Keeping your skills sharp is smart. Even if you have help (like me!) to take care of your computing needs, YOU still need to have good skills so you don't end up spending three days trying to print out image labels for a show. True story. Why on earth my client didn't ask me to do it I'll never know. Would have cost them, like, 25 bucks of my time. Go figure. But if you must do it yourself (and pay the opportunity cost), at least have the skills to do it in a reasonable amount of time.

No, you don't have to know everything but you should have a solid grasp of the basics. Take a computer class at a local college or learning center, go online and search for tutorials (hint: big time suck), get some of those Video Professor DVD's (I've used them, they work), or you can do what I do and learn everything from basics to advanced for just about any software on the planet by using the lynda.com video tutorials*.  Why? They're the best, hands down. I keep an ongoing monthly subscription to their service so I can learn anything I want for less than the cost of one training book from the bookstore. They do a fantastic job, it's deductible (!), and it's really fun too.

Of course, after you update your skills the very best use of your time is to let me help you so you can get back to doing what you love and what makes you money.

I'm just sayin.  ;-D

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FTC Disclosure: If you know me at all you know that I don't recommend something unless I think it's absolutely stellar. All of the resources I recommend are my favorite things, and with some I am an "affiliate" which means that I will earn a small commission for referring you to the resources. Those are marked with an asterisk.

It was a marketing symposium, at the Ritz Carlton Pasadena, about 20 years ago. Who knew they had a dress code just to check in (sheeshhh). Anyway, lots of heavy hitters in the marketing world, one was the VP of Marketing for Disneyland. She was a-m-a-z-i-n-g. She spoke little, and said a LOT.

In response to a very good question - "How do you know what will work, how do you decide?" - she gave some advice that I've carried with me for years and years. She's right.  And although it seems obvious, I watch my clients break this rule over, and over, and over again.

She told us that we'll never know what's going to work until we try it. Then she told us what they do at Disney:  They put their heads together and take their best educated guess. They set rules for results, what will mean that it's working, what will mean that it's not. They go with it. If it doesn't meet their criteria for success, they STOP. Even if they've poured tons of money into it. If it does work, they milk the heck out of it. Period. That's it.

Example of something that didn't work and they stopped: They tried a promotion where, oh what was it? Californians got a discount. Just show your drive's license and...  They set their rules for success, how many months they'd give it, how many Californian's, etc.  The results were not what they wanted, they stopped.  They did NOT keep trying to convince Californian's to come to Disneyland, they did not offer more, they did not lower the price. They just stopped.

Example of something that DID work and they milked the heck out of it: Y`all have heard of the Electric Light Parade? It started out as a temp gig to replace a parade that just wasn't ready for prime time. They figured it would be a short run, just to fill the gap. They gave it a couple of weeks. But people went WILD for it. I think it was ten years worth of wild, then they sold off the lighbulbs for $10 each when it finally wound down.  If memory serves, they even resurected the parade years later.

She emphasied, "Don't keep putting money into something that isn't working. It won't help."

Reeealllyyyy good advice. And yet I see people doing exactly that, over and over. And just like she said, it doesn't work.

I mention this because while I love supporting artists with administrative, marketing and website services, I really hate to take their money when I realize that something they're doing isn't working well for them. And lately I've seen a lot of what that VP from Disney was talking about, so, ya know, I feel compelled to say something about it.

Need marketing or administrative support for your projects and art business?  Need help just getting it going or keeping it going? Give me a shout via email - robin@artistcareertraining.com - or just call me at (310) 649-4434.

All my best to you and yours,



Last time I asked for your "Best Thing I Ever Learned" and got some replies.  Here they are:

Gayle Rappaport-Weiland said, "I have enjoyed reading your insights. My feeling is your word and your integrity is the most important thing you have. Say what you mean and do what you say. People then will trust you and learn they can count on you." I agree with Gayle. It's the basis for building those critical relationships during your art marketing. If people trust and respect you, that's the best foundation piece you can have.

Judy Warner added, "No one gives you credit for doing your job (that's what you're getting paid for)--it's the extra that you do that people appreciate and remember."  Good point Judy. Going above and beyond gets you noticed.  An example:  I recently bought two prints, from different artists. One sent me the print with signed documentation on the back, it was in a clear plastic protective sleeve. She also included her business card and a nice gift of one a couple of her greeting cards that I can use (and it will promote her as well, good thinking on her part). The other artist sent the print. No wrapping, no documentation, no reciept, nothing. The prices were the same, and even if they were not it wouldn't matter. The first artist really stood out and I appreciate her efforts.  Guess which artist I will be buying from again?

From Harry Sagara (thanks hubs!), "The best favor you can do for yourself is get a colonoscopy." He asked me to say that a friend from work told him that, he did, and they found cancer. That was five years ago. Luckily, it was caught early and he's fine now. If he hadn't taken his friend's advice, he would not be here with me today. And the meaning goes further as well. It's always best not to be afriad to do what you know needs to be done, whether it's your health, or your art career. Small steps, one thing at a time, can be life-changing!

What are YOUR gems?

 

New series!  Would love your help on this because we all have `em. You know, those wonderful little things you've picked up along life's path that really helped you, that you use every day, the precious gems that should be shared with everyone.

I'll start, but please send me yours or add it here on the blog as a comment!
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The Best Thing I Ever Learned #1:
While shopping with my daughter for shoes, many moons ago. From the very nice, older shoe salesman.  He said, "Whatever happens first, and last, are the things people will remember."

He was talking about his marriage, and why he felt it was a success. But it applies to just about everything in life as well. He believed that the most important things in life and relationships are what happens first and last. Like, in the morning when he and his wife got up, they tried to make sure the first thing that happened was pleasant, and the last before they went to sleep.  A kind word, a shared moment, a smile, a hug.  I tried it, he was right.

Years later I was reading a book about marketing and the author said the same thing. That the first and last contact you have with a customer, a client, a potential client are the most important. That's what they remember.

It's quite true, it works. So, when a client of mine told me that a friend had advised him to inundate his mailing list with emails because "It's not like they're customers, it's only email, they can always delete it," I protested and explained, "That little email is your first contact with a client or a potential client. It may be your last. They'll remember it.  Do you want to alienate and insult them by basically stalking them with email? Is that what you want them to remember most about you?"

Years ago, when I was an event coordinator for a restaurant I taught my staff the same thing. We were young, we made a lot of mistakes, but we really tried to make sure that our first and last contact with customers and clients were positive.  It's amazing how forgiving people were of the mistakes, and how they remembered those first and last encounters.

Okay, so what's YOUR gem?  Send it on over and we'll share it here so we all can benefit.

All my best to you and yours,