Art Business: Multiply Your Profit with Giclées

Eyes tired? You can listen to this Tip here:

Some artists can make a good living from original works of art. But maybe you put a lot of detail into each piece, so it takes a long time to complete just one original. Or you work a day job, have a family and only have time to make a few good pieces each year.

You don't have to sacrifice income. You can produce more income from your hard work - create multiples from your originals. Giclées expand your audience by providing another price point for your clients. Giclée printing has been perfected to a level of quality, permanence, and affordability that no other print process can match.

Digital Arts Studio has a reputation in artist communities nationwide as a premium quality, full service, fine art giclée printmaker and custom picture framer. Owners Peter Leafman and Barry Glustoff claim not to be able to draw a straight line with a ruler, but they offer these three simple actions to help you "Tap Dance on Your Inner Strength"

1. Make a commitment to YOUR success. Adopt a positive mindset by believing in what you do. Opening relationships with people who share your attitudes about art has value. Closing sales comes out of relationships with people who like you and your art and who trust you. That takes time. Many artists give up too soon.

2. Identify your audience and your market. Is your art destined for hallways, galleries, museums or airports? Make connections between your subject matter and the venues where your audience might happen upon your work. For example, people who like aquatic art frequent marine museums, snorkel shops and fishing web sites.

3. Devote a specific amount of time each week to marketing & promotion. You build your art business the way you build your body of work - by devoting time, money and energy to it on a regular basis. Make the business side of your art a part of your weekly schedule, and stick to it. It will get easier and you will see results!

"Tiny Dots on Paper"
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• Learn why you should consider reproducing your artwork as giclées
• Know what to look for when choosing a giclée printmaker
• Find out how to get quality that lives up to your originals
• Get practical tips on marketing giclées

Digital Arts Studios achieves superior quality, color accuracy, and consistency on every digital imaging project. Color management is not only about technical expertise. Peter and Barry have artistic backgrounds and keen color sense that make for a winning collaboration with all of their clients, digitally "savvy" or not. Collectively, their senior staff has spent over eighty years in fine art, photography, sales, picture framing, manufacturing and marketing venues.

Buy recording & PDF  for $29.95

If you are not interested in making more money, go make more art and feed your creative spirit.

We love to hear from you, so please e-mail your questions, comments and insights to Aletta@ArtistCareerTraining.com or call me at 650-917-1225 Pacific Time.

Motivation: Tap Into Your Inner Strength

Tapping into your inner strength is a habit. Like building muscles, the more you use your inner wisdom, the stronger it gets. You have probably gotten through tough situations this far in your life that have nothing to do with a tough art market. There is no reason to think that you can't do so again.

Success requires lots of mistakes. Take a lesson from kids and take "do-overs." If you stay alert and open, you may get more out of the effort you put into your art business than you thought possible.

There may be times when you fail to get the result you wanted. This does not mean that you are a failure. The only failure is stopping.

"The important thing is not to stop questioning. Curiosity has its own reason for existing. One cannot help but be in awe when he contemplates the mysteries of eternity, of life, of the marvelous structure of reality. It is enough if one tries merely to comprehend a little of this mystery each day. Never lose a holy curiosity." - Albert Einstein

Chris Welsh is a long time mentor who helped me recover my ability to learn after I had a couple of strokes at age 40. His provocative thinking and his catchy suggestions helped me tap into my inner strength. I asked Chris to share some of his ideas about creating an art business that works for you.


1. Relax and trust yourself.
Start with noticing what makes you uptight. Stop the mind chatter and take a few deep breaths. Get clear so you can take action.

2. Have a commitment to the results you want without attachment.
Explore many options to achieve what you want before deciding on a course of action. Once you decide on a course of action commit with every fiber in your being.

3.Decide, Act, Learn, Adjust
Decide what you want to do. Do it. Notice what works and what does not work. Do more of what works. Stop doing what does not work. Start doing new things and repeat the cycle.

These ideas may sound simple, but when you put them into action, the results can be profound. Stop worrying, expand your options and get into action.


This tip continues the A.C.T. LifeMatters! topic Tapping Into Your Inner Strength introduced in ArtMatters! Vol.#108. To listen to the full interview: Click here.

Art Marketing: The Top 10 Reasons to Buy Art Today

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.

Art Marketing: EX stands for Exhibitions, Exposure and Experience

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.

Money: Take Charge of Your Bottom Line

"When it comes to $, we are not working with a blank canvas. We have lots of history and emotion when it comes to the topic of $. Some of this is from our past and some may even be 'inherited' conversations, so to speak, from our parents, grandparent's, schools, other communities or society in general. Other people's beliefs about money and our own early experiences may have shaped what we believe today. Some of those old beliefs may be limiting what's possible for us now. It might be time to take a look at those beliefs and see it's time to challenge or let go of the ones that are no longer serving us. Think of a closet, before you can stock it with lots of beautiful new things, we have to do a little housecleaning and throw out the old junk and clutter." ~ Successful fine artist and workshop leader Pat Fiorello.

Myths about money abound. The most harmful myths imply that great artists do not concern themselves with "the sordid business of coin." It's bad enough that the public believes that this is so. Debunking these harmful thoughts begins with you - the artist.

"Too many artists buy into the myth of the starving artist. If you believe opportunities are limited, that's what you'll find, but if you see that opportunities are truly abundant, that's what you'll experience. If you have a positive attitude and take appropriate and focused actions, you can make a living doing what you love."

A healthy art business starts with clear thinking about what you want from making art and the lifestyle you want to lead. Then add persistent actions over time, good work habits and a dose of common sense. The trick is to make all of this into common practice.

You can create your art business with the resources you have.
You can change the "tapes"running in the background.
You can adopt timeless strategies to make art and make money to suit your personal economy.

Here are 3 resources to guide you. If you follow the directions and suggestions, you will more than recoup your modest investment.

Resource #1: A Teleclass Series (Three Recordings of live classes by phone plus Worksheets) called "Making Money as an Artist: Taking Charge of Your Bottom Line" Artist and A.C.T. Art Business Mentor, Pat Fiorello led this 3-part series. http://www.artistcareertraining.com/classes-by-phone/#bottomline

This program is designed to empower artists to be clear about your economic reality and take charge of your financial health. It will help you uncover blind spots where your history with money may be limiting you today, get clear on your actual financial results and guide you in developing a realistic plan to achieve your financial goals.

Resource #2: Individual coaching
A.C.T. Art Business Mentor, Pat Fiorello is available to work with you individually on your Money Matters! There is no minimum time requirement (beyond 1 hour) and a coaching program can be customized to meet specific needs. Register here for hourly coaching at $90/hour.

Or, in a year-long program which includes a one hour call, a follow up call 3 months later and a call at year end to assess results and adjust, as needed for the coming year. Register here for ongoing coaching at $250.

Resource #3: Books and recordings for independent study
If you want more independent study resources, please visit the Art Business Library to purchase other A.C.T. Art Business Tools. 
You will also find a wealth of resources through our link to Amazon.

Pricing Your Work to Build Confidence

"Pricing artwork has always been a hot topic for artists - and has always seemed to be 'unanswerable,' but it's not. There is a formula, a relatively easy formula that is based on simple math and then is balanced with the realities of the marketplace." Alexandria Levin, author and educator

Why educate yourself now?
Artists have always had a tough personal economy. We have experience with obstacles to easy money. You know that the general economy is not doing well at this time. That means that the art world will feel the trickle down effects of smaller budgets and longer times between purchases. It does not mean art sales stop - they slow down and take longer to close.

Pricing your work to build your confidence
Pricing artwork in and of itself does not build confidence. But what you want is to be able to set a price range (or a pricing structure) for your work and be able to back up your decisions with confidence. Having confidence about how you price your work means you don't need to make excuses, and you won't seem insecure when discussing your prices with a gallery, curator or a collector. You will have solid justification for the decisions that you make.

Having a strong pricing structure that makes sense to you gives you that confidence to ask for the price you deserve for your work. Giving off an aura of confidence makes for better sales. Valuing yourself as an artist gives the impression of more value to your work, and therefore gives more value to the collector/customer.

Value is what you put into your art making and marketing. Price is what people pay.
You are in charge of your art and your marketing. You can build the value of your work in many ways (but that is a larger topic).

Your collectors and customers are in charge of your sales. The price of everything - not just art - is ultimately determined by what "the market will bear" i.e. what people are willing to pay for what you have to offer. Pricing is shorthand for how much the people in the art market value your work.

Here are 3 resources to guide you. If you follow the directions and suggestions, you will more than recoup your modest investment.

Resource #1: A Teleclass called "Balancing Value and Price with the Market"
Pricing is more than time, materials and overhead; it includes soft concepts like value, which are harder to assess. This class is for you if you are math-friendly and want to create or revise a new formula for pricing your work.
$19.95 includes Class Recording, PDF Outline   www.artistcareertraining.com/classes-by-phone

Resource #2: The book "Pricing Your Work with Confidence," by Alexandria Levin.
A detailed guide to understanding and calculating the actual cost of creating artwork. It helps artists of all kinds become well-informed and self-confident, while developing a solid pricing structure. Topics include raising prices, growing your career, being comfortable with money issues, and how to separate business and creativity when necessary. It is written by an experienced artist who believes that knowledge is power.
Price: $22.95 plus shipping and sales tax in CA   www.artbusinesslibrary.com/artist-money-matters

Resource #3: Recording and Guide - "Pricing Your Art to Sell"
by A.C.T. Artist Advisor Aletta de Wal.
This guide is for artists who want to calculate retail prices for originals and giclées to sell directly to collectors, arts professionals and through galleries. This guide complements "Pricing Your Art with Confidence" by Alexandria Levin; it does not replace it and also covers the three reasons to build your pricing strategy:
- Pricing your Art & Accomplishments = A Marketing Strategy
- Pricing to Promote = Positions Your Work in the Art Market
- Pricing to Sell = Perceived Value Matches Audience Budget
Price: $29.95 Includes Recording and Guide  www.artbusinesslibrary.com/artist-money-matters

So stop worrying if your prices are right! Take action to make sure you know how to ask the right price for the value you create.