Do you struggle with pricing your artwork? Do you often feel like you're underpricing, or maybe even undervaluing, your artwork? It's an all too common problem for artists. If you can relate, I have some good news and some surprising news for you. The good news is that this doesn't have to be your story. The surprising news is that we're going to have to address a mindset issue that's probably been holding you back.

Over the years, I've learned that if you are struggling with pricing as an artist, it rarely has anything to do with the value of your work, the quality of your work, or what people are willing to pay you.  What I have found to be the case is that 99% of the time, the major roadblock when it comes to pricing is YOU, or more specifically, your MINDSET.  

No matter how talented you may be or what kind of local art market you live in, at the end of the day it all boils down to what you believe about yourself and your artwork.  Don’t worry, I’ll explain more as we keep going, but first I want to start here.

Let me challenge you to take a few minutes and do a little self-assessment. Be honest, even if you don't like your answers. The point of this little exercise is to find the root cause of why pricing your art is such a struggle.

Mini-Assessment 

• Are you struggling with pricing your art?  
• Are you afraid to put the price that you really need to put on your art?  
• Do you settle for less because it feels more comfortable?
• What do you believe is possible, financially speaking, with your art?
• What do you believe about your own value as an artist?
• What do you believe about your artistic abilities?
• Are you able to share your artwork in a way that is meaningful and valuable to others?

Now, take a moment and ask God to show you the common thread that runs through all your answers. What is one thing that is most responsible for the problems you've had pricing your artwork?

I know for me, when I started, it was a struggle to figure out how to price my artwork effectively so that I could make money as an artist. One thing that I did learn over the years was that if you don't value yourself and your art, then that same discounting of yourself and your artistic giftings will be reflected 100% of the time in the price that you put on your artwork.  Take a moment to let that sink in while I share this story.

After I moved to Asheville, North Carolina, and had become a member of the Southern Highland Craft Guild (the second oldest and most prestigious fine craft guild in the country), I had an experience at one of my first shows with them that exposed my false thinking and highlighted the need to change my mindset. Being a new artist in a group in such a prestigious group, I decided to push my pricing to where I felt comfortable, to a price point I thought people would pay based on what I would pay.  My mindset at the time was something like, "If I wouldn't pay more than this, then I won't price my work any higher than this." At the time, it made sense to me.

Well, I had a beautiful sculptural piece there with me that weekend.  And as I started working the crowd, and people are coming up and talking to me, this one guy came up and started circling that piece. I tried to hold my excitement back just knowing he was falling in love with the sculpture and that I was about to make a sale.  Everything was going well until he looked at the $200 price I had on the piece. 

The guy finally engaged me and asked, "Well, are you the artist?"  
I said, "Yeah!"  
He said, "Well, this is a really beautiful piece, a really special piece."  
I said, "Well, thank you so much.” 
He said, "You know, people come to this kind of show because they are looking for something that is really, really special."  

Now in the back of my mind, I am thinking the whole time, "This guy is going to totally buy this piece!  He is driving himself into the buyer's lane right now."  

I said, "Yeah!  Yeah!  People do come to this show because it is a beautiful show."  
He said, "Matt, can I be honest with you?"  
I said, "Sure!  Sure!"  
He said, "You have been doing this a lot longer than I have; you have got a lot more experience than I do, but I'll be honest with you.  $200 really doesn't say "special" to me." And then he walked away.

I have a friend that had the same thing happen when she was selling a piece of pottery. She had priced her art at $150, but a prospective customer mistakenly thought that the piece was priced at $1,500 and was eager to take the piece home. As the customer took the piece up to the counter to check out, she was informed that it was only $150. Normally you'd think this would be a good thing, but the customer who was willing and ready to buy a $1500 piece of pottery refused to buy it now that it was only $150. 

Why do you think this happened in both of these cases?  I believe it all boils down to perception. From the artists' point of view, we both priced our pieces based on what we perceived our value and the value of the piece to be. Again, this made perfect sense at the time. But to both potential buyers, their perception of our art, art that they wanted to buy, was damaged by what they perceived to be a cheap price.

For me, this experience was an excellent opportunity to reach out to God and allow Him to challenge and change the mindsets I held around the pricing and valuing my work. As I grew in this area, I began to gain the confidence to start pricing my art in a way that set me apart. 

If this resonates with you, then I challenge you to take your own pricing and value mindsets to the God and ask, "Lord, am I charging for my art based out of fear, or am I charging for my art based on being a business person, being confident in what You have called me to, knowing that I need to make money and make a profit to sell?"   

I hope this has been a big encouragement to you. If this article has been a blessing to you, take a moment to share it with a friend.

Thanks for reading.

For a detailed explanation of pricing artwork, check out my guide to How to Price Your Art: The Definitive Guide for Pricing Artwork for Visual Artists.

You know, a lot of artists have dreams about supplementing their income with their artwork, but few know how to take those first steps towards making this dream a reality. If this is you, please keep reading. I’m going to be sharing some practical things you can start doing now to turn your art hobby into a profitable and productive side-hustle.

Make Space

First of all, be sure you are intentionally making space in your life for both your day job and your art. If you’re like most folks working a full-time job, then Monday through Friday is probably dominated by work, commuting, and living life, and that’s entirely understandable. The challenge, then, is what you do with those other hours in your day, your weekend, and your free time?

Well, if you want to make your art work for you, especially as an income stream, then you have to be serious about making that work for you from a time, energy, and resource perspective.  So, sit down, look at your calendar, make sure you are giving intentional space every week to your art.

Be Realistic

Secondly, you have to be realistic about the time you have to invest in your art, but more importantly, you have to make that time count. Be consistent and faithful in the time you have to be inspired, practice techniques, and create pieces of art. Remember, you’re in this for the long haul.

Also, be realistic about how you are going to get your work out there to potential buyers.  You may want to consider quarterly shows, online sales, or even working with a local gallery that can market your art for you while you are still working a full-time job.  Remember there isn’t a one size fits all approach, the secret is finding what works best for you, your family, and your art during this season. And this brings us to my final point...

Be Clear

Be clear, I mean really, really clear about what you want, what you are willing to give up in order to get that, and where you want to go in this season of your life.  We call that vision, and the Bible is really clear on this topic. Proverbs 29:18 tells us that, “Where there is no vision, the people perish,” and that word perish there actually means to cast off restraint.  It means going here or there with no real direction in life, but VISION allows you to be clear about who you are, what you want, and where you are going in any given season of life.

All of us go through different seasons in life. Right now, my focus is on being a Husband to my wife, a Dad to my son, and a Father to artists. When new opportunities arise in my life, I take a moment to evaluate each open door in the light of the current season that I find myself in. If the option being offered doesn’t line up with the vision God has laid out for me during this season, then I don’t do it. It really is that simple to be clear when you have a vision for your life.

I hope this has been a big encouragement to you. If this article has been a blessing to you, take a moment to share it with a friend.​
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Thanks for reading.

There’s a fresh wind blowing through the arts right now, all over the world. Many have called it a New Renaissance of sorts and as an artist, that’s exciting!

For many artists, it's brought a new vitality, a resurgence of buyers and the opportunity to significantly grow their businesses through new tools and technology platforms, but is that it? Is that the end game? 

I believe there's much more on God's heart for artists.

More than Marketers
During this current resurgence of the arts, God is highlighting artists, our work and our creative process. It's an exciting time but God's not simply interested in raising up more talented artists and better marketers for our own sake. This move is not just about creating great art and making money as an end in itself (although both of those things can be the fruit of following Gods lead)! He’s actually waking up our hearts, drawing us into wholeness, transforming our minds and raising up an army of creative sons and daughters who know who they are and what they are called to in the Kingdom. 

This is definitely a God-inspired movement - a tidal wave of creativity in our generation - but to simply see it only as a renaissance is to miss the essence of what's going on. This move is very different and if we don’t recognize the differences, we will miss the central focus of what’s Gods really doing in this hour. Here’s why:

3 Philosophies of the Renaissance
During (and as a result of) the Renaissance, three main philosophies emerged that have guided artists for generations since:

• Humanism (man is the center of his universe)
• Patronage (the protection and support of artists by religious / regional institutions and the wealthy)
• Art for arts sake (art as complete in itself, divorced from purpose outside itself).

These three systems formed the basis of how most artists approach their work and business - Christian artists included - even today. It goes like this: pursue my artistic expression (because that’s who I am), make it all about my desires, my talent, my expression and then find others to support me through grants, donations and sales. For some that works, although not long term. For many, it doesn't work, resulting in a starving artist mentality on one side or a success-focused art marketer on the other. 

​The ugly side of patronage during the Renaissance of the past was that the artist became dependent on and was at the mercy of the patron (rather than a healthy identity in the Lord), adding a complicated (to say the least) dynamic to their life and art.  Today, being a slave to the market or latest marketing trend can yield the same frustration.

More than an Arts Renaissance
In this season, God is using this renaissance to lead us to revival and ultimately, thriving in His Kingdom.  He's also raising up an army of artists who operate in three wholly different ways:

• Christ-Centric: Instead of being humanistic, there’s a call to be Christ-centric; realizing that we’ve been given everything we need through the restorative work of Christ. We’ve been healed, restored and as we center our life, desires and creative expression in Him, He is glorified and releases His transformative light and life through us.
• Kingdom Provision: Instead of patronage, there’s a call to embrace Kingdom provision; realizing that God alone is our provider and that through the marketplace (and other means) He reveals where we can harvest our provision in line with our assignment as artists. He brings the clients, the ideas and the divine connections. As we are faithful with little - in our skill, our business and marketing, in our finances - God makes us ruler over much.
• Transformative Art: Instead of “art for arts sake”, artists realize that art and creativity are a vehicle through which God uses both the artist and the work to release His transformative power, drawing people closer to Him.

God is after much more than just a renewal of interest in the arts, growing art businesses and increased influence.  If we miss this (and it's so easy to) we will tend to seek only the results of what God promises (success, transformation, influence) without the relational and transformative process required to get there.

Lasting Success, Grace to Grow
As an artist myself and one who’s had the great privilege of walking with thousands of artists over the years as a mentor, I know this: 

artists who seek the transformative power of God in the context of their life, art and business will always experience more lasting success than those who simply seek after the latest artistic fads and business trends.

Further, artists who center their art and business in their relationship with God also have the grace to grow and mature over the long term, building what Proverbs calls “wealth without sorrow.”

I want revival, not just renaissance. Revival starts in the heart - my heart - and flows out to others by the Spirit of God through my art, my business and my life.

Revival awakens and empowers me from within.

Revival centers my life, work and business in hearing Gods voice and following His lead.

Revival calls me to community and lasting impact, for His glory.

Sure, becoming a better artist and a better marketer is a part of this process for artists but it’s when God shows up that everything changes. That kind of lasting transformation will never happen as the result of my own effort.

When God shows up, transformation is released.

When God shows up, my life and art has meaning.

When God shows up, then the world is changed.

Pray this with me: Oh God, raise up an army of artists - sons and daughters - who know your voice, follow your lead and release the beauty of your Kingdom in the earth! Here I am, use me.

Tell me my friend, does this sound familiar? 

You've created a significant body of work and have done your best to let the world know you're open for business, but no matter what you do, you just can't seem to sell your art locally. 

If you find yourself in an extremely rural area, an area that is economically depressed, or an area that doesn't have an established art-buying culture, then it may be time to face facts. Your local area may not be where your ideal clients, the best buyers for your art, are located.  

If this is you, don't worry. This isn't the end of your artistic dreams, but the beginning of a new way of thinking about and approaching your art business. And to help you get started, I want to share three ideas that I've seen work for artists around the globe.

1. Selling Art is Not the Only Way to Make Money as An Artist
When I first moved to Asheville and started to establish myself as an artist, I discovered that teaching art classes was a great way to augment my art sales.  These classes brought in some much-needed income while helping to elevate my status as an artistic professional in my community. 

Over the past few years, online courses have come into their own. Even in our currently socially distanced world, it's never been easier to use what you know artistically to create a great source of income.

2. You Need to Go Where the Fish Are
I grew up in Georgia and learned quite early that if you're trying to catch fish, you've got to go to where the fish are. The same wisdom applies to selling your art.  If your local art market is sluggish or non-existent, then it's time to find out where folks are buying art in your region and your state.

Start with a little online research.  Spend some time looking into shows outside of your local area that are a good fit for your work. Then look into the galleries that are attracting the clientele you're looking to connect with. Once you've narrowed down the list, check out these shows and galleries in person. It may mean taking a road trip and getting a hotel. The goal is to find with the Holy Spirit's guidance, the shows and galleries that are a great fit for your art.  

3.  Selling Your Artwork Online Is a Great Option 
The fundamentals are simple: attract an audience, get their email address, and build a connection over time.  It may be a new concept to you, but over the years, I've learned that Connection is Key when it comes to growing your art sales.  Every successful artist I know cultivates buyers by intentionally and consistently building a connection with their followers.  

Now once you've built that connection, everything else is quite simple. From processing payments online to worldwide shipping, it's never been easier to sell your art to a global audience. 

Looking for A Blueprint for Success?
Over the years as I've developed my own thriving art business and helped thousands of other Christian artists do the same, I've discovered there are some key elements you need to be focused on in order to start or grow your art business. 

They include things like:
✅  Having a simple, clear pathway for your purpose
✅  Knowing where to focus your time, attention and resources to accelerate growth
✅  Understanding what habits make success easier
✅  Clarifying God’s plan for your life and art
✅  Discovering why people aren't buying your art
✅  Transforming lookers into raving clients
✅  How to build a personal brand that attracts buyers both online and offline
✅  Knowing the key elements every artist website should have to start making sales
✅  Feeling confident in creating a simple artist marketing plan 
✅  Knowing how to handle the business side of being an artist without being overwhelmed

These key elements are the beginning of starting or growing your art business to the next level. 

I hope this has been a big encouragement to you. If this article has been a blessing to you, take a moment to share it with a friend.

Enjoy this live video from a recent Facebook Live. We has some connectivity issues for a few moments early on... just scrub through them and keep going :)

Many artists have dreams of creating a business from their art. Even more have dreams of growing their current art business beyond a trickling side hustle into a real part-time or full-time business that can provide then the financial and time freedom they desire.

Well, if you're one of those artists and you're tired of spinning your wheels then I hope this article will be an encouragement to you! 

Harmonious Opposites
For most artists, one of the first big hurdles to overcome is the concept of being both an entrepreneur and a creative.  I know, I can hear you now "But Matt, I'm not good at all the business stuff... I just want to create!" If that's you, then wonderful! I'm happy for you. You, my friend, have a wonderful hobby you can enjoy for many years to come. But here's the truth: you can't have business results with hobby habits. Either you learn to embrace both parts of the journey, or you come to terms with the limitations of not doing so. There's no right or wrong answer, but you can't have it both ways.

Entrepreneurship and creativity are what I like to call "harmonious opposites". On the surface, they seem like they are the antithesis of each other but in realty, they actually fuel each other when held in a healthy tension. Living in and cultivating that tension is your job. Let me explain.

Creative expression in and of itself is a wonderful pursuit for every person, regardless if they feel they are called to be an artist or not. However, for those who want to grow in their capacity, skill and function as an artist, a few things must happen, right? Mastery of skills, techniques, material usage, design, composition, the list goes on. Without these fundamentals, creating can become limited and boring. However, with this foundation artistic expression becomes and ever-expanding world of possibility. In essence, skill development is the runway for artistic freedom and I bet if you've been an artist for any length of time, you've probably experienced this reality in your life.

The same is true with entrepreneurship and the fundamentals of business. Unless an artist embraces the fundamentals of marketing, sales and running a business they simply limit their capacity to thrive in this modern world as an artist. Gone are the days where an artist can rely on one gallery to sell their work. Buyers want interaction with the artist more than ever which requires artists not only to be makers, but to be great marketers as well. It's simply a required part of the package. Otherwise, you've got to be ok with creating art as a hobby with no predictable way of seeing sales.

The Juggling Act
Now that you're (hopefully) starting to embrace the harmonious tension between being both an entrepreneur and a creative, realize that functioning in that world is not a singular path. Rather, it is much like a juggler, who starting with a single item, then adds other items to their act and keeps them all in the air.  Skill and experience make that easier as you grow.

The big question for most artists is "what things should I be juggling and what things should I be leaving out?" That is, what are the really important things that I need to know - especially starting out - and what are the things I can grow into? Without knowing this, most artists will spend hours, days and months spinning their wheels doing things they think are important yet not having any data to confirm their suspicions. 

A Blueprint for Success
Over the years as I've developed my own thriving art business and helped thousands of other Christian artists do the same, I've discovered there are some key elements you need to be focused on in order to start or grow your art business. 

They include things like:
✅  Having a simple, clear pathway for your purpose
✅  Knowing where to focus your time, attention and resources to accelerate growth
✅  Understanding what habits make success easier
✅  Clarifying God’s plan for your life and art
✅  Discovering why people aren't buying your art
✅  Transforming lookers into raving clients
✅  How to build a personal brand that attracts buyers both online and offline
✅  Knowing the key elements every artist website should have to start making sales
✅  Feeling confident in creating a simple artist marketing plan 
✅  Knowing how to handle the business side of being an artist without being overwhelmed

These key elements are the beginning of starting or growing your art business to the next level. 

Have you ever struggled with knowing where to advertise yourself as an artist?  There are so many options available today. Some are expensive, some are effective, and some are just a waste of time and money.

I love it when an artist is thinking about advertising because it immediately tells me that they are proud of their work and ready to get it out there to the art buying public. It also means they are stepping out into their journey of becoming a thriving artist. That’s exciting!

I was recently asked a question by Deb, one of the members of my Created to Thrive Artist Mentoring Program as she was considering advertising in her local paper. She wanted to know what I did to advertise myself as an artist. My answer may surprise some of you, but before I share it, I want to give you a little backstory.

Backstory: I owned a marketing company in Atlanta for several years.  We did some advertising, we helped people develop ads and get them placed in magazines, newspapers, and online. We'd help communicate their message, build brand awareness, and build their online presence.

Despite my background in advertising, I don't advertise, at least not in the way you might think. Now, I know you're sitting there, maybe in a bit of disbelief, but I've been able to build a six-figure art business with an international following without having to pay to promote my artwork.

It all comes down to the way that the Lord led me to develop my art career. You see, I believe marketing your art is not just about finding people to buy your stuff. It’s about cultivating and sharing your artistic uniqueness and then sharing that with the world in order to build an authentic connection with the people in the marketplace who value your aesthetic and connect with who you are as an artist.

Are you ready to find out how to do this?
 
Define Your Artistic Uniqueness

Let me ask you a question. What makes you different? What makes you unique? What is the "secret sauce" that makes your artwork stand out from other artists in your area who are creating pieces using the same mediums or working in similar genres as you?

Defining what I call your Unique Creative Voice as an artist is vital to developing your "brand" as an artist. There are many ways to go about doing this, but I’ve found there are really three key steps you need to take to do it successfully. 

Focus Your Creative Expression

Have you ever heard the saying, "Jack of all trades, master of none?" Unfortunately, this could be ascribed to so many artists I've met over the years. While it's great to have a wide variety of skills and interests, it's vitally important to focus your creative energies on one or two primary things so you can truly develop what I call Masterful Competence; but only if you want to sell your work consistently. :)

This focusing may also mean that you begin to put limits on your creative palette while you define the parameters of both what and how you create your art. It's learning to find creative freedom within the boundaries of a limited palette. I realize that might seem stifling at first but learning to co-plan and co-create art with the Holy Spirit while limiting yourself to a handful of supplies, techniques, and mediums supercharges the development of your artistic mastery.

Learn To Tell the Story of You

One thing I'm always saying is that 90% of the time, people buy art because of connection.  Sometimes it's a connection to your subject matter, but serious collectors also value the connection they have with you and your creative process.

That's why developing and refining your story is vital to growing your art business. Your story and the story of your art can be one of the most powerful tools you can carry with you as you embark on creating authentic connections with the clients and potential clients you meet.

You see, fully embracing your story is so important, because before you can truly grow as an artist, you must be able to speak passionately about yourself, your artwork, and your process. When you're passionate and excited about your work, and you learn to share that passion, people will start to connect with you and your work.

The difference between telling your story and advertising is the difference between hunting with a rifle versus hunting with a shotgun.  Telling your story, either in person or via editorial content (blogs, podcasts, articles, etc.) is a highly focused, precise way of zeroing in on your ideal clients. While generalized advertising (though it can be useful) is a bit like scattering your seed to the wind. Sure, you may "hit" one or two of the people you're looking to connect with, but the vast majority of your paid advertisements are going to land in the laps of people who don't want or can't afford what you do.

There is a better way, and once you've established what makes you artistically unique and you're ready to tell the story of you, then it's time to…

Discover Your Ideal Client

Creating your business around a niche of people who connect with you and your work is the bedrock of a successful art business. As I've said many times before, "No connection, no sale." The question then becomes, "How do I connect and with whom?" That's what developing a client avatar is all about.

A client avatar is a fictional representation of your ideal client, all wrapped into one character. Being able to see your ideal client as a person, rather than an obscure figment of your imagination is super helpful when developing your potential products, messaging, and marketing campaigns. With a client avatar in mind, you're able to create marketing efforts directed right at them.

Finally, let me say this. It's best if you can develop your client avatar based on actual evidence you've collected over time rather than just coming up with who you 'think' is your target client. With actual client history, you can analyze how people have connected with you and your work over the years while working on ways to enhance that experience. If you're just starting fresh, give it your best shot and also look at the clients of other artists in your area or medium who are selling to provide you with a starting place.

So, you've defined your artistic uniqueness, you're ready to tell the story of you, and you know what your ideal client looks like. Now it's time to…

Bring it All Together

Have you ever wondered what that secret recipe is for making and selling great art? Well, it's not just your artistic uniqueness, your story and your client avatar alone that make the biggest difference, but rather how you use these three ingredients, or tools, together to develop the perfect recipe for connecting you and your art with the people who want to buy it and pay top dollar for it.

The goal is to find the points of intersection where you can connect with your ideal clients. What magazines do they read? Where do they hang out? What non-profits are they involved with? What clubs and organizations are they members of? These are just a few of the questions I've used over the years to find points of overlap in my life and in theirs. And this is key to creating connection. Let me tell you how my friend Julie, a photographer, does this.

Julie's fine art portrait sessions are a perfect fit for individuals and families who can invest $2500 or more to capture images meant to be treasured for several lifetimes. She learned early on that her ideal clients were often involved with local non-profits, serving on boards, donating time, and making donations at fundraisers and galas. So, Julie combined her skills along with her love of serving the community to connect with her ideal clients by photographing them at local non-profit events.

Again, the goal is to know where your ideal client is hanging out and learning to connect with them intentionally. Through direct connection via mutual interests or by being referred by someone your ideal client is already doing business with are two great low to no-cost ways to promote yourself.

Now, if you were going to spend money on  advertisements, and please know that I'm not against this, this is where having intel on your ideal client can really stretch and focus your advertising dollars.  If your ideal clients are affluent seniors, look for the local publications that are already targeting that market. Some exclusive subdivisions in our area even have their own magazines, each filled with public interest articles on a variety of topics. This opens up the possibility of a public interest piece (which costs nothing) or even paid ads that will land in the lap of an ideal potential client.

Final Thoughts

Marketing and promotion are a lot like planting seeds. The worst thing you can ever do is to stop sowing the seeds of connection. Some of those seeds are going to come up immediately, some of them are going to come up in a few months, some of them may come up in a few years.  You never know, but you have always got to be planting seeds, and then focus those seeds in the places where they are going to count the most around those intersection points.

I hope this has been a big encouragement to you. If this article has been a blessing to you, take a moment to share it with a friend.
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Thanks for reading

Have you ever considered putting your artwork on apparel or merchandise in order to get it out to the masses?  Well, one of my podcast listeners and Created to Thrive Artist Mentoring Program members, Jen, recently asked me about this idea of putting a great piece of artwork on a T-shirt. She wanted to know if this is a good idea or not, but more specifically, she wanted to know if this would cheapen her art. 

I love tackling questions like this because it helps artists find focus and bring clarity of purpose to their creative pursuits. Over the years, I’ve found that there are really two ways to go about selling your art. Folks who have been in the biz for a while, usually end up in one of two camps: The Mass Merchandising Camp or the Fine Art Camp. It’s rare that artists have feet in both.

The Mass Merchandising Camp

In this camp, the whole idea is to sell as much art as possible by placing art on everything you can imagine while keeping the prices low enough to make it affordable to the masses.  In this camp, your canvas might be cellphone covers, leggings, pants, shirts, t-shirts, hats, mugs, cups, stickers, towels, or calendars. You get the idea.

Now don’t get me wrong, this can be a great camp to be in artistically speaking. Artists in this camp are eventually drawn towards licensing their art. From art and art merchandise sold online and in big box stores, to mass reproduced series of prints for business and hotel chains, art licensing is a multi-billion dollar segment of the global art market each year. 

To be clear, Mass Merchandising is an excellent camp to consider, but it does have one glaring downside.  The more that you bring down the price of your artwork and increase its accessibility, the more you cheapen its value in the eyes of serious collectors, people I consider to be your best buyers. 

What do I mean by that?  True collectors, the folks who spend the most money on art, are usually looking for pieces that are original, exclusive and many times, offered at a higher price point. To them, buying art is not just about the art, but about the ambiance that goes around it, the prominence of the artist, the significance of the piece, and the perceived status that would come from owning it.

The Fine Art Camp

Now, for me, I chose to plant my feet in a different camp when it came to marketing my art. I learned a valuable lesson early on in the fine craft world. My friends who were potters tended to lean mostly towards functional pieces or towards non-functional work.

I began to notice that potters that focused primarily on functional pieces, mugs, bowls, plates, etc., were amazing artists that were stuck on a volume-producing treadmill. To make a living, these artists have to batch produce a larger volume of pieces to make ends meet. Again these are great artists creating beautiful pieces, but at the end of the day, a mug or a bowl meant for daily use isn’t going to fetch fine art prices.

Then there were the ceramicists that created ornate vessels and sculpture. Their focus was on unique one of a kind items meant to serve as the focal point of a room, a centerpiece on a table, or a high-end accent to an existing collection of fine art. Sure these artists never sold the volume of pieces that functional potters sold, but they did attract the kind of buyer that I was looking to attract in my art business.

Positioning Is Everything

Seeing those two schools of thought in action there inside the fine art camp made it easy for me to find my path when it came to creating and selling my art.  While my career in basketry began in the “functional” school of thought, I knew I couldn’t stay there forever. Over the years, as my skill grew, I came to love making things that are exclusive, unique, and really special.

Consequently, I knew that if I wanted to follow my artistic passions, I had to move away from the “sure bet” functional baskets were for me and begin to position myself differently. My prices had to increase if my volume of sales were going to decrease, but more importantly I had to develop that “it” factor, that idea of exclusivity, that would attract the kind of buyer that could and would pay top dollar for my work.

As I did this, I learned a few things about the high-end art market. Buyers in this market are much more concerned about the connection of my values to theirs than they were with the concept of merely filling a blank space on their shelf. I learned that my ideal buyer was drawn in by the aesthetic of my work, the uniqueness of my pieces, and eventually by my reputation as an artist.

As I turned off the faucet in my art career on the lower-end stuff, I began to connect with clients that were passionate about my work. These folks never beat me up on price. In fact, price is often one of the last questions they ask when purchasing one of my woven sculptures. 

The best part is that they started referring me to their friends which only served to strengthen my reputation and increase my value in the marketplace as an artist. I found that I love to do business with buyers like this, serious collectors who appreciate my artistic passions.

Trust is Key

Choosing your path as an artist is one of the most critical decisions you’ll make in your career as an artist. One of the things that helped me the most in my journey was to set aside some time to examine my heart.

I began to realize that when my focus was on “how can I make a buck,” or “how can I get you to buy my basket,” that I was living out of a place of fear and striving. Fear that I would be a starving artist that couldn’t provide for my family and striving to do everything in my power to provide for my own needs. 

What I wasn’t doing was trusting the Lord, the One who had given me these talents and had called me to the marketplace to provide for me as His son.  In my own epic saga of artistic (and spiritual) growth, I reached a point of surrender and trust.

I surrendered the idea that it was up to me and that I had to work, sweat, and strive and leaned fully into trust. I prayed something like, “You know what, Lord?  I know that You love me. I know that You have called me an artist. I know that You want me to make things that I am passionate about. I know that as I am faithful to be the artist You called me to be, You are going to be faithful to bring the clients, the connections, and the provision.”  

When I did that and disconnected from all that striving, that’s when things changed for me. It’s been the same for so many artists in my Mentoring Program. When they let go of striving to create and sell and leaned into trusting God and yielding to the direction of the Holy Spirit in every aspect of their art life, things began to change. Doors of opportunity, provision, and artistic fulfillment began to open wide for them as well.  
I hope this has been a big encouragement to you. If this article has been a blessing to you, take a moment to share it with a friend.
Thanks for reading!

As an established Christian artist, I'm often asked how do you take a hobby and turn it into a viable business; either part time or full time. Or to take it a step further, how do you take something you love to do, have God bless it and turn it into a source of income, allowing you the time, the freedom and the income you need to start focusing on what God has called you to do?

Over the years, I've learned that most artists are moved and motivated simply by the opportunity to create art.  And the simple fact is, if you're making enough money through creating and selling your art, then you have more time to create. That's pretty awesome! When that is coupled with seeing your art being used by God to transform the lives of others, your joy and fulfillment cup in life really starts to overflow.

While this is fun to think about, the real challenge for most Christian artists is figuring out how they get there; how they take that hobby, and go pro. I've touched on the concept of "Building the Bridge" in previous posts, but today we're going to map out exactly what that journey can look like for you. 
 
Make Great (and Unique) Art
The foundation of this bridge is simply making great art. You have to develop your skill, your unique voice, and an aesthetic that is desirable in the marketplace. Otherwise, you’ve got nothing to share with the world. It's also essential to continue producing great work regularly for your style and your voice to develop. Without that, most artists find themselves stuck without a unique, recognizable voice or enough work to start really selling.

Now, I know it's easy to become discouraged at this stage. It takes time for your unique voice to develop. It's going to take dedication, determination, and countless hours in the studio to develop your unique artistic voice, one that will set you apart in the marketplace. That’s normal and a glorious part of our journey both spiritually and artistically. No amount of marketing and business skill can make up for the lack of the time you spend creating. Remember, the same God that blessed you with talent and desire is the same God that will sustain and inspire you as you continue building your skill throughout your journey.

Put Yourself Out There
Proverb 16:9 says, "Man plans his way, but the Lord orders his steps."
Your next step is to make your plan and get yourself out there into the marketplace. The most effective way I've found to establish long term success in marketing my art is what I like to call my Parthenon Marketing Plan.

Think about the Parthenon, that ancient multi-pillared structure in Athens, Greece. Built thousands of years ago, the structure of the building is still largely intact due to the multiple pillars that were built to support the structure. Picture that building in your mind as we switch gears and focus on marketing your art. 

Instead of putting all of your "marketing eggs" in one basket, or on one "marketing pillar," begin diversifying your marketing efforts across a variety of different sales and marketing channels. Don’t just rely on art shows and craft fairs to sell your work, branch out and establish an online presence, too. Instead of just paying for Facebook ads, why not reach out to your local media outlets and let them know you're available for interviews and public interest stories! The possibilities are endless.

The point is to build your marketing "house" by using a multi-pillared approach that employs a variety of different marketing tactics, all working simultaneously.  That way, if one strategy fails, falls short, or, as we've seen with the Covid-19 Pandemic,  is shut down, you still have a way to connect with clients, sell your art and pandemic-proof your business.

Find YOUR Place….Are You Going to be Evian or Tap Water? 
So let's recap. First, you have to create great art while developing your unique artistic voice and style. Then you must begin reaching out and connecting with people so that they know you exist in the marketplace. Finally, it's also essential to know where to position yourself IN the market.

Let's use water as an example. Now, there's tap water that basically costs you nothing and then there are bottles of water out there that can cost upwards of $100 (check out https://svalbardi.com/). How do they charge that much for water? It's all with how it's positioned in the marketplace. They've marketed it in such a way that makes it unique, special, and exclusive enough to offer a client the experience they're seeking.

It’s the same way with art. Take my work, for example. I don't just create functional baskets you can find at any store. I create woven sculpture. I don't sell at common community craft shows. I've positioned myself in the marketplace in a way that highlights the value of my work as fine art. When my clients meet me, see my art, and get to know me, they begin to feel that one of my sculpted pieces just might be worthy of a place of honor in their home and the high prices my work commands.

Do you have to be the best artist in the world to accomplish this? Absolutely not, but you do need to create something that is perceived as special, unique, and valuable. This approach continues to build on itself. Once you cultivate and build a reputation for being exclusive, unique, and desirable, you'll begin to find and attract your special niche of clients.

By positioning myself as an artist, instead of “some guy who makes baskets” or “crafty”, I've been able to create a unique brand that is both high end and exclusive. And that's how you start to command the prices and respect in the art world.

Where is God in all of this? 
My friend, He's in your studio and the work you create. He’s in your inspiration, and He’s definitely in the relationships you develop along the way. The Holy Spirit will guide you every step of the way both in your creative process and into those special relationships He has for you. Learn to invest in those key relationships the Lord points out to you and intentionally cultivate those relationships over time. It will pay off, I promise.

Remember, the Lord is ready to walk with you in every artistic, business, and life decision you face. The same God who filled you with creativity and inspiration desires to guide you moment by moment as you step out in faith and use the gifts He's given you in the marketplace. And as you are faithful on your journey, the Lord will begin to open up doors for you to do the thing that's in your heart. 

I hope this has been a big encouragement to you. If this article has been a blessing to you, take a moment to share it with a friend.
​
Thanks for reading!

Back in March of this year, I had the honor and the privileged of hosting 500 artists at our first ever Thriving Christian Artists Conference here in North Carolina.

One of the highlights of that event was having the audience pick our 2020 Created to Thrive Spokesperson of the Year from our four finalists that were present there with us that weekend.

As a part of for being considered for this honor, everyone who entered this to submit a short video detailing why they should be chosen.  While I can't share all the fantastic videos we did receive, I do want to share with you the following videos from our four finalists. 

​Enjoy