Discover expert tips from Eric Rhoads on maintaining and growing your art sales after your first sale. Learn art marketing tactics, pricing strategies, and audience building to keep the momentum going.

Whether you’re a painter, sculptor, or any kind of artist, understanding how to maintain momentum is crucial to growing your art business. This article, inspired by the video above from Eric Rhoads, founder of multiple art magazines and an expert in the business of art, offers practical strategies, tips, and mindset shifts to help you keep selling and thriving.

Starting Strong: Presenting Your First Body of Work

One of the first questions artists face after completing a new body of work is how to present it online. Should it be gallery-style, or should you opt for casual social media posts? The answer depends on the scale and your resources, but the key is to take massive action—a concept borrowed from military strategy.

“Massive action means doing many things at once to increase your chances of success. Don’t limit yourself to just one method of promotion.”

This means simultaneously posting on your website, sharing on social media, sending newsletters, organizing shows, and inviting people to view your work. Time is your most valuable asset early on, so use it to flood your audience with visibility. The goal is to sell out your current work quickly so you can fund your next creation.

Art Marketing: Raising Prices Without Losing Collectors

Many artists hesitate to raise their prices out of fear of losing their existing collectors. However, serious collectors often want to see price increases because it validates the value of their investment.

Eric advises communicating price increases clearly and with advance notice:

• Explain the reasons for the increase (inflation, demand, limited availability).
• Give collectors a window to purchase at current prices.
• Regularly review and raise prices annually to keep pace with costs and perceived value.

Remember, new buyers will only know your current prices and won’t compare to past rates. Price increases signal confidence and growing demand, which can enhance desirability.

Building a Newsletter Audience Beyond Social Media Followers

Having followers on platforms like Instagram is great, but owning your media through an email newsletter offers far more control and direct access to your audience. Eric emphasizes the importance of converting social followers into newsletter subscribers because social platforms can change algorithms or policies without notice.

To encourage sign-ups:

• Offer giveaways such as art pieces in exchange for email addresses.
• Use contests or hidden clues in your art to engage visitors at shows and online.
• Collect emails from interested visitors at galleries or events with business card drops or sign-up sheets.

Segment your audience and tailor communication depending on whether they are artists, collectors, or casual admirers. This focused approach ensures your message resonates and converts better.

Does Social Media Convert to Sales?

Social media can be a powerful tool for art marketing, but it requires strategic use. Simply accumulating followers does not guarantee sales. Eric shares some eye-opening statistics from direct mail marketing that apply to social media:

• Only about 0.5% (half of one percent) of your followers might ever buy your work.
• Marketing requires repetition—people need to see your message around seven times before taking action.
• Multiple channels (social media, email, shows, ads) increase your chances of conversion through repeated exposure.

To boost engagement and sales on social media:

• Stay in your lane: focus your content on your target audience, like art buyers, rather than personal posts unrelated to art.
• Tell compelling stories about your art, inspirations, and historical art references to educate and entertain your audience.
• Use social proof by sharing sold pieces, customer photos, and testimonials to build trust and desirability.
• Interact with your audience through Q&A sessions, polls, and decisions on which pieces to sell or keep.

Keeping the Momentum After Your First Sale

Congratulations on your first sale! Now comes the challenge of maintaining that momentum. Eric suggests a systematic approach:

1. Analyze why and how the first sale happened. What worked? What channels brought the buyer?
2. Replicate the entire process to create repeatable results.
3. Use upselling or cross-selling techniques. For example, offer buyers a limited-time discount on one or two additional pieces that complement the original purchase.
4. Follow up with buyers personally, inviting them to view new work or offering exclusive deals.

This approach not only doubles your sales potential but also nurtures relationships that can lead to loyal collectors.

Closing Sales at In-Person Events Without Being Pushy

Many artists worry about coming across as pushy when selling at shows or festivals. Eric reframes this concern by distinguishing between being pushy and engaging:

• Start conversations by asking open-ended questions about the visitor’s art preferences.
• Listen carefully and build rapport based on shared interests or memories triggered by your art.
• Use assumptive questions like, “Where would you hang this piece in your home?” to encourage visualization.
• Take their picture with the artwork to create a non-threatening engagement and follow up with a message.
• Offer information and space; avoid standing guard or blocking entry to your booth, which can deter visitors.

This natural, respectful approach helps close sales while making customers feel comfortable and valued.

Prints vs. Originals: Should You Lean Into Prints?

Offering prints of your original work can be a smart art marketing strategy. Prints provide an entry point for buyers who might not afford originals but want to own your art.

Eric notes:

• Many buyers buy prints as a memory or decoration without the commitment of an original.
• Print sales can lead to original sales if buyers fall in love with your work.
• Price points matter—prints at various price levels widen your market.
• Encourage buyers to consider prints for home and originals for office spaces or special rooms.

Don’t shy away from prints; instead, use them strategically to build your collector base.

Transitioning from Commissions to Personal Work

If you’ve built a commission business and want to showcase personal work, start slowly. Eric advises:

• Keep your commissions going while you develop and market your personal work.
• Introduce your commission clients to your personal art by showing examples and inviting them to purchase.
• Increase your marketing and visibility for personal work gradually, building interest and sales.
• Once personal work income matches commissions consistently, consider shifting focus fully.

This gradual approach mitigates risk and leverages your existing customer base.

Making Your Art Booth Stand Out at Festivals

Standing out in a crowded festival can be challenging but there are creative, budget-friendly ways to attract visitors:

• Great lighting: If electricity isn’t provided, bring a generator. Proper lighting showcases your work effectively.
• Free treats: Offering individually wrapped candies can trigger the law of reciprocity, encouraging visitors to linger and browse.
• Clear signage: Use signs that quickly explain what you offer and differentiate your work.
• Interactive promotions: Hide clues in your art and offer prizes to engage visitors and collect contact info.
• Unique booth themes: Consider bold ideas that attract attention, but ensure they fit your brand and audience.
• Friendly presence: Avoid standing like a security guard; sit nearby and engage only when approached.

Pricing Art to Appear Expensive Without Alienating Buyers

Pricing is an art in itself. Eric emphasizes:

• Match your pricing to the environment where you sell. You wouldn’t sell a luxury car at a discount outlet, and vice versa.
• Invest in quality framing to signal value. A beautiful frame can justify a higher price and attract buyers.
• Don’t undervalue your work based on what you think you can afford. Wealthy buyers are willing to pay for quality and prestige.
• Price is a signal of importance and desirability.

Shifting Your Audience Toward Collectors Without Losing Community

Many artists face the challenge of attracting collectors while maintaining their existing community. Eric’s advice includes:

• Question assumptions: Just because you get likes and comments from artists doesn’t mean you’re not reaching buyers.
• Analyze your content and posting strategy. Posts focused on technique and workshops appeal more to artists than collectors.
• Create separate channels if needed—one for artists and one for collectors—to tailor messages effectively.
• Focus on storytelling and showcasing availability to buyers.

Using AI for Art Captions: Efficient or Fraudulent?

The rise of AI tools has sparked debate about authenticity in art marketing. Eric encourages artists to see AI as a helpful tool rather than a shortcut:

• Use AI to generate ideas, improve engagement, or create calls to action.
• Always review and edit AI-generated content to ensure it matches your voice and values.
• Think of AI like photography or other tools—it’s a means to an end, not a replacement for creativity.
• Stay vigilant about originality and authenticity, especially in competitions or professional contexts.

Turning Viral TikTok Paintings Into Sales

Going viral on TikTok can bring massive visibility but not always immediate sales. To convert views into revenue:

• Repeat and replicate viral content to build consistent awareness.
• Experiment with TikTok Shop to sell prints or merchandise directly through the platform.
• Tell engaging stories behind your paintings to deepen connection.
• Be patient—sales often follow sustained exposure rather than a single viral hit.

Final Thoughts: The Power of Consistency and Massive Action

To summarize, keeping momentum after your first sale requires a blend of strategic marketing, genuine engagement, and relentless action. Here are key takeaways:

• Take massive action by promoting your work across multiple platforms and channels.
• Communicate price changes clearly and regularly to maintain collector confidence.
• Build and nurture your own media list to control your audience.
• Use social media strategically with storytelling and social proof.
• Engage visitors with authentic conversations and non-pushy sales techniques.
• Offer prints to broaden your market and introduce buyers to your originals.
• Experiment with new tools like AI and TikTok shops to increase efficiency and reach.
• Stay visible, consistent, and patient—success builds over time.

Remember, selling art is both an art and a science. By applying these principles and learning from experienced marketers like Eric Rhoads, you can build a sustainable and rewarding art business.

For more free resources and guidance on marketing your art, consider exploring Art Biz Mastery and signing up for newsletters that offer ongoing tips and inspiration.

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

More Art Marketing Tips: ArtMarketing.com