Can We Talk... About Your Art?

by Kate Dardine

So you’ve got a website, and you are using social media to drive people to your site. You have your url listed on your business card, and you have a link to it as part of your email signature.  Fantastic! Now, how do you turn lookers into buyers?

According to Clint Watson, creator of the Fine Art Studio Online websites, the only way you sell art is through “connecting with real people and having conversations with them.” (Clint worked in a high-end gallery for many years before starting his own company – so he knows a bit about selling art.) “Well,” you may wonder, “how am I going to have conversations with people when I can’t see them – and am not even sure they are out there?”

You know the old saying – when there is a will, there is a way? Assuming you have the will, here are a few ways to engage in “conversation” with the viewers on your website (and, gasp! – in person).

Tell stories about your work.
I know, some of you are saying, “my art speaks for itself.” Trust me. It doesn’t. Now before you think I’m dissing your artwork (heck, I haven’t even SEEN it!) let me explain. Yes, the image has to speak for itself to attract the viewer. The subject matter, color, composition, values and style have got to first grab the viewer’s attention, enticing them to take a closer look. But on a website, unlike a gallery, there is no gallerist to walk over and start a conversation with the viewer. You’ll have to do that with your written word. You don’t have to write a dissertation – in fact, you’ll want to keep it short. But you’ll want the words to tell a story that leaves the reader intrigued and wanting to know more.

For example, I have a painting called “Released: This Lucky Night is All There Is”. This is one of my current series that originate from a time in my life where I was forced to re-examine the things I took for granted. I had to let go of my preconceived notions, let go of my need to control, let go of the fear, the anger, the hurt and become like a leaf released from the safety of its mother tree to ride the wind. Fight it or go with the flow - no matter, there is change.”

Send out an email newsletter to your list on a regular basis.
I generally try to send an email newsletter out once a month. I keep the letter short, but provide insights into my creative life. I include a images of the latest paintings I’ve completed, and usually try to tie my “story” in to the work I am showing.

I also put “newsy” items in the newsletter – paintings that have sold, shows I’ve been accepted in to, awards I’ve won, etc. And every once in a while I offer a special discount to my newsletter readers – and let them know they are the only ones getting the discount. I also, with the client’s permission, put in testimonials from people who have purchased a painting. I might give a short review of a book I’ve read or a movie I’ve seen. And I provide a short intro and link to my latest blog…

Start a blog!
My website through FASO has one built in, but there are plenty of free blog hosting sites out there. This blog is hosted by Blogger, and Wordpress is a popular blog site. . There are a number of good sites out there that can help you get started writing a blog, and so I won’t go into detail here. Here's two to get you started. “The 12 Do’s and Don’ts of Writing a Blog”,  and “How to Create an Art Blog that Makes Collector’s Swoon”.  Really, you want to think of your blog as another touch point, another place to start a conversation.

And the Scariest…

Learn to Talk About Your Art. Face to Face. In Person. 

Believe me, I know how scary this is. I am the Queen of the Tongue-tied when it comes to talking about my work.  But, I am getting better.  How?  By facing my fear and putting myself in situations where I actually have to talk to people. About. My. Work. I have come up with an “elevator speech” so I can describe what I do in a few words.  “I create intuitive pieces that explore spirituality, the connection between humans and animals,  and the wisdom of the subconscious mind.”  If someone wants to know more about how I physically create the paintings, I add that I mostly work in acrylic on canvas, for the immediacy of the medium, and the ability to create layers of color and pattern – which aids me in keeping fresh and spontaneous.  If they want to know more about what inspires me, I have stories about how I came to paint the way I do (you can listen to a short interview with me here.)  And then I listen – and ask questions of them – “Do you paint?”  “Do you have any original art in your home?”  “What is it about this painting that drew you in?”  Yes, that’s right… have a conversation!!

 Kate Dardine has been helping photographers and artists market their prints for over 25 years. She is currently Marketing Director at Fine Print Imaging, as well as a professional artist selling original paintings and prints. Need one on one advice?  Call 970-484-9650 or email info@fineprintimaging.com to learn about our marketing consultation service.

What's All This Fuss About Frogs?

As Roseanne Rosanadana would say, "What's all this fuss about frogs?" Uh, no, not frogs, Roseanne. Blogs. Seems like every where you turn, either someone is either talking about or writing about blogs. Even at Fine Print Imaging, we are dipping our toes into the still unfamiliar waters. We know, blogs have been around for a relatively long time. But heck, we're VISUAL people here! We work with VISUAL people. After all, isn’t a picture is worth a thousand words? But in today's viral internet market place, a well-written and informative blog can put your name - and expertise –in front of hundreds or even thousands of potential buyers for your images (or in our case, services).

So what is a blog, anyway? It is a somewhat short, informal conversation about something that merits sharing. People blog about everything from current events to how to market art to how to find the right car to how to make a relationship work. They can be funny, serious, incendiary or just informative. They are mostly just someone’s opinion.

And what does blogging have to do with you? If you’re reading this, then I’ll assume that you are an artist or photographer selling, or hoping to sell, your work. If you read my last blog on using FaceBook to market your work, you’ll know I’m a fan of embracing social networking as a way to introduce your work to a wide audience. A blog is just an adjunct to social networking. It is where you can get more in depth about topics that you feel strongly about or are knowledgeable about. Whereas posts on social networking sites are short snippets of information, a blog allows you to tell a story. It is in the story telling that you are building relationships and credibility with your collectors and future collectors.

So what should you write about? The key to a successful blog is posting relevant information. Some artists, like Kathi Peters, uses her blog, Cob Cottage Studio to give readers access to life in and around her Maine studio. Through her blog I’ve gotten to know her dogs, admire her lovely gardens and see works in progress. She writes in a personal, friendly tone; reading her blog is like visiting over the fence with a close neighbor.

I happened upon a blog by a photographer who calls herself Corvinus as I was doing research for this article and was immediately attracted to the name “Not As The Crow Flies” and the tagline “thoughts on travel, nature and photography, with meanders, occasional diversions and flights of fancy.” How could I resist?

Another well-written blog I stumbled on is written by artist Stapleton Kearns. He tends to be a little more controversial in his blog posts, and his thoughts make you think. If you are interested in using your art to help conservation causes, you'll want to check out the Art for Conservation blog. This is a new blog which promises to help keep readers informed on conservation efforts and show them how art and conservation can team up to tell an important story. Another good blog is sponsored by Fine Art Views - written by Clint Watson, with guest bloggers from all walks of the art world. And lastly, check out Tony Moffitt’s blog about art marketing.

Like photography or painting, finding one’s own “ blog voice” will probably take some trial and error. Just remember, a blog is intended to be conversational and informal. And if you borrow content from others, it is essential that you site your sources by providing a live link back to them.

How do you get people to actually read your blog? Well, if you have a website through a provider such as Fine Art Studio Online, a blog is included in most of their packages. So people coming to your website can find your blog listed. But that’s a pretty passive way to get readers. A better way is to invite people to sign up to receive your blog using an RSS feed, so each post you make comes right to their email inbox or their internet homepage. You can invite them via email and/or through postings on social media sites. If your web site provider doesn’t offer a blog, you can create your own quite easily using Blogger. In fact, that’s what we use at Fine Print Imaging. Just go to http://www.blogspot.com/ and follow the instructions and you’ll have your own blog created in minutes. Upload a few pictures and start writing!

Kate Dardine is the Marketing Director at Fine Print Imaging and a professional artist who uses blogs, tweets, Facebook, Linked-In and her website to market her Animal and Land Spirit paintings. She says if you don't know who Roseanne Rosanadana is then you are obviously didn't watch SNL in the eighties!