What You Will Learn With this
• Promotional Tools
• Web Sites
• The Media
• The Marketplace
• Making the Sale
• Link Resources
• A Plan of Action
• Anyone who tells you they will make you into a successful
artist is fooling you
• Run, don’t walk away from them
– More often than not there is a fee attached to this claim
– Absolutely no one has the ability to make someone into a
• What this course can do for you is provide some insight and
offer some tools to allow you to create your own success
• It really is up to you
• The Promotional Formula illustrates the components of a
promotional plan that you control
– The process can shape your destiny
– That’s real power at your fingertips
The formula that
• You will eventually want to
produce most of these items
• Use your tools and with
promotional efforts, all roads
should lead potential
customers back to you
• The tools I’ve been
discussing are designed to
use the media.
• Media in this fast paced era
are constantly changing but
the major categories are
• It isn’t enough to produce art;
you must package it and
bring it to one of many
markets available to you.
• There are many choices,
The Promotional Formula Helps
• Build the tools you are shown
• Use your tools within the media
channels available to you
• Gain exposure to the marketplace
through use of your tools and
• Opportunity awaits
Opportunity is a doorway to artistic success
• Every one of these is a significant tool
which will be used to help customers
focus on your art, your life.
• You will appreciate the doors these
tools can open when you start using
• They don’t cost much to create,
and the payback is unlimited.
Are you using all or some of these tools?
You Need a Toolkit
• Your professional image is only as good as the general
public perceives you
• You need tools to make your image shine
• Do you have a business card?
• A business card is a tool
• It will be up to you to get comfortable with
the tools I introduce you to and utilize the
tremendous power and opportunity
• Ask yourself these statements:
• Does your art appeal to or work with human
• Does your art explode in your viewer’s mind?
• Is it the right time for this art?
• If the answers are obvious and simple to understand,
you’re probably doing the right thing
• Do your ideas appeal to human nature? Things that
stimulate people to respond are love, sex, anger, joy,
humor, etc. How do your viewers react to your art?
• Does your art create a WOW effect or strong
physical/emotional response in people?
• Timing is important. Many artists “ahead of their time”
reached great success – after they were dead.
• This is probably the single most important tool you can
• A business card though, no matter how nice is a
• No matter what size or type of business card you like,
you need them
Business Cards (Cont)
• What should be on your business card?
• Your name of course
• Phone number probably
• An email address for
certain if you have one
• Maybe a picture of your
art or a title that describes
• What you really need though, is a web site address
123 Silicon Rd., Los Angeles CA 90001
123 Silicon Rd., Los Angeles CA 90001
This is your billboard. Be creative!
et those cards made or ordered and get them into your tool belt
• When should a press release be sent?
• It costs nothing to produce and submit a press release
• Create and submit them often as editors may just be
looking for what you wish to tell them about
• Find out who writes about art in your local newspapers
and contact them with the press release you write
Press Releases – An Example
• A Press Release is usually
• Keep it simple, direct and to
the point and make sure you
include all contact
• Provide a catchy title
• Make first paragraph about
the benefits of your offer
• Second paragraph should
be about you
• Details are best kept to last
Brochures and Flyers
• Vitally important to the health
of your art career and your
ability to get your message
across in a visual manner
• This flyer was printed using
my little ink-jet printer,
PowerPoint and about an
hour’s worth of time
• Only a few were needed so
why waste money on
Brochures and Flyers (Cont)
• This is a 3-panel design to tell a bit
about myself, and direct interested
viewers to my web site
• Printing costs have come way down in
recent years thanks to digital
• There are hundreds of ways to use
• They fit a #10 business envelope or can
be used as a self-mailer
• Tape the open edge, type up a mailing
label and place a first class stamp on it.
Voila; traveling salesman!
This panel for
stamp and address
Brochure - outside
Brochure - inside
• Postcards may be reasonably produced
($95 per 500) through sources such as
• Give them out or mail them to anyone you think
might need one.
• Provide an e-mail address on your card
• Postcards are usually 4 ½” x 6 ½” or 6” x 9”.
• Postage is a bit less on the smaller size and far
less than first-class postage on a letter. Put your
best work on one side and a way to contact you
on the other. Visual impact? Instantaneous!
• Postcards are one of the best tools to use to introduce you to new customers and
buyers of art. They are an excellent reminder to send to your existing customers as
• If you’re an illustrator, postcards are a very effective way to get the attention of art
directors and editors.
• Don’t discount seasonal reminders either.
• The U.S. Postal Service offers a postcard service through their website
http://usps.com . Click on the Send Cards and Letters feature.
• Blog stands for a combination of two words; web and
• Blogs began as link-driven sites,
• You use blogging much as you would participate in a
• Consider this a networking tool.
• Every article written for the blog should also be
published on the web to article directories also, with your
link included as a resource box.
• Articles that you write about yourself and your art can be a goldmine
of referrals if the topic is interesting.
• Editors are always looking for articles of interest that cover any
variety of items.
• Write an article about yourself and submit it to local publications that
may just be looking for a little local color.
• Articles are a form of Public Relations called “public interest articles”
which are done every day in the various media markets.
• Many of the articles you see posted on the internet or in magazines
are just thinly veiled advertising for the particular product or service
a company or person is offering. Why not do the same?
People Want to Hear What You Have to Say!
• No matter what you produce or where you go, tell your friends and
keep them informed.
• This is the best, cheapest and most effective form of advertising and
promotion I know of.
• Friends tell friends.
• There’s a good chance that if you have a pleasant experience at a
restaurant for instance, you’ll tell 5 friends.
• If the experience was bad, you’ll tell 10!
• Keep your friends in the loop as they have
• You just never know from which direction the
next opportunity will arise. Are you in an art
show? Tell your friends.
eZines and Newsletters
• When a person visits your website, you need to be able
to capture their e-mail address to begin a relationship
• If you ask them for their e-mail address to stay in contact
with them and they agree, it’s called opting-in.
• Sometimes people have to be prompted to opt-in with a
promise of something; perhaps an offer of something
free or more information only you can provide.
eZines and Newsletters (Cont)
• You have the opportunity to start a relationship with your visitors that
will allow you to promote your art to them again and again
• You can create customers who will buy from you, but can become
lifetime friends who will in turn tell their friends and others about you
• It just doesn’t get much better than that.
• And the beauty of all this is that it is FREE.
• It usually takes several visits before a person buys into you.
• Did I mention that it was FREE? It really works.
• You have the power to create the sort of success as an artist that
others only dream of.
• Mailing falls into two categories worth keeping.
– Actual street addresses
– email addresses
• I suggest caution if you’re considering mailing lists.
• Rental lists are not always targeted to the people you need to reach.
• Developing a good mailing list is vitally important to your success,
but it is a long-term objective.
• The key is to value your list and never screw with them.
• Customers or potential customers need to be kept informed often
through effective communication.
• This is your target market we're referring to here.
A Brief Word About Web Sites
• When it comes to art web sites you have a choice
– Build one yourself
– Use a web art gallery service site-building “wizard” to help you build one
• The results are different but the goal is the same
– Get your art in front of your potential customer
• Why are the results different?
– A personal web site allows you more creative
– A web art gallery service uses pre-existing
• Which is better?
– It’s a matter of distinction
– Personal web sites are a bit more difficult to build, but usually cheaper
– A web art gallery service provides templates to build with and more
instantaneous exposure for your art
– Wizards may be used for both
– Both methods require you to promote them to work effectively
Web Sites – Background
• When customers browse the Internet, what they are
seeking is information.
• Information is the number one product available on
– People seek a solution to a need, a desire unfulfilled.
– Your goal is to put yourself in the path of these seekers and
offer up your wares.
– Seldom, unless your art is actually present such as at an art
gallery or show, will you sell directly to your customers in a
• Web sites do not promote themselves
Web Sites – Background (Cont)
• The steps you take to create a web site will happen in
this general order with a few exceptions:
– Find a web site host
– Register your domain name
– Build a web site
– Submit your site to search engines and index directories
– Promote, promote, promote
Find a Web Site Host
• Web hosting services range from free to a few dollars a month.
• Be selective; they all offer more or less the same thing
• What you’re interested in is how easy it is to use them.
• Web site hosting by your ISP (Internet Service Provider) is done with space
usually allocated to your e-mail account.
– You may have one or several accounts.
– Most accounts allow up to 10 Megs of space per account (free), which is usually
enough to post your personal web site and add some pictures.
– 10 Megs can rapidly be used up though, demanding that you move your service
to a professional web space provider (not free).
• The primary thing that eats up memory space on a web site is images.
• Since all of us artists are in the image business, it is vitally important that
you are aware of size limitations (memory) of your service provider.
• Web hosting services are plentiful on the internet and prices as well as
space allocation (memory) vary widely.
• Shop around!
– Make sure ISPs are reputable and have the services you need such as email
addresses, storage space, tools to use, marketing aids, etc.
Find a Web Site Host (Cont)
• There are “soup-to-nuts” services like http://artspan.com or
http://absolutearts.com that cater to artists.
• Paid web hosting offers more “bells and whistles” in terms of tools
and services. They offer more capacity in terms of memory needs.
– http://networksolutions.com or http://simplenet.com are examples of low-
cost full service web site hosts.
– They even offer free domain name registry and site builders if you sign
up for one of their plans.
– Most web hosts will not offer transaction (payments) or e-commerce
capability with basic plans (these require a 3rd party), but will offer to set
up the means to allow you to make those connections if you wish to add
things like shopping carts, etc.
• Warning!: Don’t put pop-ups and banners on your site just
because the service is lower priced or FREE. The cost
difference to get a real site you can customize is very slight, so
don’t trash it up with stuff that has nothing to do with you or
Register Your Domain Name
– Who Do You Want to Be?
• Registering a name for your site is easy.
• What is not so easy is what to call your site.
• What you are doing when choosing a name is renting the
use of that name on a yearly basis.
• I prefer to use a suffix of .com versus the other sort
which could be .net or .org or .us or others.
– The .com suffix is usually easiest to remember as it is the most
• Many web hosting services will provide domain name
registry for free or very little cost.
• Some will even offer free domain transfer services if you
already own a domain name.
Register Your Domain Name (Cont)
• When registering a domain name don’t include any
• Hyphens and underlined spaces work, but they are
harder to remember.
• Domain names take a couple of days to become active
Many commercial sites have numerous domain names
that all point to the same web site (URL).
– While you don’t necessarily need this when you’re just starting
out, it is worth considering as a promotional tool many have
• Your domain name will remain inactive (parked) until
you’re ready to put it to work.
Build a Web Site Art Gallery
• A web site art gallery page has these general
– Index page
– Gallery page(s)
– Artist Biography page
– Artist Statement
– E-mail links
• This section will differ with respect to your personal web
authoring tools (Dreamweaver, GoLive, etc.), and
whether or not you choose to use site-building software
(called wizards) offered by your web hosting service.
Things Not to Do
• If you really want to annoy your
visitors, put the following features
on your website!:
• Loud, annoying or repetitive
• Excessively long image
• Information that is out-of-date
• “Flash” animation
• Non-standard text link colors
(Blue is a good choice)
• Conflicting text / background
• Poor or non-existent
• Too many gadgets
• Dead-end and/or “orphaned”
• Complicated URLs
• Too many styles of type fonts
• Automatic browser window re-
• Poor or non-existent contact
• Pop-ups (Not on an art site!)
• “Mousetrapping” your visitors
so they can’t leave (involves
• Broken links
• Good clear readable text is important
• Since type is an art form itself, it’s very
tempting to show how artistic you are by
using an artistic type font.
• Many of those artistic fonts are not very
• They work great as a headline, but for body
copy in a paragraph, they really suck.
• Add poor color choice such as red text
on a green background and you will
actually be encouraging viewers to leave
as quickly as they can!
• Look at these examples on the right
• Which do you think are more readable?
• Over-emphasizing too much is a bit like SCREAMING all
• Keep the viewer focused on the message and make it
easy on the eyes
• Linking is the holy grail of the net
• If links don’t work reaction ranges from annoyance to
outrage to utter despair
• Your links are the “glue” holding everything together on
• Not only must your links be rock solid, but navigational
beacons such as back buttons (also links), or text
instructions must be readily apparent and easy to use or
you’ll lose your audience
• Make your navigation simple
Publish Your Site
• Getting your site onto the internet is easy through your
web host or ISP.
• Every site hosting service will have detailed instructions
on how to get your site posted to the internet.
• If you’re using your web host’s site-building software,
you’ll be there in no time!
• Getting ranked high is a distinct challenge.
• Who doesn’t want to be on the first browser page that
• Search engines use Robots or Spiders to analyze (crawl)
the web in search of new or updated pages to add to
• When publishing your site, you will be required to enter a
complete URL web address
• When the spider finds your site, it will record all the text it
finds on your site, then it will note all the various links
you have. This is called indexing
• Submitting your site to the search engines needn’t be a
• Do it automatically through services like
Getting Traffic to Your Web Site
• How do you excite your readers and compel them to visit
• Promotion is the name of the game.
• Unless you’re made of money, you must be creative.
• People are generally going to visit your site by these
– You told visitors about your site
– Someone followed a link to your site
– Someone was looking for you or your work
– A visitor stumbled into your site by accident
– Your site was listed by an index or search engine by a
• Tell everyone about your website and what you offer
• Print business cards and/or postcards and give them out
• Put your URL as part of your signature line on every
e-mail you send.
• Add a catch phrase such as “Artwork that bites back!”
• Viral marketing is virtually free and very effective.
• A good rule of thumb on promotions is not to offer them
• Send out your newsletter every quarter or once a month
• Offer promotions no more than four times a year.
Friends Tell Friends
• One very successful promotion I’ve used again and
again is to give something away
• Charity functions often run auctions to raise funds
• Everybody wins, and you can sometimes take the value
of the donation off your taxes
• Everyone loves a good testimonial, and they lend
tremendous credibility to your web site
• A testimonial from a satisfied customer is priceless. Get
one. Get many
• Include a link on your site with a form that allows your
customers to give you their vote of confidence
• This works for almost any type of product
• There’s every reason to believe there are customers for
the types of things you do whether it is a product or
• Create a new web site that is fun and exciting to go to
and people will beat a path to your door
• Can you make your art fun? Interactive?
• Associations you belong to often need funding
• Donate a portion of profits at times for artwork sold to
members in exchange for e-mail lists of members
• Often the association will do advanced promotion for you
via e-mails or newsletters to members, knowing they will
get a percentage of the return
• Everybody wins on the transaction
• Generally you will be among friends who support your
• If you don’t belong to an association, join one!
• A special should be just that
• It could be just about anything such as a print or a one-
of-a-kind craft hand-signed by you
• You normally sell for it $200, but is now offered for $100.
Get the idea?
A Subscriber Or Customer-only Event
• This concept works best with your existing customers
• If you send a special e-mail with a link to a separate
page you’ve created for this event, you could do just
• The “special page” could have a percentage off or a
coupon for instance
• Make it special and don’t do it often or it cheapens
“Exclusive” Offers / Limited Time
• This type of offer would go out to a select group of your
• Offer something special only to the.
• This offer works really well with limited edition artworks
or one-of-a-kind items
• You’re an artist – get creative!
Follow-up Offers to Customers After a
• Once a customer has made a purchase, they should be
placed in a separate category
• They are much more likely to purchase other offerings
you may have in future
• Offer a piece of art for free to all subscribers
• Pick a date far enough out to encourage new visitors to
opt-in, and soon!
• Once the drawing occurs, talk about the happiness of the
winner in your next newsletter
• Encourage referrals and offer something of value such
as a percentage off on every referral confirmed
• Many businesses do this regularly – it works!
• Any type of printed material you use for marketing and
promotional purposes is referred to as collateral
• Mailing labels, brochures, business cards, invoices, and
on and on are collateral
• Make certain your URL and important contact
information is on all of them
• Your URL is an invitation to come and visit
• Yup, even your voicemail message can carry a quick
little message about your URL
• “Sorry I’m not home, but until I call back, you can see
what I’m up to at XYZ.com”
• No, I don’t use this method, but some artists do
• Advertising specialties are inexpensive items like pens,
notepads, refrigerator magnets and the like can be used
as giveaways at various times
• They should always have your name and URL
• I've even cut up pieces of old watercolors I've done and
put my URL on them as giveaways at art shows
• People will take them if they're free!
• Don't forget to put your URL on your car
• Vinyl letters are readily available or can be custom cut at
most vinyl sign and banner shops for just a few dollars
• You can become a form of rolling advertisement just like
taxis and buses if you wish
• You may be the resident expert in your particular field of
knowledge. Offer it up !
• Every tip and trick you offer can relate directly back to
• Consultation fees are nothing to sneeze at either
• You could be asked by others to participate physically or
virtually with others of like interests
• Your skills may be in demand in a classroom setting
• Many cities have adult education classes where people
will pay to learn what you know
• Your web site will then become a learning tool and your
student’s potential customers or promoters of your work
• Purchasing highly targeted advertising in key areas on
the web is another approach you might consider using
• Remember what I said earlier about people searching for
information on the web?
• They do so with words, and if your ads have these same
words in them, search engines will find them
• Look into this great little service offered by Google
• It may be just what you need
• They can also track your ad to determine if it is really
• I’m lukewarm when it comes to affiliate programs for art
• A person with a product to sell creates a website and
then they recruit affiliates to market it for them
• Many affiliate promotion efforts end up being relegated
to the category of Spam
• Can you make money with affiliate programs? Yes you
• Amazon.com offers an example of a successful program
for instance. Most of the rest fall far, far short of this
• Link exchanging involves you sharing links with websites
that have compatible products or services to yours
• A link may be a logo (image) or just a URL (text) placed
as a courtesy on each others sites
• If you were a metal sculptor, it may be advantageous to
have your link on a site offering foundry services
• If I were a plaster manufacturer for instance, I would
want to have my links on sites that use plaster products
and vice versa
• Be discerning with linking though
• Try and link to reputable art-related sites
• Communication is a two-way street
• Links can drive customers to you and if enough of them
come, search engines take notice and will improve your
• Become part of a network community where your profile
or web page will interact with others in the community
• There are a lot of networking web sites for socializing
about niche topics, or business interests
• Choose several networks to join and make sure all of
them mention each other
• Networking via social and business networking sites is
an excellent way to draw interest in you and your work
Expand Your Media
• Could a short video or audio of you producing your art or
talking about it help others get familiar with your work?
• You bet!
• These "clips" are very easy to make and most servers
will allow them to be posted on your site
• Get a video camera and script a talk or get a friend to
• If you come across as an amateur or are too goofy, it
could just backfire on you
• Could you answer a few general questions about your
art that you keep getting asked over and over?
• For sure!
• Offer up some info by responding to frequently asked
questions in the form of a FAQ
• eBay is often not the best venue for your art, but it does
serve a purpose.
• If you want to view eBay as a resource to get your stuff
seen and drive people to visit your web site, it might be
worth considering using eBay as a “loss-leader”.
• People who cruise eBay are buyers for the most part, so
put your offer up for sale of you’re serious, and make
sure links back to your web site are prominent
• Well, here’s our friendly
• This group of boxes
• The tools I’ve been
discussing are designed to
make use of the media
• Media in this fast paced era
are constantly changing but
the major categories are
• Let’s take a closer look
• You’re going to be spending a lot of time sending and
• Keep your email address simple and easy to remember
• Put your email address on everything you produce that
will be seen by others
• Don’t send SPAM!
• Create files of your art contacts and customers separate
from other contact files
• These lists are very valuable to you and you’ll refer to
• Physical mail these days is often referred to as snail-
mail; a reference to its slow speed to be sure
• When you start shipping artwork you’ll learn to
appreciate the U.S. Postal System
• While I don’t always use them, the USPS is important.
• Look into all your options such as UPS and FEDEX
• Shop around; shipping is a very competitive industry
• eZines represent a form of media that is rapidly growing
as an accepted means of conveying large amounts of
• While eZines are word-centric, there is plenty of room for
pictures and graphic treatments
• Write articles about yourself and post them for free with
eZine services. Don’t forget your web URL
• If you find ezines that need a bit of creative imagery,
approach the author and see if you can collaborate
• This field is underutilized due to its newness
News Groups and Talk Forums
• News groups and talk forums were forged over the internet by groups of
people with similar or compatible interests.
• Groups share interests, find out information and vent their likes and dislikes.
• Groups with similar interests like to share ideas and information.
• Use the opportunity to indirectly bring up your interests and corresponding
• Don’t hard-sell folks who get enough of that already
• People will take an interest in you and visit your site. That’s what you want.
• Type in news groups or art forums on your browser and see what comes
up by topic.
– I have yet to find a topic that wasn’t covered somewhere.
– Niche markets are what you look for here.
• Locate art-oriented newsgroups, join the on-line discussion and gently slide
in remarks about your art and interests to create interest among others.
– No one wants to be hit with a hard-sell approach in a group commentary format,
but there’s lots of room for lively discussion to allow you to bring up topics related
to what you do.
• Go. Seek them out. There are far too many to mention here.
Telephones and Cell Phones
• Your telephone and cell phone represent a matter of personal
choice as to which number to use when you wish to be contacted.
• Always answer your phone professionally and don’t use those
stupid pre-recorded voice-overs and music intros.
– All they do is drive people away.
• People either want to talk to you or hear a simple message in
response if you’re not available.
• Think about how you react when calling a business. What do you
wish to hear?
• People don’t like to get the runaround, they don’t like to wait, and
they prefer to get right to the point for the most part.
• If you’re going to be a creative professional, then act like
one. ‘Nuff said.
Groups and Associations
• Groups and associations are a mixed bag when it comes to media
– They represent the most fluid medium of all – talk.
• Groups and associations support networking and people love to
• Associations represent a unique opportunity to sell art in a focused
– Associations have events, communication, newsletters, lunches,
meetings, fund-raisers, the list goes on and on.
• Find out what their focus is and get with the movers and shakers at
the top of their ladder and cater to their needs.
• If you give something to a local YMCA fundraiser (another group),
they know who gave it to them, and your name is plastered
prominently on the program somewhere.
• Everybody wins, especially you.
• Give freely of yourself.
• The Internet is one of the greatest and most versatile of
all mediums in that it can both entertain as well as
convey messages written, spoken or visual.
• Everyone wants to swim in this pond but it makes it hard
for artists to get noticed.
• That’s one of the reasons I wrote this course.
• If you decide to cast your art into these waters, you’d
better have some bait.
• That’s called promotion, and you’re going to
get very good at it if you wish to succeed.
Other New Media
• This box represents the dramatic changes that occur as
new forms of media become available to you.
• What will they be? Video? Audio?
• It’s anyone’s guess.
• Remember cassette tapes…?
• Stay informed about all forms of communication media.
• An artist can’t afford be an island
• The web site as medium is about as versatile as the net.
• Show your work, write about yourself, provide information to
read, and even supply video files of you at work.
• What do you want to show? It’s up to you.
• This is your stage, your show.
• Sometimes adding features like videos or content related to
what you do is a “capture” method of holding your viewer’s
• A web site is a tool to direct other people to go see.
• What you put there is up to you, but if you go to the trouble to
direct them there give them something for their time.
• Flyers represent a medium you can produce yourself on
very short notice using your computer and simple
programs like Word or PowerPoint as I illustrated earlier.
• You’ll produce many kinds of flyers over the years in
both black and white and color.
• Produce only what you need for a show or event, and
don’t rack up huge printing expenses on items you’ll only
end up throwing away.
• They’re cheaper than postcards if you’re not mailing
them, and if you do need to drop a few in the mail, they
can be folded and sent without an envelope in most
• The Marketplace is our third
and final block of
components we need to
• It isn’t enough to produce art;
you must package it up and
bring it to one of the many
types of markets available to
• There are many choices,
The Marketplace (Cont)
• This diagram is an actual
depiction of what choices
are available when I
produce a painting.
• Look at the options
available to you.
• You can sell a piece of art
one time for a certain price.
• Or, you may decide to make limited edition prints of your art and sell
them for a slightly different price.
• This price will of course be multiplied by how many you actually sell,
less production costs.
• You’re going to be exposed to many choices as your art
• What do you want to do?
• Do you want to sell your art many different ways, or sell
many paintings one way?
• It’s an interesting consideration as you will see.
• Art galleries are what the public is most familiar with.
• Art galleries are a boost for your ego, and represent a very substantial part of the
• They are not the primary market you should be focused upon.
• For every one gallery you get into, there are 50 other opportunities to sell art.
• When approaching galleries, you should always supply these items:
– A cover letter
– A business card
– Your artist’s statement
– A resume
– Your bio
– Samples or image files
• Don’t just send this information out arbitrarily.
• Do your homework and see if the galleries you’re interested in even cater to the type
of artwork you produce.
• Promotional packages cost money, so don’t waste your tools or time.
• This is more difficult if the galleries are distant, but even so, the internet can often
provide insight into the type of art these galleries show, as they often promote shows
over the internet.
• Roll your sleeves up and do some (virtual) legwork.
• No one said your images need to reside in only one place on the
• Many outstanding galleries catering to specific and general markets
exist on the net.
• Art.com is one of these for instance.
• These are huge art purveyors who categorize art and artists and
have very impressive art galleries which viewers may navigate
• I am lukewarm on these large “group” galleries in general because it
is easy to get ‘lost in the shuffle”.
• If you choose to participate on these sites you must put forth just as
much promotional effort as you would have to for your own site.
• Additional exposure to promotion can work in these galleries, and
there are fees you usually have to pay for each “upgrade” to the
next level of service.
• Unless you’re promoting your own interests or offer something
radically appealing, it’s going to be difficult to draw a distinctive
difference between your creative talents and anyone else’s.
• The key benefit is additional exposure. Nothing’s wrong with that.
• They can provide a “home” for your art; a place to send your
interested potential customers.
• Try them. There’s no reason your art can’t exist in more than one
• Niche markets are filled with highly focused buyers who are interested
specifically in what you do. Examples of these are niche markets cater to:
– Religious art
– series art
– western art
– and on and on.
• These markets often have association events and shows of every
• Also check out specialty publications like the Artist’s and Graphic Designer’s
Market that come out every year for sources of niche markets.
• 80% of all businesses are small business owners.
• They like and appreciate art, too.
• Many businesses such as restaurants, hotels, banks and offices have wall
space available and free for the asking when it comes to art.
• If you choose to show your art in this manner, make a professional
presentation to the decision makers in charge and make yourself shine.
• A portfolio of your work is a good idea for your presentation, but I’ve seen
artists achieve success by leaving a CD or flyer of their work
• Business people are busy and if you can portray yourself as professional on
a CD, so much the better.
• I recommend a verbal intro, a business card and a flyer to accompany the
CD as well.
– Follow up your presentation in about 3 days
• All artwork should be of the highest possible quality and your name and
email or web site address should be easy to find.
• Put a price on your art if you wish and rotate the images regularly.
• The public is essentially the whole market you will cater
• They are an integral part of the marketplace, because
they look at art, buy art or know people who do.
• Never discount the public, they may not always have
good taste, but they know what they like and don’t like.
• Find a need and fill it and they’ll beat a path to your door.
• If you get a serious collector interested in your work, you
can often have your art pre-sold before you ever produce
• There is no tried and true method for finding these
collectors except to expose your art as much as
• Go where the money is.
• Many collectors populate niche markets.
• Cater to your collectors and always give them more than
they asked for.
• You won’t regret it.
• Some artists actually create art for other artists or other
• The greeting card market is an example of one of these
• Not all of Hallmark’s artists have their own line of art.
• The print market or housewares industry may be
considered wholesale markets as brokers and other
middlemen purchase images on a wholesale basis and
those in turn are used to apply to other printed items or
• Once again, Artist’s and Graphic Designer’s Market is
a good source of contacts to seek out.
• What can be said about eBay?
• The products are generally on the lower end of the pricing scale, but
the market can be ravenous.
• Prints seem to do better than originals on eBay and that’s probably
due to the bargain hunters who dictate the market prices.
• One of the best ways to use eBay though, is to offer inexpensive
images as “teasers”.
• Link the image and related information to your web site to entice
people to visit so that you can sell them something of greater value.
• eBay is an opportunity driver rather than a place where serious
artists can sell their art.
• Give it a shot. What have you got to lose?
• Any network opportunity is open-ended.
• You just never know where communication will go or
what may happen as a result of having made a
connection with someone.
• There are too many network opportunities to mention
here, but the ones that come to mind are
• Be cautious, but keep an open mind.
• People love their homes and will pay to have you
• Architectural art ranges from sandblasted or hand-
fired/painted tiles for floor and walls, to trim around the
• Wall décor and ceilings can be painted, embellished or
have things applied to them like tapestries.
• Murals are still hugely popular, wood carving is still
appreciated and virtually any building material can be
improved with the touch of an artist.
• This art is hugely visible and creates
the best advertising possible –
word of mouth.
Agents and Art Reps
• Art agents who can represent artists operate for a fee and usually
work on your behalf for promotion purposes.
• Artists and Graphic Designers Market has a listing of various
types of agents who represent different types of markets, and thus
different types of artists.
• Agents and reps might specialize in the décor markets, sports art or
architectural markets for instance. All niche markets.
• I get a regular newsletter from http://sylviawhite.com
• Go to her site, and if you're interested you can contact her.
• Reps can be expensive, but if you're serious, be discerning and
check them out. http://artmarketing.com can be a source for this
kind of talent as well.
Festivals and Shows
• Have you thought about local or regional festivals?
• Festivals based upon some theme or other are a first rate
opportunity to not only sell art, but meet your buying public on a
• It is also an opportunity to promote your web site.
• You'll be meeting and talking to your customers face-to-face. It's a
great way to gauge the popularity of your art on an instantaneous
• One of the tips I learned for instance was to collect visitor email
addresses by giving something away at every show (like a small
piece of art), via a raffle.
• Customers will visit a web site if they like your stuff.
• If you’re interested in pursuing this venue, go to
http://FestivalNet.com for the best information on schedules of
events, links to supply sources and much, much more.
• Public works projects are usually created by Federal, State or
• There is usually lots of red tape and much time waiting for decisions
to be made, but there are lucrative contracts to be had even in tight
• These projects are often found in or outside large buildings,
libraries, civic centers, parks, airports and at public transit stations.
• Some can be done alone, and other projects require a team.
• Whatever the project, the end result is usually in place for a long
• Check with your local city planning office for pending projects with
• Showing how you produce your art, documenting it and eventually
turning it into a video or article or book are great promotion for your
• Potential customers want to get connected to your art by seeing
what you do and hearing how you talk about it.
• Any promotional piece you produce as a result of this should
connect your audience to you via a web site address or e-mail.
• There’s real gold in how-to demonstrations and knowledge-sharing.
• If you’re going to demonstrate, make certain you have a good
supply of promotional info about yourself so that people can take it
• Artists are often a draw for the public and there are many opportunities.
• If you cannot find events in your area, create your own event.
– One of the more successful ways in which an event can occur is when you or a
number of artists get together to show your artwork in a domestic setting such as
at a house.
– Work closely with the owner to ensure artwork is hung properly (easels are often
used in addition to wall space), and invitees are offered refreshments like wine
• You’re creating a relaxed atmosphere to browse in and be sociable at the
• It is an environment which you can control.
• Careful planning and a large guest list of potential art buyers and art lovers
will often yield surprising results.
• It’s a great way to meet the public in a very personal way.
• Split the costs with other artists and offer the homeowner some art and
• I’ve even attended customer appreciation events at businesses which
have similar capability to generate sales.
– Banks, and financial institutions for instance are good prospects for these types
• How you produce what you do is a very marketable item.
• People love to see actual live demonstrations, but will settle for even
a video if the process is interesting.
• By showing the effort necessary to produce your art, you raise
• You also personalize and glamorize it and can even leave a little bit
of mystery by not revealing everything.
• When others buy your art because of their knowledge of the process
it takes to produce it, they become part of your “club”.
• Everyone likes to feel like they’re an insider, and your customer will
help promote you in kind to their friends and family as a bit of a
connoisseur if they’ve made a creative connection with you.
• Put a short video together and put it on You-Tube or your web site.
Voila! You’re on stage!
Search Engine and Index Rankings
• The difference between search engines and indexes is that a search engine
is a collection of web pages.
• Indexes such as Yahoo are a database of web sites, and thus can be a
potentially better source of references to your site.
• You can improve your ranking on search engines and indexes like Google
and Yahoo by using keywords within your website.
• This is truly the goal of every web business, so the competition is fierce.
• Good key words will not guarantee a spot, but bad keywords can make you
• If most shoppers have to go more than a couple of pages into a search
engine like Google, they lose interest.
• Bye-bye customer.
• Wouldn’t you prefer to be a bit higher up on the search list? Who wouldn’t?
• You counter this by creating key words to help search engines find your
• Keywords are an important means for search engines to seek you out.
• Develop a 20 to 30 word synopsis that accurately describes your web site.
• Every word is important.
• This is often referred to as an “elevator speech”.
• If you met the most important client on an elevator, what would you say in
30 seconds or less about your art?
• Keep it short, but appealing to your reader, and keep it handy so that you
can copy it into all submissions you’re applying for.
• Then develop a 10 word summary you can also use to instantly sum up
what you are all about.
• This 10 word summary can be used for metatags for your site.
• Metatags are HTML tags used to control your site description in the search
engines that support them such as Google, Yahoo, MSN Search, AOL
Search, AltaVista, AllTheWeb (FAST), HotBot, Lycos, Infoseek (Go), Excite,
• A great little free service to help you develop effective metatags is at:
The Art of Getting Attention
• Promotion can take up as much time as creating the art you wish to
• You will get proportionally what you put into it.
• Consider these issues:
– Make sure you’re selling the right product.
– Look for niche markets
– Your site should be in good working order and look professional
– Optimize your site for the search engines through keyword submission,
meta-tags and a good 10 word summary that describes your site
– Submit regularly to all search engines and major/minor directory indexes
– Don't rule out pay-per-click options
– Spend time studying and learning more about web promotion and
– Manage your own site
– Have good quality content
– Target your traffic
– Create an opt-in list (eZine)
– A solid marketing strategy
– Make it easy to pay
The Art of Getting Attention (Cont)
• Just like politics, most art is local.
• Your best opportunity to show your work is local galleries, art shows and
• Your best opportunity to talk to people directly about your work is the local
area in a 20 mile radius from where you live.
• Everyone you talk to and every piece of printed or electronic communication
you produce should direct your audience to your web site
– You’re the “field rep” and your site as the showroom you need to get people into.
• Once your virtual gallery, is open for business, you can direct potential
customers there at any hour of the day.
• Every time you meet someone, hand them a business card and mention the
– Be diligent about this and curiosity will bring you interested viewers from around
• Any organization or group of people you belong to or associate with is a
potential source of interested viewers.
The Art of Getting Attention (Cont)
• Every opportunity provides another opportunity to “piggy-back” upon
when promoting yourself.
• Are you participating in an art show?
– Have a stack of business cards available.
– Note your art show participation on your web site and where your actual
work may be seen and when.
– Produce postcards to send out
– Hand out business cards with art on one side and every conceivable
way of contact on the other side.
• As lines of communication open for you, opportunity is channeled
directly back to you through your web site via means you probably
never dreamed of and through people you may never meet.
• It’s called “viral” marketing”
– A means to get people talking to other people about you and your work.
– Opportunity will rarely come unannounced; you must go out to meet it.
• Any good newsworthy story or event can generate publicity and thus support your promotional
• Following is a list of some of the things that can generate publicity.
• When incorporated into a story or press release these can inspire an article that might end up in
the newspaper, on TV or the radio.
– Paint a public mural
– Win an award
– Donate some art to a worthy cause
– Teach a class or workshop about your art
– Have a wedding
– Get a divorce
– Write a book
– Take an exotic trip
– Get a grant or fellowship
– Have a very public birthday
– Donate your time
– Start a business
– Perform in a play
– Live in a strange house
– Build an unusual house
– Start an art colony
• Publicity list (Cont)
– Fight city hall for a good cause
– Make music
– Create or work with food
– Start an art exhibit
– Be in an art exhibit
– Do something with sports teams
– Align an activity with a school
– Become part of an Association
– Win money
– Lose money
– Promote your pet and go along for the ride
– Be a hero
– Do something for a famous person
• Any significant event could become news and you’re the star.
• If you can’t write, have someone write about you.
• If the event is really newsworthy don’t hesitate to call the press and welcome them with your
• Everyone loves to be entertained
Your Target Market
• Your target market is the collection of people, groups,
and businesses or you must focus on to sell to
• You are selling a commodity.
• The creative art that you produce makes the world a
• People just don’t realize they need artwork in their lives.
• It’s up to you to tell them how important your creative art
is to making their lives better.
• Not everyone you appeal to will listen but the law of
averages is such that you will eventually get a yes,
despite a steady stream of no’s.
Are You Selling the Right Product?
• Define your Unique Selling Proposition (USP) using niche markets
• Is there something special about your art?
– Does it solve a problem, satisfy a need or fill some (until now), undefined want?
– What is it about your art that makes it or you different?
– Do to create pictures of dogs?
– Pictures of dogs that protect people?
– Police dogs?
– German shepherd police dogs?
• Do you see how I am “drilling down” to the niche market buried in the broader topic of
– There are hundreds of artists doing artwork of dogs.
– This is your competition.
• What makes you special?
– Do you do sculpture?
– Bronze or plaster?
– Funny, miniature, puppies or playful puppies?
• Each time you narrow your topic or style of art down to its essence, you move your art
closer to the specific buyers looking for that type of art.
• This is what will allow you to define an image or a statement or a look that represents your
• Once your USP is firmly defined, you have a theme to build your promotion around.
– If you do dogs, ignore the customer looking for landscapes.
• State your USP and let this be your theme, your brand, your passion, your uniqueness.
Target Your Traffic – Focus / Plan
• You must focus only on the people who are interested in
what you have to offer.
• Strong houses are built upon solid foundations.
• You can't just put up a web site or try one show or
publicity channel and walk away.
• Write down a solid plan you can follow based upon a set
length of time.
• Determine a budget you can live with.
• Marketing is progressive and done over time as tools
"piggyback" upon each other for best effect.
• Ultimately you should draw out a plan which will step you
month-by-month through a year.
• Branding is not only a label, it is a tool itself.
• You can say, “Best Western Artist in America” but so what?
– Compared to whom?
– Who cares?
• On the other hand, you could say, “My Brand is Burned on Every
Piece of Art.” See what I mean?
• That brand may not be sexy, but it sets you apart from the herd.
• Brands talk directly to the customers’ interests.
• It is something which sets you up as different from the norm.
• You are your brand
• Do you know what a brand is, and why you need one?
• A brand is actually not just an image.
• Most of us are familiar with the Nike swoosh, or the Taco "Bell", branding
• A brand can help sell your art.
• To create an effective brand, you must first define the type of customer you
have, refine a brand as to as simple an item as possible and then promote
• There are 3 things you should do first:
– Define your key core competency or best thing you offer
– Create a key phrase built around the core competency
– Draft a symbol or logo to reinforce the message
• Sometimes a symbol or visual identity in conjunction with a branding
statement can be very effective, but it isn't always necessary.
• Take some time, sit down and really apply yourself to defining your key
statement based upon your single best thing that you do.
• A key phrase should be short and very concise.
– Don't ever use ambiguous statements like "The Low Priced Leader" for instance.
– Of what?
– For whom?
– Compared to whom?
– Do you see the problem?
• If you feel the need for a logo or symbol to reinforce the key statement, create adapt
• The UPS label isn't fancy at all, but through simplicity and repeated use, it is easily
• Norman Rockwell used his signature. Could you do the same?
• Put your brand on everything you create as communications media.
• On e-mails, use your statement below your signature line.
• On postcards or flyers, place the statement prominently.
– Don't forget the web site and of course your business cards.
• Through repeated use, you will forge an identity based upon your defining statement.
You will become "one" with the brand. You know when this is achieved by the fact
that people know instantly who you are when your symbol is displayed.
• Since recognition is so very important to art and artists, you know the importance of
this branding element.
• A well-balanced mix of on-line use such as web sites, off-line uses such as business
cards, flyers and postcards and print advertising will keep your brand message in
front of your potential market often enough to solidify your position.
• So, brand yourself and become "one" with your brand!
• It’s simple, cheap and effective and you have everything to gain.
• Find our why customers buy your art and put that reason in as part of your brand.
• Using promotional tools
within media channels will
provide market exposure for
• The greater your market
exposure the more
opportunities you will have to
• I did. I still do.
Some Steps to Take
So, what do you do? Follow these steps:
1. Put a portfolio together to the best of your abilities featuring your samples,
artists statement, bio and contact information.
2. Fill your toolbelt with the business tools I’ve written about and suggested
3. Write some articles about you and your art and begin populating the social
networking web sites.
4. Investigate the various associations and groups in your area to see what
5. Approach galleries locally and in an ever expanding geographic area around
6. Write Press Releases and send them to publications every time you do
7. Spread your talents out to generate publicity with everyone you meet. Give
them a business card or brochure and mention your art and/or your web
8. Promote what you do every chance you get by any means available.
Opportunity may be elusive but it comes first to those who rise up to meet it!
• I'll be happy when...
• We convince ourselves that life will be better after we get married,
have a baby, then another.
• Then we are frustrated that the kids aren't old enough and we'll be
more content when they are.
• After that, we're frustrated that we have teenagers to deal with.
• We will certainly be happy when they are out of that stage.
• We tell ourselves that our life will be complete when our spouse gets
his or her act together, when we get a nicer car, when we are able
to go on a nice vacation or when we retire.
• The truth is there's no better time to be happy than right now. If not
• Your life will always be filled with challenges.
It's best to admit this to yourself and decide to be happy anyway.
Happiness is the way.
After Word (Cont)
• So, treasure every moment
that you have and treasure it
more because you shared it
with someone special, special
enough to spend your time
with... and remember that time
waits for no one.
• So, stop waiting :
…until your car or home is paid
until you get a new car or
until your kids leave the house,
until you go back to school, or
until you finish school, or
until you lose 10 lbs., or
until you gain 10 lbs., or
until you get married, or
until you get a divorce, or
until you have kids, or
until you retire, or
until Summer, or
until Spring, or
until Winter, or
until Fall, or
until you die.
After Word (Cont)
• There is no better time than right now to be happy.
• Happiness is a journey, not a destination.
• So work like you don't need money, love like you've
never been hurt, and dance like no one's watching.
• What are you waiting for?
• Put a smile on your face and get out there and start
• It's the first day of your new art career!
Did you learn something from this course? Excellent!
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C’mon over and take a look, and while you’re there, sign up
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You may contact me at: email@example.com