In my last article, we looked at how art can help artists build their confidence. This is especially needed since, over the past decade, we've seen an explosion in the number of artists skipping the use of galleries and directly selling their work.
With this, more and more people are choosing to pursue art as a career rather than a hobby. We all know that making money is an important element to build your art as a business, but what do you need to consider so you can turn your art practice into profit?
Be Visible In Your Art Community
Your presence and commitments in the art community will help make you successful and turn your art practice into profit because art collectors tend to be very supportive of artists who are well known in creative social settings.
These places could be gallery shows, artist talks, lectures, workshops, donations to local charities, or fundraising events. It's also helpful that you participate in and support events around town, especially where people buy your art pieces.
Your Creations Help Others
Curious to know why people buy art? It’s about more than just filling an empty space on a wall. Your art helps others show up and tap into their own creativity, expand their self-concept, and be an emblem of who they want to be in the world. Realizing that your work helps that person achieve these goals can take the pressure off of selling because it makes it more fun to think about it like this. ….when a buyer loves the piece you made and wants to take it home, you’re helping them to be more themself. At the same time, you’re turning your art practice into profit with more ease because sales feel less mysterious.
Building an amazing art-based business with the main goal being to help others through your art will bring you the most success. The first step is understanding that people don’t buy art solely out of pity for the poor artist. I know a lot of artists feel this way, especially when a friend buys their art but it’s not accurate.
It's more important to collectors that when they buy art, it makes them feel something.—Happy, nostalgic, excited, alive, empowered, etc. And, buyers often invest in art because they want to feel the thrill that they have to buy something that’s considered a luxury item.
For some people, they get a mani-pedi while others treat themselves by getting a beautiful piece of art they want to hang on their wall. It’s a status symbol for a lot of buyers and that’s really cool when you think about it—your art is giving them status in their community and they’ll be held in high esteem by their peers. The buyer’s own thoughts change as does their confidence and expanded concept of themselves for who they are. They feel the love of people who are interested in what they’re doing. This is a reason why we buy stuff.
When you go to a museum and see someone’s personal collection, that couple or individual started collecting as a creative act for themselves. Having a collection of art is a form of creative expression even if they aren’t the ones who created the art. Just as clothing is a way of expressing yourself, when someone buys art, they do so because it feels like them.
Sales Psychology
Nobody really talks about it but the psychology and reasons behind why we buy art and how we’re making decisions as humans are helpful to know. People have made careers studying this so let’s benefit from understanding and implementing some of the findings.
The reason why sales psychology is so important for artists is because it helps us understand the mindset of a buyer and how our artwork makes them feel. This means that if you find out what it feels like to buy art from you then you can better support the creation of that experience for your collectors.
For a buyer, they make their decisions based on several factors that may include their life or experience. When you tap into the buyer’s worldview, it can be an emotional connection that doesn’t require a hard sell.
When you consider where the buyer is coming from and what motivates them to buy art, you’ll be able to figure out your specific audience and niche. Then you can start thinking about who your art can most help and how you can connect more easily with those people.
It often comes down to the emotion your art creates for someone. How does a person feel when they experience your art? Do they want more of that feeling in their life?
For example, if your art is all about celebrating a relaxed, California vibe, then you can start to figure out what it is about the feeling of what California means that resonates with potential buyers, and where to find them.
I think about my work as resonating well with people interested in mid-century design. There are themes of nostalgia, materials, design elements, and the excitement of so many possibilities that this new era of technology shepherded in. These are all a part of that mid-century aesthetic. Once I realized that I could start to think about where people hang out who like mid-century design. And then test selling my art there.
No matter who or what size your audience is, there will always be someone who resonates strongly with your work. It’s your job to make sure they’re able to find it so you can turn your art practice into profit.
How Helping Others Leads To A Rewarding Art Business
When you help others, the rewards are great. You’ll make more sales and people who buy your art will be likely to share it and tell others about it. The more people that know about your work, the more sales you’ll receive.
When people see how helpful you are, and enjoy what you do, they’ll continue to support your art practice with repeat purchases over time. And, you’ll feel good about helping others by using your skillset so they can express themselves through your art.
Hopefully, this gives a better understanding of what it takes to make more sales of your art and to turn your art practice into profit. Though it helps, it’s not solely about your talent but more about how you work with people and help them to connect with and feel something special through your work. By being present and active in your community, you’ll be able to more effectively spread the word about what makes your art unique.
Does it make selling feel a little easier knowing that when someone buys your art, you’re actually helping them? I’d love to hear your thoughts on it in the comments.