Your Online Presence: Where to Start.

I’ll assume if you’re reading this blog you’re an artist with access to the internet. The importance of an online presence can not be overstated. In fact I believe it’s the number one way to market your art, ahead of art galleries, ahead of trade shows, ahead of any other marketing concept I know.

That being said the best marketing strategy always combines both online and offline efforts. But for the sake of this post I’ll stress the importance of getting your work online through a website, Facebook & Social Media sites or Online Galleries. Everything considered (costs, worldwide reach, tracking statistics) nothing beats an online presence for growing your career in a cost effective manner.

Where you begin depends on where you are today. If you’re a beginner with relatively basic technical skills I’d suggest starting with Facebook and/or Free Online Galleries. A beginner’s top priority should be posting your images online, receiving feedback and networking with potential customers or like-minded artists. Art Discussion forms such as ART PAPA are also great places to hang out and learn. They often post tutorials, let you chat with other artists and offer marketing advice.

If you’ve already done that and you’re ready for your own website basically you have two options: A.) You can build your own from scratch or B.) purchase or find a free content management or template site.

The advantages of each depend entirely on your own skill set. My own website (www.RobbScottDrawings.com) is a content management site, meaning I make updates on my own without the need to know coding. Content sites tend to be simple cut and paste sites for people with limited technical skills. The limitations tend to be placement of graphics and slow image upload speeds. However because of the minimal costs, ease of use and functionality don’t hesitate to go this route.

If you know how to code your own site your golden and the options are limitless.

Good luck getting started. In future posts I’ll be going much more in-depth on marketing online which includes devising a social media strategy and SEO design for placement on google.

Published in: on September 2, 2010 at 4:02 pm  Leave a Comment  
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ARTISTS: A NATURAL EYE FOR BUSINESS

Contrary to popular belief (and the starving artist cliché) artists are ideally suited to be successful business men and women. Here’s a list of some essential traits artists and business people have in common:

1. CREATIVE: Creativity isn’t only about conjuring up imaginative works of art, it’s also being able to think on your feet, reassess plans and overcome obstacles. When a new solution is needed on the spot this is a skill you can’t do without.

2. OBSERVANT: Being able to objectively watch what is happening in front of you (either on a canvas or financial spreadsheet) helps with identify problems and finding the holes in your system. Artists by nature are watchers and interpreters. Use this power to your advantage.

3. HIGH LEVEL OF ENERGY: Artists are usually quite restless and eager to keep moving and creating. This skill is important in business where long days are the norm and projects need to be completed.

4. OPEN MINDED: Artists and business people alike need to be able to walk a mile in other people’s shoes. Walking around with blinders on is not a recipe for success. Learn from others, watch what makes them successful and add it to your repertoire.

5. CONFIDENCE: Artists by nature walk around naked everyday. They create art and show it to the world knowing they will be judged. That takes confidence. That’s the same confidence you need to make business decisions that may ultimately grow or end your business.

But let me speak more personally about what else I’ve learned you’ll need for survival.

Making any dream happen requires an unwavering commitment to your goal, hard work and vision. If you believe you will succeed, are willing to work toward at goal and will get up each time you fall, I guarantee you will find success.

Refusing to give up has been my most important personality trait. But refusing to quit alone is not enough. If you refuse to quit and continue to make the same mistakes over and over again you have crossed the line of sanity.

No plan ever goes according to script and constant revaluation is a must. Continue to ask yourself, “how can I do it better, how can I move forward?” You need the ability to assess your future failures you will inevitably face and not be defeated by them.

Finally you will also need a great work ethic. You won’t necessarily have to work 12 hours every day but you should get in the habit of doing at least one thing everyday toward reaching your goal. By the end of the year you’ll be amazed with your accomplishments.

If I was only granted one wish to choose between talent or hard work I would choose hard work every time. Talent alone means nothing. There are hundreds of truly gifted people no one will ever know about because they’re lazy or unwilling. Hard workers with a plan almost always get noticed.

Get a plan, stick to it and work to make it happen.

Published in: on August 16, 2010 at 2:31 pm  Leave a Comment  
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Are You A Sell-Out Artist? I Finally Am! Just Wish It Didn’t Take So Long.

I began my career as an artist  a decade ago with one goal in mind. I was determined to become a success on my own terms without selling my soul in order to pay the bills.

I would not draw famous tourist landmarks, I would not pander to those with money, I would only create what my heart told me to create. If it was not meant to sell immediately than it would sell in it’s own time. All great work takes time to discover, right?

As idealic as those thoughts are they were constructed during my life when I had little responsibility. I didn’t have a car, I had no children, no house, no cares. It was easy to pretend I didn’t have to do the little things necessary to get where I wanted.  And where I want to be was creating great art without caring if it sells.

However, I’m married now, I have two cars,  three children, 1 house and hundreds of kilometres worth of cares. I have to care that my art makes money and doesn’t just leave someone with a nice feeling. It feels great to be appreciated as an artist but that alone doesn’t pay the bills. Because of this I’ve been told often by other artists that I’m selling out.

This post is aimed at those artists who see business as a bad word and that purposely creating art for profit is paramount to selling out.

Very rarely in life are we able to jump to the top of the mountain without preparing your gear and taking the first steps. No matter how desperately you might want to be a lawyer, no law firm will hire you for  the big case right out of high school. You must put the work in preparing your gear and taking those first wobbly steps in order to get where you want to be at the top of the mountain.

The same is true for every successful business person, every electrician, every doctor and every artist.

I say go. Be a sell out! Do it well and do it with pride. Before you know it you’ll be back where you really want to be.

Published in: on August 4, 2010 at 4:33 pm  Comments (3)  
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SEO (Search Engine Optization) ad I found on Facebook.

I found this guy through a Facebook ad. It was quite by surprise because I’ve never clicked a Facebook ad before.

The ad led to an SEO (Search Engine Optimization) video and was quite informative. I love SEO myself and is one of my more passionate hobbies.

If you have a website and enjoy SEO feel free to have a look. His name is Tim Atkinson.

Talk soon.

Published in: on July 31, 2010 at 10:02 pm  Comments (1)  
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Network Your Way To Success The Right Way – Without The Fear.

For me the word ’networking’ was complicated and scary. It conjured up images of handing out business cards at stuffy business luncheons to people far more succuessful than I. It wasn’t long before I understood success would not come unless I was able to embrace networking in a more open and dynamic way.

It took time but I learned to redefine my idea of networking. What I eventually came up with was this: Networking is about gathering information through a variety of means (ie: people, internet, newspaper, etc.). That’s it. It ends there. Nothing more, nothing less. That’s not scary right?

But networking (information gathering) alone will not create success. It’s what you do with that information you’ve gathered. Networking simply creates opportunities. Following up on those opportunities is what creates success.

The world presents us with neverending networking opportunities. I don’t believe we only get one or two big breaks in life. Big breaks are always waiting for those who are willing to work for them. No matter how long you’ve been away from your business the moment you return there will be opportunities waiting for you.

Networking happens the moment you leave your home. Every conversation you have, every time you sit at your computer, every newspaper you read your presenting yourself the opportunity to gather information valuable to your career.

In fact my best networking opportunity happened while standing in line at Tim Horton’s completely unbeknownst to those giving the information. While pretending not to listen intently I overheard two ladies describe an upcoming art event which would feature some big players in the industry. I took the information I gathered, researched it and found it worthwhile enough to attend. I made four good contacts from that event which eventually turned into three big art jobs.

Schools, books, people, online forums, strangers, best friends, even dreams all offer the opportunity to gather information which could provide you the next big piece of your business puzzle.

So set your networking goals and make it happen. If your persistent enough and know what you want you won’t have a difficult time finding opportunities to advance your career. Remember hard work creates good luck.

Published in: on July 29, 2010 at 1:27 pm  Comments (2)  
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Ten Recession Survival Tips For Artists

1.) Focus on your loyal customers. It costs more money finding new customers than it does keeping existing ones. Eighty percent of your business will come from 20% of your customers. Make your loyal followers the focus of your marketing plan.

2.) Slash prices cautiously. It’s tempting to slash prices during a recession, but do so with caution. Lowering prices might help sell more art but you’ll also cut profits and dilute your product.  You can always lower prices later, but it’s more difficult raising them.

3.) Barter. Bartering is a great way to save money. Trade your art or services for advertising, business cards, professional advice, etc. Most businesses are happy to barter if they receive value in return.

4) Don’t stop advertising. During a recession, many small businesses panic and slash their advertising budget. Tough economic times weed out the competition, leaving a vacuum for you to fill. Know what tactics to use and the spotlight (and their market share) will become yours.

5.) Stock up and save. You’re not the only one in a recession; your suppliers are as well. Stock up on the products you would normally pay twice the price for and reap the long term savings.

6.) Be patient. Everything is cyclical. Recessions come and go and you must be ready when it leaves. Art is a luxury item and it’s one of the first things buyers cut. That doesn’t have to mean disaster. Plan ahead for the good times and for the bad.

7.) Introduce a new product. Write a new song, paint a new picture, and create a new dance. Creating new products could help provide a valuable boost in sales and will show your remaining relevant.

8.) Don’t be wasteful. Be more conscious of what you can do without. Do you really need a new airbrush or mic stand when the old one is just fine for now?

9.) Reduce inventory. Now is not the time to be holding extra inventory that isn’t selling. Focus on your money makers and use the freed up cash for more constructive purposes.

10.) Organize your time. Time is money so manage yours better by understanding where your attention should be placed and begin weeding out where it’s being wasted. Don’t make a recession the time to start experimenting with a new style of art.

Published in: on July 15, 2010 at 11:15 pm  Comments (2)  
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The Myth of the Creatively Gifted.

As an ARTrepreneur creativity is essential to your success. Both from an artistic and business stand point. So what is creativity and how can you become more creative? Let’s start by understanding what creativity is. Creativity can be characterised as the ability to see the world in a unique and original way, to make connections between unrelated ideas or concepts and to put those ideas into action. In reality it’s a two part process; the act of thinking, and the act of doing. A few characteristics common among creative people are a combination of playfulness and discipline, being smart but also naive, tending to swing between introversion and extroversion and being independent or rebellious.

So are we are born creative or can it be learned? According to a study at Exeter University, creativity is learned. The idea that geniuses such as Shakespeare, Einstein and Mozart were `gifted’ is a myth. We are all born with natural creativity but as we become older we loss that ability. The average adult generates 3-6 alternate solutions to a problem while the average child generates 60! Learning to be creative is like learning a sport. With practice and a supportive environment your creativity will flourish. No creatively gifted person reached a recognized level of success without devoting thousands of hours of practise. Mozart trained for 16 years before producing an acknowledged classic.

So how can you become more creative? Creativity is a lifestyle change, not a 20 minute lesson. You’ll need to move out of your comfort zone and try new things. Most of us get stuck in a rut doing the same activities and only pursuing what we are good at. Read a book on a topic that you know nothing about. Learn a new language. Take a new route to work. If you are a painter, take a writing class. If you are a poet, try a music class. Good nutrition and regular exercise are also important to the creative process. The right and left hemispheres of the brain are able to work together more efficiently when the body is active and moving. Most of all remember that many of the great inventions or artwork of our time were initially dismissed as nonsense. Remove that judgemental voice from your head that tells you your ideas are foolish. Be fearless in your ability to think outside the box and don’t dismiss anything. When you do this your creativity will blossom.

Published in: on July 10, 2010 at 2:09 pm  Comments (2)  
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A Happy Customer Tells 3 Friends. An unhappy one tells 10.

Business is about relationships and successful relationships are built on trust. If your customers don’t trust you, you will not survive as a working artist. No matter how much advertising you buy, word of mouth will always be your most powerful marketing tool.

So how do you create great word of mouth? Simple. Care about your customers. Here are a few ideas that will improve your relationships and help build the trust you need in order to succeed.

1.)    Listen THEN react. Don’t have prepared answers ready when talking to customers. Just listen. When you listen you gather information you can use to impress them for the next time.  If your only thinking about the money  you often miss the important stuff. Remember their name. Remember the story they told you about how their brother hurt his leg and ask them, “how is your brother’s leg healing?” People love to know they were listened too. Most of us don’t take the time to listen anymore.

2.)    Always communicate – If a customer purchases art on your website keep them informed every step of the way. Don’t allow them to wonder what’s happening now that they’ve paid. Thank them than communicate shipping times and expected delivery. Let them know what can be expected if something goes wrong. Let them know how to contact you whenever they have questions.  If they do contact you respond and soon as possible.

3.)    Under promise and over deliver –Nothing annoys customers more than a broken promise.  If you ship art and promise its arrival in 5 days it had better not arrive in 10. Instead, tell them it will arrive in 5 and make sure it’s there in 3. They’ll feel like you went out of your way for them.

4.)    Be honest with your customers – If your customer suspects you’re trying to pull a fast one for profit, you can kiss that customer goodbye – forever! And you can kiss goodbye all the people they will tell as well. Be up front about everything. If something goes wrong, fix it immediately.

5.)    Keep unhappy customers happy –You can’t provide perfect service each and every time. We make mistakes. On those rare occasions when a customer is left disappointed make sure to go above and beyond to correct the situation. Even if it’s at an expense to you. Correcting a situation promptly will restore confidence in you as a business person. Remember the saying, “a happy customer tells three friends, an unhappy one tells 10.”

Published in: on July 5, 2010 at 4:01 pm  Comments (1)  
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Don’t Sell Yourself Short. Your Art Deserves Better.

Artists, can you relate?

You’re selling your art at a festival, gallery show, trade show etc. and sales have been non-existent. You’re feeling slightly depressed and contemplating a move to a real ‘job’.

A potential customer soon approaches. They come upon a piece that catches their attention. They pick it up, smile, turn it around, toss it in the air. Basically they’re showing all the signs of becoming a potential buyer.

Desperate for a sale and sensing an opportunity, you decide to tell them they can have it for $30 instead of the listed price of $40. Their look turns to one of distrust and they quizzically mutter something along the lines of “really, only $30?”

After a couple polite minutes they put the art back and walk away.

So what went wrong? Were they simply strolling down memory lane and had no intention of buying in the first place? Did something more attractive at the next booth catch their attention?

Those are possibilities but chances are just as good your desperation cheapened your work and turned your customer away. This trap is easy to fall into for many reasons.

Bills need to be paid, ego needs boosting and the baby needs diapers. But if you want to survive long term as an artist you’ll need to overcome this impulse. You’ll never make a living off people only look for deals so stop offering them. If someone likes your work (and you’re not outrageously overpriced) they’ll pay what you ask.

Respect and money come when you respect your work. Most of us can smell desperation a mile away and will surely know when you’ve been swimming in a huge pool of it.

Find fair market value for your art and stick to it. What we need to remember as ARTrepreneurs is that price alone is rarely the only reason someone makes a purchase. The majority of us would rather spend $100 on something that’ll last five years instead of $20 on something with a life span of two months.

So get out of that smelly pool of desperation and towel yourself off. Your customers are waiting to make a purchase!

Published in: on July 2, 2010 at 10:43 pm  Comments (2)  
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Preparing An Amazing Art Gallery Show For $250 Or Less.

Congratulations! You’ve bared your soul as an artist and now you’re ready for a solo gallery show. For $250 or less you can plan an exciting two-day exhibit that makes money, builds a following and leaves people wanting more. Here’s how!

Ideally you should plan three months in advance. Your first objectives will be booking a location and setting a date. The location cost will be your greatest expense, but don’t exceed $150 unless location or other factors might been a better return. Search out areas that provides walk in traffic allowing you access to potential customers unreachable through your advertising. When setting your date, plan for the middle of the week and avoid the summer months. Unless you’re in an ideal tourist location you’ll miss a large portion of your potential audience to vacation or nice weather.

Next, develop a theme. Always present your exhibit in a way that leaves visitors something they’ll remember. For example, if much of your art is about beaches, oceans or waterscapes, plan your decorations with that in mind. Bring in buckets of sand, seashells and rocks. Add a beach chair with towels and an umbrella. Play ocean sounds in the background, and wear shorts and a t-shirt to top it off. If you’re having fun others will notice and respond positively.

Now you’ll need to get the word out. ARTpreneurs love no budget marketing and you’ll be surprised how much free advertising is available. However, we’ll want to set aside $40 for printing costs. Print 100 or more fliers announcing your show and distribute them to businesses and community bulletin boards throughout your area. Plan to have this completed a month before your show and take advantage of the free advertising provided by community cable, radio and newspapers. You can give your information online or through a phone number provided by these services.

Finally, contact your local newspaper(s) with a press release. Make sure you have this done a week in advance to allow the papers to fit you in. Hopefully you’ll be contacted to do an interview, but there is no guarantee. Please read my Press Release article for information on writing a press release.

You’ve booked your location, set a date, developed a theme and advertised your show. Now is the time to tie up the loose ends in the final week. Plan to spend $30 for finger foods and beverages. Don’t go gourmet, but don’t be cheap. Show your customers you care about them, even if they don’t make a purchase. Make sure your art is completed priced properly and ready to hang.

Make your art show an experience, not just an event. Good luck. Let me know your experiences from your first art show.

Published in: on June 29, 2010 at 12:09 pm  Leave a Comment  
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