There's a lot of crazy marketing advice on the internet. I’m doing some myth busting in this episode and steering you away from common marketing advice that only leads to frustration and wasted energy.
If you hear any of this advice, run the other way!
Here are 8 things you won’t hear from me:
- “There’s one single thing that will take you from struggle to success.” I hate to break it to you, but there really is no one thing that will explode your sales. Marketing requires a system to attract your audience, get them engaged, make sales, and build ongoing relationships with your customers.
- “Just wing it!” Flying by the seat of your pants sounds kind of fun, but it doesn’t work that well in business. A marketing plan will guide you to make informed, strategic decisions so you don’t waste time and effort or tumble down the rabbit hole of social media.
- “One method works for everyone” or “Just do what your friends are doing.” You and your business are unique, so tactics that work for your friends may not work for you. Authenticity is essential in marketing, so the main thing is to be yourself and not feel like you have to follow the crowd. Your potential buyers want to know who you are and what you stand for. Once they know you, they’ll be more likely to purchase from you.
- “There’s an easy button for business.” You definitely won’t hear this from me! Consistent effort isn’t just a good idea, it’s the reason why some people make money from their art and others don’t. Marketing is more like a marathon than a sprint. Success in business comes from doing the work daily, weekly, and monthly.
- “Everyone with cash is your target market.” Common sense tells us that’s not true. I outline how to determine who is your target and how to develop your plan from there. Trying to be everything to everyone is not going to cut it. The more you can narrow down your niche and define your ideal buyer, the more effective your marketing will be.
- “It’s impossible to know who will buy my art.” Not true! This single step will simplify and improve all of your marketing efforts: You get to choose who your ideal buyer is! It's up to you to decide who you're going to market your artwork to. When you use my ideal buyer worksheet (see link below), you'll see what I mean. Your ideal buyer is a target, a starting point—and it can change as your business evolves.
- “It’s impossible to grow an audience without spending a ton of money.” Happily, this isn’t true. Especially if you have a solid plan in place. I suggest choosing one social platform at first and learning all the ways you can reach your audience with it. Go deep, not wide. This will set you apart from other artists.
- “Email is dead.” Definitely not! Despite what you may have heard, email is still the best way to communicate with your audience and move them along the spectrum from follower to repeat buyer. If done right, the emails you send to your list can feel almost like a personal letter, which is refreshing when so much of the communication that comes our way is impersonal these days.
Links and resources mentioned in this episode:
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