Your Story with Each Fan
Art Marketing Circle III - Stories
Free Art Marketing Webinar Aug 31st
with special guest artist Dan Gerhartz
and our marketing team
Free and Open webinar for all visual artists this coming Thursday, August 31st at 11:00 AM CDT!
Join us for our marketing webinar with special guest Daniel Gerhartz as we discuss his success and tips in Art Marketing. This webinar is open to all artists!
Thursday, August 31st at 11:00 CDT
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You have access to this full article, as a part of your paid FASO account, at the following link:
We’re continuing our members-only series outlining our Circles of Art Marketing framework. If you’re a new member, or missed what we covered previously, I recommend you catch up on the series at the following links:
Alright, with that out of the way, let’s take a look at Art Marketing Circle III - Turning Your Art into a Saleable Product…
When you decide you want to sell your art, everything changes. Prior to that decision, you are creating solely because you have the insatiable hunger to create. You are feeding your soul. You are making the world better, from your perspective, because you are making yourself better. As I said before, an artist cannot serve two masters, so you must serve your soul first, before you sell your art, so that you have no inner conflict.
Once you decide to sell your art, however, you walk a fine line. You must, in short, turn your offering which consists of you, your art and the stories and context in which you talk about all of it into a product, without losing your focus on your own vision and your own inspiration.
Now, to sell art, it’s of critical importance that your art is inspired and that there is something of you in it that makes it unique. And if you’ve done your work properly in the previous circle (Art Marketing Circle II - Your Art), you’ve already nailed that aspect.
In addition to you unique art however, there are five business elements that you must think through to turn your art into a product:
Your Offerings - the mix of products and services you offer (covered here)
Reputational Power - The reputation you build up via magic interactions with people (covered here)
The Category or niche that you mostly work within (covered here)
The Price you charge for your art (covered here)
The Stories you tell about yourself and your art (the current article series)
Nail these five elements and you will give yourself a huge tailwind when you start offering your art for sale.
Now, the stories category is by far the biggest category precisely because stories are important. So we’re going to break up the stories section into several articles.
The main elements of your artistic stories:
1. The importance of stories (review here)
2. Your origin story (review here)
3. Your ongoing public story review here)
4. The specific story between you and each of your fans. (today’s article)
5. The context your art is displayed within
6. The story of each particular artwork
Today we’re going to look at the story with each of your fans
So let’s dive in……
Story Element 2: Your Story with Each Fan
People won’t buy your art until they buy into your art. And every interaction you have with a fan or collector is an opportunity to get them to buy into your art a little more. I call these “magic moments.” Your job is, every time you interact with someone in relation to your art, is to give them a magic moment. The accumulation of these moments is what builds your story in that person’s mind. This is how you build a powerful brand - by giving your followers, fans and customers magic moments every time they interact with you. Every time they think about you.
You see, you have an overall story that you’re sharing with the world, but you also have a story and a relationship with each one of your fans.
You have to be careful to make each interaction magical. That’s what art is about. Art is about creating magic.
You have to be careful because the story you create around yourself can increase or decrease people’s enjoyment of the work itself, so be careful of the image you are creating.
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