Postcard Sells $13,000 Painting

"I am very happy to relate that each and every time I have featured a work of art on postcards, that piece has sold - in some cases before the reception. One of my postcards featured the work of award-winning Southern California artist John Paul Thornton. The painting, called 'The Procession,' (a seven foot long oil painting depicting a Japanese wedding party) sold for $13,000 on the basis of the postcard, before the collectors saw the original painting!

"The card was so successful that we had a record turnout for the reception because people wanted to see the original painting. In addition, the card caught the eye of representatives of major art magazines and other publications, contributing to John Paul receiving excellent press coverage for his one man show."

Art Representative, Margaret Danielak*, is the owner of Danielak Art - A Gallery Without Walls, which, as it's name suggests, does not have a retail location. Daughter of a painter, and former production coordinator, Margaret is the queen of follow-up and obviously knows the value of postcards to market the artists she represents.

Well, of course it took more than a postcard, but using one was a key to the sale. Learn more by reading: The Inside Story: Art Rep Margaret Danielak.

Post your success stories about postcards here.

Garbage In, Garbage Out

Robin's Art Marketing Action Tip:

Garbage In, Garbage Out" and why remembering that will help you get great postcards, and business cards, and anything really.

I've said it before and I'll say it again: "Garbage In, Garbage Out." Whether you're designing and printing your postcards, building your art career, or living your life, you get out of it what you put into it. And if you put garbage in, guess what you get back?  Uh huh.

The finished product can be no better than what was used to produce it. Postcards for example. Poor quality image + sloppy design = crappy postcard.

And that postcard may be the only time a potential buyer sees your work before buying it! Why make yourself and your work look bad?

Start with a great image: A big, professional-quality, high-resolution one. At least as big as the biggest printed piece you'll make from it, at 300 ppi (pixels per inch). You can make it smaller later to use on your website and for other things, but you can't make a bad or small image better or bigger. Just doesn't work that way.

Do a good, clean and thoughtful design or have them designed by a pro: Check out some postcards you like. Notice what's working. Check out some that you don't. Notice why.  Check postal regulations so they actually get there (and not back in your mailbox).  A great postcard is "eye candy."  They're just yummy and people will want to keep them and display them (and remember you and your beautiful art).
 
Include complete contact info: You do want them to contact you. Right? Better yet, have more than one way for the viewer to contact you, like, an email address AND your business phone number. Don't forget a return address. You want those cards back for people who have moved, to update your database.

Use a great printing company: Please notice that I said "great," not "cheap." Really cheap printing looks, uh, cheap. Again, garbage in, garbage out. Don't make yourself and your art look bad. Spend the couple of extra pennies and get good printing. You're worth it.

Need some advice on design and printing, or want me to design them for you?  The do-it-yourself process can eat up your precious studio time, may be technically beyond you, or may be frustrating for you. Please let me help. It's not a big investment and you'll end up looking ever so professional and glorious!
I'm available, and the first 15 minutes are on me. Email me: robin@artistcareertraining.com

All my best to you and yours,

Postcards Are Mini-Billboards

"I know that there are a lot of artists who would do well with a postcard campaign as it suits our business so well, having our own image as the front of the card. I was wondering if you could help us all by making it a point of your next tip - what a successful artist postcard campaign would look like or say."

Postcards Deserve More Respect

I keep every postcard artists send to me. I am dismayed that each year, I receive fewer and fewer of them. Ten years ago, I filled a box that my year's supply of copy paper came in. This year, a shoebox is only one quarter full.

When I ask artists why they don't send postcards anymore, they tell me:

• "They take too much time to create and mail."
• "They cost too much now that postage has gone up."
• "E-mail is easier."
• "I don't have surface mail addresses."

Nonsense!

• Postcards take little time to create. You already have images of your work. You have text of your contact information on your business card.  All you need to add is your message. (More about that next week.)

• Mailing postcards only takes your time to print labels, put on stamps and maybe add a personal note. You can print labels while you are putting on stamps. (Or get the local kids to do this. Just ask Robin about her crew.) Okay, the note takes the longest because you have to think about what to say and handwrite it.

• Postcard postage costs less than a letter. And you don't have to fold anything, put it in an envelope or weigh it.

• E-mail may be easier but it is far less effective. E-mail is easy to ignore. I don't print out e-mails. I do pull them out of my daily mail first. I put beautiful postcards on my refrigerator to enjoy and for others to see.

• Surface mail addresses are still important. They don't change as often as e-mail. Getting them is a sign that the person is interested in you and your work.  I make it a point to go to local events that feature my clients, especially when they send me a postcard and remind me with e-mail.

Give postcards the respect they deserve.

To add yours to my collection, please add me to your mailing list: Artist Career Training, 101 First Street, #103, Los Altos, CA 94022

P.S. If you are curious about how to market your designs for licensing make sure to join Tara Reed* for "How to Find and Interact with Manufacturers Who License Art"

Wednesday, June 9, 2010 at 4:00 pm Pacific.  Click here to reserve your spot. Tara will answer these questions and more

• How do companies find art to put on products?
• How do you find companies that license art?
• What do you do if you are afraid of picking up the phone?
• What are the key attitudes to succeed in licensing and in particular, with talking to manufacturers?
• What are the main tips when you have a client?  
• How do you stay connected and build the relationship?
• Why is follow-up so important?

If licensing is new to you, here are three highly recommended resources to help you decide whether or not you should license your art:

1.  Read These A.C.T. tips:

• "License Your Work to Make More Money from Your Originals"

• "Five Questions That Will Help You Decide If Art Licensing Might be a Fit For You and Your Art"

• "Three Steps For Artist Who Thin They Want to License Their Art"

2.    Check out this book: "Art Licensing 101."

3.    Order this recording and PDF of Tara Reed's* TeleClass: "Five Things Artists Should Consider Before Deciding to License Your Art"

How are you making your art business blossom? Share your stories here. (Click Here and leave a comment on the blog.)

*FTC disclosure: When we find artists who have deep, proven experience in a topic that will help you make a better living making art, we put them front and center.  When these fine folks offer services and products that are first class, sometimes we agree to help each other get the word out to you with an "affiliate" arrangement, which means that we will earn a small commission for referring you to their resources. Those are marked with an * asterisk on our web site, in ArtMatters! and our tip.



Everything comes with a cost, but you can save $$$ (on business cards and postcards)

Today's Art Business Tip is the first in a series called "Everything comes with a cost, but you can save a ton of time and money if..."   First up, business cards and postcards! Because they're wonderful marketing tools for artists and very underutilized.

Watch the video, 3 minutes, 18 seconds:

Click to view the video

 
All my best to you and yours,