Act Like a Professional, Part 2 (Tips to be taken more seriously as an artist)

With part one of this series still on my mind, I watched and learned as fellow artists at the Jackson Hole Art Fair addressed prospective customers and discussed their work.  My husband & I came across one tent filled with beautiful, abstracted landscape paintings.  The artist wasn't there, nor was anyone watching his or her booth when we came by.  There was no sign giving a name, nor business cards or brochures.  Their work was exquisite, but their lack of attention to business likely cost this artist more than one sale that weekend. 

Following is part two of practices be taken more seriously as an artist:

Marketing: Design a rack card or brochure listing some of your accomplishments and prominent shows, as well as your best recent artwork.  Don’t print too many, as the content will become outdated. Keep a general template, and as your work evolves, you can change the kudos and images and artist statement.  Have business cards ready to share with people who are interested in your work.  They should display your work and contact information.  If you don’t return calls, don’t put your phone number on your card!  Also, do not list your physical address on any marketing materials unless you have a storefront studio or gallery.

Website Design: Websites are vital in today's art market.  If you don’t have one, explore your options- there are free blog sites that lend themselves well to art.  I use Fine Art Studio Online (FASO), where a small monthly fee gives me access to many design templates and customizable colors and content, with blog, newsletter and social media integration.  Before designing your website, peruse others' and the note the ones that grab your attention; they probably look clean and uncluttered.  I think light font on a black background is out of style, but it’s a free country. 

Website Content: Keep your website up-to-date! Seeing December events listed the following March is a turn-off.  Likewise, DO NOT put old art in prominent places on your site, especially if the date is readily readable- people will think you’re no longer alive or working.  Categorize your website’s artwork by subject, or by media if you use different mediums, or by location if you’re primarily a plein air painter.  Avoid music on your site unless you’re also trying to sell your band’s CD.  Slow-loading slide shows were commonplace in the days of dial-up, but society is no longer wired for waiting.

Social Media: While a website is a more formal presentation of your work, social media provides places to show your process, provide background to your ideas, or give a tour of your workspace.  People like to see where your art comes from.  Link all your social media accounts to your website and vice versa.  Instagram allows you to share simultaneously to other accounts like Twitter and your Facebook art page, so it saves time.  Videos are very popular, as are connections to world events.  A blog is useful when approached as a once-in-awhile tool to educate or share why you do what you do. 

Have a Goal; Form a Plan: Know your audience, and identify your main objective in sharing your work.  If you want commission orders, share/advertise via Facebook and ask your satisfied clients recommend you. To get gallery representation, publications and higher-level exhibitions, enter juried shows.  Start out locally, and when you win, enter the next level of shows, leaving the former to people starting out.  

Know what’s going on in the art world- I heard an artist say he didn’t want to cloud his artistic vision by seeing other artists' work, but that's foolish.  Familiarize yourself w/ art terms, movements and contemporary artists.  Exposing ourselves to all genres of art helps us learn what we like, and what makes our own work unique.  That said, be careful not to join trends or copy someone else's creative style.  Keep your art your own.

 Spend time diligently working on your art.  Practice continually. Don’t churn out pieces simply for the purpose of selling them-your work will suffer for it.  Don’t get comfortable in your process or subject matter.  Your art will change as you see things differently or want to explore a new idea, but your voice will still be evident, like a fingerprint in your work.  True fans will see this and appreciate it.  If they don’t, they can buy your old work on the secondary market.

Each of these ideas could be extended and explored further. Wear whatever you want; using these tips to present your work and your business in a more professional manner will give you staying power in a competitive art world.