Help People Buy Their First Piece Of Art On Siesta Key
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Help People Buy Their First Piece of Art on Siesta
Key
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Let's reflect back to those early years where you attended art school or was your major in
college and had aspirations of completing your schooling and
everything would fall into place with your art career. Remember this fantasy? All
you had to do is create your art and customers would flock to
your studio and buy your work.
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Obviously now you know it is not that easy, however with an understanding of marketing it
could become much easier. Realizing that art is an option and not a necessity requires some basic understanding on how to promote your art and
obtain buyers.
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Art competes with tons of other commodities in the
marketplace, first for attention and ultimately for dollars (just like every item for sale in every store simultaneously competes
for your business).
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Any business needs just two things: TRAFFIC &
CONVERSIONS. Period! Your art is no different. You know you've got your work cut out
for you if you expect to make a living as an artist, and that
convincing multiple individuals to buy your art on a
regular basis is not an easy job.
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In my early career an art dealer once told me, "No art
sells itself." And he's right, but that doesn't mean you hawk it like timeshares or used cars. Selling your art is not about
tactical maneuvers or strategizing on markets, but rather about capitalizing on those moments when people are impressed enough, for whatever reasons, to stop,
look, and maybe even ask you a few questions.
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You see, some of these people will be thinking about buying, so to increase the odds that they slip you cash or a credit card, you have to present and
contextualize whatever art they're looking at in ways they
can understand and appreciate, and transition
them from lookers to owners.
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People like to believe that they're doing the right thing when they buy art, but since
most of them don't know much about art, you have to help
them. They need conviction, courage and understanding
because owning art is not easy.
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Take Joe, for example. Let's say Joe buys a piece of art. He
takes it home and hangs it on his dining room wall. Several weeks later, he invites Mary,
Susie and Bill over for a dinner party. So the four of them are
seated at the dining room table, rapt with culinary
delight, sipping fine wine, chortling it up and swapping gossip, when Mary points to Joe's art and asks, "Is that
new?"
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"Yep," answers Joe."Where'd you get it?" asks
Mary.Joe's answer has to satisfy
Mary, Susie, and Bill."Really," says Bill. "Who's the
artist?”Joe's answer has to satisfy Bill,
Mary, and Susie."That's interesting," says
Susie. "I've never seen anything like it. What's it about or maybe location?"
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Joe's answer has to satisfy Susie, Bill, and Mary.
Poor Joe's on the spot, isn't he? He sure doesn't want to look stupid in front of his friends, going out and buying art he
can't explain. Not only does he have to explain it, but if he's like most people who buy art, he also wants to impress his
friends and acquaintances with his discerning taste and
sophistication.
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Furthermore, tonight is only the first of many times that Joe will be required to defend his art. For as long as he owns it, all kinds of people, many of
whom know even less about art than Joe does, will ask all
kinds of questions, and Joe will want to sound like he knows what he's doing when it's his
turn to talk.
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Silly as this sounds, it's what art owners go through-- and
one of the main reasons why so many people are afraid to buy
art-- they're worried about being embarrassed by what
others might think, say, or ask. Not only do they have to justify
their art to themselves, but also to anyone who sees it and
has questions. You MUST interact with your
customer & tell the story
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The Joes of the world want to own your art, believe me, but they need your help first. You
have to show them how to defend themselves-- give them the ammo, the confidence, the protections they need to fend off doubts about whether or not they're doing the right
thing if they buy it.
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The good news is that most buyers need only the basics;
you don't have to get complicated. Since most
people don't know a lot about art, they don't need a lot of
explanation, and-- here's the crucial part-- they don't want a lot of explanation because they
confuse easily. Consider, for example, the sentence, "My art is about palm trees and Siesta
Key beach."
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This entry-level statement is clean and simple; it explains an artist's art in a way that
anybody can understand, and people who don't know much about art will go surprisingly
far with it.
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Suppose you have no basics, you have no idea what your art is about-- it just happens. Fine. Then talk about what happens,
what inspires you, how you start, your process, how you
make it, what you use, how you know you're done, and so on.
Again, keep it simple. For instance, say "I make my art entirely out of things I find while hiking in the hills." Believe it or not, this is
enough.
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All you have to do is suggest; plant the seeds. The viewers
will do the rest. They come to their own conclusions, and
most importantly, feel confident that they understand the art (and they do, in their
own unique ways).
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One thing to avoid is being vague, saying stuff like
"different people respond to my art in different ways." Of course they do, but so what? Far too many artists use this
copout, which does nobody any good-- it leaves viewers
wondering whether or not their responses are "right" and
it leaves the artists with no sales.
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People want a little structure; they want starting points. Then
when they respond, they feel like their responses "make
sense." Basic information also makes art harder to dismiss. It connects people up and gets them involved. Think of how
fast you dismiss things as you go about your daily business, especially things you have no
information (or too much information) about.
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You don't want that to happen with your art. You want people
who stop and look to stay stopped for as long as possible.
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Perhaps the most important key to "selling" your art, both
literally and figuratively, is giving people reasons to care.
With all the other stuff out there for people to care about,
why should they care about your art? Why do you care
about your art?
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That's a great place to start. If you can convey and convince in a simple sentence or two why people should care about your art the way that you care about
it-- you make sales.
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I see plenty of great art by plenty of successful artists
every day, and one characteristic that the
overwhelming majority of these artists share is that they've figured out how to
distill their art down so simply and directly that even I can
understand it.
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Sure, these artists are perfectly able to go deep when they have to, and they do-- all the time-- but they know that
the more people who can identify with their art on whatever levels, the more
rewarding their art careers will be.
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Happy Creating and Selling Your
Art!
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