Some Marketing Strategy Ideas Worth Stealing
by Debra Keirce
The FASO Way newsletter — exploring how to thrive as an artist in the age of AI
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Today’s Article
The following article was written by Debra Keirce, a regular contributing author to The BoldBrush Letter.
Some Marketing Strategy Ideas Worth Stealing
We’ve all had to choose how to promote our art. Even choosing not to market it is a decision. Are you like me? Have you listened to more sales gurus than you can count, paid for a few of them, and yet, to this day, find yourself endlessly curious about what actually works?
At this stage in my career, it’s hard to settle on just one system. Instead, I’ve spent years shamelessly stealing bits and pieces from various sources. The strategies I keep are the ones that actually move my needle, knowing that success looks different for everyone.
Let’s be honest. Mastering the business of art is on par with earning a PhD. It takes most of us at least a decade to reach any level of proficiency. We are constantly pelted with questions. Is a magazine ad worth the splurge? Should I sponsor an award? How much time should I spend researching a new market versus actually creating art for it?
It’s overwhelming. In fact, it’s so overwhelming that I never run out of content for these monthly articles. But today, I want to share my personal approaches that have survived the trial by fire since 2010. That was the year I ordered Vista Print cards and officially began calling myself a professional artist.
None of us are discovering or doing anything new here. I don’t remember who I stole these from, but I’m glad I did. If you’re new to the game, feel free to lift these for your own toolkit. If you’re a veteran, please add your own stolen goods in the comments. Collaboration is always more beautiful than competition.
The Stolen Strategy List:
Identify Your Why and Stick to the Script
I make sure every promo, post, and pitch aligns with my core purpose. My why is simple. I want to wake up tomorrow and be the best realist painter and draughtsman I am capable of being for the day. If a marketing opportunity doesn’t serve that growth, it’s a distraction.
Network Up - and Also Out
I surround myself with people who challenge me. If I’m the most skilled person in the room, I’m in the wrong room for growth. If I’m in a group that isn’t interested in my genre, I recognize I’m there for the social hour, not the career boost. Both are fine, I just don’t confuse them.
Adapt to the Six-Second Attention Span
I don’t enjoy making videos, and I am definitely not known for being succinct. However, the world currently demands short reels and concise mailings. If I send out five page daily manifestos and ignore social media algorithms, I’m shouting into a very empty void.
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Leave Room for the Unscripted
I used to think I needed a rigid, 12-month list of actionable marketing tasks. I’ve since learned that if I focus on getting my work in front of as many eyeballs as possible, unsolicited opportunities appear. Most of the highlights on my resume weren’t part of an aggressive plan. They were the result of being visible when luck stopped by.
Stay the Student, Not the Sage
My observation - Being curious and self-deprecating is almost always more effective than acting like the ultimate expert. The best artists I know never stop learning, and their following grows because people love the journey. Overconfident creators tend to end up with very small circles, because people take what they need and then leave.
Focus on the Essentials
Most metrics are decoys. High follower counts and likes rarely translate directly to my biggest commissions or sales. Even major awards, while wonderful for the ego, don’t always swing doors open. My technical skills are vital, but marketing success only happens when my strategy aligns with that “why” from point number one.
Try as Much as You Can
I have found that there are no universal answers. The only way to know for sure what works for me? Try it! Then, streamline down to only what works best.
So, what are you going to add to your “must steal” list this month? Or, perhaps more importantly, what are you finally going to stop doing?
Debra Keirce
www.DebKArt.com
Join me each month for free updates on this art adventure at
https://debkart.com/email-newsletter
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Hi Debra,
Your article resonated with me and I appreciate your clarity in cutting to the chase. Surrounding ourselves with people, experiences and places that keep us curious and inspired will always help our art as well as our mental health.
Taking advantage of opportunities to show and educate about our work is crucial and exhausting, but necessary. Doing some pro-bono work early on led to many opportunities later on as well as providing "click bait" on social media - sadly a necessity like you mentioned. Creating with a cause, experimenting with new approaches and donating occasionally to non-profits also gets your name and work out there. I've had my work in such places as the Coroner's office during a call for art about substance abuse, on a T-Shirt for a Pub-Crawl, in several spas, created posters and cards for cities and created a memento for a bicentennial celebration because of referrals. You just never know!! Thanks for sharing.
Bev Goldie
After fifty years on and off in the art world, I’ve come to the conclusion that I keep creating not just to make art, but to stay in touch with the essence of who I am. From that place, my art becomes true, and I am still learning every day.
I am a storyteller — I connect words, images, and color. Without a story, there is no true art for me. Every morning, I can’t wait to start my day, to work on a story or create a new one. Sometimes this process brings me to tears, and I love those tears because they teach me so much about life and why we are here.