On Putting Down Pretenses and Getting Real

This post is a bit of a manifesto and announcement. It all started because I’m rereading my Guerrilla Marketing for Artists: How 100 Collectors Can Bulletproof Your Career book. On the market since 2013, it’s due for an update.

To spice things up, while refreshing the book, I’ll be teaching it online chapter-by-chapter through live streams to members of the Art Marketing Mastery Facebook group. You will get more on that later.

You might be wondering…

What does rereading the book have to do with the “On Putting Down the Pretense and Getting Real” post title?

Live Your Best Artist's LIfe
Live Your Best Artist’s LIfe

Making the Most from a Mission Statement

The post title came to me after reading my then Mission Statement in the forward of the book.

It goes like this:

Inform and inspire artists to build thriving careers through continued success at the business of art.

Hmmm. Reviewing my old Mission Statement tells me my writing has changed in the years since 2013. It was also a reason to reflect on how I relate to my audience now versus then.

Let me explain…

The Guide to Art-related Careers
Learn about art-related Careers.

Here’s my critique of my old Mission Statement:

I find it a bit pompous and pretentious, thus the title of this post. I imagine I chose those words to portray some b.s. ideal that represents neither the artists who follow me nor me either. We don’t talk or think that way. While grammatically correct, it reads to me as a bunch of words with little real meaning or value.

I don’t know what made me think a statement like that would be motivating. But I’m thrilled to have evolved and moved on from thinking that way.

Dropping Pretenses | Making It Real | Leveling Up

Today, I seek to be honest and say what I mean in everyday language.

I aim to be economical in words and actions. To focus on one thing until I do it well. Then move on to the next thing. I want to make it to the next level and take you with me.

The Guide to Art-related Careers
Learn about art-related Careers.

Back to updating the Mission Statement…


Inform and inspire artists to build thriving careers through continued success at the business of art.


Inspire artists to live their dreams and teach art business skills.

Like my mother, I’m a teacher at heart. The best teachers make learning a compelling experience. They encourage students to visualize their future and act to realize their dreams. They give them tools and training, and inspiration to reach their dreams. My wish is for artists to fulfill their dreams on their terms with my help.

Living on Borrowed Time with Good News

No matter your age, each day counts. But days are easier to squander when you are young because there’s always time to get it right the next time. Then one day, you realize you’ve lived a lot more life than you have left to live… if you are lucky to stretch it out in good health.

As that sinks in, you realize doing things right the first time is mission-critical. I’m there now but I won’t let it drive me crazy. Gotta get my plans right! The good news is I’m excited and confident my goals and plans are on track. And the train is moving.

I want to help artists in the best way possible. To me, that means providing affordable training on specific topics with practical advice and useful tips. Those plans are in development and will launch in days.

There Comes a Reckoning

Regular readers may have noticed changes in my attitude over the past months. In recent posts, I’ve explained a profound reckoning. That is, I’ve changed how I see artists use my information. What I thought I knew was wrong. It was both humbling and freeing to come to that realization.

I thought most artists were eager to use intricate marketing to gain massive success. Ha! That was potent self-served Kool-Aid. The reality is few have the interest and desire to operate that way.

Artists have many goals beyond marketing art. They want to get into galleries, work with publishers, self-publish their prints, get into prestigious shows, be accepted into schools of their choice, work with licensors, get into museums, and more.

I get it and am here to help them get what they want. It’s so much better than telling artists what I think they want, which doesn’t work… as if I need to tell you.

The Time to Act Is Now

A reckoning is useless unless you do something with it, especially when your runway is shorter than before.

Here’s the deal…

The Art Marketing Mastery Workshop is closed to new members. The course is built around my Guerrilla Marketing for Artists book. I trust you will be pleased you will soon have new, more convenient ways to access the course material and the private Facebook group associated with it.

Rebrand and Revise Is More Accurate

Instead of updating the course and book, I’m rebranding and revising them. The goal is to make the training useful and relevant to artists today. To cut down on information overload, I’m turning lessons from the extensive Art Marketing Mastery course curriculum into individual courses. (You’ll get a quick survey very soon to indicate your preferences in what to publish first.) Announcements about the new classes will come in a few days.

Making the Guerrilla Marketing for Artists Book and the Facebook Group Interactive

Revising the book’s content and using it to make the Facebook group interactive is the start. In October, I will begin to broadcast a weekly Livestream to the private Facebook group. Each week, we’ll review a chapter in the book. All members will receive PDF copies of the current chapter. I’ll present and request feedback on the existing content as your input will guide the book’s revision.

By participating, you get a front-row seat to watch a book be revised. More importantly, you gain the most cutting-edge art marketing knowledge I can create. Your input will add great value to the process. As a member, you will receive a copy of the new book in ebook format. But it’s more than that. You get to influence what information to include in it to make it more helpful to you and your artist friends.

I Believe You’re Going to Want This

By joining now, you get to be part of the process of revising the book from the start. (There will be files and recordings will be in an archive for later review.) If you are already a member of the Art Marketing Mastery Facebook group, you are grandfathered in and need to do nothing.

Before I tell you how to get into the group, let me make you among the first to know the new name of the Facebook group. It is the Art Marketing Toolkit. The name suggests artists choosing the art marketing tools and techniques they want to learn and when.

Welcome to the Art Marketing Toolkit

I’m working on getting the Facebook group ready for new members. In the meantime, please join the Art Marketing Toolkit Interest List by clicking here. In a few days, you will be among the first to have the opportunity to join the group. Keep your eye on an email from my [email protected] email address. Besides the invitation to join, you will receive an announcement of a bonus gift for being a first-to-act charter member.

Here’s the best part…

Starting in October, the members and I will be going through the Guerrilla Marketing for Artists book chapter-by-chapter. We’ll meet via Zoom so everyone can participate. Then we will discuss the current chapter to discern the most valuable information from it. We’ll close the session by creating a short to-do list for participants to work on before the next weekly meeting.

Instead of reading dry material and putting the book down only to forget half of what we read, you’ll be involved in a weekly interactive discussion on how to use the ideas from the book in your art business. My notes will help me revise the book. When it is complete, all members will get a copy in the ebook format.

You’ll also have access to:

  • Recordings of the live sessions
  • Copies of individual chapters of the current Guerrilla Marketing for Artists book
  • Forms, checklists, outlines, and all relevant documents created during the process
  • A copy of the complete revised book in ebook format (Psst. It’s likely getting a name change.)

Here is a list of the chapters from the Guerrilla Marketing for Artists book:

  • What Is Art Marketing
  • Art Career Goals, Dreams & Vision
  • Assessing Your Resources
  • Making Work That Sells
  • Marketing You
  • Local Marketing
  • Networking
  • Traditional Marketing
  • Marketing Art Online
  • Synergistic Guerrilla Marketing
  • Final Words of Wisdom

On some of these topics, it will require more than one week to make sure we do the content justice. We’ll figure those situations out as we move along and gain insights into the pace of the training.

What’s In It For You?

The goal is for you to come away with confidence in your marketing skills and in knowing the different ways you have to get your work to market. You’ll understand how to prioritize your marketing plan and how to put it into action.

I believe the best way to help you is to give you the information and show you via Zoom sessions how to use the tools and knowledge. With your earnest participation, we cannot fail.

Click Here to join the interest list. It will be a few short days before you are notified the enrollment is open.

PS. The Charter Rate is $4.99. Get on the interest list to make sure you lock it in.

The Guide to Art-related Careers
Learn about art-related Careers.


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