Why Is My Art Not Selling? How Can You Help Me?

For artists, it’s vital to your business and satisfaction to understand why your art is not selling. — Barney Davey

Artists ask me, “Why is my art not selling?” I understand and feel their frustration. You devote your entire being to creating your art, yet it remains unsold in your studio. If you’re struggling to sell your art, you’re not alone. Selling art is a complex process, and many talented artists face similar challenges. 

Making and marketing art have opposing and sometimes competing functions. The first is right-brained and requires creativity, while the second requires left-brained skills to manage business operations. Solo-entrepreneur artists must do both to succeed in the art business. Gaining skills and finding balance with them is essential to success.

You’ll find help in this post, as it explores why your art may not be selling and provides actionable tips to help you improve your chances of success. So, why isn’t your art selling, and how can we help you turn things around? Let’s find out.

Start at the beginning to learn why art is not selling.

When I teach artists how to sell art, I begin with the fundamental principle that art sales fail for only two reasons:

1. The art lacks commercial appeal. If enough people in your target audience have been exposed to your work frequently without converting into buyers, you probably have the wrong art for that crowd.
2. Not enough qualified buyers are aware of you and your art. Those familiar with the art rarely see it or receive regular updates about it, including offers to purchase it. It takes persistence and repeated exposure to sell artwork and most luxury goods.

Let’s dig deeper.

Is your artwork commercially appealing?

If you can’t answer or need clarification about the appeal of your artwork, it’s okay. It would be beneficial to put yourself in situations where you can receive feedback. However, a lack of clarity indicates a need to market more aggressively by targeting the right people. However, remember that art is very personal, and if you’re unsure whether your work will sell, it’s time to promote and market it to prove its value.

I’ve attended, helped manage, promoted, and produced hundreds of art shows. Each year, Artexpo New York showcases thousands of artworks. I guarantee that if you view them all, you will find some very unappealing—and that is being kind. However, if you research the artwork, you will likely discover that some pieces sell well, regardless of your personal opinion. In a word, it’s “subjective.”

In working with print publishers for decades, I’ve often been puzzled to see what seems like weird, ugly, or amateurish art find a market. I bet you have, too. Go figure. That means the artist and the buyer were in sync. The artists are attuned to their buyers and only require approval or validation from those involved.

The absence of mass-market appeal means nothing to select buyers who connect with your work. A few people may be impressed to know it is popular. But most will buy it because they love it and like you. So, you can see the value in knowing your audience and avoiding traps set by opinions that are pointless to your art business.

Market to your top prospects with intention. This approach helps minimize distractions and alleviates the stress and unpredictability associated with marketing to unfamiliar audiences.

Your buyer pool is small, and that’s a good thing.

Your art only needs to appeal to buyers; to sell it, you may need to change your marketing, not your art. Only time and testing will tell. You can build a profitable art business with 100 loyal customers.

Visual artists can utilize the same tools as mass marketers, but on a smaller scale and for less money, because they only need a small, dedicated audience. You can practically handpick your clients when your artwork resonates with your intended audience.

I purposefully discuss and teach about making valuable connections in this weekly newsletter. Targeted marketing is the most effective approach for artists. When artists have limited time and money, targeted marketing proves to be more affordable, controllable, and sensible.

 How do you market your work? 

Marketing art is a complex process that requires patience and perseverance to yield results. For it to work, buyers must see it frequently and be effectively reminded to make a purchase.

Here are some questions to ask yourself about your marketing. The answers will help you understand your opportunities and pitfalls.

• How many people have seen your art? 
• How many have seen it more than once? 
• What are you doing now to promote your art? 
• How well is your promotion working for you? 
• What are you avoiding doing to promote your art that you know would help you? What is keeping you from doing that? 
• What percentage of the people you know also know you are an artist with work to sell?
• What percentage of those aware of your artist status have seen your art, and how often?
• How many people outside your close circle know that you are an artist? Or how many people outside your immediate circle have seen your art, and how many times? 

Your candid answers will reveal much about what you are doing and why, if you let them.

The above list of questions intentionally drills down from a macro level to the micro level, focusing on people in your close circles. Start with the most straightforward sales first—those involving people who know you or people who know people who know you. Two degrees of separation through your circles of influence include thousands of people you can potentially reach organically. Efficient, warm, and local marketing is rewarding and relatively simple compared to building a sophisticated digital marketing machine.

Are you hesitant about sharing your art with friends and family?

Because you shouldn’t be…

Not all art enthusiasts are buyers, but they can still be valuable in raising awareness for your work. They may mention your art to someone who loves it, who could become a potential buyer, or help promote it further. Try this: “I’ve been creating still-life oil paintings. I’d love for you to see them. And if you have the chance, I hope you’ll discuss it with your friends and acquaintances.

You might save the request for after they have seen your work. The goal here is to use word-of-mouth marketing. Offer your help to your contacts in return for their assistance in promoting your artwork. A simple request for help to raise awareness is not an intimidating ask. For you, it’s about developing a mindset of seeking connection and understanding, which is less stressful and much easier than trying to think about how to sell your art to everyone you meet.

Mindset and Systems

Selling art isn’t about a one-time push. It’s about building habits and systems that compound.

• Consistency beats intensity
  One viral post won’t carry your career. Steady, repeated effort does.
• Experimentation is key
  Treat marketing like the studio: test, learn, adjust.
• Measure what matters
  Track which posts, shows, or emails drive honest conversations and sales—not just likes or compliments.

And here’s where a bigger picture comes in: if you’ve been following my recent post on creative side hustles, you know there’s a connection. Working full-time as an artist often means creating in a consistent theme to keep galleries, corporate consultants, or licensing agents satisfied. That can feel restrictive.

When you support your art with other income streams, you gain freedom—freedom to choose what kind of work you make and freedom to define the audience you want to reach. Instead of bending your art to fit the market, you can shape a market that fits your art.  

How many of these options apply to how you sell your art?

It’s helpful, if not necessary, to evaluate your marketing practices. Are you implementing these strategies, and can you identify the reasons your art is not selling?

• Exhibit at shows.
• Have a website and an ecommerce store.
• Has an accurate, well-defined customer avatar.
• The individual generates content suitable for social media sharing, taking into account the demographics of their avatar.
• Shares content frequently on social media.
• Engages with commenters on social media.
• It establishes connections with individuals within the avatar’s social and economic circles. 
• It has an effective method of collecting email addresses.
• It is equipped with a marketing system that ensures it follows up on every contact and sale.
• Is committed and takes action to build a profitable art business.
• Recognizing that selling art typically involves a lengthy process, with spontaneous sales serving as a bonus, is crucial. 
• Persistently message interested buyers until they make a purchase or request to unsubscribe.

There is a correlation between the marketing strategies artists employ and the success of their work. Few people do all of the above, but the most successful artists do most of them regularly. 

If you aren’t doing all of those things, it’s probably because you don’t want to, are afraid of the process, are fearful of failing when you try, or have other reasons. Your angst may be misguided, even though these are potentially valid reasons for feeling down. Everyone is unique, and your story might be more distinct than you realize.

Keep reading to learn why… 

Are you sure you want to build a business around selling your art? 

There are alternatives…

Once artists realize how much hustle it takes to operate a successful art business, many start seeking options to locate another way to make a living. A viable option is to have a career—or even better, an art-related career—that supports selling your art, rather than making art sales your primary source of financial support. And there is nothing wrong with that choice. Although you might make it full-time as an artist, that doesn’t mean you have to go that route. It’s an excellent outcome to realize that just because something is possible doesn’t mean one must commit to it. 

Even if you love driving and taking long trips and have all the physical abilities to operate an 18-wheel semi-truck, becoming an over-the-road commercial driver might still not be right for you. You are welcome to be an artist who creates art, regardless of your talent; you have no obligation to build a business around making art. You are welcome to ignore those who put such expectations on you.

You do not have to be fully committed to the art industry solely because you are an artist.

It’s the same with being an artist. You’ll often hear me say this.

Just because you can doesn’t mean you should.

— Barney Davey

Even though you may love making art and have an undeniable talent for it, there are untold reasons why building a business around making and selling it is not a viable choice for you. If you struggle in the art business, it’s unlikely that you will force yourself to commit to doing everything necessary to make the company run smoothly.

The key to success is clarity.

The first and most significant reason most artists fail is a lack of clarity about what they want to achieve from their art business. As the Mad Hatter said, “Any road can take you there if you don’t know where you are going.”

Humans enjoy fantasizing about positive outcomes. For instance, making a lot of money by selling art frequently while receiving praise from supporters, the media, and the intelligentsia sounds exciting. But those dreams are often quite unrealistic. 

Many artists are reluctant to bear the high cost of success. When your lifestyle and the lives of others rely on your consistent production, the dynamics shift. Business success often takes the artist away from the carefree days of creating art they want to make, when they want to make it. 

The value of “pragmatic ambition.”

To be happy and enjoy life, have an honest, realistic perspective on what is possible. Someone described it as “pragmatic ambition.” For instance, pursuing pragmatic ambition could potentially lead to a rewarding career in an art-related field. That is, rather than attempting in vain to build an art business to support themselves, imagine the artist using the proceeds from their day job to support their art business. 

For instance, working as a picture framer may not be as exciting or romantic as being featured in numerous solo exhibitions and receiving attention from the media and art enthusiasts. However, it provides financial stability, reduces stress, and enables you to derive immense joy from creating art, all while evading the daily challenges of managing a full-time art business.

When is the joy of creating art enough?

A symphony remains a work of art even if it never plays in Carnegie Hall. The same is true for the visual arts you create. You can be happy making art for yourself and a few friends and followers, ignoring what others think. To lead a joyful, creative life on your terms, you don’t need a successful career in art at the MOMA. 

Your happiness and joy are internal. What others think or say about you or your art, whether positive or negative, is unimportant. You can accept and value the opinions of others, but never let them decide your fate or make you miserable. 

If you are ready to sell your art, go for it!

If you want to reach the top, then no amount of logic about “pragmatic ambition” will pierce your desire. If that describes you, return to the top and read points 1 and 2 above. Make the most appealing work that will resonate with the people you want to reach and produce a marketing plan to help you achieve your goals. 

Art marketing is just marketing. Please acquire the necessary tools, adhere to the guidelines, test, and revise, and you will achieve success. It may seem straightforward, but implementing it can be challenging, particularly if you lack expertise in business and marketing. If you can’t, you need a partner or manager to handle such things, as you won’t succeed without consistent and regular marketing. If you’re a lone wolf, be realistic about what you can do alone for your sanity.

Here are some additional insights into why artists may struggle to sell their art.

• Are you pricing your art correctly? It’s essential to research and find out what similar works of art are selling for in the market. Pricing your art too high or too low can negatively impact sales.
• Are you utilizing all available marketing channels? In addition to exhibiting at shows, maintaining a website, and having a social media presence, consider reaching out to galleries, art consultants, publishers, and licensing agents to increase the visibility of your work to a broader audience.
• Are you creating enough new work? Consistently producing new art and sharing it with your audience can keep your work fresh and relevant while also keeping people engaged with your art.
• Are you taking the time to build relationships with potential buyers? Art sales often rely on building relationships with collectors and potential buyers. Consider attending opportunistic events, identifying and reaching out to potential buyers directly, and nurturing these relationships over time to foster long-term growth.
• Are you continuing to develop your artistic skills? Investing in yourself and continually improving your creative abilities can help you create even more compelling works of art that are more likely to sell.

Remember that selling art is a complex and often unpredictable process, so you must be patient, persistent, and adaptable to the market’s changes. Sustained success takes time.

What can artists do to be realistic about what they can accomplish and still enjoy the business of art?

Getting everything done to sell art is complex, especially for artists who work alone. Here are a few tips for artists who want to be realistic about what they can accomplish while still enjoying the business of art:

• Focus on the best marketing strategies: Rather than trying to do everything at once, focus on the marketing strategies that have worked best for you. These actions could be social media marketing, attending art shows, or networking with potential buyers. By focusing your efforts without overstretching yourself, you can maximize your impact. One well-done goal is superior to a collection of half-baked and unfinished projects.
• Set realistic goals. It’s essential to set challenging yet achievable goals, which can be as simple as setting an intention to sell a certain number of pieces within a given period or to grow your social media following by a specific percentage. Setting realistic goals allows you to avoid feeling overwhelmed and maintain your motivation.
• Outsource tasks when possible: If there are aspects of the business of art that you don’t enjoy or aren’t skilled at, consider outsourcing those tasks. For example, you could hire a social media manager, a web developer, or a marketing consultant to help you with specific aspects of your art business. Doing this can free up your time and energy to focus on the parts of the operation you enjoy and have expertise in.
• Remember why you ststarted:’s easy to get bogged down in the details of running an art business, but it’s important to remember why you started in the first place. You likely began creating art because you loved the process and the result. By focusing on the joy of making art and sharing it with others, you can remain motivated even when the business side of things becomes challenging.

You can build a successful art business while remaining passionate about creating art if you are honest about your capabilities and focus on the aspects of the company that you enjoy.