August 21, 2006

If you are reading my newsletters, you are probably using email as a primary means of communication, if not THE primary means of communication. But, are you using it as best you can? Let me tell you what I'm talking about.

"Branding" is creating an identity for your business (you and your art).
It's necessary because everything you do to further your career sends a marketing message. Branding enhances that message by making you more identifiable and, therefore, more memorable. Your emails should promote your brand.

There are at least two ways to brand your emails:

1. If you have a website, use the URL of your site in your email address.
For example, I have EarthLink, Hotmail and Yahoo accounts, but I do not send email through those accounts. I use only my ArtBizCoach.com account because I want that website in front of people as often as possible. If you use artistemail@yahoo.com for all of your correspondence, your website address isn't in front of recipients. On the other hand, artistemail@artistwebsite.com is completely understandable. Instantly, I know you have a professional site at artistwebsite.com. I know you're serious about your career and promoting your art.

2. Use a signature block.
Do not send out a single piece of email without a signature block. These are lines of text that identify you at the end of each message you send. Even friends and family (sometimes ESPECIALLY family and friends) need to be reminded that we are serious about our art businesses. Your signature block might contain (*required):

• *Your full name (I have a policy against answering emails that are unsigned, and I'm sure I'm not alone. If you don't care to tell me who you are, why in the world should I respond?)
• *Your location (You're sending email all over the world. Tell people where you're from!) Note: You must include a snail mail address if you are sending email solicitations or queries to people who don't know you. It is required by the anti-spam laws in the U.S.
• Your phone number
• *Your website address (You must put http:// in front of the URL if you want the link to be hot in all email programs.)
• *Your email address
• Maybe a tagline about you and your art

This is what my signature block looks like:

:-:
Alyson B. Stanfield
Stanfield Art Associates
500 Cascade Drive
Golden, CO 80403
303.273.5904
http://www.artbizcoach.com
alyson@artbizcoach.com

Live Art Marketing Action workshops this fall:
Winthrop, WA on October 21
Wilmington, DE on November 4

I can easily change the bottom tagline as my workshops and other events crop up. Your tagline might be something like "large, colorful abstract paintings," "bronze portrait busts," or "hand-built raku pottery."

Self-promotion is a never-ending, ongoing process. You do it whenever you can, wherever you can. Branding your email is an easy reminder to recipients.

You can find out many more self-promotion tips in "Promote Your Art with Confidence," the e-class that begins September 12. Read the details.