SpecialSeries — How To Sell Your Art!

Editor's Preface:

This issue's Special Feature is the 3rd installment in our new series on How To Sell Your Art.

Our Art & Craft Industry is blessed in that it has many experienced, seasoned vets that are willing to pass on what they've learnt. The following 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 many "tricks of the trade" and is passing on some of his down-to-earth common-sense advice and secrets. Some of his articles for our newsletter series are for the more experienced or already established artists and craftspeople, and many, like this one, for those beginning their artistic journey.

It's actually comprised of 4 short articles that will take you from deciding on whether your art or craft is good enough to sell, to choosing what sells best and how to get people to buy your work, to finding the "right" market for your art or craft works.

In the following articles there's a common thread of the need to do your own research and preparation, and to learn from your market, so that you can better meet not only your own needs and desires as an aspiring artist or crafter, but also the needs of those who might buy the fruits of your creative talents —

"A true artist "considers" his market for without an audience no one will have any idea what you are wanting to communicate... and for what worth would that then be?"

Is Your Art or Craftwork Good Enough to Sell? 

Your art or craftwork is good enough to sell when you decide it is! This is a true statement. Only you can decide when to take that next step and make a sale.

Many artists and craftspeople that I've met never believe their work is good enough to sell and end up giving it away to friends and family members. Or worse yet...they sell it for next to nothing and give up on their dream of being a full time artist or artisan.

I would rather give it away than to discount it down next to nothing. The problem with most artists and crafters is their self-confidence as an artist and in their art or craft work. You need to have confidence in your ability to sell your work. Customers exist that are looking for every type of art or craftwork.

Have you ever seen the paintings done by an elephant? Those sell for thousands of dollars. I would like to believe that most human artists possess at least this level of competence.

The only way to know if your art or craft work is saleable is to make the effort to get out there and try to sell it. The marketplace doesn't lie! People will only pay what they think its worth. That being said...there are ways to raise the value of your work to make it more desirable.

Key Points:

    You've got to have self-confidence.
    You can't avoid getting out there and trying to sell it!

How Do You Choose What Will Sell Best? 

This is a great question and I'll tell you why... Most artists and craftspeople screw this up and sell the wrong art to the wrong buyer. Think about this for a moment... You create a great piece of work and try to sell it at an art or craft show, a gallery or even on the internet. You believe that your work is tailored to any type of buyer, but it isn't.

Art has to communicate with the viewer and create an effect. If the piece doesn't accomplish this it won't sell. For instance, creating a piece of modern contemporary art won't sell easily in the southwest United States if buyers are looking for pieces with a Southwest design.

I would recommend visiting various art and craft shows and galleries in the area where you want to sell and find out what is selling best. This is so easy to do most artists and crafters will bypass this and just go right on producing huge amounts of work and then get discouraged when their pieces don't sell.

The second thing I would recommend doing is surveying people in your area that are buying art or craftworks. You can find these people at galleries, stores, art or craft shows, museums, etc. Ask them in what style are they decorating their homes or businesses. You can also do some research online and find out the "lifestyle trends" in your demographic area. For example, if you live in the wine country, why not create artwork or craft pieces that encompass this passion? People will buy art that is focused around what they are already interested in. Why not just work with the flow than against it?

I would recommend doing a little homework before launching into a particular genre of art or craft. Now, this is not to say that you have to be directed by the marketplace. In other words, you do not have to lose your creativity and just make art for the masses. What I am saying is to take your art or craft to the audience that is interested in that type of art or craftwork. This takes a little research, but this research will pay off handsomely in the end.

Key Points:

    Art that doesn't make the connection with the customer won't sell.
    Do some research "homework" to see what people are interested in.

Getting People to Buy Your Work 

One of the ways to get people to buy your work is to help them see the work in their home or business. You have to help them get this vision. Several ways to do this include displaying your work in a setting that reminds them of their home (this can be done with some clever displays), Pictures of how other buyers have shown your work and telling them different uses of your work. Don't expect people to figure it out for themselves!

Another suggestion that I have is for you to ask questions such as:

• What do you like most about my work?



• What about my art or craftworks would look great in your home or business?



• What would cause you to buy this piece right now?



• What is causing you from not buying this piece right now?



• What type of piece would you buy right now?

Key Points:

    Get the customer to see your art as their own.
    Don't be afraid to ask questions, then listen and learn.

Finding a Market 

Many artists and craftspeople feel that they lose creativity if they begin changing their art or craftwork for the marketplace and give up what makes them fulfilled as an artist or craftsperson. I recommend doing some soul searching on what makes you happy.

Why not find a market that wants what you have to offer? Now, you may be saying that's exactly what I want to do! Well, you're going to need to do some research again. The word "research" sometimes sends chills down peoples's spines for it means work. Not hard work, but it does take some work. But this work can pay off handsomely in the long run. Here are some suggestions on how to do some market research:

• Go to your local public library and ask your librarian if they carry a reference book by SRDS called Lifestyle Analysis, or its counterpart for your country. This book will give you a wealth of information on lifestyle interests of people across the country (USA that is). If you're a Canadian, see if there is a similar guide in your library. This guide breaks down about 75 different interests that people have, where they are located, how popular it is in various areas, etc. By doing this before diving headlong into a series of pieces you will discover if you have a "buying market" where you are planning to sell your pieces. I am not telling you to design around the interest level of the area (although you could) but to find out if there is an interest in your type of work.




• Do research using the major search engines such as www.google.com to see if there is an interest in your type of art or craft. How many search results come back? Are there a lot of advertisers competing for the "sponsored ads" on the sides of the pages? This will indicate that people are willing to pay for this traffic and there is a demand for this art or craft.




• Go to local art or craft shows and see if other "like or similar" artists are successfully selling their work. If you are not timid go up to the artist or crafter and introduce yourself and engage in conversation. If you approach them in a friendly manner many will be happy to share with you what has been working well with them and if their art or craftworks are being bought. If you do not feel comfortable going up to the displaying artist, then watch from a distance and see if people are visiting their booths or walking right by. Are people stopping and looking or not even paying attention? Take notes! Look what people are carrying away from the these shows...paintings, sculpture, ceramics, jewelry, etc.




• Go to galleries and local art or craft stores that would carry the type of work you create. Look for what is selling for them and what doesn't. Ask the salespeople what people buy and what they ask for. Once again you need to ask if you want answers.

These are some methods for finding out what is selling in your area and what is not. Now back to what I originally said...don't change for the marketplace. You may not want to change but just realize that after doing the above research, if you find that your craft or form of art is not being sought in the marketplace you may have to get more creative in your marketing. How can you create a market for your work? How can you make prospective buyers want what you have to offer? I tend to try to create my work with this in mind. What can I create that satisfies my needs as an artist yet meets the buying market. There can be a happy medium.

If your work does not have a ready and knowledgeable buying audience, you may be sitting on pieces for a while. My last suggestion is to do an art or craft show and survey people that go by, on their viewpoint in regards to your art. What do they like about it? What does it communicate to them? Is it something that they would want to own? What would make them want to own it? Why don't they like it? What they would like to see you make? Take your results and evaluate. Can you adapt or do you need to create the interest level? Compromise is not a bad thing...is it?

Key Points:

    Search your soul first as to what makes you happy as an artist.
    Research your market to see what people are interested in.
    There's likely to be little satisfaction nor reward for you in creating something nobody is interested in but you...

    Remember: If you don't ask, you may not know... so ask and learn.
    There's a wise old expression that says, "Your criticizers (constructive or otherwise) are your unpaid counsellors".

Editor's Comment:

There's so much more that could be said to add to what Steve has written. We're only just barely touching this topic... Stay tuned in upcoming newsletter issues for more on this and everything else you need to know about "How To Sell Your Art".

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!

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