Why Artists Should Learn to Write Copy
For artists, brushing up copywriting skills pays off in many ways. The saying, “To sell them, you must tell them” applies when selling art. Compelling copy enhances the art-viewing experience for interested observers and heightens interest and desire for buyers. Improving your communication skills strengthens your marketing and increases sales.
Below is a sales page I recently wrote for the Art Marketing 101 Course. I followed the P.A.S.T.O.R. method, which you’ll learn about, to write the copy. I use italics to indicate my additional comments to you in the text.
Welcome to Art Marketing Mastery!
Hi, Thanks for your interest. My name is Barney Davey. I publish useful art marketing tools, tips, and techniques for visual artists. They use my insights, experience, and practical suggestions to find buyers, sell art, and develop direct patronage.
Teach and Sell… Who Says You Can’t Do Both?
Here’s a Real-Life Example of How to Write Copy for a Sales Page
I believe in transparency and like to take every opportunity to teach when I can. Here is my best effort to encourage you to join the Art Marketing Mastery Workshop, along with an explanation of how and why the information on this sales page is arranged and presented to you. I’m using the P.A.S.T.O.R. (Problem, Amplify, Solution, Testimonial, Offer, Risk Reversal) method taught by copywriting expert, Ray Edwards. His How to Write Copy That Sells: The Step-By-Step System for More Sales, to More Customers, More Often is the best!
Keep reading to see the P.A.S.T.O.R. method in action. As an artist, you can learn to modify this formula for selling your work. When you join Art Marketing Mastery, I will be happy to critique your sales page copy and to suggest improvements.
Identify a Problem
The first thing to address when writing copy for a sales page such as this one is to start by acknowledging a significant problem. Something pertinent to the reader’s interests or business.
Here is what I say in the case of the Art Marketing Mastery Workshop:
An ongoing serious problem is too few artists are good marketers. This problem, in turn, leads to fewer sales and a lack of recognition. These are unfortunate and avoidable issues. The problem intensifies because sales are how artists pay the bills and validate their work.
Amplify the Problem