I get a lot of questions from artists about marketing tactics and what they can do to improve their sales. For example, “Should I post more often on Instagram? Start a business page on Facebook? Start using Pinterest?”
These questions are about marketing tactics. But before you can start talking about tactics, you need to see the bigger picture. That's what we're covering today.
You need to address all 4 Ps of marketing:
1 | Promotion is all about how you get the word out. Most people focus on this and think of it as “marketing,” but it is only one piece of the puzzle.
2 | Place is literally the place where you choose sell your work, whether that is in person or online.
3 | Price is how you decide to price your work in the market, making sure that you’re pricing your work appropriately for your audience.
4 | Product is the most critical piece of the marketing puzzle. The best marketing in the world won’t sell something people aren’t interested in. If you’re struggling with selling your work, take a step back and look at all 4 of the Ps of marketing, but pay special attention to Product. Ask yourself the hard question: do people want to buy what I’m selling?
How you can fix a “Product” problem if you’ve got one:
- Approach the issue with curiosity—an open mind
- Do some research
- Approach new products that you create as a trial—ask your audience if they would be interested, offer a lower-priced trial product, then ask those people who got in on your trial to give you feedback.
Don't be afraid to ask yourself the hard question, “Is this work that I create something that people want to buy?” And if your answer is a maybe, do the work to figure out how to make it a yes. It's what I've done in my business, and I know you can do it too.
Remember to cover all 4 Ps of marketing, and if your work still isn't selling, make sure that your product is something that people are willing to buy.
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