By Carolyn Edlund

Media outlets are hungry for stories, and artists make for good stories.

The general public is curious about the life and work of artists. After all, you’re an incredibly creative individual doing something they could only dream about. So you are in a strong position to be noticed fairly easily and get your story in print. How you go about doing it makes the difference in getting significant publicity for yourself and your art.

My advice to artists who want to get publicity (or sell their work, for that matter) is:

Remove barriers to the process and make it easy to say “Yes.”

Let’s explore how you can do this effectively to get media attention. Lots of it, in regular doses.

Know your story. You could write a press release that you are showing your work in such-and-such exhibition, which is the 14^th Annual blah blah blah . . . and you may or may not get a mention in various publications. But that isn’t your story. Your story is real and authentic and it appeals to other people.

When you understand how to tell a compelling story about yourself and your work, you can use it to reach readers emotionally. What is fascinating about your work and your subject matter? What experiences have you had, and what inspires you? What huge, devastating mistakes have you made? How did you triumph over them? What do you passionately care about? Give your story careful thought and hone it thoroughly before you submit anything to anybody.

Become the story. When you really pursue press attention, you don’t just want a passing mention. You want to become the subject of a news story, to be interviewed by a reporter, and have great images of yourself and your work included to make it even more exciting and readable.

• When you submit a press release of a compelling story to suitable publications, and follow up promptly, you make it easy for them to say “Yes.”
• When you invite the reporter to your studio, or offer additional materials about your work, you remove barriers to their process.
• When you send them gorgeous professionally-shot photos of your work, and of you working in the studio, they will be thrilled that you made it so easy.

Submit to the right publications. What is your specialty? What themes do you work in? You could pursue local or national press, a niche publication, or even a trade journal. Where would you like to see your story published? Make a list, and continue to email press releases to them on a regular basis. Then, follow up consistently.

Kick it up a notch. Submit your images and information for other stories that will appear in publications by checking out their editorial calendar, and finding upcoming articles which relate to your work. Why should they include you?  Because you did your homework, and you’re just the perfect fit for their article.

Become a source. You could hire a publicist, or subscribe to HARO and pitch your own story to the press when you find a request that’s right up your alley. Find an angle to relate your art, your passion and your story to their needs.

Write your own articles. Become a guest blogger to get exposure and create backlinks to your own website. Many artists trade posts with each other. Check out MyBlogGuest to connect to opportunities. And be sure to visit Jon Morrow’s GuestBlogging.com for great tips on using this technique to grow your visibility.

Persistence is key to getting results. They don’t happen overnight. Make your efforts to get publicity for your work and your art career a regular part of your schedule, and don’t give up. You will end up with a number of press mentions and articles that will enhance your reputation and your business.

What’s the secret to an artist’s success? The right mindset and a lot of hard work. Let’s get started . . .

Lesley Riley is an internationally known artist, teacher and author with a passion for spreading the magic of art. While she likes to make things, she now devotes her time to making things happen for other artists through her company, Artist Success. Lesley provides resources, creativity management, coaching and mentoring to artists, enabling them to achieve their vision of success.

AS: Lesley, you oftentimes work with client on their mindset and thinking about the bigger picture of what they can achieve. What does that mean? 

LR: Any artist can have the kind of success they dream of, but so many believe that it is an impossibility or out of their reach. That’s called thinking small and is a result of self-limiting beliefs.  What holds many artists back is acting small. Taking the actions that propel you towards your dreams are often difficult and scary and the process seems overwhelming. There are so many things that hold your back – confidence, courage, know-how, commitment and self-worth. I help artists see what’s possible and then we work to break it down into doable steps.

AS: What do you find that artists struggle with most in stretching themselves to grow their businesses?

LR: Discipline.  If you don’t treat making your art as a job, then it becomes your hobby. You cannot expect to make a living or grow your business with a hobby mindset.

Having a successful career as an artist is no different than working 9-5 at McDonalds or a desk job. You show up and work in order to keep your job so you will get paid.  Being disciplined sounds counter-intuitive to creativity, imagination and artistic endeavors, but it really is the key to creating the success you desire. Show up in the studio on a regular and consistent basis.

To make success happen, you need a plan, a marketing plan. And then you need to take consistent action on that plan. Lack of time is not an excuse. Small blocks of time add up to success. I know. I built my art career with 5 children at home and an almost full-time job.

AS: Galleries are closing and the market is getting tougher out there. What recommendations do you have for artists who want to increase their income?

LR: My recommendations:

• Sell smaller works on Etsy
• Teach an online class or one 1-day workshops
• Barter for services
• Create affordable table art: paint or mount work on 5 x 5 or 8 x 8 gallery wrap canvases
• Sell a small ‘artwork of the month’ subscription series of your work
• Add a Pinterest link to the art on your site so others can publicize it for you
• Figure out your unique factor and build your brand around it. Then market it.

AS: Please tell us about your speaking engagements and your workshops.

LR: I speak to groups and teach 1 and 3-day workshops based on my Artist Success Action Plan (ASAP). If you haven’t realized it by now, taking action is the key to success. Just as I do with my private coaching clients, I break down the necessary steps into accessible and doable actions, add in the mindset and guide artists towards achieving their personal vision of success.

By Carolyn Edlund

Start 2012 with renewed energy and a resolve to make this your most successful year ever.

1. Face the truth. Be kind to yourself, but honest. Are you satisfied with this past year? Were there things that went undone? You can’t change the past, but you can acknowledge where you are now, so that you can move forward and . . .
2. Make a bodacious plan.  Then, become accountable for it. That means you have to get really clear. Create a vivid mental picture of your big goal for the coming year. How does it look, feel, and sound to achieve it? This type of clarity and planning will help you . . .
3. Step into action. Big goals might seem unmanageable. Break them down into smaller goals, on a quarterly, monthly or even weekly basis. Work backwards from your desired result and resolve to take action today. What can you do now to start the momentum? Today is the first day of the rest of your art career.  And remember . . .
4. Don’t be afraid to make mistakes. Have you screwed things up? Yes, you have. No matter your level of education, chances are you took a few credits at the School of Hard Knocks. You remember well the lessons learned then, because you had the guts to take risks and try something new. You don’t have to be perfect. You just have to . . .
5. Be true to yourself. If you want to sell your work, you have to understand your customer, and their interests. But you don’t have to try to become what you think they want you to be. Your inspiration comes from the heart and your creative mind. When you express yourself authentically, you will be fulfilled and happier with your work. One crucial part of that happiness is to resolve to . . .
6. Give up the negative self-talk. You have the power to improve the quality of your art, become a better businessperson, and achieve success. The biggest thing holding you back besides fear is a negative belief system. Shed any tendency you may have to put yourself down or give up. Actively cultivate a positive mindset. Part of that is to . . .
7. Hang out with the right people. The right people are those who support you, even at your very worst. Your true friends. Hang onto them. Unfriend the naysayers and the vampires who drain your energy, creativity and happiness. And then . . .
8. Resolve not to be jealous of others. This one is tough because there is a lot of really great artwork out there and sometimes you feel small. Want to know a secret? There are many people out there who are jealous of you! It’s true. Most men and women commute to work each day to a job they don’t like, feeling unfulfilled and uninspired. The life of an artist is like a dream to them. So, smile and . . .
9. Give yourself credit.  What you are doing is hard, and you have to make your own way in a very competitive business. Most people out there couldn’t do it. But it’s also fun, challenging and rewarding. So . . .
10. Be grateful. Why? Because you have the best job in the whole world. This is a marvelous gift you have given to yourself. Be grateful that you have the talent, inspiration and passion to follow your dream.

Now, go out there and rock your art business this year!

By Carolyn  Edlund

I’ve been reminded lately of why I closed my studio – and painfully so. The joint in the thumb of my right hand is so sore that grasping even small things is uncomfortable, and turning a doorknob is agony. The arthritis in the base of my thumb is the latest remnant of a life spent in repetitive motion, during long hours in the studio using my hands as tools. Three years ago, the joint in my left thumb was replaced. After a few cortisone shots, the right one will probably be under the knife in the next year or so.

I closed my studio more than ten years ago. Besides general burnout from traveling all over the country flying to trade shows and driving to retail shows, my body had begun to give out. Twenty years of studio work. Leaning forward to paint and do close-up work, and hauling 50 lb. boxes of clay, tents and exhibit equipment had caused a lot of back and neck pain and sciatica. I knew my chiropractor on a first-name basis. And even though I’d hired studio assistants, the damage was done.

During my college years, a book came out that got a lot of students talking. It was called “Artist Beware.” Our chain-smoking ceramics instructor, who already had emphysema at the time, referred to it and called our attention to the dangers of silicosis and breathing dangerous fumes. We all had respirators; thank God I started out in my own studio with some safety gear. But I still wonder.

These days I see other artists are concerned about breathing toxic fumes, and the side-effects of solvents, which can be career-changing. I don’t blame them.

And so, after a couple of decades in the business, I decided to pack it in. In late summer of 2001, I started applying for jobs, thinking that it would take several months to get one. To my surprise, I was hired very quickly as a rep for an art publishing company. I had planned to go out of business at the end of that year, so I rounded up my studio helpers and parceled out the rest of our wholesale orders for them to complete while I started my new career.

On September 13, 2001, two days after the towers fell, I walked through an eerily silent airport and boarded a nearly empty, heavily-guarded airplane to San Francisco for job training during a watershed moment for my country and for myself.

It wasn’t a tough decision, at the end. I knew I was finished in the studio. We’d talked it over endlessly, and I have never regretted it.  I had met not only my goals, but some great friends as well. I still see some of them and fondly remember others. But things had changed, and I needed to move on to the next chapter in my life. It was time to close the studio.

By Carolyn Edlund

Artists talk about the year just passed, and their resolutions for 2012.

Some took risks, or had tough learning experiences. They all grew in their businesses and their art. Here are their stories:

Jean Judd:

2011 has been a year of reviewing my true vision as an artist and making necessary adjustments. It has also been a year of growth for my art business as I have gained representation with new galleries due to my diligence in marketing myself via LinkedIn and other online venues.

Being added to several art consultants rosters will bring new commissions and sales for 2012. I already have several acceptances for juried fine art exhibitions across the US so 2012 will be a continuation of the progress made in 2011 getting my artwork out for collectors to see and purchase.

Annie Strack:

This past year has been pretty good, and I’ve had a slight increase in sales over the previous year. Every year I add a few more goals to my list, in addition to ones that carry over from previous years. For instance, one of my annual goals is to add another gallery, and I try to find at least one new one every year. I usually lose one every year, too, due to closing or performance issues; so it’s actually very hard to gain ground on this one. Other goals that get repeated every year are things like booking workshops, writing magazine articles, entering juried shows, earning Signature Memberships, teaching classes, etc.

This year, the extra goals on my list include joining more artist societies near my new home, more plein air painting, expanding my online sales, and producing a new DVD. This doesn’t sound like much, but it’s on top of everything else I already have on my list that gets repeated each year, so it’s enough!

Destry Sparks:

I definitely want to spend more time making art in 2012 than worrying about art business. In 2011 I had the busiest exhibition schedule of my career with five solo shows spread over four states. I met several benchmarks such as showing at a large public university in a large city via the University of North Carolina at Charlotte. It was also a big step to show my work for the first time in the leading art markets of Miami and New York. Meeting many of my online contacts in person was a great experience as well which has led to other opportunities in the pipeline. But promoting shows back to back while dealing with the logistics of organizing so many large solo exhibitions was a real wake up call.

Managing life beyond art plus all of that has left me just plain worn out. I haven’t produced much work at all this year, which has been frustrating. I’ve learned my lesson though. From now on, the core of my energy will go towards time in the studio. As artists if we lose sight of that, we run the risk of leaving out the joy of discovering the full potential of our creative path. I’ve already started some new work.  I’m really excited to ring in 2012 with momentum!

Kelly Heck:

This past year has helped me figure out the direction I want to head with both my art and my business. It has included gaining the courage to turn down areas of work I no longer wish to provide, rekindling a passion for areas I thought I would no longer pursue and struggling with time management.

This January 2012 I hang my solo show at The Delaplaine in Frederick, MD. I’m excited to share my new body of work, Beautiful Silence, which features winter landscapes in and around Carroll County, Maryland. The reception is February 4^th, 2012. I hope to build print sales through my online store. And just like in this previous year, I would like to hang my work in at least a handful of shows, not limited local venues.

This new year should also include some site updates for myself and to feature other artists on my site, an idea I pushed last year but that lost momentum. Over the past three years, I’ve improved my skills in business, marketing and relationship building – not to mention I’m more and more excited by my designs and I can manage my own website! And the drive to do more and get better just keeps on coming!

Ted Meyer:

In 2012 I will continue making art about medicine and health, but with a stronger focus on internal and emotional issues in addition to my interest in the body. This past year I continued with my “Scarred for Life” project, in which I make body prints from people’s scars and collect their stories of trauma and healing. I shot a television pilot about this process, and how the experience serves as a cathartic expression for many of my subjects, a cap to their “story.”

I also started a new series of paintings in which I embed photos and documents from my parents and grandparents into the compositions. I recently visited my brother, who has a serious longterm illness, and got some of his creative notebooks from his youth as a folk singer. I’m starting to collage these fragments into new paintings about him, exploring the effects and his suffering of dementia and Parkinsons. It’s possible I’ll also mix human ashes (my mom’s) into these paintings. Finally, I started a business called ArtandMed.com last year, and in 2012 I’ll continue to present lectures to health providers and patient groups about art and medicine.

Giesla Hoelscher:

My hopes for 2011 were big. At the end of 2010, my boyfriend and I began subleasing a retail space that we turned into an art gallery/portrait studio. I was really excited that it would allow me to reduce the number of art fairs that I was doing, help my boyfriend build his new photography business, bring in new customers and start moving in a new direction.

Long story short, after a long winter that came with huge snow plowing bills, light rail construction in the area that kept people away, crime on the rise in the neighborhood, and not being able to keep regular hours because of my schedule, I came to the conclusion that getting into a retail space was a huge burden that came with a big lesson. I realized that I was continuing to fall back on the safe decisions of more of the same (though it took on a different form) to avoid the big scary decisions I needed to make to make significant changes to my business. I spent the year spinning my wheels instead of making much progress.

In January, I’m taking a four day mini-retreat to a family cabin to get away and focus on what I really want for my 10th year in business. For 2012 my biggest hope is that I can find a wayto  travel more so I can create new artwork which will in turn expand my licensing opportunities. I’d also like to take a bigger step towards doing more corporate art. My resolutions are to ditch the toxic part-time job, stop resisting the really big changes that will take me out of my comfort zone, as well as stop putting off the little things that could make a big difference down the line.

Pam Utton:

December 25th marks my second year of selling pet portraits on Facebook. I have continued to work with watercolor and acrylic on a daily basis. When not busy with pet portraits I would paint different subjects such as flowers and carousels which are located in three small local galleries. Painting every day is not a chore for me and my love for my art and for animals brings me much support from a vast network of people. It is important to me to share my natural talent with others and to give back as often as I can. My fan page grew to over 7,000 and my sales are steady.

For 2012 my goal is to learn how to create portraits with graphite and color pencil in addition to my paintings. Many people seem to be drawn to the simple elegance of graphite. So, my first free portrait for 2012 is going to be a 8×10 graphite drawing. Fans are eager to see my work progress and they encourage me to continue.

What’s Your Story and Your Vision for the New Year?