How to Reach a Cold Audience
Reaching new audiences who have never heard of you before—often called “cold audiences”—can be one of the biggest challenges for artists trying to grow their business. Whether you’re a painter, photographer, sculptor, or any kind of artist looking to expand your reach, understanding how to engage cold audiences effectively is essential. In this week’s Art Marketing Minute with Eric Rhoads, we’ll dive deep into the best strategies to connect with cold audiences, avoid common pitfalls, and build a loyal following that converts to sales.
Drawing on insights from Eric Rhoads, founder of several respected art magazines and a seasoned expert in the business of art, this guide covers practical tips and answers some of the most pressing questions artists have about marketing, pricing, and growing their art career in today’s world.
Transform your art career with Art Business Mastery Day, November 15, 2025!
Understanding Cold Versus Warm Audiences
Before we get into strategies, it’s important to understand what we mean by cold and warm audiences.
- Cold Audience: People who have never heard of you or your work. They have no prior connection or trust with you.
- Warm Audience: People who know you, your art, or have interacted with your brand in some way. They trust you more and are more likely to buy.
Warm audiences naturally convert better because they already have some level of trust and familiarity. Cold audiences require more effort and strategy to engage and warm up before they’re ready to buy.
Cold audiences are “cold” because they don’t know you or your art. They have no reason to trust you or feel connected to your story. This makes marketing to them expensive and challenging because you first have to grab their attention, build interest, and then convert that interest into a sale.
Think of it like a funnel: you pour a lot of people in at the top (cold audience), but only a small percentage will come out the bottom as buyers. Your job is to create a path that warms them up along the way.
Strategies for Reaching Cold Audiences
1. Build Awareness Through Consistent Branding and Storytelling
Cold audiences need to know who you are and why your art matters. Building a strong, consistent brand presence helps with this. Share your artist story, your process, and your passion. People connect with stories more than they do with products.
Eric emphasizes the importance of crafting your story. For example, an artist working a day job and painting after hours can leverage that narrative to create authenticity and relatability. This connection can be the bridge that warms up cold audiences.
2. Use Targeted Advertising to Warm Up Cold Audiences
Running ads to cold audiences can be costly, but it’s often necessary to build awareness. The key is to target the right people and create ads that introduce who you are without pushing for a hard sale immediately.
For instance, ads that showcase your best work, share behind-the-scenes videos, or invite people to free resources or workshops help build interest. Over time, you can then retarget these warmed-up audiences with offers to buy prints, attend classes, or purchase original artwork.
3. Leverage Media and Industry Publications
Getting featured in respected art magazines or newsletters can boost your credibility and expose you to new audiences. Eric mentions publications like PleinAir Magazine and Fine Art Connoisseur as valuable platforms for artists to build brand awareness.
Repeated exposure in these venues builds recognition. When people see your name and work multiple times, they begin to trust you and are more likely to engage with your offers.
4. Focus on Your Existing Audience First
While reaching cold audiences is important, Eric advises focusing on your warm audience first because they are more likely to convert. Engage your current customers, followers, and contacts by sending newsletters, offering workshops, and asking for referrals.
Referrals can be especially powerful. People who already love your work can introduce you to new potential buyers, effectively turning cold leads into warm contacts.
Handling Common Art Marketing Challenges
How to Avoid Scammers When Selling Art Online
Scammers are a real concern when selling art through social media or online platforms. A common scam involves a buyer sending a check that ends up bouncing after you’ve shipped the artwork.
Eric’s advice is straightforward:
- Use electronic payment methods like Venmo, PayPal, or Apple Pay for safer transactions.
- Never ship artwork before confirming payment has cleared.
- If someone insists on sending a check, wait until it fully clears before sending the artwork.
- Be wary of buyers who overpay and then ask for refunds of the difference.
Related article: In the Off-Chance You Didn’t Know About These Art Scam Emails
Should You Lower Your Art Prices During a Recession?
With economic uncertainty, many artists wonder if they should reduce prices to sell more. Eric points out that there are always people with money willing to buy art.
Instead of lowering prices, consider these approaches:
- Increase marketing activity: Double down on outreach and advertising to capture those who are still spending.
- Build inventory: Create more work now so you’re ready when the market improves.
- Target affluent buyers: Focus on those with disposable income who continue to invest in art regardless of economic conditions.
Eric shares the story of Kellogg’s during the Great Depression, who gained market share by increasing advertising when competitors cut back. Similarly, artists who keep marketing during downturns can come out ahead.
Is It Okay to Turn Down a Lowball Offer?
Yes! Turning down a low offer can increase your confidence and respect from buyers. A respectful negotiation helps maintain control over your work’s value.
Eric recommends laying the groundwork by not immediately stating your price. Instead, engage the buyer by explaining your process, framing, and the value of your work. Then invite them to make an offer. This approach can lead to more reasonable offers and saves you from undervaluing your art.
Art Marketing Tips for Specific Situations
Marketing to Locals in a Tourist Town
If you live in a tourist-heavy area, you might struggle to sell to locals during the off-season. Eric suggests embracing the tourist market fully rather than worrying about locals.
Tourists often want souvenirs or paintings of famous landmarks, so create work that appeals to them and sell heavily during peak season. For locals, consider:
- Hosting off-season shows or events that give them a reason to engage with your art.
- Researching local tastes and preferences to create pieces that appeal to year-round residents.
- Using local newspapers, websites, or community groups to reach locals.
Painting and Selling at Plein Air Events
When painting onsite at events, you might encounter visitors interested in buying unfinished work. Eric’s advice is to establish an upfront agreement:
- Ask for a deposit to hold the painting while they tour.
- Offer to finish, frame, and ship the painting so they don’t have to carry it.
- Communicate clearly about the process and timeline.
This approach protects you from losing sales and helps manage buyer expectations.
How Much Art Should You Post Online?
Quality over quantity is key. Eric recommends only posting your best work. Aim for at least five or six high-quality images, but don’t overwhelm your audience with too much.
Editing your portfolio and social media posts carefully is crucial because you’re building your brand with every image. Avoid posting unfinished or subpar work that can damage your reputation.
Building a Marketing Funnel for Artists
Marketing funnels are common in digital marketing, but selling original art is different from selling mass-produced products. A funnel typically starts with a low-cost offer to get a customer in, then upsells to higher-priced items.
Eric explains that while funnels work well for products like prints or merchandise, they are less effective for unique original artworks because each piece is one-of-a-kind.
However, you can create a simplified funnel by:
- Offering affordable prints or merchandise to attract new buyers.
- Encouraging those buyers to upgrade to larger works or originals over time.
- Using data to understand your customer’s lifetime value and adjusting your marketing spend accordingly.
Tracking metrics like average sale value and customer acquisition cost helps optimize your marketing funnel’s performance.
How to Attract Higher-Paying Clients and Established Businesses
If you find yourself working mostly with low-budget clients, it might be a sign that you’re in the wrong environment or targeting the wrong audience.
- Reposition your portfolio: Tailor your work and presentation to appeal to more sophisticated buyers.
- Change your environment: Sell in galleries, shows, or online platforms that attract affluent buyers.
- Target where the money flows: Identify places where high-paying clients are active and focus your marketing efforts there.
Remember, you don’t sell luxury cars at flea markets. Position yourself where your ideal clients shop and engage.
Practical Tips for Doubling Your Business
For artists like photographers relying on word of mouth, the best way to grow is by nurturing existing customers and encouraging referrals:
- Reach out to past clients with personalized messages reminding them of your services.
- Ask for introductions and recommendations to their friends and family.
- Offer limited-time specials or upsells, like discounts on multiple portraits.
Statistics show that referrals made in person have the highest conversion rates—up to 90%. Make it easy for your clients to spread the word.
Final Thoughts: Turning Cold Audiences Into Loyal Fans
Reaching cold audiences is challenging but essential for growth. By building your brand story, creating targeted marketing campaigns, leveraging your existing network, and positioning your work strategically, you can warm up cold audiences and turn them into loyal customers.
Remember these key takeaways:
- Warm audiences convert better—start with those you know.
- Use storytelling and consistent branding to build awareness.
- Invest in advertising wisely and target the right people.
- Don’t undervalue your art; negotiate with confidence.
- Adapt your marketing based on your environment and audience.
Marketing is a marathon journey, not a sprint. Be patient, stay authentic, and keep refining your approach. Your next loyal fan is just around the corner.
Bonus Resources for Artists
- Free Video Gift: 97 Incredible Art Secrets from the World’s Finest Artists
- Marketing Advice: Art Biz Mastery
- Art Marketing Tips: ArtMarketing.com
- Plein Air Convention & Expo: Learn More & Register
With these insights, tools, and a strong marketing mindset, you’re well on your way to growing your art business by reaching and engaging cold audiences effectively.