Category Archives: marketing

Here I am! Santa Rosa California!

WOW!! I’m back!!! And I’m starting off with, not what I’ve been up to the last few months but with a funny story.

Okay, I’ll back up a little bit. We spent a wild month selling our possessions, packing the enormous amount we still had left, loading four moving cubes (like pods, but nicer people and cheaper), then driving cross-country with two dogs, visiting friends and family along the way. Ended up finding the perfect house for us to rent our second day in Santa Rosa, and moving in a week later. The rest is a blur of unpacking, hooking up essential services, finding our way around a new city four times as big as Keene, and trying to learn the garbage/recycling drill in California.

Okay, now back to the story. One of the perks of our neighborhood is a new farmer’s market two blocks away. The variety and quality of the food is amazing. And of course, the business side of my brain quickly noticed that the range of selling expertise ranges from the sublime to the ridiculous…..

We were almost done shopping there yesterday when I noticed a new vendor sitting glumly behind his table under his pop-up tent. There was a tray of assorted “dips” arranged on his table, and two poster board signs handwritten with a pen. One said, “1 for $5, 2 for $9.” The other was filled with about a dozen bubbles of text, like “finest ingredients!” “like no other!” and my favorite, “arrogant food!!”

Curious, I approached him, and he leaped to his feet. “What are these?” I asked.

Now, when I relate this, I do NOT mean to suggest that his broken English means he’s ignorant. After all, he speaks at least two languages, and I speak only one. I mean to comment only that what he felt was important about his product is not exactly what I think was important. And his products are so amazing, I’m sure he’ll get much, much better at selling soon.

With that in mind….
He responded to my question with an array of statements that were repeated every time I asked a question. So the conversation went something like this:

Me: What are these?
Him: The finest ingredients. Made by Turkish kitchen. Never the same twice.
Me: Is this one hummus?
Him: You don’t understand. These are secret recipe. Only made in Turkey. You try.
Me (sampling): Wow! This is great! Is this one hummus, too? (because it was hummus.)
Him: This different. Made for the wealthy people. Always the best food. Only the best ingredients. Never the same twice. Made by Turkish kitchen.
Me: What is this one?
Him: (more of the same.)
Me: This is WONDERFUL! It kinda tastes like…babaganoush?
Him: (more of the same.)

Fortunately, I don’t have any food allergies, so not knowing what I was eating wasn’t too much of a problem. Mostly I wanted to know so I could ASK FOR IT AGAIN next week when he comes back.

We bought three containers, and he seemed happier. On my out, I said, “By the way, what do you mean by ‘arrogant food’?”

Him: Only for the wealthiest people. The best food.
Me: But…arrogant?
Him: The finest ingredients. Never the same twice. From Turkish kitchen. (I still don’t know if this means ‘his Turkish recipes’ or if “Turkish Kitchen” is the name of his business…?)
Me: Do you mean ‘elegant food’?”
Him: ???
Me: ‘Arrogant is mean’, like this. (I make a snooty mean face. ‘Elegant’ means very fancy, very nice. (I make a smiling face, with elegant hand gestures.) (I hope they look elegant.)
Him: Thank you! Yes, elegant!!

Fortunately, the dips were delicious. Setting aside the assumptions that only rich-people food is desirable and that not knowing what you’re eating is a great sales pitch, I kind of like the idea of eating “arrogant food”.

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QUESTIONS YOU DON’T HAVE TO ANSWER

I have a good series going on at Fine Art Views, an online marketing newsletter. The series is called “Questions You Don’t Have to Answer” (when selling your artwork.) Check it out!

I’ll try to post a series of links to all the articles later today. Six months later…..

1. How Long Did It Take You To Make That?
2. Do You Have a Website?
3. Why Is Your Work So Expensive?
4. Where Is This Place?
5. How Did You Do That?
6. A Question From An Art Teacher (You Don’t Have to Answer)
7. Where Do You Get Your Supplies?
8. Are You As Good As….?
9. Can You Do Better On The Price?
10. How Long Have You Been Doing This?
11. Why Does This One Cost More Than That One?
12. Do You Teach Classes?

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Filed under craft shows, marketing, qualifying buyers, selling

QUESTIONS YOU DON’T HAVE TO ANSWER: “How Long Did That Take You to Make?”

Here’s my latest article at Fine Art Views Newsletter called
Questions You Don’t Have to Answer.

And here’s a tongue-in-cheek article by Robert Genn on how the Art Marketing Board of Canada can help you price your artwork.

Enjoy!

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Filed under art, business, craft, marketing, questions you don't have to answer, selling, telling your story

DYING OF EXPOSURE

When asked for a donation for a fundraiser, ask yourself what you’re REALLY giving away.

This is a reprint of an article I wrote five years ago. My good friend and fellow artist Nicole Caulfield came across it after a discussion about artists donating artwork. It still stands today, so here it is.

DONATION

A thread came up on a discussion forum earlier this week, about whether, and how, artists should donate their work to auctions for charity.

There was an earnest discussion about who donates to what, and how. But nobody pointed out the downsides.

It can cheapen your work.

For most artists and craftspeople, our cost of materials (except for gold and precious stones) are negligible. Our prices depend on our creativity, our time, our skill–and what people will pay for our work.

At an auction, what people will pay can be a disaster.

Because most people attend such charity auctions to get a deal.

If you don’t believe me, ask a gallery.

I did. They said they BEG their artists not to donate work, for this exact reason. Of course, they have something at stake–they want to represent your and hopefully be the only one in the area to represent you. But they also are vested in having your work GAIN value, not lose value.

It’s funny, doctors are not asked to contribute medical services, and teachers are not asked to donate tutoring. I’ve never seen lawyers donate free legal advice. They may do pro bono work, but that’s not what they donate to auctions. Not to say it’s NEVER done, but I’ve not seen it. I believe this says something about the perceived value of our work–because artists get hit up a LOT for donations.

“Struggling artists” (including musicians) are often encouraged to donate for the “exposure” the event will create for them. To quote Jack White, artist and author of books about the marketing of art, “Artists die of exposure.”

My personal experience shows what kind of “exposure” you are risking. Take this chance to learn from someone else’s (mine!) mistake for a change.

I donated a wall hanging to a prestigious benefit auction in Boston. The show was filled with work by well-known book illustrators. (By the way, illustrators–who make commissioned art for use in books–have already been paid for their artwork.)

I attended the event, excited about connecting with art lovers who might be intrigued by my work. It turns out it wasn’t really an art show. Ski trips, wine cases and gift certificates were also being auctioned off.

I overheard countless conversations by the attendees that distressed me. (I knew some of them and I knew how much money they made) They were chortling about how cheaply they could bid on their favorite items in the silent auction. One woman had her eye on a beautiful handmade quilt, with exquisite piecing and sewing. She absolutely loved it. It was wonderful!

She also didn’t want to bid more than $40 on it.

I left before my work came up for bids.

A year later, a couple with the winning bid on my wall hanging came to my booth at a craft fair. Okay! This was it! It was working! Now they were going to become my collectors!

Not. They’d come to brag to me how cheaply they’d won it.

They weren’t even looking for me. They’d come to the fair on a whim, for the first time. They just happened to walk by my booth and recognized my work.

My booth was full of customers. The couple told me (loudly, of course) about their experience. “We got it for $35!!”, they exclaimed. (This was a small wall hanging valued at $350.) They couldn’t believe their good fortune. “It was so beautiful, and nobody else bid on it!” They went on and on about how excited they were to get “such a deal!”

Then they left. They didn’t even buying a tie tack.

The silence in my booth was deafening.

They meant well, I suppose, but it was humiliating.

So much for “exposure”. My work had been “exposed” as being worth $35. A hall full of people had watched as my work was devalued and ignored, with a repeat performance there in my booth.

I didn’t acquire a new customer, because they didn’t buy anything else, and I never saw them again.

I didn’t even have the tax write-off for the act, because tax law clearly states ARTISTS can only write off the cost of materials in the piece. Only people who actually BUY your art and donate it can write off the full value of the work.

And I cringe every time I think of them showing off the work in their home to visitors. “Guess how much we paid for this!” they probably chortle gleefully. “Only $35!!” What a steal! What a bargain!

OUCH. NOT how I want to be remembered.

That was years ago, and I’ve learned my lesson. I now carefully consider how and when I contribute my work.

Ask any gallery that represents artists, and they will tell you the same thing. Those auctions may be dedicated to “a good cause”, but people buy for one reason–they’re getting a deal. A bargain. Is that how you want your work to be marketed?

The ONLY time I saw this work was with an artist whose work and reputation were already strong–a strong collector base already well-established. His work was in demand because he was already at full production.

His piece started a bidding war, and went for MORE than the stated value. But his was the ONLY painting out of HUNDREDS of donated works that did so. Everyone–I mean EVERYONE–else’s work went for a fraction of the stated value.

Strong words, I know. And this is not an iron-clad rule for me.

I’m much more willing to contribute money or time to a cause dear to my heart. There are a few organizations I have supported with donations of artwork.

But I’ve also learned to say no graciously.

Here are guidelines that help me narrow the field that might also help YOU.

If your aim is to gain “exposure” (and I’ve already cautioned you how this can backfire), then at least donate something people will SEE. Now, if I donate anything, I donate jewelry, because at least someone will WEAR it. If it generates comments, perhaps the person will rave about the piece instead of raving about how cheaply they got it…

I pick fundraisers I care deeply about. And I let them know I’ve made an exception for them because of that. (This also controls how often my work is seen at charity auctions.)

Better yet is to suggest a CUSTOMER donate your work.

Or to offer to donate a portion of your profits to the cause. I’ve made special pieces with this in mind. I displayed them with a sign saying, “Profits from this pin are donated to such-and-such organization”. This is win/win–for you, for the charity, even for the customer. Your work holds its full value, the charity gets its donation, the customer gets to participate.

Or donate something free WITH PURCHASE. A free bracelet with the purchase of a necklace. Or a free sculpture with the purchase of a wall hanging.

Or offer a ONE-TIME discount. Bruce Baker, speaker and writer on the business of craft, cautions that customers tend to view even “one-time” discounts as PERMANENT discounts. I tried it once, and he’s right. But it’s still an option.

At the very least, offer to provide the item for your wholesale price. That is, the charity acquires it for what a store would pay for it. And set a minimum bid. More and more art organizations are using this model for their auctions, because it’s more artist-friendly. One person from such an art org confided in me, “We realized that saying we supported artists, then constantly asking them to donate work, was a contradiction of our mission statement!” Yes.

How do you say no to such requests graciously?

Tell them you get asked so often for such contributions, you now contribute once or twice a year to carefully-considered causes. You consider all requests, then make your decision in….pick a month or two. Say, June and December. And you are very sorry, but you’ve already made your decision for the year.

If you like the organization, ask them to submit a request in time for next year’s selection process.

Buy an ad in their event program. It will get you the same exposure and you won’t be donating your work at bargain prices.

Or send them a check. At least that’s tax deductible.

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COLLECTING STAMPS & MAKING ART

Trust me, your artistic self is just as powerful as a postage stamp. Maybe more.

Fresh off my first Open Studio tour of the year, and boy is my studio CLEAN! I love open studio events for many reasons, but more on that later this week. I have something else on my mind that has to come out today.

As you may know, my soapbox speech is about finding out what makes you, and your work, unique.

We hear all about how no two snowflakes are identical, and how our fingerprints and DNA are unique to us.

You’d think, with all this unique-ness pouring out of us, we could a unique way to talk about our work.

I’ve been in a lot of group shows this year, seen a lot of lovely work and talked to a lot of passionate artists. What strikes me is how everyone says the same things about their art.

We talk about our compositions. We talk about why we love pastel, or oil, or clay. We talk about light and shapes.

If I hear “I just love color!” one more time….. Well, it won’t be pretty.

So let me share an ‘aha!’ moment I had years ago.

I was doing a mail art project, and wanted old postage that would reflect the theme of my piece. I found an older couple who ran a stamp collecting business out of their home.

As I scrabbled through the trays and books of postage, we talked about stamp and the stamp collecting biz. They shared stories about stamp collectors. I asked her what kinds of stamps people collected.

The woman said, “You know, in fifty years of selling stamps and doing shows and talking to collectors, I’ve never seen two people collect exactly the same thing.”

Never?

Now think about that a minute.

There is no creativity per se in collecting stamps. Collectors don’t make the stamps, nor are they handmade by other people. Stamps are produced en masse, and have been in production for years.

Collectors simply….collect.

But how they collect is so strongly individual and personal, each collection–each act of collecting–is as unique as….well, the human being who put it together.

Some collect by country, or region or language. Some collect by subject matter. Politics, places, people, animals, plants, themes, designs, plate designer…. There is simply no end to the possible combinations of appeal.

If we could get away from the mundane–what our materials are, the fact that we love certain colors or lines or compositions…..

If we could dig a little deeper and think about why we make the art we do….

If we could tell a richer, more personal story about our art…..

If we were willing to go the scary, deep place of who we are, and who we yearn to be in the world…

People would see our work as the miracle in the world it truly is.

Sharing ‘unique’ processes, ‘unique’ inspiration, ‘unique’ love of color/shape/style, separates us from our audience.

Discovering what makes us tick as a human being, sharing what is truly in our hearts, connects us with our audience.

Be brave. Be YOU.

Some of my postage stamps

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Filed under art, artist statement, body of work, craft, creativity, inspiration, marketing, press releases, telling your story

TELL ME A STORY: Novelty

Tell Me A Story: Novelty
by Luann Udell

This post is by Luann Udell, regular contributing author for FineArtViews. Luann also writes a column “Craft Matters”) for The Crafts Report magazine (a monthly business resource for the crafts professional) where she explores the funnier side of her life in craft. She’s a double-juried member of the prestigious League of New Hampshire Craftsmen (fiber & art jewelry). Her work has appeared in books, magazines and newspapers across the country and she is a published writer. She’s blogged since 2002 about the business side–and the spiritual inside–of art. She says, “I share my experiences so you won’t have to make ALL the same mistakes I did….” You should submit an article and share your views as a guest author by clicking here.

Remember, to ordinary people, We are the people who ran away to join the circus.
Use the magic.

We humans love the odd and the curious.

The Guinness Book of Records. The story in your local newspaper about the calf born with two heads or the gardener who grew a monster-sized squash. The Discovery Channel’s Dirty Jobs TV program with Mike Rowe, who volunteers to try out the nation’s dirtiest, most disgusting work. And P.T. Barnum’s famous (or infamous) sideshow attractions. The proverbial “man bites dog” (vs. the boring and predictable “dog bites man”) stories.

What’s at the root of all these?

Novelty.

Although many of you have been inspired by this series of articles on using news values in your marketing, I know some are unconvinced of their value, and grumbling on the sidelines.

I know if some have protested the value of using sex and romance as a story hook, the idea of using novelty in our self-promotion (press releases, artist statement, advertising, etc.) will make them grind their teeth. I can hear it now….

“I’m a serious artist! I don’t want to even be considered in the same (news) ballpark as giant squash and weirdo publicity stunts!”

You—and I—are proud of our business skills, our hard-won credentials, the prestigious exhibits our work has appeared in—and rightly so. We’ve worked hard to get to where we are today, and we want to be taken seriously as artists.

We aren’t some ‘novelty act’ scrounging for a sound bite on the radio or conniving for a mention in the ‘weird news’ section of the newspaper.

Maybe. And…maybe not.

Consider this: In other people’s eyes, our very existence is the novelty.

I’ve sat through many, many seminars conducted by nationally-known speaker Bruce Baker, who talks about displaying and selling art and fine craft. Bruce is a compelling and entertaining speaker who’s spoken to tens of thousands of artists over the years, sharing his insights and observations on marketing. He has a knack for turning a phrase, and one of my favorites is this one:

“Above all, you as artists and craftspeople must remember: To the ordinary public, you are the people who ran away to join the circus!”

He means that our customers, the general public, and yes, sometimes our mothers, think of us as odd and highly unusual people. We didn’t grow up to be insurance salesmen or doctors or shop clerks or teachers. (Or, if those are our ‘day jobs’, they don’t completely define us.)

We are wild and crazy artists.

Oh, yes, we may be successful at what we do, and we may be as disciplined as a brain surgeon when it comes to refining our skills; we may be as focused as a CPA about our bottom line; we may be as dedicated as a teacher and as creative as…well, an artist.

But we did something most people only dream about—we ‘ran away’ from the ordinary life, and did something wonderful.

We work for ourselves, not a corporation or a boss. We set our own hours, create our own practice, follow our own professional goals.

Every day, we create something astonishing out of simple, common materials: A little paint, a few pencils, a glop of clay, a piece of wood.

We make something that looks so real, you want to reach into the canvas and stroke it. We create something that wasn’t there before, perhaps not even imagined before. Our work is found throughout human history, from the earliest dawn of prehistory to the newest 3D movie magic in the theater.

Sometimes the meaning of our work is crystal clear, at times so mysterious others can only guess at the story. When our work is good, it can transport people to another time, another place, another attitude, a deeper understanding and appreciation of their world.

It’s like we’re magicians. It’s like we’re…circus people! Off in our own world, traveling from show to show, creating marvels and miracles, and leaving our mark in people’s homes, in public places, in museums.

We ARE the novelty.

Put some of that magic, that awe, that suspension of belief into your writing. Use the special!

Now, of course, there are more ordinary uses of novelty. (A strange sentence, yes?) Perhaps, even among artists, you are different.

You may grind your own paints or use egg tempura in your murals.

You may specialize in painting airplane nose cone art, or balloon animal art, or other esoteric subject matter.

Perhaps, like Andy Goldsworthy, you’ve pioneered or popularized an unusual or ephemeral art form.

Or you’re the sidewalk artist who incorporates striking optical illusions in your chalk paintings.

Maybe you were an early adapter of the ATC (artist trading card) phenomenon, or the Painting a Day movement. What caught people’s attention was the novelty of the idea, the discipline of daily creation, the accessibility of small works and the (initially) low prices of such work. And, of course, the new idea—the novelty—of being able to view and trade or purchase such works on EBay.

Scratch the normal surface of what it is you do, and how you do it, and why you do it, and see if novelty is a story hook worth your consideration.

And even if it isn’t, understand that you yourself are also a novelty.

And I mean that in the nicest possible way.

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Filed under art, business, craft, Fine Art Views, marketing, self promotion, telling your story

TELL ME A STORY: Eminence

If someone else thinks you’re special, it must be true!

Another article I wrote for Fine Art Views, on using story hooks in your press releases and promotional literature….

Tell Me a Story: Eminence
by Luann Udell

Prominence and eminence as news values baffled me when I first read about them. Think of ‘prominence’ as people who are celebrated for whatever reason, and how they are connected to you. And think of ‘eminence’ as honors/celebrity bestowed on YOU. [...]

Read the rest of this article at:

Tell Me A Story: Eminence

———————————————-
This excerpt appears courtesy of FineArtViews Art Marketing Newsletter by FASO,
a free email newsletter about art, marketing, inspiration and fine living for artists,
collectors and galleries (and anyone else who loves art).

For a complimentary subscription, visit: http://www.fineartviews.com

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Filed under art, craft, Fine Art Views, marketing, press releases, self promotion, Tell Me A Story, telling your story