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.

A Look Back

by Kate Dardine

As many of you know, I’ve been a part of Fine Print Imaging for a long time. I started out in 1989 as a part-time “spotter.”  These were in the days before digital printing, when we printed from negatives.  Instead of printing onto sheets of photo paper, we utilized large rolls of 11”, 20” and 30” wide paper.  After being exposed and wet processed, the rolls came through the dryer and had to be caught up on a cardboard core and rolled.  Then the individual prints had to be trimmed off the roll, counted and spotted.  When printing from negatives, sometimes dust falls onto the negative during exposure, which results in white spots on the print. The “spotters” would use Kodak photo retouch dyes to paint in the spots, making them disappear. It was painstaking, sometimes grueling – but FUN work (at least for me)!

Along with catching, trimming, counting and spotting prints, my job also entailed packaging print orders and shipping. After a few years, I moved into customer service, where I took in and scheduled orders, organized negatives and guide prints and started our monthly newsletter.  Fast forward a few more years to the late ‘90’s and my job changed again as I concentrated on bringing in new customers, following up with current customers and teaching our customers about marketing their work and about that new-fangled technology, digital printing.  At that time we started using the IRIS printer and dye-based inks.  Not long after that, we bought our first Chromira digital photo printer and the ICG drum scanner.  As the technology for ink printing improved, we up-graded to the Roland printer, and now print with Epson wide-format ink printers.  We no longer print from negatives – having closed up the last of our darkrooms a few years ago.

Even the way our customers can order has undergone metamorphosis. “Back in the day” customers could mail in orders, or phone them in. Then we got a new-fangled machine and we could accept FAXed orders! A little while later, email orders. Now fine folks can mail, phone, email, use our online order form or utilize our completely online ordering system, Fine Print Express!
 

The point to all this being, that over the years, there have been lots of changes as Fine Print grows and integrates new technologies – but one of the things that hasn’t changed is our company-wide  dedication to bringing you the very best, archival reproductions at the very best price. And to give you the very best customer service while doing it.  Many of us have been here for over 20 years.  At 26-1/2 years, I’ve been here the longest, and have probably assumed more “hats” than anyone else – with the exception of Mark Lukes – Fine Print’s Maintenance Engineer, IT Specialist and President/CEO.

And the point to THAT is…I have decided to reduce my hours at Fine Print to part time in order to pursue my other love – painting.  I am grateful for Fine Print’s support as I take this step into what will eventually be a full-time business.  I hope you will follow along with my progress in my monthly blog posts, and I hope I can impart some of what I learn to help those of you considering making the leap. (Of course, my leap is more like walking up to my belly in the waters of full-time painting!) 

Kate Dardine has been helping artists and photographers with their art businesses for over 26 years. She is now transitioning to full-time art and invites you to follow along on the journey. www.katedardine.com    www.fineprintimaging.com

Conversations Equal Sales

by Kate Dardine

My last post was all about getting people to come to your site, wander around and look at all the beautiful images. 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.

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. It’s color, composition, values, style have got to first grab the viewer and drag him or her in. 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 wanting to know more.

For example, I have a painting called “Healing Path.” I used Native American symbols in the painting. In my description of the work I wrote, “Many symbols, some personal, some Native American, were used in the creation of this painting. Titled "The Healing Path," it was painted at a time when my horse was sick and traditional western medicines weren't helping. If you'd like a detailed description of the symbolism used, please contact me and I'll send you info.” I can’t tell you how many contacts I received from people wanting to know the meaning of the symbols, wanting to know how my horse was, wanting to tell me their stories about using alternative healing methods. And guess what? I answered each of those contacts and...each one joined my mailing list…and three bought paintings...which leads me to:

Send out an email newsletter to your list on a regular basis.
I generally send mine out once a week. I keep the letter short, but provide insights into my creative life. I include a photo of the latest painting I’ve completed, and usually try to tie my “story” in to the painting I am showing. For instance, I recently completed a painting of a dead starling. The “story” part of my newsletter talked about my reticence to paint something dead, and how that was a metaphor for the very human fear of death and change and the unknown. I also wrote about how facing that fear was both freeing and empowering.

I usually mention a couple of other paintings, providing links to the images on my website. I also put “newsy” items in the newsletter – paintings that have sold, shows I’ve been juried 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. 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. "How to Write Killer Blog Posts" and "How to Write Great Blog Content". Essentially, you want to think of your blog as another touch point, another place to start a conversation. Of course all the writing in the world won’t do you any good if you don’t have any readers – which is why I use social networking to drive readers to my blog.

In my next blog, I will share some of my experiences selling art through the internet – the good, the bad and the ugly!

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