Artists have to think hard about pricing their work.  Sure we all want top dollar but over pricing your work could cost you money.  It costs you money because you have to store the piece which adds to your growing inventory.  If you are in business and need to resell the piece for more materials, this could be a severe problem.

An artist’s inability to flip their work causes them a lack of funds for future projects.  Artists that are wealthy already and/or are doing it for fun as a hobby don’t have to worry about this; but artists that need to eat off their profits need to realize holding onto a piece for maximum value could be costing you money.

You don’t want to sell yourself short either.  Obviously if you are a painter your originals are a one of a kind, and those should be priced high.  However, price your prints and reproductions accordingly.

I’ve seen gyclees and prints go for nearly $800.00 in some cases, the original was just $500.00 more.  People in this economy may not buy a high priced duplicate, even if it’s numbered.  If the numbers are limited to a low duplication and its signed you may get away with it, but again that not priced to sell.

Make sure you know what sizes easily fly off the shelf too.  Larger prints and duplications cost money.  If large sizes don’t sell, then don’t waste your money printing those unless the market calls for it.

You would not believe how many galleries I hear talking about how over priced the work artists bring into the gallery, they just can’t move it for them.  Many artists bring top dollar pieces into areas where the economy is tough, and the work just sits there.

Before I go to show any of my work I try to do the following to ensure I am not wasting my time and money:

• Research the area, see if it’s more conservative or liberal interests – this will determine the subject matter I bring into the gallery
• See how the area is economically – I tend to find sizes and prices that fit my market to where I may be able to make a profit.
• I shop my printing sources carefully, I have different places I print at that charge different fees.  I choose the best one that I can make money at and price my work perfectly
• I also call the gallery and ask them what sizes tend to sell the best and print to their suggestions.

If you do these things and work to get the best manufacturing price, then you can flip your work and make a profit.  I truly believe in the saying “I’d rather sell 30 pieces at a lower price than sell 1 piece at the highest price possible”.

Also if you are a photographer taking pictures of landscapes and such, unless you have a well known reputation and are in high demand, you are taking pictures like everyone else so price accordingly.  I saw a photo of a statue here in Tampa printed to an 8×10 glossy photo.  The artist wanted $250.00 for it – he even said where it was!  Why would I pay that when I now know exactly the angle you shot the photo at and where it is so now I can do it myself for free?

Subject matter should determine how you price the photos.  The more complex and time inclusive it is, obviously the more money you ask.

For some reason artists, authors etc. tend to have beautiful websites but these sites are failing them.  Do you want to know why?

For one many of them don’t give ways for people to contact them.  I don’t know if it’s an ego thing or if they are afraid of SPAM, but either way it’s suffocating their sales.

Far too often I hear artists complain they are not selling their work, not getting opportunities and I ask them for their website to find out why.  The first place I visit is their contact page and this usually tells me right away what’s wrong.  What I find is usually no phone number or e mail address.  Sometimes they have forms to fill out, but forms alone can scare people away.

Unless you have a PR Company or agent or someone working for you in that caliber, you must put down a way for people to contact you.  If you have someone like an agent or PR firm representing you, then put their information down… but even so customers like direct contact with the artists.

That goes hand in hand with Authors, Musicians and Artists.  It’s amazing how just a simple way for the customer to communicate with you, and the response is genuinely from you, how important and special you make them feel.  That can lead to further sales, referrals and a strong fan base.

Failing to put your e mail at least in addition to a form is like driving by a subdivision with a big wall around it.  Sure it’s beautiful and you can only imagine the wonders inside but the wall says “Keep the hell out… I’m way too important or busy for you”.  Is that the message you want to send to your fans?

Some people tend to use forms, while other s like to send an e mail directly to you.  They do this because they can have their reply sitting in their sent file for follow up if time elapses.

If you are afraid of spam, simply create an e mail just for website correspondence, and honestly you don’t want to put your personal e mail on your website anyway.  Doesn’t mean you can’t correspond with your fan base with this e mail, but it keeps your work separate from your personal life.

To avoid SPAM I suggest this:

• Upload your e mail address  on a .jpg file so it’s a picture not text
• NEVER hyperlink your address
• Do this  j.dowd [at] dowdstudios [dot] com
• OR open a brand new e mail account just to receive correspondence from your website

However you should offer both e mail and form… PERIOD!

Another major flaw is that artists tend to be vague, and we are very well known for that, but never the less if you are running a business, that website has to work for you.  The site is your 24 hour 7 day a week secretary.  It must sell you when you’re not around or sleeping.

Did you know most people check for you on the web before deciding to come to your establishment?  That’s how important a good website full of content can be.

With that said, you can’t be vague.  You need a good online portfolio, bio, and history containing important clients, pieces, and gallery affiliations – bare minimum.  Yes it will take work but if you want good quality shows and clients this is your ELECTRONIC PRESS KIT.  A press kit and CV for an artist is like an artery for the body… it’s your lifeline.  Remember this website is your business so put your best foot forward.  Let people critique it for easy navigation, silly mistakes and see if they learned enough about you.

Regardless how much info is on the site, update it often.  Nothing kills a site more than outdated info.  Plus updating your site helps Google and other spyders come to your site for good indexing.

That’s all it takes and it could turn your sales around

TIP 2: Art is a Social Thing – so Socialize!

Believe it or not art is a social thing.  Artists rely on the support of other artists to survive, not just the patrons – and in a way artists are patrons of the arts too – and true professional artists understand this.  If a show is not featuring you and/or your art is not being shown, it’s still a positive thing to show up and provide your support.  This shows that you care about the arts in your community and you support it; along with those artists. Don’t let your ego get in the way!

All too often artists don’t show up to shows in their community.  Some don’t even show up for shows where their work is being shown.  A common excuse is “but it’s not my show, why should I go”

Because there are artists there, there may be someone with clout in the art industry; there are potential clients there as long as 1 person comes to the show.  They may not announce who they are or what they can do, and you won’t know unless you talk to them.  This gives you the opportunity to show these art lovers that you care about the arts, you care about other artists and it gives you the chance to market yourself.

For instance, I went to a show that hosted works of art from grieving kids.  The work allowed these kids to express themselves positively.  I had no work there at all but I went.  There I found very influential artist who informed me of shows coming up, and now my work has been seen in two of their month long exhibitions gaining daily exposure.

I recently included my work in a show down in Arcadia.  The host asked me for a brief summary of each work,  which should include my artist statement, the inspiration behind why I took the photos I did, and where they were shot.  I eagerly agreed, and his response shocked me.  He said “thanks, believe it or not most artists won’t do that”.

Through experience, I’ve sold more art by being at the shows to tell people about the pictures.  Let them get into my head and see it as I do.  They can still have their own interpretation and I openly welcome that.  However it gives a bond between artist and patron, and in today’s business world customers thrive for that bond.  Since I can’t be there to constantly talk about my work, I was more than happy to provide the information he asked.

He then told me some more responses from artists when he asked them to provide this small outline.  “The work should sell itself, if they can’t understand my passion behind it, then they don’t need to buy it” and don’t forget “If they don’t know where it is, then it can’t mean that much to them”.

All I can say is wow, egos are flying high.

I look at it like this; there are people out there that won’t buy a home for sale because of the current resident’s furniture or paint choices.  Even though the furniture won’t be there when they move in, or a simple paint job by the new owner would fix the color problem, they won’t buy it because they can’t visualize it.  They love the house, but that snag is what keeps them from their dream home.  That’s why there are stagers, people who help the home tell a story, and giving the potential buyers something can see!  With your art, you are that stager.

That concept is hard to stomach for an artist, but you must realize they are not artists, they don’t see things like we do.  Sometimes people have to be told or shown what we see.  Sure they like it, but it makes it even more special if they have the story to accompany it.  You can do that simply by telling people about it on paper or in person – give them your story behind it, and you added value to your work.

So stop the excuses, if you’re too busy to show up for shows with your work hanging and/or too busy to show up for other artists then they will be too busy for you in your time of need; and you may be too busy to be a professional artist.

Missing some shows here and there is fine, you don’t have to go to every show in your city, but make it an appoint to show up to as many as you can, and BE SURE to show up at every show where your work is hanging, even if you are not the featured artist! Just swallow your pride and go. Failing to do that is nothing less than career suicide.  Your absence tells the patrons you just don’t care, even if you really do and it tells the artists there the same message; believe me I know from experience.

Last year I never missed a show where my art was hanging, even if it was a community show or a show for another artist.  You know, each one of them showed to my show where I was featured!  They paid the favor back, and I made some great connections and friends along the way – a win-win situation.

I took the plunge in 2003 taking my art from a hobby stage to professional, and I didn’t do it by going out and purchasing expensive equipment and calling myself a professional. In doing so I learned a lot about myself, my talents and art in general.

As I’ve grown I can now recognize many things artists do that hurts their ability to be successful in their profession. So here is a list of things I’ve learned as I took the plunge and what I observe other artists doing that hurts their career.

Here is one of the series of tips that will come out each week to help artists achieve their dreams.

1. Difference between a Profession and Hobby

Many artists don’t know the difference. Artists tend to go out and buy the most expensive equipment and call themselves professional. However, they don’t understand the term “professional”.  Expensive equipment does not constitute you as being ”professional”, your art and how you depend on it does.

Someone who does art as a “hobby” does not care if they make money at it or not  because they are doing what they love. They are content to make works of art at random, and if one sells here and there, great!

A professional depends on the sale of their work and commissioned jobs to survive. They put all their money into their art and must market themselves as a business.

If you do not want to commit the time to run a business, I suggest you treat it as a hobby. That doesn’t mean you are amature in what you do, it just means you don’t want to take this to a professional level.  Like any business, without exposure, committment, networking and investing in your product- you will fail.  Doesn’t matter if its art, a restaurant or what have you.  Its all the same in the business world.

If you are a hobbiest, and do just the bare minimum but expect professional like results, you are sadly mistaken, it probably won’t happen… although there is always that one that defies the odds.  To that one, I applaud you… it was meant to happen so consider taking your efforts to a higher level and see where you can soar.

Let me now show you some poor efforts -

1. Entering shows that you paid good money for and not attending the “meet the artist night”; or placing your work and never make an appearance unless you are there to get paid or pull your work is a low effort on your part – you’re doing bare minimum. (See the next tip – Communication & the Community) for further explaination coming next week.
2. Promise people you are going to do a job, and not get to it… or you get to it on your own time when you are ready. This is another poor effort that most hobbiests would make, not a professional.
3. You show up to a job completely unprepared. (I do understand, even a professional can show up unprepared, but they usually don’t make a habit of it).
4. Failure to market you and your work.

I see too much of this in the art world and those that follow what I just mentioned, tend to be the biggest complainers of their lack luster success.