“Build it and they will come!” Right? Well, not so much. If you’re thinking that you can simply set up your shop/website and wait for your buyers to arrive, I’m afraid you’re not going to get very far in your art business. The way I see it, there are two things you need to successfully sell your art in today’s environment: an audience (a big one), and a compelling promotion plan to entice people to buy.
These are the things that will make or break your art sales, whether you’re selling online, in person, or a combination of both. Listen to find out what you need to know:
[01:45] You need an audience, and the numbers show that only 1–3% of your audience will become buyers. So you don't just need an audience, you need a big audience, and you need to continually build that audience if you're going to be successful.
[02:43] When you set out to build your audience, you need to figure out who you going to target, because you can’t sell to everybody. Who makes up this audience that you’re building? Listen to find out how to dig into figuring out who your ideal buyer is, and why it’s crucial that you get specific.
[06:28] Here’s another thing about building your audience of art buyers: You need to step outside your comfort zone. (Try to think of it as exciting, not scary!) We’re talking about being more visible on social media (using video, even!), applying to festivals that you think you’re not quite ready for, and exploring the possibility of third-party websites or brick-and-mortar shops to sell your work.
[07:33] Here we get into creating partnerships (listen to this episode for more on partnerships) and getting your story out there using traditional and non-traditional media. If you like writing, consider submitting pieces to the Huffington Post or other media.
[11:39] The second thing that you need to sell your art is a promotion plan that gives your audience a compelling reason to buy during a particular time period. Listen to find out what a meal preparation service has to do with selling your art!
[14:34] Here’s where I first mention using paid tools to reach your ideal audience: Buying ads (TV and radio if you’ve got a big event; Facebook and Instagram ads for regular promotions), and even the old-fashioned method of sending postcards in the mail.
[17:58] Done right, Facebook ads (and Instagram ads), in my opinion, are the tools you need to sell your work online. Because if you think that you can just build a website and put your artwork out there and have people buy it, that's just not the way it works these days. If you’ve taken a stab at Facebook or Instagram ads and experienced some frustration or didn’t get the results you were hoping for, never fear! I’m offering a Masterclass on this very subject next week. Register here.
Your action steps
1 | Download my Ideal Buyer Worksheet and flesh out your ideal buyer if you haven’t done that already.
2 | Download my Artist's Promotion Planner and sketch out your promotion plan for the rest of the year.
3 | If you’re serious about growing your audience, get yourself registered for my Facebook and Instagram Ads Masterclass coming up on Tuesday, June 25th at 1:00 pm Mountain Daylight Time. If you’re not already a member of the Art Marketing Project, you can get into the Masterclass for $37 (which also gets you one month inside the membership with all the other benefits that brings). The Masterclass will be about 90 minutes of presentation, plus a Q&A so you can get all your questions answered and get your ads set up so that they work for you. Register here.
Here's the earlier podcast episode I mentioned: Creating Partnerships to Sell Your Art
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