Business Strategy

Selling your Art without selling your soul

Bill Farnsworth · Jul 7, 2014 · Leave a Comment

Bill Farnsworth "Lily pads" Oil on Canvas 14 x 18 — “Lily pads”, by Bill Farnsworth, Oil on Canvas 14 x 18

Choosing to make your art career a full time occupation that pays your bills has always been a daunting challenge.
In the past parents discouraged their kids from becoming an artist because many starve. Thus starving artist. But if this is truly what you want to do, you must be “all in” and go at it with not only your passionate artist heart, but the mind of a business person. My background as an illustrator gave me a thick skin when it came to rejection and from that I knew the “art ride” would be a roller coaster. One success would erase 10 failures.
When I entered the illustration field the big names where already established so I had to hustle even more. Dragging my portfolio all over New York sometimes felt like I was invisible.
My portfolio had to be relevant for the times. I would look at magazines and books on the stand and see what was selling. Was it something I wanted to do or was even capable of? So I had to redo my book every few years as I gained more tear sheets from jobs, showing only my best.

Fine Art is no different in the marketing aspect. What are galleries showing and will my work fit? Some galleries only show abstract while others feature mostly representational or a mix.

Bill Farnsworth "Chewin' the fat" Oil 24 x 36 — “Chewin’ the fat” by Bill Farnsworth, Oil 24 x 36

The gallery might love your work, but if it overlap’s with another artist they may pass on you. That’s actually a sign of a good gallery, because they are protecting their other artists from competition within the gallery.
Another big consideration is your price structure. When just starting your prices should be low with gradual increases annually based on sales, exposure, awards, etc.
Your price structure will be a factor when entering a gallery. If you are low it might hurt the other artists and if you are high collectors might pass you by favoring a lower priced artist. It is the job of the gallery to educate collectors as to why this artist demands their prices.
As you build your sales, it’s important to increase your price structure gradually, because if you go too high too soon you can never go back down. If a collector buys your painting and finds out you had a fire sale on the same size painting they will not be happy and you may lose a loyal collector.
Most galleries will show art that reflects the area, so depending on the region your scene of palm trees may only sell in galleries along the Gulf Stream. Ideally, if your subject matter sells in any gallery you will be able to rotate your work through all your galleries for each season.
Framing your painting is the packaging for your product. The right frame will either make your painting sing or groan. I see many good paintings with cheap frames that suggest the artist doesn’t care about the final presentation.

When you have finally broken into a gallery, you are in a trial mode. The gallery owner needs to get a reaction from your art. Collectors have to gravitate to your art and with the help of the gallery may decide to purchase your painting. Red sticker “Sold”!
This is such a big thrill for an artist, because the Collector wants to live with your art. It is the very best compliment.
Now your stock in the gallery has gone up and after a few sales you might be offered a show.
The best galleries will suggest but never tell you what to paint. If seascapes are selling then paint them. My subject matter is fairly broad so I might have several different things I like to paint that collectors like as well.

When your art isn’t selling don’t panic! “There is a collector for every painting”

Bill Farnsworth "Invitation" Oil on Canvas 21 x 17 — “Invitation” by Bill Farnsworth, Oil on Canvas 21 x 17

This is when all artists think their careers are over. Paintings aren’t moving and we second guess what we are painting. This is a critical time to take a step back and review your body of work and Galleries. That’s when taking a trip to a new place, visiting museums and maybe taking a workshop from another artist you respect could renew you.
Paintings could sit in a Gallery for a couple years and then a Collector walks in. Or you may move the same work into another gallery and it sells quickly.
The main thing is you must never lose your pure excitement and passion for painting.
If you are excited about what you are painting others will feel that too. Painting something that you think might sell cannot stand by itself without the passion. This will reflect a struggle and collectors will ignore it.
As artist’s, we constantly learn from each other and it’s great to spend time and share your thoughts. Teaching workshops not only is an added source of income but helps you verbally articulate what you do. This well improve your painting skill when teaching others. Your students may also be future collectors.

Advertising, Website, and Social Media

Taking out ads in art magazines, maintaining a strong website, and using all forms of social media puts you out there. You may be a Master in your own studio but if no one knows about you, It might as well be a hobby.
I find my website is being looked at every day whether it is 15 or 100 people. I use FASO, and this site helps me upload and change my site whenever I want. It also gives me website traffic info. What are folks looking at, for how long and what part of the country are they from.
More and more collectors are looking at websites, so it is probably your single most important vehicle to put you out there. More articles on websites for artists.
Social media, like Facebook is a lot of fun and sometimes a huge time killer.
When I am done with a painting I’ll post a few of them on Facebook to get a reaction. Sort of a pre-marketing thing. General public reaction can give you a good idea of how well collectors might view it.
If anything, it gives us an ego stroke if other artists “comment”, or ” like it”. The camaraderie of social media helps artists gain encouragement and we all need that, as long it doesn’t over inflate our ego.
Finding the balance between the business side of art and staying true to ourselves as artist’s maybe different for each of us. Making a living as an artist is a great calling that hopefully improves other people’s lives as well as letting you have a wonderful and full life.

Ponderings from an Oil Manufacturer

Jackie Richeson-Wynn · Mar 25, 2013 · 4 Comments

Colleen-Maxey- From the Train berwick Upon Tweed Near Border Area between England and Scotland — A View From the Train

I am writing this from an express train traveling from London to Edinburgh. It is the third week of January and the snow is unusually deep here in Britain. I am on an adventure from my home base at Jack Richeson and Co., Inc.in Kimberly Wisconsin to visit retailers and suppliers in Britain and then on to the famous Paperworld Exhibition in Frankfurt Germany where I will visit with more suppliers and potential suppliers as well as have never ending cups of Coffee and Tea with Retailer Friends and Competitor Friends I happen across at the Exhibition.
When I first considered making a contribution to the blog, it was with the thought of talking about the amazing and exceptional way Richeson manufactures our Oil Paint. I say that a bit tongue in cheek, because as a salesperson I know virtually every manufacturer will say the same. From my comfortable perch on this train I feel far more inclined to delay what I truly believe is a justifiable “sell job” for a future blog. Instead I would prefer to share with you a secret about the many many manufacturers and retailers that make or sell the many ranges of Mediums you use in the pursuit of your passion.

Colleen-Maxey-Scenic Brook in Northumberland near Unison — Scenic Brook in Northumberland near Unison

The secret – we love making and or selling paint! Most of us are passionate about what we do. In my work I have the pleasure of talking to Retailers and Manufacturer Competitors from all over this globe. I am struck by a common thread ……the vast majority (there will always be exceptions) are not in the business of manufacturing or selling artist materials to become wealthy. Make no mistake….yes …..we all want to make a living….put a roof over our heads and feed our families…..but get wealthy…….not in Artist Materials. Rather for the majority I believe it is for the passion of serving the artist. For the passion of the art.
You see……many are artists in their own right who have ventured into the strange land of making or selling art materials out of a desire to stay close to the artist community as they earn a living and yet while under cover of darkness they pursue their art after working hours. I also know many folks involved in manufacturing who got their start as frustrated artists desperate to improve the quality of a medium but were frustrated with the materials available to them.

Colleen-Maxey-Visiting the Unison Factory Northumberland England — Visiting the Unison Factory Northumberland England

Others are “technicians” such as myself who admire artists, love spending time with those with artistic talent….feeling that somehow if we spend time with these amazing people that just by being in their presence and basking in the glow of their talent, we could have a bit of it rub off on us. Speaking for myself, I love seeing the world through the eyes of my artist friends. They have taught me to see colors and shapes in a mystical magical way I had not been able to see them previously.
There is however a dark side to the secret I share with you. An ugliness has been creeping into the passionate Retailer and Manufacturer’s pursuit to serve the Artist Community. The never ending push to drive down the cost of artist materials over the recent years is at risk of seriously impacting quality. You may well ask……Is competitive price reduction such a bad thing? After all…..I confess…..I too must shop for the best value I can afford.

Colleen-Maxey-Fir in the pub B and B after my long train ride — Fir in the pub B and B after my long train ride

The answer I believe is “it can be a bad thing”….. competitive price reduction crosses the line of being beneficial when quality is sacrificed. As the market pushes price lower and lower quality eventually diminishes. I recall a phone call I received on day from a very frustrated University Instructor. She had just purchased one of our 12 inch manikins from a local retailer. It seems she paid somewhere around $8.95. She felt the need to express her disappointment in the quality change over the last twenty years. It just wasn’t what it used to be….and she was understandably irritated. I agreed with her. The quality of manikins is NOT what it was twenty years ago. Twenty years ago the same manikins cost $24.95. As price was forced down, quality went out the window in order to produce a manikin that could sell to artists at $8.95. The market would no longer accept a manikin even at a high quality that was significantly more expensive than $8.95.

Colleen-Maxey-Crossing the Border from England to Scotland January 2013 — Crossing the Border from England to Scotland January 2013

Personally I despise where the market is driving the quality of materials with lower and lower prices. I know many others in the Retail and Manufacturing end of the business who feel exactly the same way. Our company as well as many others fight to maintain the quality of our color, brush, and easel line. Purist Retail friends ache to offer quality materials, however the word on the streets is the consumer wants price at any cost. By that I refer to the cost to quality. In addition retailer after retailer are disappearing from our Main Streets as the drive to the bottom forces them to close their doors.
So where is all this rambling on a long train ride from London to Edinburgh heading? It leads me first to reflect on my own guilt at too often purchasing solely on price and neglecting quality, only to later grumble and moan because the silly thing has not functioned or lasted as I expected. I chide myself and renew a commitment to purchase the finest quality widget or thing I can possibly afford for the money available to me.

Colleen-Maxey-English Pub B and B near Unison Pastel factory — English Pub B and B near Unison Pastel factory

Secondly it leads me to urge you to demand the highest quality artist materials available for the pursuit of your art. Your reputation as a painter hinges on more than your talent. The person buying your work expects it to survive on the wall for years and years to come. Learn all you can about the materials you desire to use. Imagine – you, a spouse, or a friend are a passionate golfer. High quality gear is widely accepted as desirable to accomplish a good game. Why would you settle for anything less to accomplish a well done painting?
Enough rambling from my seat on a train in the British Countryside. Next time I will expound on our passion at Richeson for producing only the finest Oils available at a price that is affordable without the need to take out a second mortgage!!!!

Paints, Brushes and Facebook Supports

Cathy Dietrich · Jul 9, 2012 · 1 Comment

Facebook could be as important to artists as their favorite supplies. I sensed this when the general manager of a prestigious Scottsdale gallery told me that when all else failed, Facebook helped him locate an artist he wanted to invite into the gallery to exhibit. He believed if an artist had a web address, they would also have a Facebook page as part of their marketing plan. This seems an incredible story unique to our times and I frequently relay it to artists who profess they don’t have time for Facebook.
In addition to finding the perfect oils, brushes and supports to create your art, an untapped audience could be waiting on the other side of your screen, so to speak, to connect with you and your art. Recently, a prolific plein air artist and popular instructor posted local scenes and paintings created on his trip east and photos of Sargeant’s works from the Boston Museum of Fine Arts. I “traveled” with him and anticipated his daily posts. He posted “Thanks so much everyone for your congratulations and encouragement. It really means a lot to me.” Art is emotional and unsolicited constructive feedback is a gift.
When a quick critique is needed to save a piece gone awry a Facebook post of “what do you think this painting needs?” can bring every imaginable solution. I enjoy artist’s posts of “just finished, still on the easel” paintings in the studio or plein air works still on outdoor easels positioned to show the view of the painted scene. Posts of paintings sold right off the easel and paintings juried into prestigious shows send an immediate thrill throughout the art community. The sharing of friends’ achievements becomes the community’s collective success.
Artists like to share supplies they love. I was unaware of Vasari oil paints until an artist posted that the company sent her entire palette as a gift. Comments immediately appeared from artists who swore by that brand. So Facebook not only informs, but teaches. CW Mundy posted a painting with a glazing technique and when queried offered steps to achieve the effect. An artist commented “the mark of a great instructor is one who uses every opportunity to teach”. I was impressed and surprised to consider Facebook as the art community’s personal arts “channel” and discussion forum.

Jeff Legg OPAM with "The Provisions" — Jeff Legg OPAM with “The Provisions”

It is a high honor for an artist to have their work juried into the national OPA exhibit and artists shared their stellar news of acceptance on Facebook. Later posts appeared of artists alongside their award winning paintings to connect with a broader audience. I enjoyed seeing Jeff Legg next to his painting and award, offered my congratulations and thanked him for posting it. I also sent a private message to Melissa Gann who won our RayMar award. She responded with “Thank you for creating the memorial award. I am so honored to be the recipient. You and Emily do so much for the art community through RayMar.” Comments like Melissa’s are humbling and create excitement among sponsors and ultimately collectors to become more involved.
So after some solo time in the studio artists can tap into the Facebook art world for the latest news and even the possibility of a sale without ever leaving the studio. I know because I just concluded my first facebook sale. I saw a posted painting I loved, contacted the artist and made the purchase. It was immediate and I could send a message directly to the artist to express my emotional connection with the painting.
Facebook can be a waste of time if you are undisciplined, but as a fresh way to connect with collectors, gallery directors, workshop instructors and art buddies to build friendships it is unsurpassed. Facebook is an exciting part of my day and I’m happy to have the opportunity to share my thoughts about some of its advantages with you as OPA’s guest blogger.

Important Website Considerations for Artists: Part 1 of 3

Brian Steck · Jul 2, 2012 · 2 Comments

There is no law that requires you to have a website, no one is forcing you to use a cell phone and no one mandates that you drive a car.
But each of these are tools and technologies that enhance the quality of life around us, to the point that some deem them necessities.
I’m here as a child of the digital age, and a full-time freelance web developer, presenting some ideas that, should you chose to accept them, may benefit your livelihood in this internet-crazed world we now live in.

Adapting to the digital world

“If I cover my eyes, maybe it’ll all go away!”
Unfortunately, it’s not as easy as ignoring it. There are some of you that have been forced to use new technologies which would have been considered science-fiction a decade ago. Or maybe you remember the age when making a phone call meant speaking with an operator first. Either way, take a moment, a deep breath and pat yourself on the back — I mean, you’re reading a blog for goodness sakes! Way to go!
A few things to acknowledge:

It’s okay to not know – the key to the digital age is that you don’t need to know or remember anything. That’s what Google is for! If you have a question, it’s only a search away.
You don’t have to do it all – new and ever-changing technologies are just a fact of life. So don’t feel as if you need to sign up for every social network out there. Pick one and stick with it.
There are no “tricks” or shortcuts to success – when it comes down to it, your journey to success is still all about quality and trust. Providing consistent, exceptional value to the customer is what it’s all about. This is true whether you’re an oil painter, a supply store or a fortune 500 company.

The need for a website

“Com’n, you know you wanna. Everyone’s doing it!”
We’ve all heard it before: “you’ve gotta have a website”. It was the resounding cry of the dot-com boom that caused businesses and organizations, large and small, to rush out like lemmings off a cliff to stake their claim of the world wide web. Unfortunately, few stopped to ask “why?” Today, many folks are stuck with expensive, outdated and altogether abandoned websites — now scratching their heads and wondering “what did I need this website for, anyhow?”
Why do you need a website? Here’s why: People are no longer relying on yellow-pages and billboards to find the products they need. Instead, they turn to Google or Facebook. The “like” button or online product review has become the new “word of mouth”. So, when someone is looking for an “original oil painting near Denver”, for example, it becomes very important that you are online and easy to find when they begin that search.

Important Considerations – Part 1: Goals & Organization

“Tips for right-brain thinkers who prefer to leap, then look”
Steven Covey, in the book “7 Habits for Highly Effective People”, says “Begin with the end in mind.” This is my advice to you, as well. What are you trying to accomplish? We know that we are supposed to have a website, but we are often unclear as to “why”. Your website is your business card. It is the book cover that people judge you by. A website should reflect the personality, professionalism and quality of your product which, in your case, is your artwork.

Interesting Stats:

It’s been said that upon meeting someone you have seven seconds to make an impression. This is even more true online. In fact, some studies say it takes less than two tenths of a second for an online visitor to form an opinion of your brand. ¹
Needless to say, your website must present your business in the finest light possible.

So your first goal should be to make a good impression. Spend time thinking about the image you want to present of yourself?
Secondly, ask yourself this clarifying question: “What do I want people to leave with or accomplish while visiting?”
To help with the specifics of that last question, let me give some examples. Maybe your end-goal is that your visitor purchase something; so make sure that your products and prices are obvious, that you have a simple and functional shopping cart with current discounts and specials highlighted.
Would you like them to sign up for a newsletter? Then make that registration form the first thing they see and perhaps offer a free download or reward for signing up.
If your ideal is for visitors to spend time looking at your paintings and share them with others, then put your photo gallery on the front page with prominent “share” or “comment” buttons for each of them.
You see, it’s not difficult to create a game plan, but it begins with the end in mind. Your visitor is better-served because you provided them with obvious steps to accomplish. No one enjoys arriving at a website only to stare blankly at it wondering, “now what?”
The third goal that I see for any website is that it provides quality content. This content, or information, should take into account your intended audience. Some questions you should be asking while creating your website are:

Who are you trying to reach?
What is your target audience?
Are they of a particular age? If older, should font size be increased?
Will they be accessing your website on a desktop computer or from their mobile device?
What are they most likely looking for? What phrases will they be searching with?

These questions can help guide you in making decisions about layout, graphics, fonts, content and navigation.
Do your best to put yourself in your customer’s shoes. Think like the visitor.

“Important Website Considerations for Artists” is a three part series aimed to help artists make educated decisions around their web presence. Feel free to add questions and comments below and the author will do his best to point you in the right direction. If you’re in need of assistance with your website, feel free to visit Steck Insights Web Design.