by Carolyn Edlund
The reason your art fails to sell is probably not what you’re thinking. Let’s dive into the unspoken truths about art sales.
You’ve poured your heart and soul into making artwork, and you are genuinely proud of what you’ve created. But sales are frustratingly elusive. Have you wondered why your art isn’t selling? The truth is that it’s probably not because your art lacks quality. The reasons are often more nuanced. Fortunately, they are entirely fixable.
Marketing as a regular business practice
Many artists mistakenly believe that their biggest challenge is creating exceptional art. But in reality, marketing holds that status; it is the process that transforms an inspired passion to a successful endeavor.
When you market your work, it doesn’t mean that you are being pushy or aggressive. Rather, marketing is about building relationships and genuine connections with potential collectors. By sharing your creative process, telling your personal story, and maintaining consistent engagement, you create opportunities for people to discover and connect with your art. Social media platforms and email campaigns are powerful tools that can place your work in fron of the eyes of a broader audience.
Understanding your ideal audience
It’s tempting to believe that your art will appeal to everyone. Successful artists know this simply isn’t true. The key to selling your art lies in understanding and targeting your specific audience. As you come to understand who genuinely resonates with your work, you can tailor your actions and messaging to reach them.
Are you creating pieces for home decorators or other trade members? Are you looking for gallery collectors? Does your work fit into a particular niche market? Plan and direct your marketing efforts to have the most impact without worrying about the general public. Finding the right audience for your art is about creating meaningful connections, not casting the widest possible net.
Pricing your art
Pricing artwork can feel confusing and complex. Both underpricing and overpricing are barriers to reaching your potential buyers. Your pricing strategy should reflect multiple factors. These include your experience level, the cost of materials, current market demand, and the intrinsic value of your work.
Conduct research to find out where you fit in the marketplace compared to other artists with similar work and experience. Your prices should communicate professionalism and consistency.
The power of your artist story
Collecting art isn’t purely about aesthetics—it involves emotion and a narrative that connects with others. If you’re not sharing the story behind your work, you’re missing a crucial opportunity to connect with potential buyers. When people make an art purchase, they are also investing in experiences, emotions, and personal connections.
Use your artist story and concept to express the inspiration, process, or personal journey behind your work. As you develop an irresistible narrative, it will draw people in who appreciate and want to own your art.
Quality over quantity
It might seem logical that creating more artwork will lead to more sales. But it’s more important to understand that quality always trumps quantity. Buyers are naturally drawn to pieces that demonstrate thoughtfulness, skill, and a high level of craftsmanship. It’s actually better to make fewer, more meaningful works rather than flooding the market with mediocre pieces.
Are you practicing this essential principle? Get your very best work out in front of your audience, and keep the bar high for any future projects you are working on.
Embracing the business of art
Being an artist isn’t just about expressing your talent and creativity. It’s also about being a strategic business owner who invests time as the CEO and visionary of that business. That requires you to learn about marketing principles, develop a brand identity, and grow a network. Although this might initially seem overwhelming, solid business skills are essential for transforming your interest in art into a successful career.
If you are determined to be successful, now is the time to step up. Consider the challenges you’ve encountered while trying to sell your art. Identify trends and ongoing problems that are holding you back. And remember, building a successful art business doesn’t have to be a solitary journey. Your artist community, mentors and other entrepreneurs can be a supportive structure that helps you build on success.
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