“You really don’t want to sell your art?!” What?
Why don’t you want to sell your art? Because it’s just way too damn hard.
The art establishment does a much better job at this and you can’t compete with them.
So you ask. “What do you mean I don’t want to sell my art? Of course I do!”
No. You don’t. You want to sell value above and beyond your art. “What does that mean?” Let me break it down for you.
Let’s look at three key elements of selling art.
- Artist’s passion
- Unique value proposition
- Target market served
We learned in art history class that Andy Warhol sold Pop Art in the form of lithographs. Wrong.
- Andy Warhol’s passion was the modern consumption of celebrity
- He celebrated celebrity’s fame by reproducing their iconic images, furthering their fame by with his magazine, Interview, and providing networking and PR at his “Happenings”
- Celebrities and those devoted to them derived value
What is art? I am not interested in answering that question. I’ll leave that to the art critics and the gatekeepers of the art establishment.
I’m interested in helping you Sell Your Art because the real answer to that question is simply, art is in the eye of the beholder.
In other words, if the beholder, the target market, perceives value, then it is art to them.
Collectors are not going to examine art as objects of art. They are not artists.
A collector may vibe with your aesthetic but that will not be enough to move them to buy.
Collectors need to perceive value, meaning, or experience inspiration. That’s where you need to focus your sale.
You are not your market. So stop trying to explain your art to yourself in your artist’s statements.
Artist’s statements do not convey value to collectors. They are mostly confusing and self involved.
And not everyone is your target market. Identify your ideal customer avatar, a profile of your very best customer, and speak directly to them.
It’s guaranteed but only a few candidates will be selected.
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