Things I didn’t know I needed to do as an artist when I first started out (and why they’re crucial)
Let’s be honest, I started my art business because I love make art, not because of the admin. Frankly, I didn’t even stop to consider that side of the business when I started it - there were people who like my art and asked to buy it so I gave them a ways to do that. In the years that followed opening that first Etsy shop, I have learned A LOT about what needs to run alongside the passionate making of art…
Pricing for worth not to make a quick sale
Pricing is something that needs to be strategic - plucking a number out of the sky that you think someone might pay does not count as a strategy. You need a clear calculation that takes into account your level of skill, hours put into making, materials, tools, tax and commission that you could potentially be paying a gallery or shop. Ll this is covered in my FREE pricing masterclass - get that here.
When you have a clear strategy, you gain confidence in asking for the sale and are less likely to find yourself slashing prices to grab a sale. You’re also going to make sure that you are covering your costs and actually paying yourself.
Time management
This is a crucial skill in any walk of life but when you are a sole trader you need to maximise what you get out of the time you have. That is not to say that you should work all the hours you have - rest and relaxation are important too. It’s all about balance and prioritising. Still to 3 tasks a day and have a list of nice-to-achieve tasks should you find the time. Piling on the work will lead to overwhelm. Overwhelm leads to desperation and no customer responds positively to that. Remember that you are selling a luxury so you need to be giving that energy out not showing up frazzled.
Photographing your work
In an ideal world, we’d all have a media team that took care of photography but when you start out as an artist that probably isn’t available to you. When taking on this job yourself, ensure that your photographs are:
lit with natural light (light cloudy days are good as they don’t cast too many shadows)
giving an idea of scale - have a piece of furniture, you holding it or something recognisable
telling a story - where would your idea buyer like to hang the work?
Mock up created using Canvy
You can achieve these things in a variety of ways. You might use some mock up apps to show work in a home setting, stage the work at home, invite existing clients to send photos and take very simple photos yourself. The most important thing is that the photos are true to the work. There’s nothing more disappointing for a client than to receive a piece of art that is not what they thought they had bought.
Documenting your process
This is important because it shows the craftsmanship in what you do - the originality of it and the expertise you hold. Don’t over rely on this though as you will just end up attracting other artists looking for inspiration.
Storytelling
Art tells a story whether it’s an example of photo-realism, abstract expressionism or anything in between. It may be the story of how you came to choose the palette, why you chose that place or person or what started your art journey altogether.
Stories engage your audience more easily that and salesy jargon ever will. We’re not saying ‘once upon a time’ but delving into what the work means to you, the brief a client gave you or a particularly aesthetic that you are playing around with. Mix up your methods between talking to the camera, doing voice overs of videos and telling stories in your captions.
Marketing
Marketing was never something I needed to consider as a teacher but it is a crucial part of running a business. However, you don’t have to use every method and social plaform. Pick the ones that suit how you work and where your ideal client is likely to be interacting. Sometime less is more - doing a really great job of creating content for one social platform is much better that doing a hash job on all of them. Quality over quantity. It’s about nurturing your audience, entertaining them and asking more about what makes them tick. Carve Out Your Artistry Business - my artist marketing membership - offers bitesize support with all of this and offers you the opportunity to request the training and resources that YOU want. See more here.
Networking
Networking can take so many forms. It doesn’t necessarily mean rushing round a room pitching and giving out business cards. It can be attending show previews, hosting open studios, going to coffee mornings, interior design events and lectures. Wherever your clients might be, go and interact with them.
