Myth: My art speaks for itself. I don’t have to explain anything!”
Reality: Your art will sell better if you can tell your story, create an emotional connection with your audience, and inspire a desire for your work.
We all know the scene:
Artist’s work on display, artist standing off to the side, aloof and austere, sniffing at any plebeian who dares ask a stupid question like “What is your work about?” or “So why do you like to paint green people so much?”
If we can’t tell what the work is about, it’s clear we shouldn’t expose our ignorance by asking.
Here’s my own personal observation:
Artists who won’t talk about their art, often can’t talk about their art. That is, they don’t know how.
Knowing how to talk about your work will also help you write a stronger artist statement. A strong artist statement is important because it is often the first way many people will “hear” you tell your story about your art.
There are as many ways to approach making art as there are artists, and as many reasons to buy art as there are customers.
Here are some ways not to talk about your art:
PROCESS If we talk about our work at all, we often fall into the easy trap of talking about process.
Process is important, to a degree, but there’s gotta be more. I’m not going to pay you by the hour to mow my lawn with a pair of manicure scissors unless you have a really compelling reason.
Yes, some people want to know how we make our stuff, where we learned our craft, where we get our materials. But in my humble experience, many people who care only about my process, want to make something like my work, not buy it.
Here’s a good example. For years, if the first question people would ask me was, “What are these artifacts made of?”, I’d answer, “Polymer clay”.
And once I said that, rarely did the person actually buy something. Often, their first reaction was to actually put down the object they were holding.
Even talking to them at this point, telling them why, had little effect. The spell was broken, and their interest was lost.
I finally wised up. Now I say, “I use polymer clay, and if you look over here, there is a wonderful little piece I wrote on why I chose to use it as my medium.”
Now people are engaged again, reading a short but powerful sign with beautiful examples of all the artifacts I make. And this has ended in more sales. (Hint: The key to why this works is in this paragraph…)
ACADEMIC when I read an artist statement filled with academese or art speak, I sense someone who is afraid to get up close and personal about their work. That, or my eyes roll up into my head, my toes curl and I fall over from total boredom. But then, maybe that’s just me.
RESUME At most shows, when you read the accompanying artist statements, artists carefully list their education, the classes of other, more famous artists they’ve studied under, and the awards they’ve won. Most sound like they were written to impress other artists, perhaps a worthy goal, but I’m guessing most of us would rather impress our customers. They may not realize their statements sound like every other artist in the show. Or they think that’s the way it “should be done.” At the very least, they sure don’t know how to make theirs stand out.
FUN Frankly, I don’t care when an artist tells me they had “such fun” making their latest design. Because why should I care if they’re having fun?? I want to know why I should be compelled to part with my hard-earned money, and make space in my already-crowded home for something new. I can tell you it won’t be because the artist giggles while she works.
I’ve taught many artists about how to write a compelling artist statements, how to write a strong press releases, how to give a powerful interview for the media. It’s very simple, really.
All we really have to do is think about a little three-letter word….
I tell them why….this cave. Why…this point in my life. Why…I use polymer clay. Why…I use these fabrics, those markings, this presentation. I even have a story about the beaver-chewed sticks, and how they contribute to the story.
So why do you do what you do? Why do you choose to do it this way, with these materials?
Most importantly… Why should your audience care??
I believe the work I make sells to people who a) are blown away by the work itself, and b) feel a powerful connection to the stories I tell about the work.
When we talk in a deeply meaningful way about what our work means to us, other people listen. They will feel the truth of what you say. Remember all the times my customers say, “When you said that, a shiver went down my spine”…? Or, “Look, my hair is standing up!” (Yes, these are actual customer quotes.)
They are hearing the power of what my work means to me, and they are responding to it with something going on in their own lives.
That is connection. Human to human connection. Empathy, resonance, heart to heart. Inspiration. The recognition that we as human beings have these things in common: A need to love, and be loved. A desire to belong, and be an individual. A need to protect, and be protected. A desire to remember, and be remembered.
Don’t be ashamed or self-conscious about admitting your humanity. It is to be embraced and celebrated. Hey, we’re all in this together, and nobody gets out alive.
And when you do that, with honesty and integrity, you will find other people will respond.
How do you know if you’ve done a great job either talking or writing about your art? Basket artist Joanne Russo passed on a terrific tip she heard: An artist statement should make you want to go back and look at the work again.
If you still don’t know what to say about your work, then invest in Bruce Baker’s CD on “Dynamic Sales and Customer Service Techniques”. It will be the best $20 investment you ever make in your art biz.