There are only two ways to influence human behavior: you can manipulate it, or you can inspire it.
Simon Sinek

The Importance of Understanding the Ways Consumers Buy Art

Many resources, including Art Marketing: The Ultimate Guide for Visual Artists, explain art marketing. This post portrays why and when people buy art and how artists can use marketing to inspire sales rather than manipulate them.

First Things First

Before art marketing does its job, artists with work to sell have billions of potential people to buy art. But, of course, it is ridiculous to assume every living person is a prospect, and that's where marketing is a valuable tool.

A primary marketing principle is defining your audience to avoid trying to influence billions of people. Before beginning any promotional activity, savvy marketers ask, "Who is most likely to buy my art?" Those who drill down to get the most definitive answer benefit by reducing their prospective buyer pool to a few thousand or even a few hundred people.

Choose Your Crowd

Another marketing principle is to spend your time, money, and effort to gain the attention of those most likely to buy what you, as the marketer, are selling. Steakhouses and McDonald's exclude vegans, and toy stores target children and parents. The Hallmark Channel targets women and NFL men, and so on. By recognizing their most likely prospects, art marketers can use marketing tools and techniques to reach, influence, and inspire them.

In today's rapidly evolving art market, the way people discover, appreciate, and purchase art has significantly transformed. The digital age has opened up new avenues for artists to connect with their audience, but it has also intensified competition. Understanding art purchases' emotional and psychological motivations is more crucial than ever for artists looking to thrive in this dynamic landscape.

Be Where Your Buyers Are Looking

Art is no longer confined to gallery walls or exclusive auctions. It now finds its way into our daily lives through social media feeds, online marketplaces, and virtual exhibitions. This shift has democratized art and challenged artists to find innovative ways to stand out and forge meaningful connections with potential buyers.

The Buyer's Motivations

Understanding the Buyer's Motivations: This is a pivotal aspect of effective art marketing. To effectively market your art, it's essential to know why people buy art in the first place. Here are some key motivations:

• Decoration: Many buyers seek art to enhance their living or working spaces, creating a personalized ambiance that reflects their taste and style.
• Investment: Some collectors view art as a financial asset, hoping for appreciation in value over time.
• Personal Connection: Buyers are often drawn to pieces that resonate with their emotions, experiences, or worldviews.
• Status Symbol: For some, owning original art is a way to showcase their cultural sophistication and financial success.
• Supporting Artists: Many buyers desire to support the arts and contribute to an artist's career.

Conduct a Poll of Your Contacts

Interactive Poll: What motivates you to buy art?

• Decoration
• Investment
• Personal Connection
• Status Symbol
• Supporting Artists

Understanding these motivations will enlighten you and empower you to tailor your marketing efforts to appeal to different types of buyers. Remember, a combination of these factors drives most art purchases, and you have the power to influence these decisions. This understanding puts you in control and boosts your confidence in marketing strategies.

Crafting Your Online Persona

In the digital age, your online presence is often the first point of contact between you and potential buyers. It's crucial to maintain an authentic online persona. Here's how to make it count:

• Authenticity is Key: Share your genuine artistic journey, including challenges and triumphs. This vulnerability can create a strong connection with your audience.
• Storytelling is a powerful tool in your marketing arsenal. Each piece of art has a story. Share the inspiration, process, and meaning behind your work to inspire and engage viewers on a deeper, more personal level. This connection through storytelling can be a game-changer in your marketing strategy, igniting your creativity and encouraging you to share more of your artistic journey.
• Clear Call-to-Action: Make it easy for interested buyers to purchase or inquire about your art with prominent, clear calls-to-action.
• Artist Statement: Craft a compelling artist statement encapsulating your vision and art approach.

Remember, your online persona should be an extension of your artistic identity, providing a cohesive experience for your audience across all platforms.

Email Marketing That Works

Email remains one of the most effective marketing tools for artists. Here's how to make the most of it:

• Build Your List: Offer incentives like exclusive content or discounts to encourage website visitors to subscribe to your newsletter.
• Segmentation: Divide your list based on interests, purchase history, or engagement level to send more targeted content.
• Valuable Content: Share insights into your creative process, upcoming exhibitions, or limited-time offers to keep subscribers engaged.
• Consistent Schedule: Maintain a regular email schedule without overwhelming your subscribers. Quality trumps quantity.
• Compelling Subject Lines: Craft subject lines that pique curiosity and encourage opens. A/B tests different approaches to see what resonates with your audience.

Remember, your email list is a direct line to your most interested followers. Nurture these relationships with care and authenticity.

Social Media and Beyond

These platforms offer unparalleled opportunities to showcase your art and connect with a global audience. Artists should leverage these platforms effectively:

• Choose Wisely: Focus on platforms where your target audience is most active. Instagram is often effective for visual artists, but so is any channel that connects you with your ideal buyers.
• Consistency Is Key: Maintain a regular posting schedule to keep your audience engaged and expand your reach.
• Behind-the-Scenes Content: Share your creative process, studio tours, or work-in-progress shots to connect followers to your art more deeply.
• Engage Actively: Respond to comments, participate in art communities, and use relevant hashtags to increase visibility.
• Explore Emerging Platforms: To reach different demographics, don't hesitate to experiment with newer platforms like TikTok or Clubhouse.

Remember, social media is more than a platform for selling. It's also about building a community around your art that resonates with your work and engages with your content. By actively participating in art communities, responding to comments, and using relevant hashtags, you can foster a sense of belonging and connection among your followers, making them feel more engaged with your work.

Blogging and Content Creation

A blog can be a powerful tool for establishing authority, improving your website's SEO, and providing value to your audience. Here's how to make it work for you:

• Regular Updates: Aim for consistent posting, whether weekly, biweekly, or monthly.
• Diverse Content: Mix up your posts with artist interviews, art history insights, technique tutorials, and personal reflections on your artistic journey.
• Visual Appeal: Include high-quality images of your work, process shots, or relevant visuals to break up text and engage readers.
• SEO Optimization: Use relevant keywords throughout your posts to improve search engine visibility. Researching and competing for responsive longtail keyword phrases is how to strategize your SEO.
• Guest Posting: Consider writing for other art blogs or inviting guest posts to expand your reach and build relationships in the art community. Look for other creative opportunities to borrow OPA: Other People's Audiences.

Remember, your blog is an opportunity to showcase your expertise and personality. Let your unique voice shine through in your writing. Tap AI-assistant writing apps intelligently and ethically.

Interactive Section: Your Marketing Strategy

Take a moment to assess your current marketing efforts:

• How often do you update your website?
• What's your email newsletter frequency?
• Which social media platforms are you most active on?
• How regularly do you blog or create content?
• What's your most successful marketing channel so far?

Identify areas for improvement and set specific, achievable goals for the coming months. Use this as a reality check to align what you want, can, and will do to streamline processes and maintain peace of mind so you can pursue your purpose passionately.

Relax. No One Does It All

Please stop if you are feeling guilt pangs or anxiety when reading these suggestions. Reality proves that no one does it all, and few do it expertly.

You already instinctively know:

1. It's only possible to do some things and have an enjoyable artist's life.
2. You were never going to do all of those things anyway.

So, don't sweat what you're not doing. Instead, find those things you can and will do and do them better. Make less stress, more fun, and realistic expectations your marketing mantra.

Conclusion: The Journey Continues

Marketing your art is an ongoing journey that evolves with trends, technology, and your artistic growth. The key is to remain flexible, open to learning, and committed to an authentic connection with your audience.

Adequate art marketing balances showcasing your work and engaging with your audience. It's about telling your story, sharing your passion, and inviting others to join your artistic journey.

Introducing the Artist Advocacy Project

The Artist Advocacy Project (AAP) is a transformative learning initiative designed to empower artists with essential success skills that enhance their marketing efforts and personal growth. Through a series of courses, artists are equipped with tools to understand their motivations better, effectively engage in conversations, strategically network, and master storytelling.

The skills developed through the Artist Advocacy Project (AAP) amplify the effectiveness of all art marketing strategies, whether you use email, social media, promotions, direct contact, or advertising. While most artists utilize a selection of these tools, the competencies honed in the AAP enhance every aspect of an artist's professional and personal life, acting as a force multiplier on marketing efforts and developing valuable relationships.

By mastering these essential skills, artists can craft compelling narratives, engage more deeply with their audience, and strategically leverage their professional networks. This holistic improvement transcends specific marketing tools and provides enduring value, making the skills learned through the AAP incredibly potent and universally applicable. For these reasons, the AAP's training is an investment in a long-lasting and prosperous art career and marketing expertise. Enroll in AAP today.