Tag Archives: Personal Brand

Don’t Forget the Little Things – Like Business Cards!

The Introduction

Think of your business card as more than something you leave behind after meeting someone. Make it an extension of your brand and your story

You need a good business card and I put emphasis on “Good”!  I have met many artisans in casual situations and even at art fairs who don’t have a business card.  Not only do they miss out on future sales they are not giving their brand a professional image that says, “I mean business!”.  Here are some ideas and tips on putting your business card to work for you.

 

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Art Marketing – Sell The Sizzle or the Steak?

There is an old sales adage that says “sell the sizzle not the steak”. For most art and creative products there should be a lot of sizzle to talk about. Have you ever noticed that in some restaurants that the kitchen is out in the open or that the waiters walk by the tables with sizzling platters? They do this because the sights, sounds and smells of a tasty dish evoke emotions and spark interest – in essence they are selling the sizzle not the steak and you can too!

Selling the Steak

If You Want A Great Steak Dinner You Need To Start With A Great Steak!

If You Want A Great Steak Dinner You Need To Start With A Great Steak!

Selling the steak is when you talk about the specifications, features and materials that go into your art. While it is important that a piece of art is painted in oil on a certain type or quality of canvas, this is probably not the reason people would buy the art. Look at the “steak” as the “nuts and bolts” of a product and something you would see in a manufacturer’s specification sheet. While specs are important, people are swayed by the sizzle.  Many fine art photographers seem more interested in telling their customers about what camera the image was produced on, what kind of printer and paper the image was printed on and how long it will last. While these facts may be important they have little to do with why a particular print is bought. Don’t dwell too much on the specifications, if your prospect likes the image the other facts will help reinforce the sale.

Selling the Sizzle

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Advertising for Artist Shows – Postcards / Artist Cards

Artist Postcard

An effective artist show card shows your work and tells your story

In working with artists I have seen some very good artist show cards and some which left a lot to be desired.  If you are having a show or exhibition of your art work then make sure you make the most of your efforts.  Art show cards or postcards are a direct reflection of your brand and can serve more purposes than having something to hand out at your art show or exhibition.

Some of the uses are:

  • Announce an upcoming show or exhibition
  • A take-away for visitors to the show or exhibition
  • Another piece in your marketing materials portfolio
  • Inclusion into a press kit or press release (digital version)
  • An addition to your artist portfolio
  • Something to show current customers, prospects and others in your network

Remember that your artist show postcards don’t do you any good sitting in a box or stuffed in a drawer.  Get them out there so people can see your work and experience your brand – be creative!

The basics of an effective artist show card

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Exploring Your Brand Experience + Free Worksheet

Think About How Others See Your Brand Experience

Think About How Others See Your Brand Experience

Your art business does not exist in a competitive vacuum! Your customers and prospects have a multitude of choices when it comes to parting with their money. As the world becomes a flatter place (a term coined by Thomas Friedman in his book, The World is Flat) not only will your competition come from your local area but increasingly you will see it from around the globe.

You can thank the internet and trade policies for turning the world into one big marketplace of ideas, products and services. This trend could be viewed as a threat to your business but it could also be viewed as an even larger opportunity.

Today there is no shortage of companies providing any and every product/service and that includes art! In order to stand out in this crowded marketplace it is imperative that you think about your brand experience. A good brand experience will set you apart from the competition and get people talking about you and your art business. A bad brand experience will likely will get you passed by and a really bad brand experience will get people talking about you – and not in a good way!

Some examples of a great brand experience

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