"ArtistaTip" Question: How to Attract Customers

Today's "ArtistaTip" question comes from Patty from Philadelphia who asks:

Q: I feel as though I'm running around in circles trying capture my clients; I wish they would just come to me. Do you have any suggestions?

~Patty, Philadelphia, PA

A: This is a great question and I've received many similar questions and concerns from artists lately. Without knowing your background or where you are in your business, I recommend focusing your efforts on a Branding campaign for you and your work. Branding is all about finding your niche and uniqueability, or your expertise that people remember you by. Once you hold that memorability factor, you can begin to attract more of your followers who love your work. Branding is not a short-term technique but a long-term strategy; however you can begin today to increase your efforts. Make small changes to your website or in your marketing material to reflect your You-niqueability. Ultimately remembering that you and your style are unique can build your confidence, which aids you in attracting more clients! 

For more information on branding or marketing, check out one of my upcoming Webinars or workshops Scheduled, topics include Branding on 4/23, Strategic Online Marketing and Publicity. 

Or check out my new success e-program Sculpt Your Life From Sketch to Masterpiece(TM)!

*If you'd like to submit a question for an "ArtistaTip", please email Alexandra@ArtistaMundo.com.

Marketing your Art Online

It’s no secret that Social Media and online tools are very cost effective for marketing your work. The problem is that everyone’s using it, and there’s way too much clutter online. How do you know the right people are even seeing your message?

Consider the following points when creating your marketing plan online:

1.  Be Aware of your Goals: Online Marketing can be particularly effective if you wish to promote your art to all your online followers. You may even be able to attract a good amount of your friends and supporters to attend your openings and events with just a simple Facebook event invitation. But if your goal is to sell your $5,000 pieces, you may need a more aggressive, creative and tailored approach.  

2.  Be Aware of your Audience: Who are you trying to reach online? If you want all your followers to know about the latest series you created, or about the newest partnership you formed with a local curator, then go ahead and share online. However, if your intent is to reach buyers to buy your expensive art pieces or attend your next opening, they may not be hanging out on Social Media or reading all your perfectly manicured e-newsletters. I always suggest doing research to determine where your clients are.

3.   Be Aware of your Medium: There are so many social media platforms and online tools out there, which one do you choose? Once you know your Goal and Audience, again, research can help you figure out the best strategy. Facebook and Twitter are well-known for engaging with your followers, but have you ever considered LinkedIn to find a certain type of buyer or agent in your area? Perhaps you have a great client email list but you haven’t sent out an e-newsletter in 6 months. Look at what approaches have and haven’t worked in the past. And don’t be afraid to try something new!

Nowadays we move so fast that we often do things too quickly or spontaneously. Whenever possible, try to brainstorm and come up with a plan in advance before implementing it. It will also serve you to do a bit of research to see what is the best strategy given your Goals and Target Audience. You may be surprised or amazed what you find. A week or two of preparation and research could save you a lot of time, energy and money in the long-run!

For additional resources on promoting yourself, check out Ch. 10 of my success e-program Sculpt Your Life From Sketch to Masterpiece(TM). This e-program takes you through the 12 essential strategies for success! Here's to your future!

How Traditional Marketing May be the Edge you Need

We've been bombarded over the last decade with talk about how social media and online marketing are useful, practical and affordable! However, many of us are spending more time online and less time building personal relationships with key clients, agents and partners. Since buying art is largely an emotional experience, online tactics may not be as effective. Instead, a more sensorial and customized approach usually works best.

If you've felt that something is missing in your sales approach, you may need to add back the traditional marketing techniques that were employed before the Internet became popular. As humans, we like to feel special. Receiving a mass email does not particularly make us feel special. Receiving personalized, one-on-one attention customized to our needs and wants, does make us feel good!

Some elements you can bring back into your marketing plan can include some of these long forgotten direct marketing strategies:

1. Phone Call - We're so buried behind our email, that we've forgotten what it's like to make a sales pitch on the phone. Your phone is still one of your best tools for getting attendance at your events and ultimately sales.

2. Studio Visit - Although online sales have been increasing over the years, buyers are still largely accustomed to experiencing art with all senses. What better way than through a personal invitation to your studio? While there, you can tell your "story", answer questions and show them your fabulous repertoire.

3. Snail Mail Post Card - Don't worry about your post card getting portrayed as "junk" and thrown away. If you create a professional invitation or post card with a high quality image of one of your best works, it will likely end up on the refrigerator or even framed! Always include your contact information on the card!

4. Newsletter - A real, live newsletter can definitely make you stand out these days! However, a personalized, professional e-newsletter can be effective as well. The goal is to keep your buyers up to date on your events and newest art work so you remain top-of-mind. Remember to add any awards, public commissions and media coverage you've received. 

Ultimately, persistence is key! Sales don't usually happen overnight, so maintaining consistent follow-up with your buyers is crucial. Dust off your old tried-and-true methods and get cracking!

What has and hasn't worked for you? I'd love to hear your comments!

*If you'd like to learn more about traditional marketing, you may be interested in
one of the Training courses or future Workshops Scheduled. Or if you need additional help on your road to success, check out my new book Sculpt Your Life From Sketch to Masterpiece(TM).

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The Art of Networking and Making Connections

Have you ever been to a networking event in which you talk to dozens of people but don’t seem to find a connection with anyone? Or worse yet, you find yourself in the corner by yourself?

Many artists and arts professionals I know are shy or simply dread networking events. In order to elevate your success to the next level, you’re going to have to communicate about yourself and your work. By not attending these events, you are forgoing possible opportunities to find new leads and sell your work. 

Recently I participated in a really great tele-seminar “Mastering the Art of Quick Connection was as easy as 1 - 2 – 3!” about networking and making connections. The chat was hosted by Lisa Marie Platske, President & CEO of Upside Thinking, Inc. who was interviewing Bonnie Ross-Parker, CEO & Founder of “The Joy of Connecting®”, two fabulous ladies that help other women and entrepreneurs succeed.

Bonnie's approach takes the “work” out of networking and her three-part connecting system is easy and effective. In order to make a quick connection and increase your success in any networking event, remember to do the following:

1.     Differentiate

2.     Be Memorable

3.     Make a Difference

Differentiate: Always be yourself and feel free to be different. If you’re shy, an easy conversation starter that gets others to approach you is wearing your own personalized name tag with your name, business and logo. Also try going out of your way to make a connection. Rescue that person who’s alone simply by introducing yourself; they’ll be so grateful and more likely to be interested in learning more about your work. You can even connect people you’ve met that have things in common. One time I connected a young designer who needed copyright legal advice with a qualified attorney I had met earlier in the night.     

Be Memorable: This refers to your appearance and behavior. As far as your look, people remember those who stand out. Go ahead and wear your wild jewelry or blue hair if that’s “you.” Even simple things make a big impact. Once I attended a professional networking event where everyone was wearing black or neutral colors while I wore a red outfit. I made a lot of good connections that day. When it comes to behavior, try to leave a positive impression. Be a great listener, invite people to come to your next opening or send articles they would enjoy. And try not to be remembered for the wrong reasons, such as having one too many drinks.

Make a Difference: People see right through those who are too sales-y or self-serving. What are you doing and saying to others? Are you leaving positive imprints in people’s lives? Think of those who have made a difference in your own life and model yourself after them.

Although you should try to stand out and make a good impression, it’s about making real connections and fostering those relationships. It’s better to have a great conversation with one potential lead rather than have superficial chats with 30 people. And if you do make some positive connections, remember to follow up with them with an email, call or personal invitation to your next exhibit.

Lisa Marie Platske is the President & CEO of Upside Thinking, Inc., an international leadership development company which provides coaching/consulting to leaders and business professionals; she can be found at http://www.upsidethinking.com and http://www.DaretoShareEvent.com. Bonnie Ross-Parker, aka "America's Connection Diva" is CEO & Founder of “The Joy of Connecting®” which helps business women and entrepreneurs create relationships and professional alliances through connections: http://www.thejoyofconnecting.com.

*If you need additional help on your road to success, check out some additional resources: my new book Sculpt Your Life From Sketch to Masterpiece(TM), join me in Individual or Group Coaching, check out the Masterpiece Guild, or one of my DVD Training courses.

I also love reading comments, feel free to leave your thoughts or what has or hasn't worked for you. Please feel free to share this article with others who may benefit from it. Cheers to you!

I'll be holding the webinar series "Masterful Marketing for the Arts" over the month of September. Here's a little preview of the series of marketing webinars:

Financial Freedom: What does this mean?

In my business I’m constantly challenging the notion of the “struggling artist.” Certainly many people nowadays, including artists and creatives, are trapped in the Month-to-Month financial game. However this happens no matter what industry you are in and how much income you make. I’ve had clients earning over seven figures who scrambled every month to make payments. 

Working in banking many years, I learned that Financial Freedom is highly subjective and personal. For some, it means living “comfortably” now and when they retire. For others, it’s having millions of dollars set aside to be able to live whatever lifestyle they wish.  

Whatever it means to you, Financial Freedom starts with Saving. In order to save, you must have an idea of your budget, income and expenses. It may not be easy at first, but saving requires discipline. The beauty is that small actions today have a great effect on what happens to your tomorrow.  

How about being a slave to debt and your expenses? We’re in one of the worst debt crises of all time. Yet, if you are disciplined, you can begin to turn around your life from a position of indebtedness to independence.  

Even with a financial background, I’ve made mistakes with money. It was glaringly apparent when I became an arts entrepreneur and had to deal with fluctuating income. Fortunately, I used my past experience as a wake up call to learn and implement “the way”!  

We all need a Plan that works, and stick to it. Financial Freedom doesn’t happen overnight. It takes time to get out of indebtedness, and it takes time to build a nest egg. BUT, you can begin to change how you manage your finances immediately, which can lead you to a positive path. Little by little you’ll find your way to your golden eggs. It just takes the first step.

Remember the great quote by Vincent Van Gogh: “Great things are done by a series of small things brought together.” 

*This article is derived from Ch. 9 on Business from my new e-book Sculpt Your Life From Sketch to Masterpiece(TM) designed to give you the 12 Strategies for Success!

For more FREE tips and strategies and to get instant access to the "12 Secrets to Success Strategies" video with more great insight from Sculpt Your Life From Sketch to Masterpiece(TM), sign up now:

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Art Marketing Workshop was a success!

Wednesday, August 17, 2011 we held the first of a series of educational workshops for artists and arts professionals. In this workshop, we discussed multiple marketing tactics and ideas for strategic long term success.

We were joined by special guest Rosie Gordon-Wallace the executive director of Diaspora Vibe Gallery in Miami. Many thanks to Rosie for providing valuable insight from the point of view of a Gallerist. Diaspora Vibe is a wonderful organization which supports emerging artists from the Caribbean and Latin America. 

Rosie and I discussing marketing tips and strategies

The workshop took place in "La Cueva" (the cave) of Casa Panza Restaurant in Miami, the site of many flamenco shows in the popular Spanish restaurant. The setting was a beautiful backdrop for learning and interacting with the group. A happy hour was held afterward in the adjacent bar. Sangria is refreshing during the hot Miami months! 

Marketing presentation

Thank you to all who attended and who helped to make the event a success! 

Check out our next Workshop on Achieving Financial Freedom!

Taking Action: Are you ready to jump?

The last article I wrote on the power of Positivity sparked a few comments on the part of taking Action in this down economy. Many of you are tired of going to the same art circuits, tired of sending out another email to your same distribution list, tired of spending money on advertising, etc., with little or no results. 

So what is really holding you back from making it? Many times we think it is the fear of failure; but oftentimes when we self-reflect, we realize it is actually the fear of success.

“Fear of success, really? You mean, we don’t all want to make millions?”

Yes, that’s correct.

Subconsciously, of course.

In self-help talk, this may be in the form of emotional baggage from the past telling us we're not good enough, so we aim low. 

Usually we just get comfortable in our own little world, doing the same things we’ve been doing all along. Anything apart from our same routine seems like “work.” Success requires action, and many times this is outside of our comfort zone.

Remember that quote from Albert Einstein? “Insanity: doing the same thing over and over again and expecting different results.”

So it’s simple: if you’re not getting the results you want, then change your methods and do something different. Okay so... change requires action. Which means you might actually have to work. 

If you’re an artist, then by nature you're passionately and creatively pushing the limit with your artistic style. Use that same passion and creativity to think outside the box and push your work! Stop being so damn comfortable!

Sometimes we’re just not ready or willing to Act. If that’s the case, then don’t blame anyone else for your lack of success. But if you do try something new, you may actually get a new result!

Don't get caught up in other limitations such as your age, experience or level of immersion in your work as a reason why you can't succeed.

One of the best examples of pure drive is from a relatively new artist in his late 50’s who jumps at every possible opportunity presented to him. Once I held a Call to Artists for an ArtistaMundo exhibit, and he was the first to apply. Come to find out he has an exhibit about every 2-3 months, some in other countries, and he is always asking me about possible future collaborations. Other artists who know him personally comment that he gets around and really moves his work. He even works a regular full-time job! Geez, talk about dedication!

You don't have to be pushy or aggressive. But you must take a Risk. If it’s the fear of rejection that is stopping you, remember there’s no real threat in taking action. It’s amazing what will happen if you actually knock on a door or two. You may be surprised at the positive response you get. And if the response is not what you were expecting, perhaps it leads to something better!  

So again I ask, what’s holding you back?

If you’re scared, it’s okay. If you want, I’ll hold your hand.

But just jump!


*If you need additional help and motivation on your road to success, check out my new book Sculpt Your Life From Sketch to Masterpiece(TM), or join me in Individual or Group Coaching, check out the Masterpiece Guild. 
 
If you enjoy these articles on marketing and success, please subscribe to my blog in the upper right-hand section of the page. I also love reading comments, tell me what marketing tips have or haven't worked for you! Please feel free to share this article with others who may benefit from it. Cheers to you!

Interview with Rosie Gordon-Wallace, Diaspora Vibe

Interview with Rosie Gordon-Wallace from Diaspora Vibe Gallery in Miami (December 2009)!

I'll be interviewing Rosie in the Art Marketing Workshop this Wednesday in Miami from 4-6 pm.

Staying Positive in this Economy

Recently I gave a Marketing presentation to a class of art students and mentioned that a major part of success is Positivity – the art of staying positive. The Professor, who is an accomplished artist, asserted, “With this terrible economy over the last few years, it’s so difficult to stay positive.” I replied that now is the most important time to keep your head up, keep working and pump more energy into marketing yourself... rather than distressing about the so-called recession!

In reality, anyone can make it during a “down economy” because it’s just a state of mind. In my case, I worked in a “downward” industry over the last few years yet continued to grow my income every year because I was unique and specialized in my field (this brings up the subject of personal Branding, which I discuss in length in my workshops).

With that in mind, here are some tips I recommend when you’re feeling down about the economy or any other negative factor:

1. Stay Purposeful and Focused. Remember your purpose and mission as an artist: to share your inner passion through your work. Now more than ever you should focus on creating magnificent works. Don’t waste your energy worrying about things outside of your control. In fact, if you do start to feel the fear creep in, set your intention to allow your worries to inspire an amazing new body of work. Think clearly and positively about what you’re here to do, stay true to yourself and stick to your mission.

2. Stop hiding behind excuses. Many of us blame external factors such as the economy, politics, world conflicts, or even our families for our own problems. We often convince ourselves that something won’t work out, before even trying it (a self-fulfilling prophesy). These are just ways to mask our own insecurities. Only YOU are to blame if you are not successful. What if you show your portfolio to a Gallerist, and she doesn’t like it? Well if you don't make an attempt, you’ll never know. Plus you can use it as a learning experience to ask for feedback, potential leads or other resources.

3. Don’t Listen to “Debbie Downer.” We often get caught up in what other people complain about themselves and about our limitations. Remember those who constantly tell you what you should or shouldn’t do, really don’t know what is best for you. Oftentimes they try to talk you out of pursuing your art career in favor of getting a “real job.” Chances are these same know-it-all’s have never made it big because they hide behind their own fears. Very successful people naturally are optimistic and encourage you to pursue your dreams. Try to gravitate toward these and other positive influencers in your life.  

4. Hope for the best and just jump! No matter how hard it may seem right now, it can only get better. If your usual sales methods aren’t working due to this “recession,” maybe it’s time to up your game and think outside the box. Continue to get out there. You may have to muster up the courage and literally knock on a few doors. Put your fear and pride aside and take the leap!

Keep in mind that if you’re doing what you love, this is in itself a reason to rejoice! Continue to stay focused and purposeful, and overcome internal fears that can drive you away from what you should be doing. While everyone else is wasting energy worrying about the economy, this is the perfect opportunity to stand out and shine!

*Much of this passage can be found in Ch. 8 Staying Positive in my new book Sculpt Your Life From Sketch to Masterpiece(TM). This book is sure to get you thinking positively to steer you on the right path toward success!

I'd love to hear what has worked for you, feel free to leave comments whether you agree or disagree. And share with anyone who may be interested! Cheers!