I recently attended a talk on Marketing and Promotion for Artists. The speaker was Chris Tyrell, editor of the Opus newsletter, which I’m sure many of you receive regularly. Chris had an interesting perspective on the ’personal’ aspect of promoting yourself. I came away with some interesting ideas on what matters to viewers and buyers.

For many, buying art is a very personal experience. It’s more than buying a painting. It’s buying an entire experience. That usually includes a ’relationship’ with the artist as well as with the work. Buyers want to hear about the work, what it’s about, how it was made, what was the inspiration for it, what motivated you to paint it. That enhances their experience. They can go home and show off their new art and have something to say about it. That makes them feel good and increases their enjoyment of the work.

They also want to know about the artist. Meeting the artist in person and establishing a relationship, also enhances their experience. The more they know you, the more likely they are to buy your art. There again, it gives them something to talk about and enhances the whole experience.

Here’s some food for thought in planning your promotion strategies:

• Why do people buy? Where is the value, the fulfillment for them? Other than hanging up the painting and looking at it, what else will give them satisfaction? Understanding that will help you connect with buyers and be more successful in selling.

• Some reasons why people buy: to enhance their surroundings, their lives; to define who they are; to create an image of themselves for others to see; to keep up with the neighbours; to show off. The possibilities are endless and will be different for everyone.

• It’s not necessarily how good your work is that will ensure sales, although that of course is important. It’s also very much about the whole package, the experience.

• If giving them lots of information along with that ’personal’ touch will increase their enjoyment (or their decision to buy), why not give them what they want?

• The story about the painting, and about you, is part of the package, part of the experience of purchasing and owning a work of art.

• When showing (and trying to sell), change your perspective to one of ’giving’ the viewers what they want. Give them information, about the work, about you, about your motivations, your techniques, your materials. Make their experience enjoyable. The benefits of ’giving’ will come right back at you in the end.

• Collect contact information and keep in touch with potential buyers. That reinforces the personal connection between you.

Finally, in light of the immense competition that is out there today, with so many artists and so many shows, you need to stand out from the crowd. Be better, or be different. Find some way to distinguish yourself from others. And of course, let’s not forget the most important: do good work.

Suzette

"Let me tell you the secret that has led me to my goal. My strength lies solely in my tenacity."    (Louis Pasteur)