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Are Your Prices Unrealistic?
Mar 26th
By Carolyn Edlund
Overpricing
Many years ago, a certain art professor showed his portfolio slides to a class I attended, as a sample of how to put together a body of work for presentation. His beautiful ceramic perfume bottles were quite impressive and skillfully made. Along with the images were prices for each item, which averaged in the range of $600 each, which was his example of pricing to the class.
Not long ago, I happened to speak with an artist who by chance got the same talk from the same art professor with the same slides. She, however, had the presence of mind to raise her hand and ask “How many of these perfume bottles have you sold?” The answer: Zero.
Underpricing
In contrast, I once exhibited at a retail fair where the craftswoman in an adjacent booth was selling handmade jewelry using polymer material. Customers were swarming her booth, snapping up unbelievable deals on handmade work. Her prices were too good to be true, and it was baffling whether she was sneaking into a craft fair with imported buy/sell merchandise or just didn’t know how to price.
Curious, I befriended her and asked her frankly how she could afford to sell her work at such low prices. She confessed she wanted so badly to sell her jewelry that she charged almost nothing for her time.
Constant orders for her underpriced goods were overwhelming her, and she had developed severe physical problems from repetitive motion. In fact, her arms were often numb from overuse, and she had to sleep in a recliner just to avoid being in constant pain.
This craftswoman was obviously making very little money, suffering from overwork, and hurting other exhibitors who were pricing their work reasonably. Had she given thought to the realities of the marketplace and the costs involved in doing business, she would have raised her prices significantly and made a better profit on less work.
Likewise, the art professor had no idea of what the market would bear for his work. Perhaps he didn’t worry about making sales due to his teaching position, but had he been a production potter, he quickly would have adjusted his prices to be more reasonable.
Both overpricing and underpricing your art or craft work is a losing proposition. If you are just starting out, you may be unclear on how to price your work. Avoid pricing from an emotional perspective. Do your homework on what similar goods are selling for to get a rough idea. Then carefully evaluate your materials cost, hours involved and the per hour rate you need to make. Don’t forget costs such as taxes, shipping, administrative time and transportation costs. Then – add in a healthy increase, because running a business is always more expensive than you think.
You will quickly find when crunching the numbers if your pricing structure is working for you. Even though less experienced artists and craftspeople will usually make less income, don’t sell yourself short or rationalize why you are working for almost nothing. Likewise, avoid charging exorbitant prices that will ensure your sales are almost non-existent. Both situations can take all the fun out of running your art or craft business.
Have you experienced the consequences of over or under-pricing your work? What’s your story?
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Art & Business – with Purpose
Mar 22nd
By Carolyn Edlund
Are you good at art but hopeless at business?
Courtesy Annie Strack
Lori McNee has posted a terrific article on her blog Fine Art Tips, which clearly shows why artists must know their audiences, do their homework and plan their marketing strategy if they want to be more successful. Artist and guest blogger Annie Strack has a well-thought-out plan to create for, and attract, a customer base. She is doing it with purpose.
Some artists seem to have the attitude that anyone who wants to buy their work will buy it, and that they are not responsible for knowing what color sofa their buyers have. They don’t seek to understand the audience for their art, or mindfully create for that audience, with the goal of selling and furthering their businesses.
When you conceive of a painting, a sculpture, a piece of jewelry – do you plan it, create it, perfect it to the best of your ability, with purpose? Of course. That’s part of the process of making art.
When you wish to sell your work and succeed as a business, it’s best to do it also with purpose. Knowing your audience is basic and essential to that. Think about it – in what other industry would a business owner not be absolutely clear on who they are selling to, and how to sell to them? That’s part of the process of making your business work.
Entrepreneurs in many different types of business have a similar problem. It’s not just artists, and it’s not just you. Michael E. Gerber, in his book The E-Myth Revisited: Why Most Small Businesses Don’t Work and What to Do About It
Fortunately, you are a creative individual and if your passion is to have a career as an artist, you also have the motivation to learn to be an effective businessperson. There are tons of resources on the internet, in great books and from excellent coaches which will help you develop those skills, and start making well-though-out strategies like Annie Strack.
Matching Artists with Corporate Buyers
Mar 14th
By Carolyn Edlund
Online galleries are a dime a dozen, but certain ones really stand out
Joyce Creiger
Art Specifier.com is one of those sites. I talked to the woman behind this concept, Joyce Creiger, and found that she has a fascinating background, including many years of gallery and art consulting experience, and an impressive contact list. This adds up to a great potential for artists who want to sell into the corporate world and catch the eye of architects and interior designers in need of art for their clients.
Joyce started out back in the 1960’s with an art history degree and a job selling real estate. While raising twins, she got involved with starting the Danforth Museum in Framingham, Massachusetts – which flourishes today, housing its own collection and often featuring emerging artists. As a member of the acquisitions committee of the museum, she got her start in the business that would frame her career.
Combining art with real estate sales, Joyce launched her own business in 1972, becoming an art consultant before the term was coined. She sold this concept to artists, and compiled slides for the purpose of selling art to businesses, corporations and hotels. After approaching architectural designers, she sold artwork to major firms, and partnered with a friend to grow the business. This spun off into a large office space and gallery.
Reinventing her business in 1985, Joyce branched out to a national audience. Working with 3M, she created a laser disc catalog of art, with
54,000 images per side – a precursor to the vast internet art directories available today. Using the technology available at the time, Joyce created a database of artists’ images from galleries all over the United States. This system was rented by galleries who used it as an extended network of art available for their clients.
When digital became the technology of choice, her business model was turned on its head. Joyce began to look at where business was going in the future, and chose to pursue clientele in Arab countries. She worked extensively with hotels, hospitals and businesses in Saudi Arabia who were eager to snap up artwork presented by an expert with a huge offering that worked in upscale interiors.
Las Vegas was next – Joyce’s company provided art for almost every casino hotel on the strip, including the Luxor and Mandalay Bay. This also was a lucrative business, as she used her ability to match artists with interior spaces to great effect.
Always moving forward, Joyce Creiger has also been a painter, jewelry designer, nonprofit fundraiser, children’s book author, and upscale gallery owner. She has been ahead of the times with business concepts, and now presents an online website for artists to connect with interior designers, architects, and buyers for corporate art.
ArtSpecifier.com handles the work of artists in many mediums, for presentation to this market. Artists who apply are juried to ensure that their work is appropriate for the base of buyers looking to purchase. Joyce researches each applicant’s background and education before accepting them. She promotes not only the ArtSpecifier, but also individual artists to her base of over 4,000 designers and architects who have been given complimentary memberships to the site. She reaches almost 40,000 people through social networking as well.
Artists who are accepted pay a $100.00 annual membership fee to Artspecifier. The site is searchable, offering categories such as color, style, and new work. With a password, member artists and clients are able to access the site and its features. Currently over 150 artists are represented.
Is this the right vehicle for you to sell to the corporate market? Check out Artspecifier and see whether it’s a good fit for your work, and your business plan.
10 Tips for Artists: Get the Job You Want!
Feb 14th
By Carolyn Edlund
Are you looking for an internship, or artist residency? Do you want to get a job with an employer or do some freelance work? Would you like to propose teaching a class? Want to pitch a new idea and create an opportunity for yourself? Here’s how to create a perfect first impression.
Courtesy Jeanne Bessette
Do some planning before you pursue that opportunity you’ve found. If you feel you are the person for the job, make sure you communicate that clearly and professionally. Little things can really matter in how you handle the situation.
It’s well-known that you don’t have a second chance to make a first impression. Often, that first contact is not in person, but by email or snail mail. You may only have a few seconds to get someone’s attention, or be rejected (however unfair that may seem). Be very careful in constructing the initial contact. Here are some ideas to make yourself a prime candidate for that job:
- Make sure you are contacting the right person, and have the correct address. Double check the spelling of their name, and their company.
- You must send a cover letter if you are submitting a resume. Recruiters stress this all the time. Otherwise, it will most likely end up in the “circular file.”
- In that cover letter, you are selling yourself and your skills, but remember that it’s not all about you. It’s about them – so you have to do your research, and construct a thoughtful letter that shows that you know about their organization, what they do, and their goals. You have to write skillfully, and demonstrate how you fit into what they want to accomplish. Use key words that they use on their website or promotional literature. Highlight strengths that fit in well with their goals, so that choosing you just makes sense. And don’t forget to use spell check!
- Use the recipient’s name – of course at the salutation, but use it again at the beginning of a paragraph mid-way down the page. This grabs attention, and also shows that you have constructed a “custom” letter, not a template. Everyone hates form letters, and they don’t get nearly the response as a well-written customized letter.
- Make sure you state what action you want to happen next. If at all possible, you will want to call them to follow up on your letter, rather than waiting for them to contact you. This puts you more in control of the process. State in your letter that you will be in touch in a week, or appropriate time frame.
- Looking to get in front of this prospective employer? Once you get the face-to-face meeting you are seeking, make sure you continue to build rapport. A firm handshake and eye contact are essential. Start out by thanking them for their time, and making some casual conversation to break the ice rather than launching into your pitch right away.
- Take the opportunity during your interview to again talk about their company, demonstrating that you are well-prepared and understand what makes them tick. Ask questions – you are also interviewing them!
- Use the other person’s name in conversation. This is key to creating rapport.
- Be aware of body language. As people converse and relax, their body language becomes more in-synch. You can deliberately reflect the others body language from the start of the conversation, which subsconsciously sends a message that you are compatible. Likewise, if you speak in a tone that is similar to the interviewer, it creates a bond. How loud is their voice? What is the cadence? Do they speak with their hands? These little things can make a difference. Super coach Tony Robbins devotes a considerable time in his training seminars discussing these techniques. You can test them out yourself in a social setting. See what your results are.
- Follow up. After every interview, promptly send a message by email (or preferably, a handwritten note by mail, or both) thanking them for their time and interest. Again, set the stage so that you can initiate another contact, because you will want to keep in touch on a regular basis to make sure you are “top of mind” as a potential candidate.
When you land that important opportunity, congratulate yourself! You worked “smart” and effectively to make a perfect first impression!
What other techniques have you used to land that job or opportunity? Please comment and share your secrets!
Thanks to painter Jeanne Bessette for the use of her image. See more of her work at www.jeannebessette.com
Selling Out
Feb 6th
By Carolyn Edlund
If you want to create art that speaks from your soul, art for art’s sake, that expresses your observations, feelings, visions, and dreams, go right ahead. You won’t have to worry if it appeals to the marketplace. There is a great place for this type of work in the art world. I applaud these artists, and enjoy their work.
Courtesy April Metternich
If you want to sell art and make a living at it, you must realize that your work then becomes a product which is tailored to your audience. I’ve seen discussions in online groups where some artists are horrified that they would need to change or “compromise” their work in any way. They rail against the almighty dollar as cheapening their artistic expression. They feel that would be “selling out”.
Ann Rea, in her wonderful blog “Artists Who Thrive” expresses it this way:
If you want to sell your art, ultimately it’s not about you. It has to be about the unique value you offer to a specific target market.
Get clear on what it is you want to accomplish, and you won’t be disappointed if you get something different as a result. If you want to make art, make art. If you want to make art to sell, make art geared to appeal to buyers. It’s a choice. Both are valid.
April Metternich is a designer, illustrator, photographer, author and craftsperson. See more about her work here.
Featured Artist Leah Jay
