Eyes tired? Listen to "The Top 10 Reasons to Buy Art Today"

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Martha Castillo knows that "Exposure= Success." She sends a steady stream of postcards and e-cards that get my attention and my attendance at her exhibitions and workshops.

Last month Martha invited me to the largest juried, one day, fine art show in the western United States. All net proceeds from the Show went to the Saratoga Rotary Charitable Foundation, which has returned over $2 million to local non-profits through its grant program. You might call this the "Art Show with a heart."

I wanted to support Martha, and I like to support local charitable organizations, so this art event made it to my schedule. I've been a fan for years and have given gifts of her art to friends. She took the time to show me her new work. As a result, I am now the proud owner of a beautiful original clay mono print. I bought the piece because I liked it and because Martha has taken the time to get to know me as a collector.

Supporting a good cause is a great start and gets people to show up. But you need to go further if you want people to open their wallets. Charity art shows usually have food and entertainment that can distract visitors from the art that is for sale. Strangers need a little more education and encouragement to buy art. It's your job as the artist to take the mystery out of buying art.

"These are serious times, so it also helps to have a sense of humor. When people are laughing they may be more willing to buy. 'The Top Ten Reasons to Buy Art Today' was posted on a board located at the entrance to another recent art show fundraiser benefiting the Mountains Restoration Trust in Calabasas. My sister, Laura Peters created the list with my 92-year-old mother, the artist Wilkie. Many people commented on the list that day. The participating artists believed it helped close sales because it explained, in plain language, why one should buy art. I am happy to report that each of the participating artists sold at least one piece that day and everyone felt it was a great success." Margaret Danielak, author and successful artist representative.

1. 20% of the purchase price will go directly to charity.
2. You love it! It makes your heart sing!
3. You will make an artist happy!
4. The artwork shows your love of nature and reflects your taste and personality.
5. The art covers a hole in your wall.
6. The colors match your couch.
7. The painting recalls a happy place.
8. You believe art is a tangible asset - a wonderful investment.
9. You like the prestige of owning an original work of art.
10. You can rotate the art on your walls. (Art is not wallpaper! You can change your art to correspond to the changing seasons.)

Daughter of a painter, and former production coordinator, Margaret see possibilities where others see nothing. "By selling your work in alternative venues, you reach a whole new audience for your work than if you are only represented by a traditional gallery. Art buyers are everywhere...they are not just the people who happen to walk into an art gallery. Moreover, many people find traditional art galleries either too intimidating and/or 'snooty,' and appreciate acquiring artwork directly from the artist. It adds something special (some excitement) to the story they tell other people about the work they've acquired; they met the artist!"

Owner of Danielak Art, Margaret is the author of the popular handbook for fine artists, A Gallery without Walls: Selling Art in Alternative Venues. DanielakArt currently represents an eclectic selection of artworks created by California based contemporary artists. Aside from being a successful artist representative, Margaret is also an A.C.T. Art Business Mentor, and is available to work with you individually on your art marketing.

So next time you are down about sales, you have three choices. You can get depressed, get creative about how to put some life into your marketing or get back into your studio to remind yourself why you chose to make a living making art.

It's your career and your choice. Choose wisely!


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Prefer talking about your art business in person?


Get out from behind your computer and meet with artists in your local area who make a living making art. All forms of 2D and 3D fine art, including painters, photographers, sculptors, artists who draw, etc. are welcome. Discuss the business side of art, and get practical advice you can use right away on art marketing on the Internet and on the ground.

Register now for live Social Networking Events. We'll send you a map and info: Click Here A.C.T. MeetUp groups are $20 per artist.

What members are saying about the inaugural A.C.T. MeetUp in Los Angeles with Aletta de Wal and Robin Sagara:

"Where else can you get expert information in a relaxed atmosphere for only $20 and the cost of a cup of coffee?"

We saved one artist in Los Angeles several hundred dollars and hours of time with info on better (and cheaper) ways to do her web site and emailing. She also left with solid ideas on the next steps in building her career.

"If you want to make a living making art, Artist Career Training is the place to go."

Thanks for taking the time to invest in your art career. Now go make art and feel your creativity blossom, just like spring flowers.

Spring has sprung and exhibitions are flowering everywhere you turn. The sights and smells are intoxicating. Like flowers, the best shows of fine art do not sprout overnight.

Exhibitions are a great way to push yourself to get that next body of work out there. But making the art is only half the story. The rest is marketing. Yes - I said marketing - not sales, though sales may happen if you have done a good job of tending your garden of collectors.

When I go to outdoor art shows and gallery exhibits I always ask artists, "How is it going?" The most common answer these days is "I've had a lot of traffic, but no sales" or "Just a few card sales." They are disappointed and look at me funny, when I say "That's great! How are you going to keep those people interested? If they did not buy today, they at least know what you have to offer." Thinking people will buy right away is like expecting to get married on the first date (It happens, but rarely, and it doesn't always lead to happily ever after - but I digress).

Exhibitions are first and foremost a marketing activity. Remember at the heart of your marketing is a series of conversations designed to build a bridge between you, your art and your audience. Don't get too far ahead of yourself. Viewers need time to absorb your work.

Exhibitions help you build your audience. A good experience for your audience leads to art sales. Notice I said "leads to," not "results in." You build a path to sales through exposure. People who like your art and like talking to you may also spread the word to others. If you see your exhibition as a sales event that you "have to get through," your visitors will feel like numbers. Instead treat everyone like an honored guest.

Exhibitions are only a punctuation point - at best a comma - not THE END. Any exhibition of your work is only part way down the path to loyal collectors. If you rush things, you may seem overeager and that may scare away someone who needs time to consider purchasing your work. Let them get to know your art and to know and trust you, before you ask them to hand over money.

Exhibitions help you build your mailing list. A mailing list is your most effective tool for keeping in touch. "Out of sight is out of mind." Make sure to get permission to market by asking your guests a simple question. "Would you like to get beautiful postcards about my new work?"

Exhibitions help you build relationships. Relationships (not shows) lead to sales. Ideally you know most, if not all of the people on your mailing list. If not, this is a chance to get to know them. If you want them to buy your work, or tell others about it, make them feel important.

The road to art sales takes patience and attentiveness. Building relationships with art lovers is a lot like looking for a life partner. It takes time and permission to go the next step. You can't market without a mailing list and you can't sell without relationships with the folks on it. Without a loyal audience, you will never have the sales you want. In fact, people who like you and your work become your sales force. Ask them to bring their friends and make the day even more fun for everyone.

Use the letters "ex" in exhibitions to remind you that you want exposure. Create a great experience for attendees and you will get word-of-mouth buzz about how great your work is and what a fine artist you are. A good first experience paves the way for purchases or referrals.

The more organized you are, and the earlier you start any marketing, the better your results. When I help artists upgrade their exhibitions, I suggest starting 6 months ahead, but that is in a perfect world, and that is rare. So start where you are, and keep making small improvements each time. Every successful artist I know started out small and never stopped.

Remember the A.C.T. mantra "Exposure = Success". What are you waiting for? Pick one thing you can do better at your next exhibit and start working on how you will make it happen. ACT now, or forever hold your art pieces.

P.S. Welcome new subscribers and thanks to loyal readers. In the spirit of building mailing lists, if you like these tips, please help us spread the word to all your friends and ask them to subscribe today! We want to help artists everywhere make a better living making art and YOU can help. To spread the word, just forward this tip or let artists you know read sample issues of ArtMatters!

Thank you and I hope you continue to enjoy our new work!

A.C.T. Road Trips

"Making a Better LivingMaking Art" Meetups

Coffee and Conversation -- Build a Better Art Business and Artist Lifestyle.
Come have coffee with us and get your questions about your art career answered, bounce ideas off other artists, get professional support and advice. Two hours of semi-private coaching for your art career, $20 bucks and the price of a cup of coffee.

Meet with others in your local area who make a living making Art. All forms of 2D and 3D fine Art, including painters, photographers, sculptors, artists who draw, etc. meet to discuss and the business side of art with great hosts who love artists and who know what they are talking about.

What members are saying about the inaugural A.C.T. MeetUp in Los Angeles with Aletta de Wal and Robin Sagara on Saturday, March 28th, 2009:

“Where else can you get expert information in a relaxed atmosphere for only $20 and the cost of a cup of coffee?” and “If you want to make a living making art, this is the place to go.”

Los Altos, CA www.meetup.com/Making-a-Living-Making-Art/

Los Angeles, CA www.meetup.com/Los-Angeles-CA-MeetUp-Making-a-Living-Making-Art/

Honolulu, HI http://www.meetup.com/Honolulu-HI-MeetUp-Making-a-Living-Making-Art/