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!

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

All artists, especially Christian artists want to know how to sell their art! I mean come on, without selling your art most artists don't have the ability (or space) to keep making their work unless of course they have another income stream that funds their "art habit". 

So after making and selling a lot of art over the years I've come to the understanding that there are essentially 2 primary ways to sell your artwork as an artist:

• You sell it directly to your clients or
• You pay someone else to sell it for you ie: gallery, designer, strategic partner, referrals

Regardless, SOMEONE has to:

• develop relationships with potential clients
• offer the work in a desirable way
• respond to market trends in aesthetics & presentation
  
• price the work in a way that's competitive and profitable
• complete the transactions
• deliver or ship the work and potentially install

If you're the kind of artist who only wants to make work in the studio and not deal with marketing/sales, then you must find a good gallery or broker to represent you. Realize this costs - usually 50% of your retail price. However, they are doing most of the work to sell your art. Hoping your work will sell, doing social media only or simply putting your art on one of the hundreds of art websites online is NOT a strategy.

If you're the kind of artist who enjoys selling direct to your clients, then realize you are equally an artist and an entrepreneur. You'll need to develop a marketing strategy with multiple outlets, testing and measuring results as you go. There's no silver bullet. Without cultivating both sides of the equation - being both artist and entrepreneur - you'll live in constant frustration.

Or of course... a combination of both ie: selling direct and utilizing galleries, partners, etc. Over time, you'll discover a combination that works best for you, your personality and your profitability.

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!

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.

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.

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.

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.

First of all, this is a huge question but surprisingly simple. It's simple because it has to be based on you, the artist.  How do you like to sell your art?  I've found over the years, there are basically two ways to sell your art: direct to the customer or through a strategic partner (or, I admit it... a combination of both). It's really important to understand which strategy is most effective for you when you're asking how to sell art.

When I first started asking how to sell art, I did what most artists do and looked to others who I saw being successful and modeled them. Unfortunately for me, their model didn't work for me. Many of the artists I knew were introverts who enjoyed mostly making in their studio rather than interacting with the public. Consequently, they had adopted a wholesale methodology which required them to make production items, sell at a 50% discount, sell through stores and galleries, and never have any interaction with their end user.  For me, as an extroverted people person, that was very unfulfilling.  When I made beautiful work and faced the reality of packing it up and shipping it off to a gallery far far away, that gave me no emotional payoff, which for me is an important part of being an artist. I love hearing people say "Oh my gosh, that is so beautiful! I love it!" Without that, I was missing something huge!

The other methodology I saw most artists doing included doing as many retail craft and art shows as possible. They seemed to live on the road. In the summers, they were in the mountains and in the winter, they all headed to Florida. Always on the road, always staying in hotels or travel trailers. Again, not my idea of a beautiful artistic life.

For me, I chose to pursue selling my art through a public studio in Asheville's River Arts District, a collection of over 200 artists in 23 old warehouse buildings in Asheville, North Carolina.  It's a mecca for artists and art lovers, as well as wealthy retirees who like to incorporate local art into their homes.  I get to make, sell and interact all out of my studio. I deliver most of my commissioned works and I get a high level of interaction with my clients. We build relationships. They visit the studio with friends and for me, that's huge!

So what's the bottom line?  You have to determine how to sell art for yourself based on how your wired, what you're creating and the life you want.  Without being clear about those questions, you'll end up really frustrated.  If you're going to be an artist, you want to do so while living a beautiful, creative and fulfilled life.

Now you understand why these two questions go together.  How you sell art ends up determining where you sell your art. There's no cookie cutter plan that works for everyone.  As you consider where to sell your art, make sure you craft a strategy that fits how you like to create, sell and live life. The artist life is not just about cranking out product, but about authentically creating your work, connecting with others who love what you do and making a profit.

That being said, here are some of my best recommendations:

Where to Sell Your Art For Artists Who Want to Sell Direct To Clients:

• Retail art & fine craft shows in your region (and nationally) that have a track record of attracting your ideal client
• Open Studio where people can see where, how and what you create
• Through Your Website & Social Media
• Through friends and family recommendations
• Personal recommendations from clients
• Home Parties & Trunk Shows
• Private clubs & organizations who connect with what and how you create
• Strategic Partnerships with people who are in front of your ideal client but don't directly compete with you ie: interior designers, builders, architects, hotels, etc.
  
  

Where to Sell Your Art For Artists Who Want to Sell Wholesale:

• National art & fine craft wholesale shows
• Museum Shows & Exhibitions
• Local, Regional & National Galleries & Stores
• Strategic partners who want to represent your work
• Guilds & Marketing Co-ops in your area

We talk about these issues every day in my Created to Thrive Artist Mentorship Program and over the last year, I've created several in-depth teaching videos on this subject based on my own experience and the experience of ​hundreds of artists I've helped over the years.  Find out more about becoming a part of my artist mentorship program here.

Also, let me know what's working for you! Comment below and let's keep the conversation going.

Get my Free 9-Page PDF "Sell Your Art & Make Money Quick". It's packed with over 60 different proven strategies for selling your art in any market.