For many artists, creating their art is the most rewarding and important aspect. However, getting your work noticed can be a challenge, and promotion is a crucial and often overlooked element, as well. So if you’re struggling to sell your pieces, here’s some advice to help boost your art sales.
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Get Your Art in Front of an Audience
Your audience is unlikely to stumble upon your art; you have to do your research to find your market. Rather than participating in as many exhibitions as possible, be selective. Not all exhibiting opportunities are right for you and/or your art. Personally, I want to know that my art will stand out from all the other artists and be memorable. And remember, many exhibition sales occur well after it has ended. It's ideal to attend exhibits with artists in similar genres, as you may share an audience, but even mixed exhibits can work well for promotion. Of course, your work will not fit with every curator's vision; don't be deterred. Keep re-visiting your Artist’s Statement and ensure it matches each exhibition’s mandates before deciding to submit.
Adopt a Sales-Oriented Mindset
One key trick to mastering selling your art is to adopt the right mindset. The good news is most art speaks for itself. Instead of hard-selling your art, use your confidence and commitment to your craft to build a connection with the person who’s looking at your work. Developing a connection with a prospective buyer can be more effective than using a hard sales tactic.
Of course, Art Business News recommends art product descriptions that use keywords, essential facts about the art (medium, materials, size), and information about the inspiration behind the piece.
Yet art also elicits an emotional response in an audience, so furthering that connection in your description may increase the odds that they will buy. Think about your art's message, and amplify that in your sales pitch.
Develop an Online Presence
These days, social media promotion is critical for virtually all businesses – and that includes artists, as well. So start with the obvious platforms like Facebook, Instagram, and Twitter, where you can easily share samples of your work. Be active; instead of just posting your own work and calling it a day, try to interact with other artists (and buyers) as much as possible. Most importantly, make it easy for you to be contacted by using ‘see link in bio’.
You should also set up an easy-to-navigate website featuring more samples of your work. Make sure you update your site often, and include links for purchasing or asking questions. Additionally, make sure your website is mobile-friendly, since so many people navigate the internet using their phones these days and obviously, when it comes to art, presentation is everything.
Also, online art shows help you reach a global audience versus local-only buyers. Per Statista, online art sales peaked in 2021, and more than half of respondents either preferred buying art online or had no particular preference. Also, avoid “vanity galleries” – again, be selective and do your research.
Some artists struggle to sell their work because the promotional aspect feels so contrary to the honest spirit of creation. However, art requires an audience, and finding the right audience for your work is a way to respect the efforts you’ve invested. While it can feel intimidating to promote your work, finding and connecting with your audience is crucial to making sales and keeping your business afloat, as well. These tips give you a solid start!
Laura Beaton is a Toronto-born visual fine artist with roots in Scottish bagpipes and high tea. Her art is a fusion of aspects and styles from Chinese Brush Painting, Sumi-e, and western mixed media. If you have any questions or requests, don’t hesitate to reach out!