by Carolyn Edlund
Why do some artists seem to steadily move forward while others remain stuck in the same place year after year?
You might assume that the difference in results can be attributed to talent. A successful painter, sculptor, photographer, or mixed media artist who gets a lot of attention and opportunities may give the impression that it’s all natural ability. But that isn’t actually the real reason. It has a lot more to do with habits than talent.
I’ve worked with successful artists for many years and observed what causes breakthroughs, opportunities, or even what might seem like luck that comes their way. And what I’ve consistently found is that those people who do well are consistently taking certain steps that feed their business. They take action even when they don’t feel motivated or see immediate results.
They keep creating.
This may sound obvious, but it’s one of the most important habits of all. Many people believe that artists continue making new work no matter their circumstances, but that’s not really the case. It’s easy for any artist to get into a slump in response to slow sales, a bad experience, or lack of inspiration.
Being proactively creative means not waiting for perfect conditions or the market demand to pick up. Artists who have consistent success know that creating is the foundation of everything else in their business. It is the highest value work they do, and it acts as a catalyst for the future. New work is something exciting to share, exhibit, discuss, and sell. Keeping a portfolio fresh and growing signals to others that this is an artist to watch; they are making things happen. That excitement translates into interest, and eventually sales.
They market consistently.
Marketing isn’t something that most small businesspeople view as a desirable task. Often, it only occurs when things are slow and sales are needed. Then, when they get busy (or possibly discouraged), marketing stops entirely. This type of on-again, off-again outreach doesn’t work well because it lacks the consistency needed to produce opportunities.
Successful artists take a different approach. They understand that marketing is an ongoing process, and that as a regular part of their activities, it keeps attention and sales steady. Marketing is for the future. They cast their net often to keep prospects coming in while closing sales that were set up through past marketing efforts. Opportunities frequently arise because someone remembers seeing their work repeatedly over time.
They maintain relationships.
Artists who build lasting careers stay connected with clients and collectors, gallery owners, fellow artists, curators, and supporters. They follow up after events. They thank customers and stay in touch.
The human connection is incredibly valuable because it recognizes the personal and emotional nature of owning art. Relationships have a way of opening doors that advertising never can. For certain artists, relationships provide most of their income, through repeat sales, referrals and recommendations.
They look for opportunities.
Successful artists don’t wait for people to come to them. They apply for exhibitions and submit work for publications. They seek speaking engagements and partnerships, and look for potential collaborations and commissions. Their own effort produces opportunities. This reads true across the board, whether in business or life in general.
Certainly not every application is accepted. Many ideas never succeed. In fact, sales of all types usually results in at least 80% rejections. With that understanding, artists with busy and vibrant careers keep putting themselves forward. The successes they do realize allow them to continue doing what they love while earning a living.
They continue learning.
The art world is constantly changing. Different types of marketing platforms evolve, and technology offers new ways to communicate and sell. Customer behavior shifts. Artists who remain curious and willing to learn will adapt more easily than those who resist change.
Learning doesn’t always mean taking expensive classes or working with a mentor. It can be as simple as reading articles or listening to podcasts. To stay abreast of ways to increase exposure and sales, they study what other successful artists are doing and develop ideas that will work for them.
Finally, successful artists follow through.
This simple habit is one of the most effective of all, yet it is often underrated.
It involves returning emails and phone calls, meeting set deadlines and delivering as promised. Artists who finish projects and do what they say they will do gain a reputation for reliability and build trust. Trust is the essential foundation that professionals must establish in order to succeed.
Most successful artists are not really any different from everyone else. They have the same challenges and setbacks, and they suffer from self-doubt. The difference is that they continue taking productive action anyway.
To improve your own results, take a close look at your regular habits and make adjustments. Future success is most likely to happen by small actions taken every day.
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