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. […]
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).
I’m reprinting this article I wrote on June 2, 2005, because it bears repeating. (And because it’s so hard to find on my old blog at RadioUserland…)
I’m doing a series of articles at Fine Art Views, an art marketing blog I write for. I realized this post is still timely when talking about marketing our art.
CHARIOTS OF FIRE and the World Batik Conference
In a few weeks I’ll be presenting a speech at the World Batik Conference at Boston College of Art.
I’m speaking on self-promotion for artists, specifically the art of press kits and press releases.
The time is limited, and the message must be succinct. I asked one of the organizers what she felt I had to say would be the most value to their audience.
She didn’t even have to think about it. She said, “In other countries, there is a huge cultural bias against putting your art forward, of appearing too proud of your work. It’s seen as bragging or being boastful. People have a difficult time thinking about promoting their art and themselves. Can you address that?”
I’ve been thinking of it ever since. It’s not just artists in some other countries who have that bias.
It can be very hard to convince most people—especially women, especially artists—that it is not only desirable, it is essential we put our art out into the world at every opportunity. That it is not a selfish act, but an act of generosity.
In fact it is the greatest gift–the ultimate gift–we can make to the world.
My favorite line from the movie “Chariots of Fire” is when the missionary/runner Eric Liddell explains to his sister why he will indeed compete in the 1924 Olympics, though it seems to conflict with their religious goals and plans:
I believe God made me for a purpose; but He also made me fast. And when I run I feel His pleasure. To give it up would be to hold Him in contempt; to win is to honor Him.
When we are given a gift, we must remember that the pleasure the giver gets is anticipating and enjoying the pleasure the gift will give us.
To renounce the gift, to deny its potential, is to ultimately negate the spirit in which it was given. No good comes of that. Love, real love, is not served by that.
I truly believe it is the same with the gifts we are born with. Whoever/whatever you feel is the source of that gift—God (by any name or names), nature, DNA, random chance, the Force. It appeared in Y*O*U. It’s part of what makes you…you know…YOU.
And note that the gift may not simply be what we are good at, but what gives us joy. Don’t confuse talent with passion. They may both be involved in the gift. But what really drives our watch is not the precise movement of the second hand but the spring inside. (Or the battery. Or the electricity coming through the cord. Oh, never mind….)
Find what you are put here on earth to do. Find what gives you joy. Do it, and share it whenever possible with others. Tell it to the world. Show us. Don’t even pretend you know what ripples it will make, or how it will all play out—we can’t know that.
But know that whatever creative force in the universe you celebrate, will be pleased.
Making the Most of Your Open Studio
by Luann Udell on 10/14/2010 10:08:54 AM
With permission from Fine Art Views, the art blog I write for, I’m reprinting today’s blog post here on MY blog! :^)
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.
I just finished a two-day open studio event, as part of a group that began a few years ago here in New Hampshire. I’ve done other open studios, on my own and as part of larger groups. This particular one is a good one to consider for what works and what doesn’t; we’re a small group (25 artists) and we’ve built it from scratch. It was our third tour and we finally started to see the results of all our hard work.
In the past two years, I felt fortunate if I made enough sales to meet expenses. I had to find other ways to value the experience beyond sales.
Of course, there’s the reward of having a clean studio. In the two weeks I deep-cleaned my space, I finally found all my scissors. And discovered I have not one, not two, but FOUR paper cutters. (Yes, I gave one away.)
I’ve come to appreciate the emotional rewards of hosting such an event. It can be a great way to thank current customers—they love an invitation to see you in your little world!
I discovered the joy of sharing my space with a compatible artist and friend. We tag-teamed the set-up, food and demonstrations. The good energy we created was palpable.
I found new collectors, and met more people who support what I’m doing. I reconnected with long-lost friends and made new ones. A small get-together is planned for like-minded stamp carvers. A defunct artist support group now plans to get back together.
There’s no single right way to have an open studio, of course, and some people prefer not to do them at all. Sometimes our galleries encourage these events, knowing that creating that relationship between artist and collector will benefit all concerned. And sometimes our galleries don’t like it at all.
Here are some thoughts on what worked for us and how to keep everybody happy. It’s not comprehensive, but it may give you insights on aspects of planning that are often overlooked.
Feel free to add your thoughts and share your experiences, too!
It takes time.
You might get lucky and have a stellar event your first time out. I did in years when money was flowing more freely. Nowadays, it can take time. Sometimes you just have to keep doing an event until it gains momentum. That seemed to be the case with our tour.
Piggy-back on another tour/event/holiday.
There’s another more established art tour in our area that runs on the same weekend. Some of their members were miffed we did ours the same time. Others were thrilled. They knew that more options generates more opportunities. Yes, some of their “frequent fliers” tried our tour this year—some of these visitors said they simply wanted to try something new. Next year, our “regulars” will surely try theirs. It’s win/win for everyone.
We also picked a popular regional holiday weekend (Columbus Day) which is perfect for enjoying the fall foliage in New England. People are out and about and looking for things to do. “What a beautiful vista…. Hey! There’s a sign for an art studio tour. Let’s go see some artists!”
Which brings us to…
Marketing is important.
Our signs brought a lot of people in. We had great advertising, too, and snagged some good publicity (free!) in the form of newspaper articles, too. But signs hammer the point home. My husband drove around the area that weekend for a rock climbing venture. He commented that he saw our signs everywhere!
We tried to save money by making our own signs. They are eclectic and fun. But they’re not holding up well and a good wind knocks them off their pinnings. We may end up having signs made commercially—more money, but also more durable. If local politicians running for office can have decent signs, we can, too!
Create a great brochure and an excellent map.
We’re lucky–one of our members had these skills. He designed a lovely brochure using the theme and the rich colors of autumn to tie us all together. It’s bold, bright and professional-looking. He found an extremely affordable online printer and we placed them in key locations all over the area. I heard many compliments about our brochure. It just made us look like we really knew what we were doing! (I’ve included images of it. Forgive my lack of photography skills with glossy paper…) (I forgot to show the map. Trust me, it’s there!)
Tip: Targeting your audience gives you the most bang for your buck. I do a big retail show a month before the tour. I gave every customer a brochure with their purchase and offered them to anyone who expressed a wish to see my studio. Each and every one was delighted with this “personal invitation”. And a lot of them came, too. (I was touched by the collectors who couldn’t come and called to let me know—just as if they’d been invited to a party!)
Work with your galleries.
Some artists have a local gallery that represents them. One particular gallery is not happy when artists sell directly to customers. They believe all sales should go through them. If this happens, try to work out a compromise that keeps everyone happy. One artist only shows and sells work for the open studio that is not in the gallery. This can be work from a different series that’s not compatible with the gallery’s client base, or smaller, lower-priced work (the gallery doesn’t carry her miniatures, for example) or even unframed pieces. They are also more willing to let her sell for very short term events, like our local Art Walk.
You’ll also be wise to never undersell your gallery. That’s almost guaranteed to lose you your place with them. Instead, try the different series/smaller pieces/work-they-don’t-want-to-carry approach.
If your protesting gallery is a major account for you, you might even consider offering them a commission on the work you sell during this event.
Create groups within each location.
Your current customers may feel fine coming to your studio already. New visitors will feel much more comfortable if you have more than one artists in your location. It’s just human nature—multiple options make people feel they’re sure to find something/someone they like! Artists who double up (or even three or four) in a studio consistently report more visitors and more sales than lone artists.
I shared my studio with my friend and fellow artist, Nicole Caulfield. Her work is excellent and appealing, and her personality is, too. We love each other’s work and that showed in the energy level here all weekend. People commented on how wonderful it felt in our space, over and over.
Grouping artists together also allows you to grow your artist list without expanding your tour. We wanted people to visit “all 25 artists” on our tour and created a contest to encourage that. In reality, it would be impossible for someone to do that in two days.
Some folks in our group are talking about limiting the number of artists for that reason. But you want new faces on the tour because…..
….People love the new. They want to see new artists, new work, new studios. I’m going to suggest to our group that we allow new artists to join a current participating artist in their studio for a year or two. That will allow us to grow our artist list slowly, without adding more stops for a few years. (We’ll be able to reuse our “studio number” signs for a couple years, too!)
Jury your artists (or at least know the quality of their work) for a consistent tour. But don’t worry about having only “proven sellers” on your tour. We have both big names and emerging artists on our tour. People love to see artists at all stages of their careers.
Create variety in your stable of artists, too. Some people get picky about what is “art” and what’s not. By adding a few woodworkers, a potter and a jewelry artist to the tour, we created more buzz for the tour and offered something for everyone. (Why do you think fine art museums have gift shops?)
Let your friends and current customers know. And use social media, too.
I used to do a full postcard mailing for these events. Last year, I finally created an email group for my customers, supporters and friends. A few weeks before the event, I did an email blast and a couple Facebook announcements. I added photos of my studio and images of new work.
I was astonished how well that worked! The times they are a-changin’…..
I’m always astonished at the folks who can barely tolerate children in their booths or studio. It’s true, usually people with kids are too busy with the kids to actively shop. But it allows people to come who otherwise would have to hire a sitter. We found little things for kids to do and enjoy. Not only were parents and grandparents grateful, I think my friend lined up a few portrait commissions. (She captures children beautifully in her work.)
And tell yourself you are laying the groundwork for a future generation’s appreciation of art and craft.
Remember to have fun.
In our culture, where money is often the measure of our success, it’s good to remember that an open studio doesn’t have to be just about the sales. Yes, I want my work to sell. But I also value the relationships I have with my collectors. At my open studio, they are my guests. Treat your open studio as a way to thank your loyal supporters, consider sales the gravy, and you will never be disappointed.
Good writers avoid clichés wherever they might lurk. Novelist and essayist Martin Amis said, “All writing is a campaign against cliché. Not just clichés of the pen but clichés of the mind and clichés of the heart.”
…..cliches of the mind and cliches of the heart…..
A cliche has low energy. When you settle for a cliche, you sell yourself short. You short-circuit your power. By trying to protect your inner life, you actually create a wall between your and a potential audience.
A pat answer is a way of putting people off the trail of understanding who you really art.
The “I just love color” thing. Look–everybody loves color. That’s not why you’re doing the work you do.
“I’m so happy…” Okay, first of all, we know you must be happy working with clay, or fiber, or glass, or words, or music, or you wouldn’t be doing it. Have you ever heard an artist say, “I absolutely hate what I do, but it sells”? (Well. Okay. Yes, I know some artist are burned out and DO hate what they do, but they’re usually so crabby we don’t want talk to them anyway.)
Second, what does that do for me? I asked a very well-known artist about her new work. She kept saying, “I’m having so much fun!” I had to bite my tongue to refrain from saying, “I’m supposed to pay $1,500 for this piece because you’re having fun??!” Sweetie, I’m sure you’re a wonderful person. But I need a better reason than that to spend that kinda money on you.
So what’s wrong with the “I-want-to-make-people-happy” reason-I’m-an-artist? (Or the equally lame “I want to help people.”) Think about it–What would really make people happy is if you walked down the street handing out $100 bills. (Most guys would be even happier if you did it in the nude, but I like to keep things family-friendly here.)
So let’s say what we mean to say.
What you’re really saying is that what you do is a way of engaging with the world that is fulfilling and deeply satisfying, and puts you in a state of grace, and joy. And there are real and personal reasons why it does.
There’s that word again…..
Here’s one example of working through cliche to cachet. During a mentoring session, I talked with an artist about her work. She talked avidly about her craft, but it just seemed like something was missing. Sure enough, she mentioned in passing that her other avocation was gardening.
And she really perked up when she talked about gardening.
When I asked her why she loved gardening so much, she gave the usually pat answers about pretty flowers and being outside. When pressed, she grew exasperated–didn’t everybody love being outdoors? (Believe me, not all of us are wild about hot weather, mosquitoes and black flies.)
I pushed harder: How did she feel when she when she was in the garden?
She felt safe.
It started when she was very young and home was not safe. I didn’t pry for details, let’s just say there was just a lot of tension and anger and harsh words).
And being outdoors is where she felt safe.
Now, she doesn’t have to share that story with her audience, if it’s too personal.
If she wants to share it but doesn’t want to tell it over and over, it can be her artist statement.
She doesn’t have to ditch her craft, which was also satisfying, and become a full-time gardener.
She doesn’t have to “to” anything.
But recognizing her real story, a poignant story about a child who didn’t, who couldn’t understand the unhappiness and discord in her home, who found comfort and haven in the garden, will bring emotional and spiritual power to her art.
Understanding what yearning was filled, what hurt was healed, will create a bridge between her artwork (and her) and the people who are drawn to her work.
Because these themes–moving past fear, finding solace, being healed–are richer, deeper, more evocative human, more honest emotions than simply loving color or fabric or flowers or clay.
Some of you will come to this moment of self-awareness naturally. Some will need to have your feet held to the fire. Some of you simply won’t care. That is your choice.
But know that if I buy your stuff collect your work, it won’t be because you just love color.
It will be because something about it that is lovely and poignant and human is calling to me.
It’s a powerful story, and it’s true. But I’ve left out the years I spent beforehand making making toys for children and grown-ups, and the story I told about that.
When my kids were very young, I took a workshop from Deborah Kruger. The focus was about creating support systems for making your art.
We were asked to share our work with the group.
I remember waiting for my turn, embarrassed because everyone was a singer, or a dancer, or a writer, or a painter. And I was sitting there with a lap full of tiny dolls, knitted sheep and doll quilts.
And I was panicking because I (thought I) didn’t have a story.
I was proud of my work, though. And when it was my turn, I simply said what was in my heart.
I said I loved making tiny things, things you could cup in your hand. Things that a child would love, but would also bring joy to an adult.
I even said a thing that makes me cringe now, when others say it: “I want to make people happy.”*
Everyone ooh’ed and ah’ed, because even then, my attention to detail, my color and fabric, my technical skills, were pleasing to others.
And until I wrote that bit just now, I didn’t see the connection between that first story and my big story that came later.
There stories are connected because when I was a child, these were precious things I would have cherished.
And when I was a child, I was fierce in my knowledge that I was an artist.
I can see now that my love of the things that would make a child happy, was part of a deeper yearning. A yearning to be in that place again in my life, when I knew what it was I was here to do.
I knew it without questioning it. I just did it. I drew horses. I painted. I collecting stuff (rocks, shells, leaves, ribbon, pretty papers). I made stuff with whatever I could get my hands on. (There is a particularly embarrassing story about that I will NOT share….) (NO!!!) :^D
I could happily spend hours looking for pebbles and shells on a beach. I loved watching animals. I couldn’t wait to grow up so I could ride horses and have lots of cats, and yes, even keep pet mice. I loved things that were “too tiny”–doll house furniture, miniatures, charm bracelets.
Now I can look back and see the seeds that have grown into my art. But I couldn’t see it then.
I didn’t know how to pursue something I was passionate about. Because academic stuff came so easily to me, I didn’t have good work habits.
I didn’t understand the stages of competency. So I always quit when I got to Stage 2, and things got hard.
I see now that making little dolls, buttons and small quilts was a safe way of “backing up into” my art.
And that was okay.
That “first story” worked, because it got me making stuff on a regular basis.
It got me thinking about me, and what I wanted to do, instead of what other people wanted me to do.
It got me to a place where I was thinking less about “doing what I was good at” and more about “doing what I liked.”
Eventually I got to the place where I got turned around completely. (Warning: This video is about 16 minutes long. But folks who have watched it say they like it, so maybe you’ll find it worth your time.)
So today I’ve shared with you where a little story can take you. Tomorrow I’ll share an example of a “little” story that hides a big story.
P.S. As I wrote this, I realized the teensy tiny doll was actually inspired by a Waldorf school teacher who made and sold these at a craft fair. I was so enchanted with them, I called and asked her if I could make them without stepping on her toes.
She gave me the green light because she was tired of making them and didn’t want to make anymore.
*And the asterisk thingie? Because I wonder what I would have said if someone had held my feet to the fire and said, “WHY…do you want to make other people happy??”
We all have a story that tells us how to live, and who we are.
There were so many beautiful, thoughtful, passionate responses to the last post, I have to write more on the topic.
There were so many threads to follow, too! Copying hit a nerve, on both sides. Some echoed the plaints of many, that they don’t have a story. Some had a story, but didn’t think it was “big enough”. And others were afraid to share theirs.
I don’t have all the answers. I can offer insights I’ve gained, insights gleaned sometimes easily, sometimes painfully, on my own journey as an artist. And I will continue to share those with you as this series continues.
Today, let’s start with how I know you already have a story:
You are a human being.
Over the centuries, there have been many definitions of what it means to be human. From “Man is the animal who uses tools” to “Man is the only animal that blushes–or needs to” (Mark Twain) and “Man is the only animal that uses Mastercard”, we strive to understand what sets us apart from other living things.
I believe we are the animals who tell stories.
We tell stories about everything. Why we don’t think we are pretty. Why our life sucks. Why we were late to that appointment. Why we deserve a raise, or a vacation, or that outrageously expensive pair of boots.
We have stories about why our mom loved our brothers more, why it’s a good thing to believe in God, why someone else is successful and we’re not, and why we’re successful and other people aren’t.
Whether you tell a funny story about your childhood or the sad story of how your first big relationship ended, you are telling a story.
And if you get to a point in life where you are able to dig deeper, when you feel brave enough, or desperate enough, or simply tired of all the b/s you give yourself…
…You will find a story about why you make the art you do.
My gripe is, sometimes we settle for the easy story and don’t go any deeper. That’s why when a creative person says “I just love color!” I cringe. Who doesn’t love color??
But we all gotta start somewhere.
Here’s your incentive to go deeper:
When you start to know your story well enough to share it with others, you will strengthen the connections they form with your work.
Because no matter how unique your story is, and no matter how ordinary your story is, there are people who will relate to it. It will resonate with something in them. It will inspire them. It will make them laugh–or gasp–in recognition.
So let’s get started.
Your homework for today, if you don’t think you have a story about your art, is to write down what you do have. We’ll start there, and we’ll poke at it, and see what happens next.