How To $ell
YOUR
Artwork
and
Craft
What Works, What Doesn’t, and Why
Copyright 2011, George Bruno, M.S
All Rights Reserved
No
part of this book may be reproduced, stored in a retrieval system, or
transmitted by any means, electronic, mechanical, photocopying,
recording, or
otherwise, without written permission from the
author. The author is available to speak at conferences, gallery
openings, and workshops.
Email him at gb@georgebruno
How to Start Making Money
Marketing and $elling Your Artwork and Craft
(even if you’re not the sales type)
Introduction
Peter Drucker said “the best way to predict the future is the create it.” This is exactly what you must do if you made the decision to make a living with your artwork or craft. You work hard at it. You have a unique product. You spend a lot of time on it. You perfected it…but one thing is missing: The ability to market and sell your product. One artist/business colleague of mine studied at a prestigious art institute, received degrees, awards, exhibited his art in prestigious art galleries, corporate galleries, was written up in magazines, and basically got all the recognition an artist could want. But using his words, “I went to the best schools, studied under the best instructors…but in four years of school, I didn’t get one minute of instruction on how to sell my artwork.” This was one of hundreds of stories I have heard from talented people in the arts and crafts, and fine arts world. Putting it bluntly: You can have the most beautiful product in the world, but if you cannot sell it, if you can’t get people to see it and give you money for it, then it is all in vain…that is if you want to make a living with your art. Many people create beautiful art for art’s sake, and there is nothing wrong with that. Art has many benefits that will be discussed in a further chapter, but the minute you decide that you want to sell or make a living with your art, then you need more than the “want”. The desire without a reasonable business plan and art-specific marketing and selling techniques will merely make you very frustrated. If you ever visit the various art-related chats and forums on the web, you will find many questions asked, but very few are actually answered. Their value comes from post-show reviews, techniques instruction, inspiration and networking with other artists. There are books, art-business coaching programs, art biz websites, and enthusiastic gallery owners and show promoters out there and the concept of the “business of art” is growing and the debate of selling art vs. art for art’s sake will continue forever. You are serious about marketing and selling your art. You have taken the first step by investing in yourself with this book. You are now, as business guru Peter Drucker says, creating your future. Enjoy this book. Print it if you like. Highlight, take notes in the columns, and answer every question on paper. This will help you get the most out of your investment.
What is art?
There is a quote by Marshall McLuhan “Art is anything you can get away with”. Your artwork or craft is your business. It is an extension of you. Without being too metaphysical, it has a piece of you in it. I would rather by a piece of art from an artist I have talked to or know something about than at an “import store” or some third or fourth person removed from the artist. I bought my wife a unique wind chime at an art show. It was made of sheet metal. It had birds painted on it and interesting little bells dangling from it. It means more to me and my wife that I met the artist. They shared their methods and philosophy with me. They made me interested in them and their art. I doubt I would have bought it if it was sitting on a shelf in a store. There are some “art snobs” who would never consider it fine art or even art, but we liked it. Whether it is a fine oil painting with a carved gold frame or an interesting pair of beaded earrings, or a funky-painted table from debbiedidit.com, it is art. Art is actually in the eye of the beholder. Did you see the movie “Pollock”. Have you ever seen his work? Would you consider that art? Would you consider Andy Warhol’s work art? Some people don’t. Some people do. So do not ever judge yourself too harshly and think people won’t buy your product. “Being good in business is the most fascinating kind of art”, Andy Warhol. “Art has one enemy, its name is ignorance”, Ben Johnson. If it is creative, if you love it, can reproduce it, people are willing to give you money for it, then it is art. Remember, “Every artist was once an amateur”-Emerson. Think of your favorite artist. Do you think they always produced work like the one you are thinking of? Think of your favorite painting, sculpture, piece of jewelry, etc. Do you think the artist’s first piece looked like that? I wish I had some of Vincent Van Gogh’s scribbles from his school notebooks. He wasn’t always “Van Gogh”. Even during his life, he wasn’t the Van Gogh we all are familiar with. His fame, unfortunately, came after his death.
Humor Break
Q: Why did they hang that picture?
A: Perhaps they couldn’t find the artist.
An art critic looked at a landscape painting from an amateur artist. The critic said, “You should call this one home.” The amateur asked “Why?” The critic replied, “Because there’s no place like it”.
“Do you ever do any nude painting?” “No, I usually wear clothes”
Goofy humor. I know. BUT there is a lesson here. Do you ever get jokes in your email? I get a few a week. But here is an idea. I took my few art jokes and sent them to everyone I know with my web address and “signature”. I had sent them to approximately twelve people. I had checked my stats at the end of the week and found that I rec’d about four hundred new hits on the site that I personally could not track to anything but my jokes. I started an “exponentially growing” viral joke message. (Actually, this is how the real computer viruses spread) None of the hits became sales, but I created awareness in minds that never knew me. It is a way to get people to at least look at your site. That is where it starts. Cheap, quick, and may pay off if used consistently.
The Benefit of Art
Art has incredible benefits. I gather my list from a wide variety of sources and added a few of my own. Every reader can probably add their own as well. What is the benefit of YOUR art? You will find in later sections, that you must identify the benefits of your work in order to sell it.