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« Art Business: Set S.M.A.R.T. Goals | Main | Motivation: Search Out Mentors »

Art Marketing: Spread the News

© 2007, Artist Career Training

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

Car-Books-ImageYesterday's yield of catalogues exceeded all of the personal mail I received in the past year. Holiday greeting cards seem fewer and fewer. Cards from the insurance company look like someone signed them "en masse' just to get them out in time. I wonder if they even know who I am?

There is another solution for artists. Create a holiday newsletter or New Year's news with your own image and message. True, it does take a little more upfront time than hasty signatures, but genuine greetings have a much longer afterlife. It's the difference between doing things fast to get them off the list and doing them well enough to stay on people's radar.

My coaching colleague Teresa Easler of CV Communications has 3 simple and powerful guidelines for connecting with your audience:

·    "you have the right message for your audience;
·    "your message addresses what's important to them;
·    "you deliver the message in a powerful, effective manner."

A clear, well-designed newsletter is one of the easiest ways to let a lot of people know what's happening in your art and life. You can "broadcast" new exhibitions and shows, reviews and publicity, awards and honors, teaching and workshops - whatever appeals. And you can easily add a personal touch by adding a handwritten note and envelope or personalizing the salutation in an e-letter.

Of course, the newsletter works best when it really reflects your brand as an artist.

A.C.T. 301 member Martha Castillo creates original clay monoprints.  Her end-of-year newsletter is a great way to thank supporters for a growth year and build awareness of this original art form.

If you are a traditionalist, include historical facts about your media to put your work in context. Describe why certain artists have been inspirational to you. Or include a story about a recent commission. Details like this known only to you will add to the reader's connection with you and your art.

A regular newsletter educates your audience about the value of your work, especially when your work is complex, like A.C.T. 201 member Suzanne McBride. Use images and descriptions to highlight special techniques and tools you use.

Obviously, it starts with knowing your audience.

Then comes crafting your message to suit them, not you.

And you have to deliver your message in a way that grabs their attention at least long enough to scan it. If they read the whole letter, it's a beautiful thing.

If you want your mailing list to grow and be profitable for you, you have to really master your message. After all, you want your audience to grow, not shrink, don't you?

With the knowledge and support you get from Artist Career Training
you'll save time, effort and money.  We gather all the information you
need to market your art and build your art career so that you can make
money and get back to doing what you love - making more art.

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