed and valued in a crowded market. Fortunately, with the right strategies and mindset, you can break through the noise and build a sustainable art career.

Drawing on decades of experience helping artists and galleries succeed, Eric Rhoads shares practical advice on how to navigate common challenges, from pricing your work for friends and family to balancing your artistic vision with marketing demands. Whether you paint in watercolor, acrylic, or oils, and whether you’re just starting out or looking to scale your business, these insights will help you finally gain the traction you deserve.

Grow your art career with Art Business Mastery Day, November 15, 2025!

Pricing Artwork for Friends and Family

One of the trickiest questions artists face is how to price artwork for friends and family. Often, loved ones express interest in your paintings, but it’s hard to know if they’re serious buyers or expecting a discount. It’s a delicate balance between valuing your work and maintaining relationships.

Here’s a straightforward approach:

• Be transparent about costs: Let friends and family know you’d be happy to give them a painting but ask them to cover the cost of materials. This ensures you’re not losing money on supplies.
• Set clear boundaries: If they want a piece intended for gallery sale—something that has a set price and potential market value—explain that you need to charge your normal price. You can offer alternatives, such as choosing another work or commissioning something special.
• Consider giving away some work: Sometimes gifting a painting can create goodwill and inspire others. These moments can build lasting connections and stories around your art.

Remember, it’s okay to say no or negotiate. Your time and materials have value, and friends and family should respect that.

Balancing Artistic Vision with Marketing Needs

Artists often wrestle with how to market their work without compromising their creative integrity. How do you pursue technical skill and artistic expression while also promoting your art to a wider audience?

The key is to never compromise your artistic soul. Paint what speaks to your heart. If a gallery or market favors a certain style—like “little red barns” that sell well—you can choose to create variations or explore related themes without repeating yourself endlessly. If you’re not excited about a subject, it will show in your work.

Sometimes, pragmatic choices are necessary. For example, if painting popular subjects helps pay the rent and keeps you in the studio, that’s a valid strategy. Compare it to working a part-time job—you’d rather paint than stand behind a convenience store counter. Every painting, even those driven by commercial needs, is an opportunity to practice and grow.

Ultimately, your art business is a balancing act. You want to do what you love but also be open to some market demands—just don’t lose yourself in the process.

Grow Your Art Career and Master the Many Hats of a Professional Artist

Being a professional artist means wearing many hats: creator, marketer, salesperson, business owner, and more. It can feel overwhelming, especially when you’re starting out.

Here are some tips to manage these roles effectively:

• Learn everything you can: Understanding all aspects of your art business—from creation to marketing—empowers you and protects you from being misled or overwhelmed.
• Focus on one marketing channel: You can’t do everything well at once. Pick one platform or strategy—like building an email newsletter—and do it consistently and excellently.
• Use “massive action” wisely: In military terms, “massive action” involves overwhelming force from all directions. While this is ideal for large marketing teams, as a solo artist, focus your energy on one or two key actions to avoid burnout.
• Build your own media: Your own mailing list or newsletter is invaluable. It’s a direct line to potential buyers who have opted in to hear from you, creating a loyal audience over time.

Spend about 20% of your time on marketing and business tasks and 80% on creating. That balance will help you grow sustainably.

Setting Up Your Art Business: LLC or Not?

When starting to sell your art, many artists wonder about the best business structure. Should you form an LLC right away?

Before rushing to set up a formal business entity, consider this:

• Gain selling experience first: Start by selling a few pieces, perhaps at local cafes or small shows. Learn the ropes of pricing, customer interaction, and record-keeping.
• Consult a professional: Talk to an accountant or tax advisor about your specific situation. For many artists, small occasional sales can simply be reported as personal income initially.
• Understand the purpose of an LLC: An LLC primarily protects your personal assets from business liabilities. If your art business isn’t high-risk, this may not be urgent.

Focus on building your sales and confidence first. Then, when your business grows, consider formalizing your structure to protect yourself and optimize taxes.

Handling Curator Requests and Art Exhibitions

When invited to exhibit your work, curators may ask you to exclude certain pieces, especially if they differ in style or don’t fit the exhibition theme. This can be disappointing but is a normal part of the process.

Here’s how to navigate it:

• Trust the curator’s expertise: They usually know what works best for their audience and the show’s cohesion.
• Negotiate politely: If you believe the excluded works could add value, suggest placing them in a different area or wall to gauge audience reaction.
• Be flexible: Not every show will perfectly align with your full artistic range. Embrace the opportunity and plan to showcase your other styles elsewhere.

Remember, having a curator interested in your work is a positive step forward.

Curating Your Online Art Portfolio

If you work in multiple mediums or styles—such as oil, watercolor, acrylic, plein air, and studio work—it’s important to present your portfolio clearly to potential buyers.

Best practices include:

• Organize by category: Create sections on your website that separate studio work from plein air work, or group by medium (oil, acrylic, watercolor).
• Consider your brand: Think about what you want to be known for. Highlight the style or medium that best represents your artistic identity and market focus.
• Label works clearly: Use tags or captions to indicate medium and style, so visitors can understand your range without confusion.

The goal is to make your portfolio easy to navigate while showcasing your strengths.

Building and Engaging Your Community

The idea of building an “art community” is often touted as essential for success. But is it really necessary?

Communities can be valuable, especially for artists who want to connect with peers, share tips, and find support. For example, joining local life drawing groups or online artist forums can inspire creativity and networking.

However, when it comes to selling art, a community built around you as an artist is just one piece of the puzzle. It’s important to also develop a local and national marketing strategy:

• Local strategy: Become known in your community by participating in fundraisers, auctions, and local shows. People are more likely to buy from an artist they recognize.
• National strategy: Grow your audience beyond your town through digital marketing, social media, and email newsletters.

Both approaches complement each other and increase your chances of success and grow your art career.

Creating Effective Art Newsletters

Many artists struggle with their newsletters, feeling like no one reads them. The problem is often the content and approach.

To make your newsletter engaging and valuable:

• Craft compelling subject lines: Avoid generic titles like “November Newsletter.” Instead, use headlines that promise value, such as “3 Tips to Hang Your Art Like a Pro.”
• Make it about the reader: Share tips, stories, or behind-the-scenes insights that help your audience connect with art and see the benefit of following you.
• Include personal updates strategically: Tell your story, but always frame it in a way that relates to your readers’ interests. For example, “I’m painting in Switzerland this fall, and my collectors get first access to new works.”

A well-crafted newsletter builds relationships and drives sales over time.

Maximizing Your Specialty Art

For artists specializing in niche subjects like horse paintings, building and selling a collection can be a powerful strategy.

Consider these points:

• Define your goal: Are you building a collection to showcase your skills, to sell, or to attract commissions? Clarifying this helps shape your approach.
• Engage your target community: Participate in horse shows, events, or online groups where potential clients gather. These are places where your art is most relevant.
• Offer accessible products: Create a series of prints or matted reproductions to attract wider interest and provide entry points for buyers.
• Package commissions professionally: Develop a clear process with upfront deposits, progress updates, and pricing tiers. Offer premium services like unveiling events for high-end clients.
• Price consistently: Maintain consistent pricing to build trust and reputation. Start smaller and gradually increase as your experience and recognition grow.

By positioning yourself as the go-to artist for a niche and connecting where the money flows, you can build a thriving specialty business and grow your art career.

Opportunities for Growth: Workshops, Conventions, and Painting Trips

Continuing education and community experiences can accelerate your growth as an artist. For example, attending conventions like the Plein Air Convention & Expo (PACE) exposes you to dozens of expert instructors and a network of peers.

Workshops and retreats, such as specialized painting trips to Switzerland or Venice, offer immersive learning and inspiration. These trips combine touring with daily painting sessions in spectacular locations, providing a rich environment to hone your skills and create unique work.

Participating in such events can energize your practice, expand your network, and open doors to new opportunities.

Final Thoughts: Taking Action to Gain Traction and Grow Your Art Career

Gaining traction as an artist requires a combination of passion, strategy, and consistent effort. Here are some key takeaways to keep in mind:

1. Value your work appropriately, including when dealing with friends and family.
2. Maintain your artistic integrity while being open to market realities.
3. Focus your marketing efforts on one or two key strategies, such as building an email list.
4. Gain selling experience before formalizing your business structure.
5. Be flexible and professional when working with curators and exhibitions.
6. Organize your portfolio clearly to highlight your strengths.
7. Engage meaningfully with your community, both local and online.
8. Create newsletters that offer value and connect with your audience.
9. Specialize and market strategically if you work in niche areas.
10. Invest in your growth through conventions, workshops, and painting trips.

Remember, every artist’s journey is unique. By applying these principles with patience and persistence, you’ll build momentum and finally gain the traction you’re seeking.

More Art Marketing Tips: ArtMarketing.com