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How to Sell Your Art: Art Marketing 101

1/3/2018

32 Comments

 
art marketing, how to sell your art
When it comes to art marketing, there can be a lot of confusion about what works, what doesn't and where to start. Whether you're a seasoned, experienced artist who's been creating for many years or a hobbyist just trying to take it to the next level, knowing how to sell your art is of primo importance!

Art Marketing is about the "Special Factor"

I've had the privilege of creating sculpture both part-time and full-time for almost 25 years. After moving to Asheville, North Carolina in 2009, I opened a studio in the River Arts District and began selling my work full-time.  Like a lot of artists, I did the typical things like running around to craft shows, selling wholesale to shops and "hoping" for customers. For me - and remember, everyone's different - that kind of selling drove me crazy! Shows were fickle, my work didn't sell great in stores or galleries because I wasn't there to talk about it and the hope strategy... well, let's just say that doesn't work.  Hope is not a viable strategy for how to sell your art.

Thankfully, because of my background in marketing and the fact that I am a people person, I recognized early on in my full-time art career that people pay top dollar for  2 things: special and connection.  What does that mean, you ask?

​First of all, people are willing to pay a premium for things they feel are out of the ordinary, unique or special, especially if they align with their values.  Now keep in mind, we're not talking about your average Wal-mart shopper here. I'm talking about people who are genuinely interested in your art and have the means to pay for it.  When your work and your reputation is seen as something to be noticed, something to be valued, not ordinary or run-of-the-mill, all of a sudden, people start to take notice.  That's what happened to me.  I create sculpture primarily for luxury mountain homes and I love it.  One of the things I did to help leverage the "special factor" of my work was to make a decision to install all my own work (when possible) and ask if I could take pictures once installed.  Consequently, I have tons of gorgeous images of my work in multi-million dollar homes. Now, when prospective buyers are considering my work, they immediately see "Wow, this guy's work is special... look at who's buying his work."  It lets my customers know that I'm someone to be collected and considered worthy of a significant investment.

Art Marketing is about Authentic Connection

The other huge concept I employ in my business naturally, because I enjoy building relationships with people, is connection.  I've found over the years that people who are making a significant investment in a piece of art want more than just a commoditized retail experience. They want a relationship. By and large, whether it's buying my work or the work of friends of mine who are painters, sculptors, ceramicists, jewelers or whatever, clients who are serious about purchasing hand-made, original art really enjoy building relationships with the artists from whom they purchase. It's fun for them and for us to get to know them, what they like, what they like about our work and deepen that relationship over time through multiple purchases and referrals to their friends.

I have a studio here in Asheville's River Arts District which is open 6 days a week to the public.  Nothing gives me more pleasure than to hear one of my clients coming through the door with a friend or out of town visitor saying something like "Oh, this is the guy I was telling you about..." All of a sudden, they've become my marketing department and a genuine friend. 

This same kind of connection is very important even if you're selling through strategic partners like interior designers or gallery / shop owners. Take time to go visit them, learn what sells in their stores, understand their clientele and then work to make them look great! I have a friend up who has a beautiful furniture store in a very wealthy area and she has a trunk show for me every couple of years.  That one relationships has produced more than any other relationship in my art career simply because every time I go to that area, I stop by and say hello. I send flowers after a referral. I treat her customers very well.  Yes, you guessed it: I'm building connection.

3 Tips for Your Art Marketing

If you're wanting to employ the special factor and connection into your art marketing strategy, I'd recommend starting with the following:
  • Take some time to understand what makes you uniquely you and what makes your art unique as well. Dig around into the story of what makes you tick and why you create. The more you develop and share that story, the more people will have the opportunity to connect with the real you.
  • Start asking questions from people who buy your work.  What did they like? Why did they purchase? What did they connect with about you or your work?  As you start to understand where the connection is, you can then begin to deepen that connection through doing more of the same. I always say, work on what's working.
  • Tell the story of your special factor and authentic connection throughout all of your marketing materials.  Remember, art marketing is not about selling your stuff, it's about building relationships with people.  Your marketing should be completely focused on building connection with people around what you know they love about what you create.  Do that and your business will thrive.

Art Marketing is Much More Than Selling

Listen, marketing your art and yourself is much more than simply learning how to sell your art. It's about creating an image that reflects your uniqueness in the niche you're targeting and then working to build authentic connections within that niche of clients, partners and prospects. Learn to do that well and you'll never struggle to sell your artwork. If you don't, you'll be reduced to doing what everyone else does, shlepping around your stuff to every art or craft show that will let you in, wondering who's going to buy your widget this time.  You can thrive if you'll focus on the special factor and on building connection.

My absolute favorite marketing video that exemplifies this way of selling is below called "A Tour Guide to the Two Plants: NEO & Traditional."  Do yourself a favor and watch it.  Then comment below to let me know your thoughts. Also, for more strategies on how to sell your art, check out my artist mentorship program called "Created to Thrive". Tons of teaching videos, activities and a private Facebook community as well as live q/a sessions with me to help you thrive as an artist.

A Tour Guide to The Two Planets: NEO and Traditional from MEGA Labs on Vimeo.

32 Comments
Yvette Williams link
1/3/2018 04:09:38 pm

Yes Matt I did receive the free download thank you.Thank you Matt for your words of encouragement. Happy New Year! thanks again, Yvette Williams

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Donna link
1/3/2018 05:51:05 pm

Thank you Matt..sure appreciate the pointers. Donna

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Dawn Davis
1/3/2018 07:32:50 pm

Good things to remember. I absolutely agree with you about connection in particular. I built a mural painting career. One client at a time and connected with each one. My jobs started to snowball and it was all because of word of mouth. I need to rethink my artwork and how to market it now because of life changes and will keep your advice. Blessings, Dawn Davis

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Angela link
1/3/2018 08:44:08 pm

Rec'vd your Planner, Matt, thank you. Great launch for the New Year! Your attention to this need is Divine in it's very nature. So strengthening to be part of your network. I'll watch the marketing video couple more times to completely sink in, logical content. More impact coming with my art, on the edge of something BIGger than I can imagine. Thank you for the insights.

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Karen Aldrich link
1/3/2018 09:22:59 pm

Great info and looking at the marketing differently.. there's hope!

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Susan Christopher link
1/4/2018 12:23:36 am

Thank you for the free download Matt! It has allowed me to understand the market more clearly. I have a lot of work to do.

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Stephanie link
1/4/2018 05:22:28 am

Thanks, Matt, this was really insightful.

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Terri Arena
1/4/2018 09:42:05 am

Thank you Matt for the marketing video? I'm going to have to watch it a couple more times for all the information to sink in. Thank you toò for your interest in my Art career because I am at the point of trying to find buyers for my work.

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Julie Harper
1/4/2018 11:34:05 am

Thank you for this most interesting and informative video!

Julie

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Vicki Mae Emrick link
1/10/2018 07:59:54 am

That puts into words what I was trying to figure out what "it" is. Now I am praying for God to show me pertaining to my art. Thank you so much for sharing it with us..

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Deborah Nell
1/16/2018 10:00:50 am

The video was so enlightening! Thank you so much for sharing it! Wow... need to recognize the difference between the two types of consumers and appeal to the neos... I've been targeting the traditionals... revolutionary!

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TERESA HARTGROVE link
1/16/2018 10:32:16 am

Hello, Matt! Thank you very much for the informative sources. I have not watched the video yet but will soon! I just built the website listed last week and am beginning a new journey inspired by the Holy Spirit and would love for you to see what I have accomplished thus far. This is all very new to me and I certainly appreciate this new connection for resources. Blessings!

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Amanda Brannon link
1/16/2018 10:43:20 am

Thank you for sharing this. Reminds me to keep pursuing the relationship with my customers. It's too easy to be lazy about that, and, you're right about schlepping your stuff to shows being no way to thrive. After years of beating myself up with doing wholesale shows personally, I've sworn off them.

One thing I've been doing is following successful artists, who's work has a similar flavor as mine and seeing how they do it. They share photos from their studio and their life on an almost daily basis, helping customers to fall in love with them and their work. This year, I'm going to work on that and schedule my posts to come out more frequently and work harder on curating a "look" to the whole package. Clear to me that people want to be a part of something. Part of an experience. And they want to enjoy it in their home.

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Ruth link
1/16/2018 12:11:27 pm

Hello Matt
It is really inspiring your blog.
I really need to make a journey to my soul and start writing and reflecting my feelings in and feel comfortable to talk about it when people ask about my art.
Thank you

Reply
Karen Swenholt link
1/16/2018 12:11:32 pm

Important mystery solving. Wow. It makes sense. I am such an introvert, I have trouble building relationships - even with art fans. I just get embarrassed if they say something nice. Ultimately I try to deflect praise. I feel like I have the art talent but the marketing personality of a hedgehog.

But I did hear this. I recognize the importance and rationality of it.

Thanks

Reply
Elizabeth Guthrie link
1/16/2018 12:47:18 pm

On a trip to Dallas to put some of my work in our State Chapter of CPSA I got over excited and all that went through my head was "Breath the breath of God" to calm myself. Then I saw you on FB and you mentioned the song and I knew God was speaking to me so I listened to the full webinar and knew God was working in me. I immediately God was working through you so I bought all three of your books plus the book of Bill Johnson you recommended.

I know I have miles to go but we all start somewhere! God is working!

Reply
Glenda
1/16/2018 01:14:08 pm

What an eye opening video and it gives a label to something I've noticed for some items in my own shopping. I feel like I fall somewhere in between.
For staples, I'm looking for the bargains, usually. I want the sales on my cleaning supplies, gas, household goods, groceries, technology, art supplies.
I shop a lot of things based on the point of diminishing return. Is a 1000 dollar phone twice as good as a 500 dollar phone?Will it do twice as much and last twice as long?

On the other hand, when looking for art and business training or lifestyle items, I often look for the smaller, more connected, more original items.
I'd rather take an online class that caters to just what I want to learn in a few weeks or months, that I can do at my own pace vs. signing up for a traditional college.
I'd rather purchase from a small business person when I can or create a piece of artwork that speaks to me vs. mass produced art I might be able to get with a 40% coupon.
Maybe buy the artist made jacket to go with my Walmart pants.
I sometimes go to the little café or pay extra for the premium treat and sometimes I don't.
So, is there a category for the in-betweeners?

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Anna link
1/16/2018 05:35:55 pm

I love this advice, and the one I struggle the most with is what makes my art "unique". I don't have my visual voice yet and that makes it very hard to market. Could you please write more on finding our unique visual voice?

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Jennifer Fox
1/16/2018 07:39:14 pm

I'm with Anna. I would love some direction on finding my visual voice. I tend to be a jack of many artistic trades and an expert at none.

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Alice
1/16/2018 06:37:03 pm

Thank You so much Matt, the video was extremely informative. At the moment I am evaluating what I can do. I love that there is a connection between our art and God's purpose for us. Thank you for your insight and guidance. I have been unable to join your program but hope to be able to .
God Bless You for gifting us with your knowledge.

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Kathy Howard
1/16/2018 09:49:34 pm

This is very interesting. That video is so enlightening. As a strong traditionalist I had no idea that the NEO economy existed. It is very hard for me to comprehend. I have always thought it was mainly the people with money that bought unique art, etc. These are very different groups. I can see that the NEO's are much better for the economy than the traditionalists (though I don't ever see myself changing much).
Businesses that have to sell on the edge of making profit to cater to traditionalists, run the risk of going out of business. (A local store just closed and I have to admit that I bought more there since they were closing and have markdowns). Online shopping also didn't help the brick and mortar store.
I suspect the traditionalists spend only within their means. Do the NEO's spend beyond what they have?

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Jill E Sime
1/17/2018 10:10:16 am

Couldn't get in on the 30-day challenge idea page so, just wanted to let you know about a fb page called Inktober 2017. They used prompts for the medium of ink, but similar ideas could be used for any media. Looking forward to the challenge! Thank you!

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Kari Roslund
1/17/2018 01:36:41 pm

Thanks so much for sharing your journey through marketing. I have been collecting bits and pieces of my story over then last few months but I have not yet put them into a cohesive tale. As I was reading through your tips, I felt like that cohesiveness was forming and all the parts were beginning to connect.
The video was eye opening and helped me understand my customer even more. I have had several NEOs purchase my work and I could not put my finger on what made them different but the information shared helps me to understand, communicate and connect with them better. Thanks so much!

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Sonia Farrell link
1/17/2018 05:01:09 pm

Wow us all I can say... What an eye opener... I am seeing the neo element around me and couldn't understand this trend. Now it's about identifying those gaps and highlighting just enough about the uniqueness and story

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Tammy
1/17/2018 06:30:17 pm

Very helpful and interesting and I have noticed the NEO thing. Just not sure about how to present myself. I'm like some of the others introvert and I tend to be a happy loner lol. Definitely something to work on. thx

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Betty Teramo
1/18/2018 07:31:22 am

I consider myself to be a "neo" and so are some of my friends. How do I find new "neos"? I cannot afford to be in an outside studio. I have a studio in my home and invite people to come but it seldom results in a sale. It is more a visit with praises galore.
God bless you for helping artists thrive!
Betty Teramo

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Becca
1/28/2018 09:37:43 pm

Wow! This makes so much sense with what I've been seeing around me. Had no idea how to verbalize it. When I hear you talk about "relationship" I know in my spirit that is such an important key. This fits so well with what you teach and it really explains so much. I've done some research at art galleries in my area and they are so negative about sales and what's happening in the economy. Many have closed down. Then I've noticed the "First Friday" events on the streets of downtown are generating lots of art sales. Wow - this explains so much! Thank you for sharing the wisdom you've gained in your journey!

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Olivia Alexander link
1/30/2018 07:54:43 am

Thanks Matt. I feel like my thinking is getting a gradual shift or realignment! Loved the video too but need to watch it a few more times and read this blog again too. Lots to think about :)

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Jenn Q. link
4/25/2019 06:48:16 pm

mind BLOWN. so good...I've got a background in architecture as a prophetic painter and as God's shifted me into selling my art and making that more of a business I took marketing for entrepreneurs and that helped tremendously, and I'm working my way into thriving...and thank you! so, so good. Thank you!

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Cooking by Alex link
12/1/2020 04:07:31 am

Great readd thanks

Reply
Mark Tipton link
12/5/2022 01:18:01 pm

Original art really enjoy building relationships with the artists from whom they purchase. It's fun for them and for us to get to know them, Thank you, amazing post!

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Coupon Plus Deals link
1/7/2023 10:06:16 am

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