Are you making the majority of your art marketing efforts via social media and online platforms, nearly ever leaving the comfort of your own office/studio? Do you choose to ignore the possibility of first-handedly selling your work to people or businesses within your city because you find face to face interaction kind of intimidating? Have you avoided promoting yourself and your work amongst people who know you (friends, family, coworkers, etc.) because you are worried about what they may think?
“Everything you’ve ever wanted is on the other side of fear."
“Leadership requires five ingredients--brains, energy, determination, trust, and ethics. The key challenges today are in terms of the last two--trust and ethics."
In this post I will share a bit about where my mind has been in the past few months as I've started to build my art business. I'll also share the short term plans I've set that will help me start building a platform for future success, which includes reaching out to people I know as well as local businesses that could be interested in what I have to offer. Building relationships within your community is a vital part of being a freelancer or solopreneur, especially when starting out, and we should definitely make sure to invest time and effort into creating them, instead of focusing solely on the online world.
What I've Done So Far and Some of My Short-Term Plans
If you have already been following me for a bit, you probably already know that I made the jump from working full-time to starting my own art business quite recently. The time I have spent since resigning from my full-time teaching position until now has been absolutely amazing. I have been making art more than ever before and am finally on my way towards finding my artistic voice and style, which brings me a level of fulfillment unlike nothing I've ever felt. However, though this time of artistic exploration and self-discovery has brought me SO MANY positive emotions, there's also been some amount of anxiety and stress looming over my head because I knew since day one that I had no time to lose in regards to starting my business. Before leaving my last job (which I worked at for six years) I made sure to set myself up as best as I could financially speaking and am still working part-time in order to generate somewhat of an income. Nonetheless, the pressure is on, and I know that I have to keep moving and building something that will eventually start bringing in money.
There's been SO incredibly much to learn in SO many different areas! Though I feel that I have grown so much in the past few months, I know that this is just the tip of the iceberg. Some days, quite frankly, my brain feels like it's going to explode with all this information I have to wrap my head around. I WANT to be making art, but learning about the business aspects involved and promoting my work takes up A LOT of my time. Sometimes days go by in which I don't pick up my sketchbook or paintbrush. I quickly learned (and accepted) that creating great art and making sure to continuously work towards improving artistic skills is only a slice of the pie...a very complex pie. Building a business takes large amounts of courage, dedication, and I've found, being one's own cheerleader. If you don't believe in what you have to offer, remain focused on your work, and do something everyday to expand your reach, NOBODY else is going to do it for you. Though you are only one person, it is imperative that you do something every single day, whether it's online or off, to continue getting your name out there.
Read my blog post Self-Doubt as an Artist: How to Stay Confident and Keep Going.
I've been reading a lot and taking online courses, learning all I can about the many elements required to build an art business, from social media platforms (and what works well on each), the do's and don'ts of self-promotion, what to include in an effective website/portfolio, how to create sell-worthy products and opening online shops, shipping products, how to price artwork, TAXES AND ACCOUNTING, the legal aspects of being an artist, creating necessary documents for clients in order for projects to run as smoothly as possible...the list goes on and on. Self-promotion (and more specifically the face-to-face kind) seems to be one of the hardest things for many of us and it is what I wish to focus on today. However hard marketing your work and building connections may be for you, it's important to take the bull by the horns and realize that if you don't do it, nobody else is. Realize that, no matter how amazing your work may be, if you don't constantly work to put it out there and connect with others in positive, constructive ways, people will not want to engage with you.
All this said, I have to admit that most of my marketing efforts have been online and not at personal level. I have decided that I am going to start fixing this situation during this last part of 2017 and use this holiday season in which people have gifts to buy (and seem to be generally more happy) to reach out. First, I am going to make sure that family and friends know EXACTLY what it is I'm doing and what I can offer. Many of them SORT of have an idea but, truth be told, I've put in much more time and effort into learning from and connecting with others behind a computer screen than chatting face to face.
My plans are to start selling Christmas/holiday themed gift cards and greeting cards with original watercolor illustrations to family, friends and coworkers, as well as start offering commissions. I will also start selling some of my finished oil paintings in, at least, one local shop and start cold-emailing businesses. I have printed a stack of business cards and will work on creating postcards to send to agencies and editorials very soon. I am challenging myself to at least start with this during this last part of 2017 so that I can begin 2018 knowing I have already informed all those closest to me that I have quality products to offer. For some reason, I find it a lot harder to talk with my family about my passions and projects than with total strangers. Am I weird?
Local Connections: The Foundation for an Art Business
As artists, most of us tend to spend heaps of time working alone, which makes it even more important to schedule in time for social interaction. We ultimately create artwork for others to view and appreciate, and there's more of a chance that we'll be successful if we are able to orally communicate our ideas and talk about our artwork with self-confidence. Make no mistake, art friend, you are your best salesman/woman. Our art will not sell itself.
Now-a-days everyone seems to be online, and there's no denying that social media is a vital part of having any type of business. However, when we are just starting out, it is imperative that we build a solid platform of experience and connections to move forward. Once we have achieved a certain skill level and we are producing work consistently, we should begin communicating with the people around us (family, friends, coworkers, etc.). Chances are you already know a good amount of people that could find what you do useful in some way.
Don't ever feel foolish for starting small. Every business started somewhere! However, ALWAYS keep it professional. Always be kind, respectful, and act as a billboard for your brand. Yes, you are a brand! Remember, even when working for family or people who have known you for years, a client is a client, and your art should be valued because you have already put in a lot of time and effort to be where you are at. These smaller jobs will allow you to start building confidence in your artistic skills and you'll learn how to better manage your time as well as how to effectively communicate with clients. Moreover, you'll be able to start building that resumé that will attract bigger clients/projects in the future. Take advantage of the so called `Domino Effect´. It takes one great relationship to start a chain of opportunities. Keep at it and, I assure you, as your network and experience expand, bigger opportunities will arise.
Trust as an Essential Component of Building a Brand and Business
It is a personal project of mine to build a YouTube channel. It's happening! I've even recorded videos and have invested in a DSLR camera, tripod and an arm/mount that will allow me to record my art in process. Why? Not only has YouTube been an invaluable resource in my learning as I build my artistic skills and business, but I KNOW that it is probably the best type of platform out there that will allow my prospective clients to get to know me and trust in what I can offer. In my opinion, it is one of the best things artists can do now-a-days.
Think about it. Snapchat, Instagram, Facebook and even Twitter, are all awesome in their own way, but they are mostly curated images or very short videos and that's it. While YouTube videos are also highly edited and only show you a snippet of a person's life, the channels that have inspired me most of all are those created by artists and illustrators that try to keep it as real as possible, show how hard they are working to improve and how their life revolves around their work and clients/fans. By consistently sharing their life and passions with us, these YouTubers are able to develop in us a sense of trust. We feel like we know them. This, inevitably, creates fans, as well as diverse opportunities for jobs and events. I know that constantly recording and editing videos entails A TON of hard work, but building a channel and putting yourself out there in this way is, in my opinion, the next best thing after face-to-face marketing. It is a way in which you can start to develop trust in people all around the world!
There's true value in connecting with people at a personal level and building genuine relationships. In a world in which most of our communication takes place behind a computer screen or cell phone, we long for warm connection. We want real-ness and sincerity in this heavily edited/curated world. Furthermore, businesses look for professionals that show authenticity and integrity. If you don't have a solid list of past clients to vouch for you yet, the best way to show others that you can be trusted is by talking with them in person. Once you have that level of experience and solid proof you can be trusted, is when others will make the first move to reach out to YOU.
In my opinion, success is impossible without building solid relationships, and solid relationships require trust. Believe in yourself, work daily on building those relationships (both online and offline) and you will get there! Also remember that opportunities emerge from unexpected places!
Building solid relationships both online and offline is an essential part of starting (and maintaining) a successful business. Never be afraid to put yourself out there! Just think, what's the worst that can happen? Do what you can each and every single day to reach out to other human beings, whether they are people you can learn from or possible clients, always in positive ways. Please, PLEASE, put in time and effort to personally interact with others in your community and NEVER underestimate what you can get from a job that may seem small. Continue working hard on what you love, sharing, and always keep in mind how your skills can help others. In time, recognition and money will grow!
Thank you for reading and talk to you soon!
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