Last Wednesday this artist had an appointment at the Imperial Tea Court in the Ferry Building in San Francisco with a scientist, a new business colleague who I didn’t know.

As I walked up the Embarcadero along the San Francisco Bay to my appointment, I thought, “What are we going to talk about? She’s a scientist and I’m an artist.  Could our expertise and world view be any more opposite?”

Dr. Karin Hollerbach is an extremely well educated and accomplished scientist and entrepreneur.  Her expertise is engineering and science and helping get discoveries to market.

As a nationally recognized artist, my expertise is creating original oil paintings and extraordinary experiences of art for individual collectors and educating and advising artists on business and marketing.

I discovered that we where both accomplished in our disciplines and we where also experts in the entrepreneurial aspects of our markets.

As we chatted I learned that she once had substitute taught a business course to group of artists.  “Really? Do tell.”

Karin observed, “Artists are very much like scientists, experts immersed in their discovery.” They are too are often a drift without in anchor in business.

As the founder of Artists Who THRIVE, this unnecessary disconnect between art and business is a cultural and economic norm that I am all too familiar with.

I have made it my mission to teach artists how to combine their creative freedom with business savvy.

So the scientist and this artist actually had plenty to discuss. Not only did we discuss business, we explored the intersection between art and science.

What we both know is that if you want to get paid, if you want others to benefit from your creative or scientific contribution, your expertise and talent alone is just not enough.

The bad news. There must be a market for your talent if you want to fully enjoy the fruits of your labor.

The good news. When you take on the mantel of entrepreneurship and find a market for your talent, you will receive the ultimate reward for all of the hours and energy devoted to your discipline and passion.

If you are looking for the ultimate example of an artist and an entrepreneur, look no further than Willy Wonka and the Chocolate Factory.

My dear friend, performer and vocal coach, Vernon Bush just played this staring roll to rave reviews in a premier local performance.

As I overheard Vernon memorizing his lines and rehearsed the songs, particularly “Imagination,” it hit me. 

Willy Wonka is a shinning example of the flavor of marketing that I am teaching creatives.

Willy Wonka is an artist, as a passionate creator of artesian confections.

Willy Wonka is also a very savvy entrepreneur with the ultimate Blue Ocean Strategy, clear business terms, and PR machine.

The unique value proposition is not just about fine confections; it has to be about much more than candy to be unique.

Why is the unique value proposition so important?  To eliminate the competition, so that there is no need to compete with Hersey’s or Cadbury’s, ironically now owned by Hersey’s.

Wonka made amazing artesian candy but he wasn’t actually selling candy. 

Wonka was selling Wonka candy fans the rare chance of winning a Golden Ticket to an extraordinary experience of his creative process.  

How? Through an exclusive tour of the Wonka factory.

Pure, fricken genius. 

Why?  Because customers bought boxes and boxes of chocolate in hopes of winning. Then the five lucky winners appeared on TV.  So he sold tons of chocolate while securing free advertising and buzz.

But Willy Wonka wasn’t just a creative force, with many artistic series, including:

·      Everlasting gourmet Gob Stoppers

·      Fizzy Lifting Drink

·      Chocolate Scrum deliciousness bars

Wonka’s entrepreneurial success afforded him with the rare opportunity to become a thoughtful philanthropist. 

He earned his fortune and then he sought a worthy beneficiary, Charlie and his family, who Wonka willed his factory and candy creations.  

Charlie inherited Wonka’s intellectual property, his most prized and valuable asset, the products of his imagination.

“Be who you are say what you feel because those who mind don’t matter and those who matter don’t mind.”  Dr. Suess

What does this wisdom have to do with the business of art?  Everything.

Although artists are all inspired by other artists we are only relevant if we give our market, “those who matter” something unique to see or to hear.

Why? To succeed as an artist you have to deliver a unique talent, and a unique value proposition, to a target market.

Yes you could pursue a career as a cover band but that will only take you so far.  And in this case you are just a technician, not an artist.

The only way to be truly unique is to dig deep, to be honest, be brave, and be clear about who you are and what you have to say.

Some will love you, some, not so much.  But you can’t please everyone and who wants to try?

·      What makes you happy?

·      What are your values?

·      What have been the biggest lessons you have learned in life?

·      What pisses you off?

·      How do you spend your free time?

Artists must be brave and passionate.

Who are the first to be celebrated and the first to be executed during a political revolution?  Why?  Because artists are thought leaders.

Be ready to speak your mind and offer the world your perspectives and ideas.

The wise words of Russell Simmons, a hip-hop mogul, “Do You”, is required reading for my coaching clients.

This self made serial entrepreneur, mentor, yogi, and musical talent has boiled the vital message to artists down in the title of his book.  Just Do You.

By doing you, you will find your tribe.  Celebrate your tribe and they will celebrate and reward you.

Within six months of graduating from the Cleveland Institute of Art, in 1987, I was working at a design firm who was responsible for creating the retail environments for the then new GM Saturn car.

I was flown to St. Helena, California to participate in a brain storming session at the beautiful Meadowood Resort, to construct the marketing strategies for the GM Saturn car.

I was chosen among my male counterparts because they were targeting young professional women, and they where competing with Honda.  My male counterparts referred to me as the token.  It gets better.

Even though GM was targeting young professional women, I’m sorry to say that I was the only woman in attendance, and I was largely ignored.

I withdrew and the facilitator eventually noticed this and asked why.  I stated boldly, “Because you probably won’t listen to me” mirroring my experience at car dealerships.  That hushed the room.

Now the rules of a blue-sky session are that you cannot criticize an idea, only add to it.  He said, “Well you have to contribute, we flew you out here.”

Fair enough, maybe these men were ready to listen?  “Why don’t you sell the car for the same fair price to everyone and stop this horrendous haggling process.”

The room erupted.  One of the top ten GM dealers from Texas sitting across from me actually stood up, he was about 6’5” and big, with a pie plate sized belt buckle.  He proceeded to pound his fist and shout, “That will never work!”

Well, clearly it did.  And who knows where GM would be today if they had continued to listen better to their market. The experience helped me realize that one day; I’d figure out how to best market my own art.

Visit most artist’s websites. What will you find posing as marketing copy? Two things:

1.    A resume or CV

2.    and typically a boring, self involved, and unrelatable artist’s statement written for other artists versus collectors

Why do artists do this?  Because they think that they have an art career and what they really have is a business.

And why is that?  Because artists don’t have a job, they do not receive a W-2.

So we have to know our target market and we must speak to them directly.

•   Web site visitors have a short attention span so they must be engaged quickly and clearly.

•   Collectors have not been to art school, they don’t speak our lingo so we need common and relatable language.

Can you imagine if Apple used Steve Job’s resume as their primary marketing copy?  Job’s resume would be very impressive but it would not immediately prompt us to buy the new iPad.  I know this is obvious, yet most artists don’t think past their resume.

So what should you do?

1.    I recommend writing a pithy bio in the third person tense. Then you can brag about your accomplishments and your fabulous self.  Remember, you are selling yourself.

2.    Then translate the features of your creative process into benefits for the collector.

List all the features of your work that you have written or spoken about and translate them into benefits.  Ask how will each feature be of benefit or of interest to your collectors.

And go back to your collectors and just ask them why they purchased from you, what your work means to them.  Ask if you may use their endorsements or quote them.

The truth is the best marketing strategy.

I have an artist client that I have been coaching for quite some time now.  She’s invested in expensive and time consuming coaching.

To best define a lucrative Blue Ocean Strategy that will best serve this artist we have taken significant time and effort to analyze this artist’s:

• strengths
• weaknesses
• values
• interests

A Blue Ocean Strategy is a business model that offers a target market a unique value proposition therefore eliminating the competition.

Now, when an artist launches a new business, the artist cannot operate from the belief, “build it and they will come.”

Yes, as an artist, you own a business.  Unless you are a commercial artist or teacher with a JOB, you are also an entrepreneur.

An artist/entrepreneur has to build a new business and then let many people know that it even exists and what value it offers, over and over.

Then the target market will size up the business and decide whether or not “they will come.” The market will feel you out and see if they can trust you.

Your job: to be consistent and targeted in your sales and marketing efforts and to be persistent yet observant of results so that you can respond and make adjustments.

As an artist/entrepreneur, referrals will be your most important sales and marketing strategy.

We created a very clean and simple and elegant graphic identity for this client that effectively communicates her unique art education offering for affluent children.

What did my client do?  She tacked the word “HOUSE PORTRAITS” onto the existing logo. Huh?

That’s like sticking an advertisement for Michelin tires on top of an ad for Coke.

Whatever solid impression that logo made to prospects, it’s now been shattered.

Why did she do this?  “I’m trying to survive.”

Even though I’ve cautioned her about spending money on advertising, she did not consult me before she paid good money for a sign.  And because she’s paid for this silly sign she wants to use it.

No matter how much council I offer, how innovative the strategies we devise, or what experience I share, if an artist continues to operate from scarcity they will make missteps that will cost them money and opportunity and undermine their success.

Bottom line. Fear can kill success.  Courage can create opportunities.

“When you’re always trying to conform to the norm, you lose your uniqueness, which can be the foundation for your greatness.”
— Dale Archer

Recently an artist booked a Blue Sky Session to determine a Blue Ocean Strategy.

This is where we articulate a unique value proposition to a potential target market.  The key word here is unique.

When I asked her to describe the uniqueness of her art, she struggled.

I dug deeper and asked her to put all thoughts of marketing art aside.

“What do you love?  What is important to you?  Why?  There’s no judgment, just spill it.”

She started off by saying, “I love painting portraits.”

That tells us nothing about her uniqueness.  That’s like saying I live in a house. “Tell me about the neighborhood, describe your décor.”

Artists are thought leaders.  Own it.  Claim it. Be clear. “What do you think?  What do you feel? What do you want to tell the world?” Do you.

Finally she said, “I’m interested in feminist literature.”

Okay.  Now we are getting closer.  There’s a whiff of her uniqueness and this may relate to a potential target market.

It became clear that she is not ready to launch an enterprise.  Her cart is before the horse.

Thinking about marketing her art is premature.

This artist needs to return to the “Research and Development” laboratory to invent something unique.  Then the “Marketing Department” can take over.  This is the right sequence.

She must return to her studio to find her voice, to delve deeply into what she is passionate about.

The result of honest reflection mixed with talent will be a representational body of work reflecting her unique point of view.

Delving deeply into her uniqueness and finding her creative voice is the only way that her voice will be heard above the massive chorus of artists called painters.

Your uniqueness is the only way to compete in the market and for artists to be satisfied creatively.  Which is why we are doing this anyway, right?

Just follow your passion and you will succeed.  Really?

• Two-thirds of artists reported their total 2008 income as less than $40,000, and nearly one-third earned less than $20,000.
• Artists play multiple roles – seven in 10 artists hold at least one job in addition to making art. *

We have all heard this before. “Just follow your passion and you will succeed.”

When it comes to supporting yourself financially as a full time artist, the “just” part of this statement is a big fat lie.

Why? Because being a full time artist is also very much a business, not a career.  Unless you are a commercial artist or teacher, you won’t have a full time JOB as a fine artist.

So you have to have to do two things, and do them in order.

1. The first thing is indeed following your passion and developing your creative talent.

But let’s face it.  Although some would like to believe that they have both passion and talent, just take one look at “American Idol.”

I also assert that you must be a thought leader.  Your art must have something interesting to say.  It must inspire.  Otherwise it’s just noise, again like American Idol.

2. The second thing you must do, is to be, business savvy.  That’s right.  You also must be a skilled entrepreneur.  And I mean skilled.

Art is a much harder sell than most.  There are times when I wish I were delivering a necessary product to a broader market.  But then that would be boring.

Now notice the sequence, first passion and creative talent and then business savvy.   Not the other way around.

Occasionally I encounter artists who have the cart before the horse.  They want to be selling – who doesn’t?  But they do not yet have a viable “product.”

By “product” I mean a cohesive and salable body of work.  A body of work that is really inspiring to them so that it may inspire others.

Remember, Artists Who THRIVE is all about “business savvy.”  So we need an excellent product with a unique value proposition that will serve a target market.

So start by creating something truly unique that you are very passionate about.  It is only then that you can determine its unique value proposition and what target market it could serve.

* 2010 survey commissioned by LINC