Join Artists Who Thrive
Artist Ann Rea
After over seven years of not painting, I quit my job, sold my house, and I moved to the beach in San Francisco determined to make a living as a painter.
I had no plan, but because I’m a creative, I created one. Then I turned a profit in my first year in business – shattering the starving artist myth.
And in the past five years I have received considerable national media attention without the benefit of a publicist. They include national media features on the “Fine Living Channel” and NBC’s “In Wine Country“, and in “The Wine Enthusiast“, “Practical Winery and Vineyard Management” and “Fortune” magazines. And Jonathan Fields profiled my blue ocean business strategy in “Career Renegade“, published by Random House this year.
Along with my work, these features have focused on my business model, a blue ocean strategy. As a result, artists began contacting me from across the globe asking for help. They wanted to earn more money, they wanted to sell their art. I suggested that they needed help defining their market, shaping a unique selling proposition, and growing their sales, foreign concepts for too many artists.
Since the business of art is one of my favorite topics, each Monday I began coaching and consulting by phone with a select number of established, part-time, and reemerging artists from across the globe. This list has grown to include painters, mixed media artists, photographers, sculptors, craftsmen, and fashion and interior designers.
Marketing is easy and innate for me. At my first job at a design firm, I initiated the concept of selling GM’s Saturn car for the same price to everyone. My marketing clients range from E&J Gallo, a billion dollar corporation, to individual artists and entrepreneurs.
This year when the Dean of the business school at Mills College asked if I would consider helping them develop a MBA program for the Arts in the future, I realized that I had something.
But there are only so many Mondays and I have my own business to run and paintings to paint.
Maybe I can reach a broader audience and I can attract a community of thriving artists who I could profile in a future book?
So my intention is to cultivate a positive and productive on-line global community of thriving artists and to provide guidance through a series of Q&A posts.
You’re invited to submit your contribution or your question and I’ll do my best to provide useful answers based on my experience. The more specific your question, the more likely that I can answer it.
And if you are interested in applying for my consulting services, I invite you to schedule a 10 minute complimentary phone consultation.
Here is my first draft of The Artists Who Thrive manifesto. I welcome your comments and contributions.
- We believe that we have shaped our artistic voice and that we have something to say.
- We believe we offer creative expression that adds value to the world and therefore the marketplace.
- We believe that we are creating and growing a business.
- We articulate our unique selling proposition to our defined market.
- We believe that we will not be discovered but our value can if we promote it.
- We believe that the traditional model of artist representation is too often broken so we represent ourselves using effective strategic marketing.
- We believe in getting a nice piece of the pie in the art market.
- We are confident and optimistic that we are in control of our destiny.
- We know that in the new economy “the right brainers will rule the world.”*
* “A Whole New Mind” by Daniel Pink
I invite you to join this forum and post your question or comment to this whining free zone. 
Post your specific question below.
Tags: Academy of Art University, art marketing, blue ocean strategy, Mills College, successful artists, the business of art
October 18th, 2009 at 12:03 pm
What is the best way to go about shaping your USP?
October 18th, 2009 at 8:18 pm
Your USP, or your unique selling proposition, it vital to understand in an over saturated art market.
One thing that it’s not is simply your unique artistic style or voice. That is a basic prerequisite. It’s the unique value you offer your market.
Andy Warhol had a distinct style, that’s a given. The unique ‘value’ that he offered his patrons, was that he was a PR master and he celebrated his celebrities’ fame within the context of popular culture, he immortalized their fame.
Who is your market? What unique value do you offer your market that other photographer’s don’t. Make a list.
I have a unique style and approach to color. The unique value I offer wine enthusiasts is that I walk the vineyards with the winemakers and all the field studies that I paint are created among the vines. My work offers collectors a way to “take home a piece of the wine country“.
Again, what do you do that’s unique. Maybe your collectors have already commented on this? If not, ask them. Why did you buy my photograph? You’ll start to hear a pattern in their responses.
October 18th, 2009 at 10:03 pm
Hello Ann and fellow entrepreneurial creatives!
Thank you Ann for creating such a wonderful forum to connect with other artists who are creating thriving businesses!
Looking forward to lots of great questions, answers and ideas!
Virginia
October 19th, 2009 at 7:03 am
You’re very welcome Virginia.
Please share you questions and comments freely.
This is an opportunity for you to inform and inspire yourself and others.
October 19th, 2009 at 10:01 am
Hi! If a person needs to train itself again (just update techniques because the concepts are ok) would you recommend to join a formal course, or would you jump once and for all in establishing a workshop an start to learn from that experience…Thanks!
October 19th, 2009 at 4:44 pm
Hi Ann,
Do you have some advice about how to make a live painting event (I am painting at two racing events in the next few weeks) successful – how to create a great impression, how to make sales, how to connect, how to talk, how to make a great contribution to the event?
October 24th, 2009 at 10:55 am
Hi Martha,
I don’t quite understand your question?
Ann
October 25th, 2009 at 9:58 pm
Hi Virginia,
This is a BIG question and hard for me to answer in a single reply. If you can be more specific that would be helpful.
In short, set your intention for what you want out of this event.
What is your goal? Do you have a sales goal? Do you want to make a number of contacts? Collect email addresses?
“Making sales” is also a BIG question. The short answer is remembering that sales is just about having a conversation and informing your prospect. Ask them open ended questions. Engage them. They will decide.
Speak to the promoters and ask them how you can make this a win win.
I hope that helps.
Ann
October 25th, 2009 at 11:11 pm
Thanks Ann,
That does help.
Ginny
October 26th, 2009 at 2:46 pm
Hi Ann,
Two questions:
1. What activity or marketing strategy has given you the greatest return? For example, getting press coverage vs networking or cold calling potential customers?
2. Have you found an optimum time to spend on marketing and fulfillment vs creating art? How much time should I allow for “running the business” activities in planning how much art I can create?
Thanks,
Ginny
October 26th, 2009 at 5:09 pm
Hi Ginny,
1. referrals, hands down
2. I often will do the business things before noon and the art making after noon. Mondays are devoted to my artist clients.
That said. I have to be flexible. The next month will be mostly about painting because I have three large scale private commissions and my inventory of original work is low and I need to increase it.
Does that help?
Ann
November 1st, 2009 at 12:41 am
Thnaks Ann, that’s perfect.
November 1st, 2009 at 8:03 pm
Hi Ann,
You note above the fabulous press you have received without a publicist. I would love more details. What do you send out in your press releases? How do you send them? Do you send an email first, followed by a press kit? If so, what is in your press kit?
Thanks Ann. I look forward to our next conversation.
Colleen
November 2nd, 2009 at 7:44 am
Hi Colleen,
I have never sent out a press release that has resulted in press!
Every press opportunity that I have received has been through referral and my follow up.
Although it would be a good idea, I don’t even have a press kit. Most editors take submissions via email and don’t really like receiving “stuff” unless it’s an amazing package. But since your message is environmentally conscious, stick to email.
What I have done is simply tell my story truthfully. And when I tell my story I’m conscious of the media’s editorial preferences.
Does that help?
Ann
November 2nd, 2009 at 12:08 pm
Hi to all,
Ann: what I wanted to say in my previous question is: I love painting and sculpting, but I am aware that I have many gaps in the different new techniques that, as well as in the technology area, are changing and renovating all the time. Nevertheless, I know that I have good concepts and talents. In conclusion: I have lots of good ideas and creative concepts, but I lack of many techniques knowledge. Would you recommend me in this case, formal courses, or do you think that I should establish my own workshop, where I would be able to experiment in techniques and to learn from my own experience. Do you think that is possible to excel in arts, being a disciplined self-taught?
Thank you!
November 2nd, 2009 at 12:26 pm
Hi again: when I used the word “workshop” in my previous comment, I meant by that “a studio”
November 5th, 2009 at 7:21 pm
Looking forward to it!
November 6th, 2009 at 11:09 am
Hi Martha,
I think that, like with any other extremely competitive pursuit, you increase your chances of success with formal training.
For example, there are several self taught musicians and athletes but most of those who are very successful received the very best formal education and coaching.
And being exposed to a range of options and experiences helps you determine your direction.
I hope that helps.
Ann
November 7th, 2009 at 10:39 am
Hey Ann,
I’ve been thinking about places to hang my art and I have a whole list now.
So Now I have to start talking to all these places and see if they want to hang my art! There is one thing that I need to address before I get started on that project though.
A PORTFOLIO. I think that I should have a portfolio to show the places I want to hang my art so they can see what they’ll be hanging. I’m not sure how I’d do this though. Maybe photographs of only the ones I’d be hanging or just all my best ones? and short storys to go along with at least a few of the pictures if they want to read it, or all of the pictures, or none? Whats your experience with portfolios? In my case, (for what I’m about to embark on) what should I do?
And also, whats the deal with facebook? Would it be okay for me to put photos of my artwork up on facebook where only my friends could see it? What do you think is the risk of them being stolen? Do you think its wiser to not put them up or put them up?
Thanks Ann! (smile)
-Casia Joy
November 7th, 2009 at 7:57 pm
Hi Casia,
I think that FB would be a great place for you to start.
You’ll upload low res images of your work and this will have no more risk with than you would have on a website.
FB would be the easiest place for you to start and you will be connecting with your existing network. Again the best place to start.
After you’ve edited your images and stories on FB your content will be in better shape to launch your own site.
Does this help?
Ann
November 8th, 2009 at 2:17 pm
Ooooh yes very much! Thank you! (smile)
-Casia Joy
November 9th, 2009 at 1:36 pm
Given that I have commission requests coming in, opportunities to market to a captive, affleuent and passionate audience (racehorse owners / members of the Brisbane Racing club – 600 members), and am growing in confidence, what is the best way you think you can help me / what should I be asking you?
November 9th, 2009 at 2:32 pm
First of all congratulations on your progress!
I would ask how am I going to do all of this? What are my priorities?
Do you have a written plan with deadlines, action items, and resources assigned? To manage your workload and your marketing your going to need it.
November 9th, 2009 at 4:22 pm
Thanks Ann to your answer. It helped!
I must tell to all of you that I have visited your websites: Virginia, Colleen, Neil and of course Ann, and they look wonderful. They are great and very interesting. Inspiring!
November 12th, 2009 at 9:27 am
Casia – Just so you know, a few months ago, Facebook had changed its terms to say that all photos on Facebook were now the property of Facebook! (Can you believe it??!!) There was a huge protest by artists on the site and I believe they have now changed their policy back so that this is no longer the case, but you might want to confirm this and be on the look out for any policy changes in the future.
November 12th, 2009 at 9:34 am
Ann
Any thoughts on licensing, royalty-free, rights-managed photos? I am getting questions from businesses who want to use my photos on their websites and on lines of greeting cards and I’m not sure if I want to do this or not (especially since I want to have my own line of greeting cards), and, if I do decide to do this, I’m not sure which direction to go in (rights-managed, royalty-free, etc), or how much to charge. Any advice you could give on this would be appreciated!
Thanks!
November 12th, 2009 at 10:25 am
Stop right there “royalty-free”. My answer is no on “free”. If you are building a brand and establishing income from your business, there is no “free” for use of your property.
Even if you don’t charge you need to be receiving a clear benefit in return, general “exposure” is not enough.
You’re going to have to learn more about licensing rights and the value of your intellectual property and have written policies so that help you anticipate the answers to these inquiries.
In the meantime, thank them for their interest and let them know you are revising your licensing terms and that you will get back to them.
Look for my next post.
p.s royalty free licensing could mean that you are paid a one time fee for continuous use but not always. So each party much be clear and it must be in writing.
November 13th, 2009 at 6:42 am
OK, great. Thanks, Ann!
November 15th, 2009 at 9:34 pm
Thank you sooo much Melissa! I’m glad you told me before I put too much up! I’ll definitely check into that!
November 15th, 2009 at 11:44 pm
Hi Ann,
Recently I have been swept up in an unusual career opportunity in marketing that I believe will greatly benefit my future as an artist. The downside to that is the incredible sacrifice in time which in turn takes away from actually creating art. I am aware of the concept of toughing through things as long as they make sense and help work toward your larger goals. My question is how to tell if something really makes sense for you to pursue?
November 16th, 2009 at 7:32 am
Hi Kamille,
Only you know the answer to this question. If you sit quietly I’m sure you’ll know.
My experience is not yours but I spent over sever years not painting because I was pursuing career “opportunities”.
On the other hand, the skills I learned do serve me today in business.
Whatever you are pursuing make sure that it is first completing your education and put a limit on it if it doesn’t serve your long term goals.
Does that help?
Ann
November 22nd, 2009 at 4:53 pm
Hi Ann
I have a question about time-management and setting priorities. I am good at this, at times, however at other times I believe I use busy work as a procrastination technique to prevent having to do work that I don’t feel like doing (like selling, for example).
1- what is a good way to prevent this from happening because when I’m doing the busy work I FIRMLY believe that this has to get done or my business will fold
2- what if I really am bogged down with busy work that is legitimate? When is a good time to hire an assistant to help with all of the admin and basic photo retouching, etc?
Thanks so much!
Melissa
November 23rd, 2009 at 7:49 am
Hi Melissa,
I studied time management several times when I worked in a cubicle. I don’t think it works. I believe that you can’t manage your time you can only manage your priorities.
So first you must ask, have you made your goal your priority? Are you allowing other priorities or preferences to take precedence?
I assume that you have a central calendar? Before you go to bed each night list six things that you will do to reach your goal. Pick up dry cleaning may be important but it’s not part of this list.
Now number them one through six, in order of priority.
When you rise start on number one. Complete it. Then proceed to number two. Try as much as possible to complete all six. If for some reason you don’t you will know that you focused on the most important action items for the day. But try to complete all six.
Try it for a week and let me know how it goes.
Ann
November 23rd, 2009 at 7:55 am
Regarding hiring someone, first you need to organize your priorities so that you can manage someone else’s.
Then list what activities are not the highest best use of your time, those that do not make you money.
Then find out what it would cost to replace yourself. I like eLance.com.
If hiring out tasks will allow you to concentrate on money making activities and you have the funds then delegate it.
Make your expectations and instructions abundantly clear. What I like about eLance.com is that if the freelancer does not meet the written requirements your under no obligation to pay and your money is safe guarded in and escrow account.
November 24th, 2009 at 12:36 pm
Of the business owners I’ve suggested the finder’s fee idea to, they all seem a little bothered (turned off) by the whole idea and just want me to leave cards out at their business or do a link exchange on our websites. As far as I’m concerned though, without the finder’s fee, there is then no incentive for them to promote my business and I also hate the idea of having to put a bunch of links on my site. Any other suggestions for how to get other businesses to promote me? Along these lines, I am having trouble filling out my action plan with regards to promoting my business and really want to get started on something.
Thanks
November 24th, 2009 at 3:23 pm
People give your business referrals because they like you, trust you, and they like what you do. And most will do that for free. So only sweaten the pot if you need to.
Most of my business comes from referrals and I did not pay for them.
This is about you needing to cultivate relationships and gaining exposure to other’s markets.
If they are willing to give you space for your promotional material, take it!
As far exchanging links, why not? If you have mutual respect, then do it. You have to give to get.
You need to meet with people face to face, be honest about what your trying to accomplish with your business, and ask for help. Always with the offer to help them somehow. Even if it’s not a referral fee.
Does that help?
November 25th, 2009 at 9:55 am
OK, thanks! So I guess the answer is that there is no fast path to cash, like we were talking about? It takes time to build a referral-based business. I have talked to business owners and given them my cards, so I’ll move forward with the photo book leave-behind we talked about and see if there are business owners willing to hang my portraits as publicity. That’s all I have thought of for action steps.
Thanks and have a great Thanksgiving!
November 25th, 2009 at 7:33 pm
There are faster paths to cash and there are slower paths.
Like I’ve mentioned, it’s a numbers game.
The higher your numbers the faster the path to cash.
You are going to have to execute a number of carefully chosen strategies, measure your results, and then refocus.
You’re also going to have to embrace sales. And you have every reason to embrace it. You have something of value to offer a very viable marketplace.
Read my most recent post. That “artist” had something that wasn’t all that valuable but his volume of in person contacts made it work.
Be very mindful of your attitude. It will have a huge impact on your sales results AND the joy you get from your business.
Be thankful.
Happy Thanksgiving!
Ann
November 30th, 2009 at 2:49 pm
Ann – great forum/blog – I’m so happy I’ve learned of it through Linkedin. I’ll keep checking back often to read and learn. Marketing is as much fun as creating art – there is some creativity involved and yet there is some tedium. You are so right when you say to develope/manage priorities. Too many of us, I’m guilty, assummed the “hit a hundred arrows and one will land” marketing instead of developing ones that really work.
Best,
Judy
November 30th, 2009 at 3:59 pm
Thank you Judy!
I’ve found a useful technique to prioritize my marketing strategies. I’ll have to blog about that some time.
Ann
August 24th, 2010 at 4:00 am
Wonderful information about management. I have bookmarked this blog for my continued information.