by Carolyn Edlund
Why an art sale is more than just a transaction.
“Pretty Baby” by painter Peter Worsley
Have you ever heard of “Mana”? An ancient concept, Wikipedia defines it as “the stuff of which magic is formed, as well as the substance of which souls are made.” Think of it as a piece of the creative soul of an artist. When someone purchases your artwork, they aren’t just buying a physical product. They are obtaining a piece of your creativity, a connection to your talent and vision.
When you are in the position of speaking with the public about your work and presenting your art, are you creating an environment where those connections can be made? Or do you appear to be bored, distant or uncommunicative? By interacting with your audience, you share your creative spirit, and set up a memorable connection.
Tell the story of your art. Talk about what inspires you. Engage with your prospective collectors on a real, authentic level which says that you respect them as people, are interested in them, and have something of great interest to them. When they make the purchase, and hang your artwork in their home, give it as a gift or wear your creation, they will remember and talk about the story. This was the artist who traveled the world and got inspired in an unusual way. This was the artist who survived a near-death experience, or has suffered in some great way, or who has been very blessed and creates to celebrate that fact.
Customers buy for emotional reasons. Connecting to them on an emotional level establishes your personal value in addition to the value of your work. This enhances their experience and increases the likelihood they will purchase, speak about you and refer you. Maya Angelou famously said, “People will forget what you said. People will forget what you did. But people will never forget how you made them feel.”
Connection works physically as well. Observe body language, tone of voice, and gestures of the people you speak with. When your body language matches theirs, your voice level matches theirs, you make unspoken connections. How else do you forge a bond with your customers?
When a purchase is made, the buyer has something more than just the thrill of collecting art. They have made a connection, they have bought a treasure, they have received some of your “Mana” – your creative spirit.
Excellent post. Points very well taken! Thank you!
Carolyn, i have been running through the check list, clicking links, and literally reading everything for 4 days now. I have read a lot about the “Artists Story” not knowing what mine was. Then i come to this article and bam! I finally got the connection for why i make the art i do! You are a genius lol. Thank you so much. I have been creating this art for a few years now, but never really knowing why. I finally feel more confident knowing the reason why.
I’m learning so much from these articles, thank you so much!
P.S. don’t take too much notice of my website…i have a feeling it will all be changing soon 🙂
Thank you Samantha, and I’m truly thrilled that you have made this connection. That deep knowing and ability to communicate will draw others to your work, and your message. It’s what they love and value, expressed through your art, that makes the sale.