Spring Clean Your Art Business

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You can now listen to the Tip-of- the-Week!

Gas prices and post-tax time have made a bit of a dent in many an art lovers' budget. But don't let that discourage you for too long. Reports from artists in the A.C.T. community indicate that certain sectors are doing just fine, provided you are ready when the opportunities arise.

If sales are a bit slow right now, take advantage and do a spring-clean. That way, you will be ready for the upsurge promised for the summer.

Give your art marketing the "white glove test" and apply this 7-point improvement plan:

    ·    Spiff up your Audience Profile. It's your job to know as much as possible about your audience. Besides name, rank and serial number, who are they and what makes them tick. (And what ticks them off!) Why does your audience buy? Where? When? Why? How? If you cannot pass this test, then your task is to observe at exhibits and events until you can write at least 250 words that describe who they are and why they buy your art.

    ·    Lower your Expectations. Art is an emotional purchase and you really don't know what will happen when you put it out there. Expecting results from your art just because it is good is unreasonable. Expecting instant results from a show is the same folly. Expecting people to buy again just because they bought once is speculation. Do expect to get responses to your art from unexpected places and people, provided you are open to views other than the ones you already have. The task here is to stay curious and look for opportunities every day as you go about your business. Then up the ante by showing your impeccable work and talking about it with anyone and everyone.

    ·    Increase your Connections. The artist with the most connections has the greatest opportunity for exposure. It's a fact that if you don't get out there often enough, you will soon be forgotten. When you do go out there, make sure it's more about your audience than about you. Where do your various "publics" hang out? How can you contribute to their goals, so that they feel good about buying your work or telling others about it? Get out at least once a week to an event.

    ·    Raise Your Standards. To stand out in the crowd of fabulous artists, go for the art world equivalent of the "Good Housekeeping Seal." Compare your art making and marketing to three artists you admire. What do they do that works for them? How can you adapt their ways to work for you? Could and would they mentor you? What are you doing on your web site that would appall you if you saw it on another artist's site? The task is continuous improvement. The way to get started is with 15 minutes a day.

    ·    Build a "Model Home." Your Professional Portfolio and your web site are the front door of your retail business. In less than the blink of an eye, your chances for a great first impression can be gone. Even if you have a decent web site now, take out a blank sheet of paper and a pen. On the left side, list all the things that drive you crazy when you surf the net or see other artists' promotional materials. On the right side, list all the things that make you stay longer than 30 seconds. Now compare the list to your web site, get a web audit or ask a trusted friend who will tell you the truth.

    ·    Dust off and qualify your mailing list. Your mailing list is an asset to build and nurture for the life of your art business. It will be the source of most of your sales if you manage it well. Could you tell me about #349 on your list? The task is to qualify the list and use it at least four times a year. The fastest and most personal way I know to qualify a list is by telephone. Of course, that presumes that your mailing list has all the contact information each person is willing to give you.

    ·    Build your Reputation. Let's assume that your art is the best it can be. Your reputation needs to be managed as artfully. You can build your reputation regardless of your bank account. Enter juried shows. Donate work to fundraisers for causes you or your audience believes in. Give talks to demonstrate your expertise in a niche that is related to your subject matter to attract attention to your work.

If you have many other "duties as assigned," and the full 7-point program is too much, just pick one at a time and work on it when you can. Taking small steps to improve your art business each day leads to results that you will be able to take to the bank.

You are in charge of what happens when you are creating your art and your art business.

Your viewers, buyers and representatives are in charge of your results.

If you are not getting the results you want, maybe it's time for a fresh look at how you are connecting your audience and your art.

 

© 2008 Artist Career Training. Aletta@ArtistCareerTraining,com All Rights Reserved.
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Learn how to build your art business:
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• Ten Tips for Success as a Professional Artist

• The Ins and Outs of Juried Shows

Events/Workshops

• The Productive Artist: Making a Living Making Art

Articles, Opinions and Recordings

• www.ArtBusinessLibrary.com

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