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Free Art Business Tips:: Ways To Make Money Selling Art
Free Art Business Tips:: Ways To Make Money Selling Art
Ways to
Make Money
Selling Art
Best Strategy for Gicles
Insurance for Artists
Surviving Tough Economic Times
Adapt and Sell More Art
table of
contents
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Ask the Experts:
Will selling giclees of your artwork
enhance your career?
By Paul Dorrell
From The Artists Magazine
4
Art Business:
Protect your art and materials by
insuring the contents of your studio.
By BJ Foreman
From The Artists Magazine
6 Art Business:
Be savvy if you expect to sell art in
tough economic times.
By C. Sharp
From The Artists Magazine
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ask the experts By Paul Dorrell
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business by BJ Foreman
What would happen if a water says Emily Gray, who heads up the chore necessary for staying properly
pipe burst above your studio, ruin- insurance program for a national insured. Then, of course, theres
ing your work? What if it destroyed nonprofit cooperative organization the actual cost of insurance. The
a commission for which youd called Fractured Atlas. As part of its security insurance brings, though, is
already received a deposit? What if mission, Fractured Atlas insures the worth it all.
a tornado, hurricane, earthquake work of artists, from musicians to
or fire affected your studio or work- visual and performance artists. Do Your Homework
space? As an artistwhether youre Disaster planning is the last Fractured Atlass Gray suggests that,
a hobbyist, a student or a seasoned thing on most artists minds, but before making any decisions, you
proyou have a place where you just the thought of the possible loss should talk to the agent who insures
make your art, and you purchase of incomein addition to lawyer your home or apartment. You might
expensive art supplies. You probably fees, relocation expenses and costs have some coverage through your
have a number of finished works for leasing temporary equipment renters or homeowners policy, but
in inventory as well. How can you can be sobering. Unfortunately, usually not enough to cover a catas-
protect your studio, materials and this planning isnt easy; it takes trophe. Next, research small business
artwork against disaster? research and legwork to prepare insurers and artist-specific insurers.
Most artists dont think about for becoming insured. Thorough Shop around and get several quotes.
insurance until after a catastrophe, record keeping, too, is an ongoing Different insurers offer varying
packages and pricing.
Always ask the agent these ques-
Insurance Basics tions: In the event of a loss, how
will I be paid and what is your pro-
General liability insurance covers you if someone is hurt while on your cedure? Do I receive money or does
property or if your property hurts someone. this policy specify that youll replace
Business personal property insurance covers your studios contentsart my equipment? Keep in mind that
supplies, records, computers and, of course, your art. if the insurance replaces your mate-
Building insurance covers the physical structure of your studio. rials and equipment, the replace-
Business interruption insurance covers the loss of income during the time ments might not be as fine as what
you cant use your studio. you originally had, unless you keep
Inland marine insurance covers your artwork while in transit but also can careful records.
cover your booth, shelving or displays at a fair or on the road.
There are many other sorts of insurance that can be added as options. Extra Inventory, Inventory, Inventory!
expense insurance pays for the relocation of your studio in case of To be properly insured, you must
a disaster. Earthquake and terrorism insurance are other options. keep accurate inventory records,
Flood insurance, if available, isnt routinely included in a regular policy. which is tedious work but crucial.
You can insure yourself against employee dishonesty and also can con- The running list of receipts that you
sider volunteer accident insurance in case your friends who generously maintain for tax purposes can do
volunteer to help you are injured while doing so. double duty for insurance, but spe-
Gaps, exclusions and deductibles are included in the fine print, and its cific details are essential. Photograph
essential to know about them. Gaps between homeowner, liability and everything, even your easels, tables,
inland marine policies must be addressed. All policies have deductibles, the chairs, mirrors and props, down to
part you must pay in case of a loss. If the deductible is high, your insurance your paints and brushes. The more
will cost less than if the deductible is low. Theres a delicate balance to be detail, the more easily the insurer
reached, and a good agent can help you decide whats best for you. can replace your equipment with as
close a match as possible in the event
of a disaster.
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business
Artist-Specific Resources
Many insurance companies carry lines that are specifically geared to artists;
however, there are a number of national nonprofit sources of group insurance as
well. Some are listed below:
ACT (Artists, Crafters and Tradesmen) Insurance Program provides annual
and per/show coverage. Standard policies can range from $265 to $550 per
year. (866/395-1308, www.actinspro.com)
Brower Insurance Artist Program has a basic property and liability policy
(for artists and craft artists) that provides property, liability and inland
marine insurance starting at $340 per year, with options to increase liability
iStockphoto.com/fstop123
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business by C. Sharp
Surviving Tough
Economic Times
Fellow artists and gallery owners share 12 tips for holding your ground during a recession.
Fine art isnt always easy to sell gather at someones home to critique Our economy ebbs and flows, and we
even when the economy is good. their latest creations and swap mar- need to ride out this kind of thing.
Now with this latest economic keting ideas. Rovzar also suggests that art-
downturn, artists everywhere are Our local Kirkland Art Center ists and galleries avoid giving deeper
commiserating about how to ramp (Kirkland, Washington) just started discounts to patrons: If you give
up their marketing mojo to help a monthly potluck where profes- a 10-percent patron discount and
them survive. In some ways its not sional artists can share some food then suddenly give a 20-percent dis-
all bad. Crisis is often an opportu- and artistic support. This is no time count, you can never go back. Buyers
nity in disguise, challenging artists to go it alone. Get connected with then think they can get your art at
to focus their energies and to keep at an existing group or start a support any price. Theres no longer any set
least one eye on the big picture. Here group of your own! value to it. Rovzar reminds artists
are some suggestions on how to sur- that people tend to turn to art in
vive the recent economic slump. Dont Lower Your Prices economic slowdowns. They dont
2 The worst thing you can do vacation as much, she explains, and
Start a Support Group as an artist is to reduce your rates they focus inward and want to be
1 Misery loves company, and a when the economy slows. Many surrounded by things that are beau-
supportive group of artist friends can artists panic and lower their prices, tiful and comforting.
really help boost your mood, your says Seattle gallery owner Patricia
sales and your creativity. A water- Rovzar. A lot of artists have been Be Active in Your
color artist friend of mine, Joanne ruined by lowering their prices after 3 Community
Shellan, recently started a monthly their rates have already been estab- Dont hide away in your studio. Its
Artist Critique group, where artists lished by the market and collectors. important to be spending time in the
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business
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business
Show jumping is the second most people really appreciate the personal to sales. I sold another photo to an
expensive amateur sport in the elements of art. There isnt anything acquaintance of mine who asked me
country (yacht racing is No. 1). Despite more personal than hosting an artist to show some of my work at a busi-
the problems within the economy studio sale. ness meeting. You just never know if
for the past couple of years, my cli- or when something is going to sell,
ent base was the last and the least Try New and Creative so you need to take every opportu-
affected during economic down- 11 Venues nity to display your work.
turns. Another artist, who wishes to Gretchen Michaels sells her reverse-
remain anonymous, told me she makes painted acrylic panels at the Red Keep a Positive Attitude
good money doing pet portraits. She Sky Winery in Woodinville, where 12 Sumi painter Kate Jones keeps
says her customers always cry when she works. For special wine-tasting on her wall these inspiring words
they see the finished product. Tears of events she puts up a large exhibi- attributed to Louis M. Salerno, the
joy, Im sure! tion in the tasting room and displays owner of Questroyal Fine Art, New
her recent bio and articles about her York City: Through the Dark Ages,
Start an Artist Studio one-of-a-kind abstract acrylic pan- the great famines, the plagues, world
10 Tour els. California acrylic artist Robert wars and the Great Depression, art
Gather up a few artist friends. Put Burridge says that his early sales at has been shown, sold, stolen, col-
some bucks in a kitty. Print some post- furniture stores helped him when lected, criticized, condemned and
cards. Put up some banners. Start your times were tough. cherished. In 2003, worldwide art
own annual studio tour. We did this in Rob Tilley, known for his sales were estimated at $5 billion.
Kirkland with great success. (See The nature and travel photography, says, Nothing is certain but death, taxes,
Artists Magazines November 2007 Just yesterday I sold a photo that and artthe third certainty. n
issue.) I think inviting individual was on display at a local hospital.
people to your studio is a good way When they asked me to display C. (Christine) Sharp is an artist and for-
to sell art. They feel very special there, I thought there would be little mer CNN journalist who lives, writes and
because they get to see where you to no possibility of selling anything. paints in the Northwest. Learn more about
her at www.csharpart.com or www.sharp-
made your art and talk with you But sometimes its difficult to know
work.com.
about it. In these high-tech times, in advance what venues will lead
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articles & interviews By lori mcnee
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articles & interviews
online image and brand with your tions. Customers will enjoy the extra
picture or avatar. Using the same information and personal touch.
recognizable image on all your Potential collectors will have reasons
online sites will further promote to choose you.
your brand. Technology is increasing in
Deliver what you promise. importance in your clients life, so
Primary motivators of brand loyalty you need to stay current. There are
are trust and a consistent experience. many free b usiness-marketing tools
If you say youre going to have the that can be used to promote your site.
proofs ready by Friday, make sure
they are ready. A reputation takes a
lifetime to build and an instant to
destroy. P
rotect your brand. Extra Blogging
Update Your Website and Tips
Think of your profile picture as your personal Start a Blog
logo. A great profile picture immediately Most likely you have a website with There are many simple and free
states who and what you are. Your picture information about your art and pric- blog templates. It has become very
should be friendly and it is best to make eye ing, bio and rsum, and maybe a easy to create your own blog these
contact with the camera. I chose to wear cool video or two. You might be won- days through WordPress, Blogger,
red because it is a power color and grabs dering why no one is visiting your LiveJournal, and TypePad, to name
attention, but the blue apron helps to calm it website. a few. Just follow the instructions to
down. Blue builds trust and confidence. This
The easiest way for people to dis- set up your own blog through any of
attention to detail will enhance your brand.
cover your website is to start a blog. the blog template providers.
On your blog, write about things Dont rush writing your posts. It is
This is equally important for all your fans, artists and collectors care better to wait an extra day or two
fine artists, designers, crafters, pho- about. Encourage feedback on your than to post a half-hearted article.
tographers, illustrators and freelance blog and be sure to personally answer Posting once a week or even a few
artists and more. You want your all incoming comments and ques- times a month is plenty enough
brand to reside in the hearts and to get you started. Link to other
minds of your clients, collectors, pro- articles within your site to help
spective customers and competitors. keep your readers attention and
For example, famous artists make your blog sticky.
such as Georgia OKeeffe, Madonna, Keep your titles interesting. Make
Marilyn Monroe, Andy Warhol, sure the content reflects the
Michael Jackson, Claude Monet and title. Add variety to your posts by
Frida Kahlos distinctive brands using bullet points, diagrams and
are forever etched in our minds. images. Break up long paragraphs.
Your brand identity will help set you Content is king. Use content
apart from the pack. to engage your audience, both
Start a Facebook fan page for customers and prospects. Some
your art business. With a fan page estimate 90 percent of purchase
you can p romote your art and prod- decisions start with online search.
ucts and share your portfolio and Readers will skim an article in
videos. This is a great way to build under 30 seconds to determine
your fan and collector base. Use whether or not they want to read
the other social media sites such as it. Make it easy to read. Find your
Twitter, LinkedIn and YouTube to A good blog is easy to navigate and has a
own voice and write about things
build your brand and to promote variety of content and interesting illustrations
that nobody else writes about.
yourself and your art business. (See to grab the attention of the reader. You can Offer services, and sell your own
Secrets to Social Media Success see that I have made my social media but- product.
later in this section.) tons and newsletter subscription link easily
Be sure to personalize your accessible.
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articles & interviews
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articles & interviews
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articles & interviews
Social Media
Over the years, social media has
become a buzzword. Wikipedias
definition of social media is a
blending of technology and social
interaction for the co-creation of
value driven content. The co-cre-
ation of content means that social
media is about we, not about me.
Social media is a fundamental
shift in the way we communicate.
Artists should embrace the free
marketing power of social media.
Millions of people could possibly
become customers. This is not pos-
sible in the off-line world.
from others and build lasting rela- Networking with other artists and building
Build Your Brand tionships. a good working relationship between you
Social media is the quickest way to and your gallery are keys to success and will
build brand recognition for you and Keep Your Finger on the Pulse eventually lead to more sales. This synergy
also builds asense of community, trust and
your art business. A strong brand is Remember, creatives are the movers
propriety.
invaluable and serves to communi- and shakers of the world. We need
cate credibility to your prospective to stay informed and on the cutting
customers and business associates. edge. Artists should be aware of accountant, dentist, florist and door-
new trends in design, decorating, man. Ask them for business referrals
Marketing fashion and technology and how it and do a favor for them in return.
Social media is already changing the influences art and sales. During these uncertain times of
rules of the marketplace across the economic challenges it is tempting
globe. We now have access to liter- Take Calculated Risks to escape into a creative safe haven
ally millions of potential customers. People like to stay with what is in your studio and withdraw from
These prospective buyers feel more familiar and safe. But, if we elimi- extra challenges. But remember Neil
comfortable about a brand if they nate calculated risks, we remove the Simons words of wisdom, If no one
can interact with it via social media. opportunity for growth in business ever took risks, Michelangelo would
Use social media channels to send and in our craft. As a small business have painted the Sistine floor.
out videos, images of your photo- entrepreneur, if you try something
graphs and links to your latest blog new and it doesnt work, you can Dont Be Afraid to Fail
post, and to share interesting content. easily change your strategy. But, There is no real secret to success. In
You can easily drive huge amounts of you need to be accountable for the order to succeed, you must challenge
traffic to your website or blog using inherent risks and the outcome. yourself, be passionate about your
social media. Utilize social media to Go where the action is. Visit gal- craft, perfect your skill as a artist,
get the word out about your art busi- lery receptions and rub elbows with and learn from your mistakes along
ness in a way that promotes conver- successful artists and gallery owners. the way.
sation and leads to sales. Attend lectures, symposiums and The greatest barrier to success is
events held in museums and art cen- the fear of failure and an inability to
Networking ters. Enter juried exhibitions, art fairs, adapt to change. Some of the ideas
Being an artist can be a solitary local art contests and competitions. listed in this article might seem
occupation, but with social net- Send press releases to local unconventional and intimidating.
working, youre not alone! Use social newspapers. Call the editor of the But, if you adapt just a few of these
media to get instant feedback on art magazines within your niche new ideas into your art marketing
your latest painting or blog post, or and request an interview. Contact a strategy, you will begin to see favor-
ask for a critique on your work. You popular art blog and submit a guest able results, which will lead to more
will learn from other artists and article. Network outside your circle. sales in 2012. Good luck and I hope
business leaders, gain inspiration Think creatively. Talk to your banker, to see you on Twitter! n
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Co n n e c t w i t h U s
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