Recebi hoje um curioso email, que posto aqui, para os artistas tomados pela casa e para os artistas e outros plugados na casa:
A 2010 Strategy For Selling Artwork
A message on art marketing from magazine publisher Eric Rhoads
How did 2009 stack up against 2008? Chances are, it was about half as good as 2008. And that was probably a down year. Right?
What if I told you that I know artists who are having their best year of sales in 2009?
Sure, you could look for some advantage they had. But in reality, these are regular folks who created a strategy, adjusted it, and ended up saving a year that would have otherwise been a disaster.
“Eric, I’ve sold 21 paintings in the last 60 days, and this has turned out to be one of my best years, despite the economy.” I received that call last Thursday from an artist I’ll call Charlie (his real name is available upon request).
What was Charlie’s strategy? Why did he have a good year in spite of the down economy?
Art Marketing’s Dirty Little Secret
Of course, many principles impact sales, but there are three core principles to marketing art successfully:
1. A Conscious Decision to Succeed, No Matter What
Charlie wasn’t living under a rock. He knew the economy was bad and that art sales were falling off. Early in the year, he told me, “I’m afraid this is going to be an awful year for selling artwork, so I’ve made up my mind to make it my best year.”
A funny thing happens when you make up your mind to succeed and don’t let yourself off the hook. You find a way to succeed. Unlike most artists who whine that the economy is bad, art isn’t selling, they don’t have a chance, Charlie knew that if he worked harder and smarter, he would save his year. Did I mention he’s sold 21 paintings in the last 60 days?
2. Put Your Line in the Water Where the Money Is Flowing
Where would you rather fish, in a dry creek bed or a river gushing with fish? There is an old saying: “Fish where the fish are.” In other words, don’t waste time where there is no business. Don’t make your own river, go find a river where the money is flowing.
Once you find that river of money, the critical issue is to put your bait in the water. Most people forget this step. In fact, when times get tough, they decide to save their money and fail to put their name or product out for all to see. If there is no bait, the fish won’t bite.
Charlie was in three art galleries, and each was selling half as much as normal. Instead of accepting the circumstances, he was proactive. He figured that if three were selling half as much, he needed three more. He also learned where people were still buying paintings and focused on getting into galleries in those areas.
What Is Your Strategy for 2010?
Your 2010 strategy needs to start with pure determination.
Write this in GIANT letters and stick it on your mirror so you see it every day: I will sell more art in 2010 than ever before. It will be my best year yet.
Start by believing it. Support it with a plan. What actions will you take to sell more art? Where will you find a river of money? How will you get more galleries? In what other ways will you stand out? What bait will you put on your hook?
Your plan won’t work by belief alone — it requires a strategy. Charlie’s strategy was to double the number of galleries and find galleries in areas where he would sell more art. He also started painting smaller paintings that were easier to sell.
Why 2010 Must Be On Your Mind Now
Most of us can’t wait to have 2009 behind us. But most businesses are using the fourth quarter of 2009 to plan for 2010. This is when budgets are set and tactics are planned. Most art galleries are revising budgets, scheduling shows and exhibitions, and looking to add new artists to their rosters.
From your perspective, 2010 should start now. Start building your success plan and start working it now. After all, you need sales to start in January to meet your new goals.
You’re an artist. I am too. Like you, I’d rather paint than do the books, work on marketing, or build a business plan. But if I didn’t do these things and allowed my business to go on autopilot, I’d be like a pinball flipping from one side of the game to the other. Having a plan is the road map that increases your chance of hitting your goals. So get serious and do it now. Your plan — and your determination — to succeed is the most important thing you can be doing now to have a great 2010.
PS: The Rest of the Story
Charlie and I spoke late in 2008 when he was starting to see his sales decline. He made a plan for 2009, and found his new galleries by showing his artwork in Artist Advocate magazine. He heard from three galleries and decided to add the two that fit the profile of the “river of money.” When we spoke Friday, he told me he was planning to advertise again to get a few more galleries. He said the days of having only one or two galleries are gone, because more galleries mean more paintings sold.
Do you want to catch some bigger fish? It’s time to put your bait in the water. I invite you to join us for our December Artist Advocate issue. We like to call it the Planning & Budgeting issue because it hits when people are making their plans for the next year. We mail the print magazine to 6,500 galleries and e-mail another 8,000 digital issues.
– Painters (Contemporary & Traditional)
– Fine Art Photography
– Mixed Media
– Fine Craft & Woodwork
– Handmade Jewelry
Deadline: November 3
Contact the following people to apply to get into the December issue. Ask how you can be on the cover:
E então? Vamos discutir a questão arte & mercado?