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Road Trip!:
The Learning & Product Expo: ART! in Pasadena, California
Who Are You And What Is Your Art All About? Your Artist Statement, Artist Bio, Artist Show Statement Artist Introduction And Audio-Logo
Thursday, October 27th, 2011 9:00 AM - 12:00 PM Th122 3 hrs
You only have one chance to create a great first impression. If you blow that chance, there are hundreds of other artists just waiting to step up and take your place at the front of the line. You need to pique interest right away and stimulate curiosity.
- Learn how to answer the question “What do you do?” (Hint: The answer is not, “I am an artist.”)
- Learn how to write a bio that is a complete narrative of your resume.
- You need an artist statement that is complete, concise and memorable.
- Once you have an artist statement and a bio, you can write a powerful show statement.
- Learn how to create a 10 – 12 word introduction that leaves people wanting to know more.
- Learn how to write or improve your artist statement for your current body of work, making every word count; how to handle your fears; why some artist statements “shine and others whine”; and how to describe your art so that others are eager to enjoy your vision.
- You will learn what to include or exclude so that any art lover at any age can understand it.
Based on reading thousands of bad artist statements, and editing a few hundred good ones. Bring along your current artist statement, resume and join Aletta in this interactive class to get hands-on assistance. You’ll walk out with words that speak eloquently about you and your art and help you stand out from the crowd. Register:http://www.learningproductexpo.com
The Artist Who Tells The Best Story Wins: The Art of Conversation About Your Art
Thursday, October 27th, 2011 1:00 PM - 4:00 PM Th260 3 hrs
Your art doesn’t speak for itself – you do. At the heart of your marketing is a series of conversations designed to build a bridge between you, your art and your audience of art lovers and art professionals.
The purpose of a persuasive presentation or conversation is to provide the audience with good reasons to look closely at your work, tells others about it and buy it. Learning to talk about your work to anyone, anytime, anywhere pays big dividends. On the list of people's greatest fears, public speaking has first place, while "death" is seventh.
It only takes a few skills to start moving forward from fear into your comfort zone. You just need to know how to start, continue and end conversations. Learn how to plan what you want to say, say what you want your audience to hear and remember what you planned to say. The artist who tells the best story wins.
Bring along your artists statement and a piece of art or photos so that you can practice in a safe environment. Join Aletta in this interactive class and you will walk out with a way to introduce yourself, and have a conversation that is enjoyable and effective. Register: http://www.learningproductexpo.com
Create A Great Marketing Packet, Not Just A Good One! How to Make Your Professional Portfolio Work for You and Your Web Site
Friday, October 28th, 2011 9:00 AM - 12:00 PM Fri128 3 hrs
Do you have powerful images of your body of work? Do you write enticing descriptions of your life as an artist? Do you showcase your art career accomplishments?
- Create a memorable professional marketing portfolio to stand out in a crowded art world.
- Get step-by-step instructions and see examples developed by a gallery dealer including: cover letters, resume, artist's statement, press and reviews, visuals, inventory list, and presentation of the portfolio.
- Gallery dealers and arts writers nationwide will acclaim your presentation and ask to meet you.
- Use what you learn to create a hard copy portfolio for exhibits, a digital version for submissions and the basis for a strong web presence.
Based on 75 item assessment tool, detailed checklists, samples and templates in the Artist Career Training E-Book & Recording “Creating Your Professional Portfolio.” (Sold separately at http://www.artbusinesslibrary.com/art-marketing.)
Bring along your art marketing portfolio and join Aletta in this interactive class to get an opinion on how to make your portfolio your strongest multi-purpose marketing tool. Register: http://www.learningproductexpo.com
My Real Job is Being an Artist: What You Should Know Before You Quit Your Day Job (Or Get One): Foundations of Art Making & Business. 2 hrs.
Friday, October 28th, 2011 1:00 PM - 3:00 PM Fri273 2 hrs
As long as there have been artists, there’s been “mystery and innuendo” about the business of art—how an artist can actually make a living making art. It’s really no more mysterious than becoming a butcher, a baker or a candle stick maker. But like any profession, you have to be ready and you have to do the work.
- I’ll show you what’s involved to move from hobbyist to emerging artist and from there to mid-career and give you a peek at how established artists get there. You’ll have a roadmap of common traits of success to see how yours match up.
- You’ll know the four core values that hold everything together.
- You will learn the importance of a body of signature work worth exhibiting and how to build a solid business foundation for becoming a self-supporting artist.
Join Aletta in this interactive class to learn what it takes to be a professional artist and build an art business that lasts and provides an income to sustain your artist lifestyle. Based on the book My Real Job is Being an Artist: What You Should Know Before You Quit Your Day Job (Or Get One) sold at http://www.artbusinesslibrary.com Register: http://www.learningproductexpo.com
Exposure = Success. How To Build A Healthy Art Business That Leads To Sales: Nine Marketing Strategies To Get More Exposure For Your Art
Friday, October 28th, 2011 4:00 PM - 5:30 PM Fri276 1.5 hrs
You don’t get a fit body by going to the gym once in a while. You need willpower, an exercise program, many repetitions and the occasional tip from a qualified trainer. The same goes for keeping your art business in shape. Simplify the job of building your art business with nine marketing actions.
This workshop is based on the Artist Career Training mantra “Exposure = Success,” used and proven by an international online artist community of emerging, mid-career and established artists. http://www.artistcareertraining.com/featured-artists.
Based on the E-Book and Recording “Exposure = Success” (Sold separately at http://www.artbusinesslibrary.com/exposure-success. Special price for artist who register for this class.)
Bring along your art marketing portfolio and join Aletta in this interactive class to get an opinion on how to make these proven strategies work best for you. Register: http://www.learningproductexpo.com
Art Marketing 101: The 7 P's Of Marketing Your Art
Saturday, October 29th, 2011 9:00 AM - 12:00 PM Sa127 3 hrs
If you want to attract more collectors, gallery dealers and museum curators, you must know how to market your art. It doesn't have to be hard, boring or expensive. You just need a system and you have to use it consistently.
Imagine having a reliable vehicle for marketing your art, with high beams to focus on the best way to save you time, money and energy.
- Learn to navigate the seven stages in the journey.
- You will leave this class with a marketing map that will help you drive your business so that have a better year than ever. Then all you have to do is steer.
Avoiding the business side of art is like driving down unknown country roads in the dark without headlights: you don't know what your destination looks like. You might end up down the wrong road, or worse yet, run out of gas. Join Aletta in this interactive class and you will refuel your art business. Register: http://www.learningproductexpo.com
The Goldilocks Pricing Method: How to Price Your Work to Sell and Create A Pricing Policy for Your Web Site
Saturday, October 29th, 2011 1:00 PM - 4:00 PM Sa271 3 hrs
Are you worried that your prices are “too high” or “too low”? Get your prices “just right” or you will be marketing like a character in a fairy tale. “Guessing,” “Rules of Thumb,” and “By-the-Inch” pricing can get you in trouble.
Good pricing of your art is simply good business. Pricing is a more than numbers – it is a marketing strategy. Your prices must be consistent and appropriate for all audiences and art markets in which you show and sell your work. Gallery dealers and experienced collectors see enough art to have a built-in sense of an appropriate price. It is your job to be equally versed and to set credible prices that will attract buyers and representatives.
- Learn the mistakes to avoid;
- how to calculate your costs;
- how to set your prices;
- when to raise your prices;
- how to include gallery commissions; and
- how to handle requests for discounts.
You will leave with a 10-factor formula that will give you the confidence to stand behind your prices and know what to include in a pricing policy so you don’t get burned by galleries or annoy your buyers.
Based on the E-Book and Recording “Pricing Your Work to Sell” and the softcover book “Pricing Your Work With Confidence.” (Sold separately at http://www.artbusinesslibrary.com/artist-money-matters.)
Bring along your art marketing portfolio and join Aletta in this interactive class to get an opinion on how to price your work and get paid what you are worth. Register: http://www.learningproductexpo.com
Multiple Sources of Art Income: How to Decide About Alternative Spaces, Galleries And Licensing
Sunday, October 30th , 2011 9:00 AM - 12:00 PM Su122 3 hrs
It’s better to have your eggs in more than one basket if you want to make a good living as an artist. In this class you will learn which venues are best suited to your art, your audience and your art marketing skills.
- When you sell directly to collectors, you don’t have to share the commission with a gallery. You’ll reach people who find traditional art galleries too intimidating and who like to buy art directly from the artist. Gallery dealers love working with artists who have built a healthy mailing list and already have satisfied collectors as proof of the ability to make art that sells.
- When you get a gallery to represent you, you get an exhibit venue and help with all the marketing. You reach you reach a qualified audience loyal to the gallery with trust in the dealer’s work and artists. In return, you pay a commission.
- If your work has wide appeal, you can become a household name and earn royalties by licensing your art to manufacturers.
You can choose one of these sources of income or all three. Find out what is involved so you can make the right choice. Bring along your art marketing portfolio and join Aletta in this interactive class to get an opinion on where your work fits. Register: Link to http://www.learningproductexpo.com
Bust That Starving Artist Myth (And 11 Others)
Sunday, October 30th, 2011 1:00 PM - 2:30 PM Su258 1.5 hrs
You don’t have to suffer to be a true artist. Even the archetypal starving artist Vincent van Gogh wasn’t doing so badly. He came from a wealthy family of gallery dealers and worked in an important gallery for six years.
The “starving artist” myth is just one of many false beliefs about how artists live and work. These persistent myths are deep-rooted in society but as artists we need to educate people because when people devalue the “real job” of being an artist, they also downgrade your art. Artists who shed these misconceptions release trapped creative energy.
Attend this workshop and bust 12 common myths with the realities that successful working artists know to be true. Build a thriving career with a solid foundation based on four cornerstones about your career, your art business, art marketing and art sales. (Based on working with artists who don’t buy into these myths and make 6-figure incomes!) http://www.artistcareertraining.com/art-business-overview.
Join Aletta in this interactive class to get an opinion on how to bust the myths that may be holding you back from where you want to go with your art. Register: http://www.learningproductexpo.com