Marketing

Selling your Art without selling your soul

Bill Farnsworth · Jul 7, 2014 · Leave a Comment

Bill Farnsworth "Lily pads" Oil on Canvas 14 x 18 — “Lily pads”, by Bill Farnsworth, Oil on Canvas 14 x 18

Choosing to make your art career a full time occupation that pays your bills has always been a daunting challenge.
In the past parents discouraged their kids from becoming an artist because many starve. Thus starving artist. But if this is truly what you want to do, you must be “all in” and go at it with not only your passionate artist heart, but the mind of a business person. My background as an illustrator gave me a thick skin when it came to rejection and from that I knew the “art ride” would be a roller coaster. One success would erase 10 failures.
When I entered the illustration field the big names where already established so I had to hustle even more. Dragging my portfolio all over New York sometimes felt like I was invisible.
My portfolio had to be relevant for the times. I would look at magazines and books on the stand and see what was selling. Was it something I wanted to do or was even capable of? So I had to redo my book every few years as I gained more tear sheets from jobs, showing only my best.

Fine Art is no different in the marketing aspect. What are galleries showing and will my work fit? Some galleries only show abstract while others feature mostly representational or a mix.

Bill Farnsworth "Chewin' the fat" Oil 24 x 36 — “Chewin’ the fat” by Bill Farnsworth, Oil 24 x 36

The gallery might love your work, but if it overlap’s with another artist they may pass on you. That’s actually a sign of a good gallery, because they are protecting their other artists from competition within the gallery.
Another big consideration is your price structure. When just starting your prices should be low with gradual increases annually based on sales, exposure, awards, etc.
Your price structure will be a factor when entering a gallery. If you are low it might hurt the other artists and if you are high collectors might pass you by favoring a lower priced artist. It is the job of the gallery to educate collectors as to why this artist demands their prices.
As you build your sales, it’s important to increase your price structure gradually, because if you go too high too soon you can never go back down. If a collector buys your painting and finds out you had a fire sale on the same size painting they will not be happy and you may lose a loyal collector.
Most galleries will show art that reflects the area, so depending on the region your scene of palm trees may only sell in galleries along the Gulf Stream. Ideally, if your subject matter sells in any gallery you will be able to rotate your work through all your galleries for each season.
Framing your painting is the packaging for your product. The right frame will either make your painting sing or groan. I see many good paintings with cheap frames that suggest the artist doesn’t care about the final presentation.

When you have finally broken into a gallery, you are in a trial mode. The gallery owner needs to get a reaction from your art. Collectors have to gravitate to your art and with the help of the gallery may decide to purchase your painting. Red sticker “Sold”!
This is such a big thrill for an artist, because the Collector wants to live with your art. It is the very best compliment.
Now your stock in the gallery has gone up and after a few sales you might be offered a show.
The best galleries will suggest but never tell you what to paint. If seascapes are selling then paint them. My subject matter is fairly broad so I might have several different things I like to paint that collectors like as well.

When your art isn’t selling don’t panic! “There is a collector for every painting”

Bill Farnsworth "Invitation" Oil on Canvas 21 x 17 — “Invitation” by Bill Farnsworth, Oil on Canvas 21 x 17

This is when all artists think their careers are over. Paintings aren’t moving and we second guess what we are painting. This is a critical time to take a step back and review your body of work and Galleries. That’s when taking a trip to a new place, visiting museums and maybe taking a workshop from another artist you respect could renew you.
Paintings could sit in a Gallery for a couple years and then a Collector walks in. Or you may move the same work into another gallery and it sells quickly.
The main thing is you must never lose your pure excitement and passion for painting.
If you are excited about what you are painting others will feel that too. Painting something that you think might sell cannot stand by itself without the passion. This will reflect a struggle and collectors will ignore it.
As artist’s, we constantly learn from each other and it’s great to spend time and share your thoughts. Teaching workshops not only is an added source of income but helps you verbally articulate what you do. This well improve your painting skill when teaching others. Your students may also be future collectors.

Advertising, Website, and Social Media

Taking out ads in art magazines, maintaining a strong website, and using all forms of social media puts you out there. You may be a Master in your own studio but if no one knows about you, It might as well be a hobby.
I find my website is being looked at every day whether it is 15 or 100 people. I use FASO, and this site helps me upload and change my site whenever I want. It also gives me website traffic info. What are folks looking at, for how long and what part of the country are they from.
More and more collectors are looking at websites, so it is probably your single most important vehicle to put you out there. More articles on websites for artists.
Social media, like Facebook is a lot of fun and sometimes a huge time killer.
When I am done with a painting I’ll post a few of them on Facebook to get a reaction. Sort of a pre-marketing thing. General public reaction can give you a good idea of how well collectors might view it.
If anything, it gives us an ego stroke if other artists “comment”, or ” like it”. The camaraderie of social media helps artists gain encouragement and we all need that, as long it doesn’t over inflate our ego.
Finding the balance between the business side of art and staying true to ourselves as artist’s maybe different for each of us. Making a living as an artist is a great calling that hopefully improves other people’s lives as well as letting you have a wonderful and full life.

It’s Just Paint and Canvas

Rick Delanty · Jan 14, 2013 · 4 Comments

"Perihelion" by Rick Delanty, 24x24 — “Perihelion” by Rick Delanty, 24×24

What is the true “market value” of a painting? How does a potential collector know that a fair price is being offered? After all, the price can be negotiated… It’s not like a car, a stereo system, or a suit jacket that contains technical components and can be shopped between stores. It’s only paint and canvas, right?
Lines, colors, shapes, usually on a flat rectangular surface: that’s how we most often define “a painting.” As an objet d’art it has perceived value, both inside and out of the marketplace. Often paintings contain little or no moving parts. Precious metals may be employed, but not usually — it’s simply canvas by-the-yard and pigment. The materials of which a painting is made today are not much different than they were thousands of years ago, when early man painted and engraved shapes of animals on cave walls, with crushed plants and vegetable matter for paint, and animal-fat crayons and fingertips for brushes. The technology of paint-making and the variety of painting surfaces have significantly improved since then, but paint is still made of pigments and the surface of a painting is still usually flat. Doesn’t sound that impressive, does it?

“The synthesis of truth and beauty…is the highest and deepest reality.”Ovid

"Point Glow" by Rick Delanty, 16x20 — “Point Glow” by Rick Delanty, 16×20

Let’s consider the work of those early artists, at places like Lascaux and Altamira: they were the agents of man’s first recorded history. Their wall paintings speak to us through the millennia, even though their materials were elemental. Those artworks still communicate human ideas, perceptions, the very milieu in which early men and women lived. Those paintings today give us an insight into a culture, basal psychology, and the soul of early man. Those artworks were — as all artworks have been since those first paintings were created—visions, thoughts, dreams and an exploration of what it means to be human. Those paintings in sedimentary sanctuaries were not — and are not now — simply colored dirt on stone: they are the reality of a time gone by.

“ We keep our eyes on the things we cannot see: for the things which we can see are temporal; the things that are unseen are eternal.”2 Corinthians 4:18

"Sunset Billows" by Rick Delanty, 16x20 — “Sunset Billows” by Rick Delanty, 16×20

It’s the vision encapsulated in those ancient artworks that give them their true value, not the materials with which they are made. Then as now, it is the material that gives the immaterial form and meaning, and which gives any painting its value. How well a contemporary artwork does that for each viewer or potential collector in today’s marketplace, how deeply the painting establishes a personal connection, is what gives the work its significance and worth. Paintings enable us to see more than the obvious, to break free of our prejudices, to elevate our thoughts. The author Charlotte Bronte expressed this ability of the artist to help us “see” on a higher plane: “I try to avoid looking forward or backward, and try to keep looking upward.”
The artist is the catalyst in this process of Imagineering and revelation. It is through the artist’s eye that new possibilities can be discovered, and comprehended. In fact, former President John F. Kennedy underlined that creative significance: “I see little of more importance to the future of our country and of civilization than full recognition of the place of the artist. If art is to nourish the roots of our culture, society must set the artist free to follow his vision wherever it takes him.” The painter does what the director does for a film, or the composer for a symphony. He or she draws unrelated concepts together, instills pattern, variety and unity, and discloses the essence of an idea. If we look through the painter’s lens, we are treated to a new perspective on reality. The visionary artist is a conductor on the journey to an exotic destination. We begin to understand that here is something higher in that artwork, than just paint and canvas.

“An artist is not paid for his labor, but for his vision.”James Abbot McNeill Whistler

For a painting, it is the experience of the artist expressed therein that is of utmost value. The material nature of the work is quite secondary. A painting that conveys the power of emotion to the viewer is more than “just paint and canvas.” It is the description of a heartfelt concept that has been forged into tangible excellence through a creative process of envisioning and technical facility. It even has the power to change lives. “(Art) has the capacity to penetrate even the most callous skin and to ignite a revolution from within,” as musician Benjamin Moore so eloquently reminds us. Pursuing art with our whole hearts and minds is probably the most civilizing undertaking we can do as artists. “What a privilege it is to be able to take brush in hand and put paint on paper in this troubled world,” is our encouragement from artist Veronica Stensby.
A painting’s value is not in its material nature, as “just paint and canvas.” Rather, it is the vision an artist expresses with those materials that is of value: that slice of heaven, the best of the Best, that idea of the Ideal, that is the central core of both the material and spiritual worth of an artwork.

Paints, Brushes and Facebook Supports

Cathy Dietrich · Jul 9, 2012 · 1 Comment

Facebook could be as important to artists as their favorite supplies. I sensed this when the general manager of a prestigious Scottsdale gallery told me that when all else failed, Facebook helped him locate an artist he wanted to invite into the gallery to exhibit. He believed if an artist had a web address, they would also have a Facebook page as part of their marketing plan. This seems an incredible story unique to our times and I frequently relay it to artists who profess they don’t have time for Facebook.
In addition to finding the perfect oils, brushes and supports to create your art, an untapped audience could be waiting on the other side of your screen, so to speak, to connect with you and your art. Recently, a prolific plein air artist and popular instructor posted local scenes and paintings created on his trip east and photos of Sargeant’s works from the Boston Museum of Fine Arts. I “traveled” with him and anticipated his daily posts. He posted “Thanks so much everyone for your congratulations and encouragement. It really means a lot to me.” Art is emotional and unsolicited constructive feedback is a gift.
When a quick critique is needed to save a piece gone awry a Facebook post of “what do you think this painting needs?” can bring every imaginable solution. I enjoy artist’s posts of “just finished, still on the easel” paintings in the studio or plein air works still on outdoor easels positioned to show the view of the painted scene. Posts of paintings sold right off the easel and paintings juried into prestigious shows send an immediate thrill throughout the art community. The sharing of friends’ achievements becomes the community’s collective success.
Artists like to share supplies they love. I was unaware of Vasari oil paints until an artist posted that the company sent her entire palette as a gift. Comments immediately appeared from artists who swore by that brand. So Facebook not only informs, but teaches. CW Mundy posted a painting with a glazing technique and when queried offered steps to achieve the effect. An artist commented “the mark of a great instructor is one who uses every opportunity to teach”. I was impressed and surprised to consider Facebook as the art community’s personal arts “channel” and discussion forum.

Jeff Legg OPAM with "The Provisions" — Jeff Legg OPAM with “The Provisions”

It is a high honor for an artist to have their work juried into the national OPA exhibit and artists shared their stellar news of acceptance on Facebook. Later posts appeared of artists alongside their award winning paintings to connect with a broader audience. I enjoyed seeing Jeff Legg next to his painting and award, offered my congratulations and thanked him for posting it. I also sent a private message to Melissa Gann who won our RayMar award. She responded with “Thank you for creating the memorial award. I am so honored to be the recipient. You and Emily do so much for the art community through RayMar.” Comments like Melissa’s are humbling and create excitement among sponsors and ultimately collectors to become more involved.
So after some solo time in the studio artists can tap into the Facebook art world for the latest news and even the possibility of a sale without ever leaving the studio. I know because I just concluded my first facebook sale. I saw a posted painting I loved, contacted the artist and made the purchase. It was immediate and I could send a message directly to the artist to express my emotional connection with the painting.
Facebook can be a waste of time if you are undisciplined, but as a fresh way to connect with collectors, gallery directors, workshop instructors and art buddies to build friendships it is unsurpassed. Facebook is an exciting part of my day and I’m happy to have the opportunity to share my thoughts about some of its advantages with you as OPA’s guest blogger.

Important Website Considerations for Artists: Part 1 of 3

Brian Steck · Jul 2, 2012 · 2 Comments

There is no law that requires you to have a website, no one is forcing you to use a cell phone and no one mandates that you drive a car.
But each of these are tools and technologies that enhance the quality of life around us, to the point that some deem them necessities.
I’m here as a child of the digital age, and a full-time freelance web developer, presenting some ideas that, should you chose to accept them, may benefit your livelihood in this internet-crazed world we now live in.

Adapting to the digital world

“If I cover my eyes, maybe it’ll all go away!”
Unfortunately, it’s not as easy as ignoring it. There are some of you that have been forced to use new technologies which would have been considered science-fiction a decade ago. Or maybe you remember the age when making a phone call meant speaking with an operator first. Either way, take a moment, a deep breath and pat yourself on the back — I mean, you’re reading a blog for goodness sakes! Way to go!
A few things to acknowledge:

It’s okay to not know – the key to the digital age is that you don’t need to know or remember anything. That’s what Google is for! If you have a question, it’s only a search away.
You don’t have to do it all – new and ever-changing technologies are just a fact of life. So don’t feel as if you need to sign up for every social network out there. Pick one and stick with it.
There are no “tricks” or shortcuts to success – when it comes down to it, your journey to success is still all about quality and trust. Providing consistent, exceptional value to the customer is what it’s all about. This is true whether you’re an oil painter, a supply store or a fortune 500 company.

The need for a website

“Com’n, you know you wanna. Everyone’s doing it!”
We’ve all heard it before: “you’ve gotta have a website”. It was the resounding cry of the dot-com boom that caused businesses and organizations, large and small, to rush out like lemmings off a cliff to stake their claim of the world wide web. Unfortunately, few stopped to ask “why?” Today, many folks are stuck with expensive, outdated and altogether abandoned websites — now scratching their heads and wondering “what did I need this website for, anyhow?”
Why do you need a website? Here’s why: People are no longer relying on yellow-pages and billboards to find the products they need. Instead, they turn to Google or Facebook. The “like” button or online product review has become the new “word of mouth”. So, when someone is looking for an “original oil painting near Denver”, for example, it becomes very important that you are online and easy to find when they begin that search.

Important Considerations – Part 1: Goals & Organization

“Tips for right-brain thinkers who prefer to leap, then look”
Steven Covey, in the book “7 Habits for Highly Effective People”, says “Begin with the end in mind.” This is my advice to you, as well. What are you trying to accomplish? We know that we are supposed to have a website, but we are often unclear as to “why”. Your website is your business card. It is the book cover that people judge you by. A website should reflect the personality, professionalism and quality of your product which, in your case, is your artwork.

Interesting Stats:

It’s been said that upon meeting someone you have seven seconds to make an impression. This is even more true online. In fact, some studies say it takes less than two tenths of a second for an online visitor to form an opinion of your brand. ¹
Needless to say, your website must present your business in the finest light possible.

So your first goal should be to make a good impression. Spend time thinking about the image you want to present of yourself?
Secondly, ask yourself this clarifying question: “What do I want people to leave with or accomplish while visiting?”
To help with the specifics of that last question, let me give some examples. Maybe your end-goal is that your visitor purchase something; so make sure that your products and prices are obvious, that you have a simple and functional shopping cart with current discounts and specials highlighted.
Would you like them to sign up for a newsletter? Then make that registration form the first thing they see and perhaps offer a free download or reward for signing up.
If your ideal is for visitors to spend time looking at your paintings and share them with others, then put your photo gallery on the front page with prominent “share” or “comment” buttons for each of them.
You see, it’s not difficult to create a game plan, but it begins with the end in mind. Your visitor is better-served because you provided them with obvious steps to accomplish. No one enjoys arriving at a website only to stare blankly at it wondering, “now what?”
The third goal that I see for any website is that it provides quality content. This content, or information, should take into account your intended audience. Some questions you should be asking while creating your website are:

Who are you trying to reach?
What is your target audience?
Are they of a particular age? If older, should font size be increased?
Will they be accessing your website on a desktop computer or from their mobile device?
What are they most likely looking for? What phrases will they be searching with?

These questions can help guide you in making decisions about layout, graphics, fonts, content and navigation.
Do your best to put yourself in your customer’s shoes. Think like the visitor.

“Important Website Considerations for Artists” is a three part series aimed to help artists make educated decisions around their web presence. Feel free to add questions and comments below and the author will do his best to point you in the right direction. If you’re in need of assistance with your website, feel free to visit Steck Insights Web Design.