Special
Series — How To Sell Your Art!
Editor's Preface:
We're pleased to bring you the second in a new series of articles on How To Sell Your Art.
The best and most practical advice always comes from those who've "been there and done that" before us, those who've walked the walk, paid their dues, and are now pleased to pass on what they've learnt, to others. With that in mind, this article comes courtesy of Steve Popkin, accomplished glass artist, and author of the Art & Craft Industry's definitive Art Sales & Marketing course, "How To Sell Your Art Without Selling Out".
Steve Popkin has a heart for those just beginning their art or craft career. He understands how challenging it can be to take one's hobby and creative talents and turn them into a profitable business. He's learned some "tricks of the trade" and is passing on some of his down-to-earth common-sense advice and secrets. Many of his articles for our newsletter series are for those beginning their artistic journey. Some will be for the more experienced or already established artists and craftspeople.
The following article, “Craft or Artwork?” is an excerpt from a dialogue Steve had with a fellow artist. This young lady's question was,
“I would like to know how to get my potential customers out of the 'craft' thinking and seeing my work as 'art' instead?”
Her question obviously touches on the age-old debate as to “what's art versus what's craft?” Is it only semantics? Is one more important or somehow more legitimate than the other? Does one infer a more talented or worthy creator than the other? Does one deserve more respect than the other? For some, the issue is reduced down to clearly a choice of one-of-a-kind original works that the true artist creates vs. commercially reproducable works that just about anybody could easily copy and make themselves. There's all kinds of heated opinions and strong views on this question. Egos enter in, history enters in, and all kinds of emotion adds to the debate. We're not going to solve this today.
Perhaps it's "in the eye of the beholder" and doesn't really matter. But of course, it all ultimately depends on what you think about yourself and those you sell your art to, as well as your "measuring stick" for your own personal success and happiness in life.
In order to become successful at your art or craft, you need to know who you are, yourself, and what your art or craft means to people. In a manner of speaking it's a question of your own "identity". It's a matter of creating your art and selling it from a position of confidence in your creative talents, and satisfying the needs of your particular art lovers. What you think about yourself will inevitably determine what you think about your world around you, and will affect your product...your art. Or perhaps, it's the other way around, too. |
This artist's question is a common one. For some fine artists, the lines of delineation are clearly drawn; it's a black & white definition. It's deemed that some 'kinds' of art are 'above' the others.
However, for many craftspeople and artisans, there's some grey area, some overlap. To some, it may matter but it's settled in their minds, they know who their particular market is, so it's a non-issue.
Some may fear too much what people may think of them and believe "the labels" are important and help define who you are and the respect you're entitled to. To some, it doesn't matter at all.
For others, as the above artist expresses, it's a legitimate concern. She prefers to be seen as an artist. Who knows what she's been experiencing; this is an important question which demands some practical answers. Will the answer impact what she's doing? Might it determine where she will focus, what she will create next, or some possible changes in direction or art style? Will it cause her to change some of her marketing methods or where she sells her art? We could likely assume it may even help her firm up her own indentity and self image, and personal vision.
One's creative journey is a progression that has its ups and downs.
At the beginning we create our art and we hope people will like it.
Then, we find they do... We're encouraged, we're motivated.
What might have been a hobby starts to evolve into a viable business.
We start to get serious about this...
We create more, our talents grow, our career evolves... We find more and more customers.
Then, we step it up a bit — we're growing, catching our stride. We start to sell at different venues.
We're starting to get some reputation. We may even be getting some repeat customers.
Our creative skills evolve; we find ourselves perhaps even ready to consider a larger market.
But somewhere along the way, the one who started creating their crafts or art as a hobby and took it to a business level, inevitably considers some big fundamental questions.
Who am I? Who are my customers?
Where am I taking my talents?
What am I... an artist? An artisan? A craftsperson?
Does it matter to me? Does it matter to my customers?
What's my purpose, my motive? Why am I doing what I'm doing?
What do I want to get out of this? What do I want my customers to get out of this?
Should I make any changes?
We learn as we grow. The answers come with time. The average creative individual will likely face these questions many times in their creative journey. Growing is all about change, evolution, and at times, some redefining of our ourselves. We develop and mature in our talents. We find our place in the scheme of things and we're hopefully happy with our lives.
Reduced to the simplest terms, when you know how to "position" yourself and your art or craftworks relative to your customer base, you'll know better how to market and sell your art. You'll know better how to successfully grow your own art or craft business. You'll likely be happier with who you are and what you're doing in life. |
This Month's Topic — Craft or Artwork? 
“I would like to know how to get my potential customers out of the 'craft' thinking and seeing my work as 'art' instead?”
This is a great question and I have received several like this one. I have several opinions in regards to this question so here it goes:
First, you have to take a step back and look at your work from your customer's point of view.
Do they see your work as homemade that they think they could do if they had the time? A lot of items that fall into the "craft" genre are items that people look at as easy to duplicate themselves.
Although you may think that this is not true, I guarantee that if you ask your customers, most will think that they can make it themselves with some instruction. This is not necessarily a bad thing, but realize that with this mentality, trying to upsell your work into a piece of "art", may be difficult.
You have to craft (pun intended) a message with your work making it appear as something that is difficult to create and that you have spent years in design. If you look at your work and this can't be done...well then maybe the craft market may be your outlet. Once again, there is nothing wrong with this. There are crafts people making tons of money selling their craftwork. Which brings me to the next point.
Why do you care if people view your work as artwork or craftwork?
Sometimes this is a matter of semantics and is difficult for the artist to stomach. I'll be honest with you...as long as your art is selling for the prices you want, does it really matter?
It may be difficult as far as the ego goes but you know you are an artist, you shouldn't need the affirmations of a fickle public. I know this is easier said than done because we all want to be appreciated, but in the end... does your work sell or doesn't it?
I have met many "artists" that produce wonderful art, but they can't sell. I have also met many crafts people that sell tons of work for big money. Which would you rather be?
There is nothing wrong being a crafts person! Art is intended to communicate with the public and create an impact, does your work do that? That's what's important!
Ok, ok already...You still want to be labeled an "artist" and not "crafty"... I understand.
This brings me to the point... where are you currently selling your art? Are you selling at shows known for craftwork or at higher end art shows? Have you applied to go into the higher end shows and what response have you gotten? This is where you have to confront yourself a little.
If you have applied to the "art" show market and have failed to get in, what can you change in your work to make it more original where it doesn't appear that it can be produced by the dozen? I would recommend doing some research and checking out other artists in your genre to see what they are doing and what works for them. Go to several high end art shows or galleries and see the type of work they are making and compare it to your own. Are they of the same quality? How is their work displayed? What marketing tools are they using to portray their work as higher quality? In other words...why re-create the wheel! If you can find other artists that are selling similar type of work that is labeled as art, find out what they are doing. Observe their methods of bringing it to the market in a professional way, and apply this knowledge to your own endeavors.
If your work really does fall under the heading of craftwork... Go for it! Be the best you can be!
I love craftwork and I think what you really need to do is get a clear definition of "crafts" before giving up on this identity.
Crafts are what built our country. They launched many trends and socio-economic movements throughout the years.
I don't view crafts as a demeaning term but rather as a specific identity of an artist. Being a craftsperson doesn't mean you are not an artist; on the contrary it is a form of art.
Well, that's how I feel on that subject. I hope it helped somewhat in helping you sort it out. Pick the opinion above that fits your situation and build from there.
ABOVE ALL, BE TRUE TO YOURSELF. |
Editor's Comments:
We thank Steve Popkin for this article. We couldn't agree more. It's up to each creative individual to determine who they believe themselves to be. We understand the different "positions" in the old debate of Artists vs. Crafters. We do appreciate the "stand" of each side. We believe that your own personal identity as an artist, artisan, or craftsperson is up to YOU and your market to determine. But, definitely, BE TRUE TO YOURSELF.
That being said, there's more than enough evidence out there to indicate that success, or the lack thereof, is NOT mutually exclusive to one, or the other.
We wish all of you art or craft creators continued success in all your art selling endeavors!
|
Steve Popkin has been a successful glass artist for over 15 years. He uses glass as his media in the form of flat stained glass, fused glass and carved glass objects. He has studied advanced glass manipulation techniques around the world from some of today's most well respected artists. His art work has found its way into numerous art galleries and collections. More recently, he has authored numerous articles and his newest art course, "How To Sell Your Art Without Selling Out". He makes it easy for developing artists and crafters to become successful and maximize their profits. He doesn't believe there's any need for the term, "starving artists" — His goal is to help you bring your passion to a greater audience and create "a great living" while doing it. Learn the secrets most artists and craftspeople will never know about selling their art or craft work. Visit www.thethrivingartist.com. Make your dream of earning your living as an artist come true today! |