Star Noble: Art Advice Columnist for Fine Art Registry®

Big Girls Don't Cry & Neither Should Artists!

Star shares ideas for making adjustments in the sales and marketing arena for artists.

I have never seen such a bigger bunch of cry babies than some of the artists out there today. Now of course I'm not including EVERY artist in this cry baby group. I'm talking to those of you who feel "entitled" to have it your way when just about everybody out there is re-defining their very existence... personally, professionally and financially. So if I hear one more artist start to whine about their work not selling OR not getting the dollar amount they used to for every painting, for whatever reason, I think I'm going to have to put them in time out.

I know artists are struggling (some more than others) and like any tough time in one's life, you have to strap yourself in and hang on for the ride. Now I'm not going to lie. There are artists out there that won't make it. This market is not for the weak at heart. Nor is it for those who refuse to make some adjustments in the sales and marketing arena. But, instead of berating this group of artists that probably wouldn't know an opportunity if it knocked on their door, I will attempt to pass along some ideas that I have seen artists trying that are actually working in this market.

Bigger is not always better. If you typically paint large works, try painting smaller pieces so you can lower your price point but still have some income rolling in. There are many art collectors out there who have had to reign in their discretionary income allotted for art purchases and they will appreciate the gesture. If you happen to market some of your work in an auction style format, selling smaller works doesn't necessarily mean a lower hammer price either. I've seen small paintings bring just as much, and sometimes more, than larger paintings. Remember, with art, it's what speaks to an art enthusiast, not necessarily the size. And who knows, you might also attract new clients who actually have the space to hang an 8" x 10" as opposed to a 36" x 24" painting. I'm suggesting that you give this a try and not just for a month or two. You should always have a few smaller paintings to offer for sale. Diversify your portfolio as it were.

Consider offers on your paintings. Okay, I'll admit, this can be a little tricky especially if you're an established artist with a nice track record with regard to past sales. In fact, you might be cringing right now, but let me emphasize the word "past" sales. We're in different times now and I'm not suggesting that you give your art away or even close to it, but you should always entertain offers for your work. Considering an offer doesn't always have to translate into a sale but surely you can afford to, on occasion, let a piece go for a little less than you have... in the PAST. You just might end up turning this potential client into an avid collector of your work.

Reach out and support someone. I'm not talking financially, well maybe if you're in a position to buy art from fellow artists that would be great. But what I'm really talking about is emotional support. Artists can be so critical of each other. Why? I've never quite understood and it's a phenomenon that runs all too rampant as far as I'm concerned. I know, it has through the ages, and I suppose it's not going to stop any time soon, but hear me out. It's critical to lift each other up rather than beat each other down, especially in difficult times. I recently had a fellow artist in NYC contact me out of the blue to thank me for some words of support I offered him months and months ago. He told me that it meant a lot and was needed at that time. It didn't cost a thing to offer that support and the artist clearly benefited emotionally from just a few kind words - enough to contact me months later to tell me. It takes very little effort to make a difference in somebody's life. Try it... you'll like it.

Network, network, network. Expand your circle of contacts. Talk to other artists and industry people. You'll be surprised at what you can glean from chatting it up with others. The important thing is to stay connected and to avoid fading into oblivion.

Customer contact. When is the last time you worked your client database? If it has been over a month, it's time to dust it off and get to emailing and/or calling clients. Once you've done that, continue to send out a monthly update with regard to what's new with you and your work. Your email should always include links to websites where they can purchase your work if they're so inclined. Do you think that monthly contact with your clients is too much? Think again. Why do you think social networks, reality TV, YouTube, blogs and Twitter happen to be so popular? If you click "send"... most people will probably read what you have to say. If you do a video blog about your work and put it on YouTube, it will get views. That's just the world we live in now.

Retail sales. Businesses do this all the time, so why shouldn't you consider a "sale" every once in a while. Offer your existing clients 10% off or more, if they purchase a painting from you within the next 30 days. That's just an example, as you can better determine the actual percentage off and the length of time you want to extend the offer.

I hope these ideas help foster a new plan of action for you to take. It's time to get creative and not just on canvas.

- Star Noble

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