Jan Carson, Flowering Dogwood. Cast resin and silk crepe, 54 x 24 inches. © The Artist http://www.moonlilymobiles.com

Over the years, I've seen a lot of marketing mistakes from artists. One of the biggest mistakes is easy to correct if you take the time. Here's what I'm talking about . . .

A couple of weeks ago, I talked about how to find the right language about your art (read Art Marketing Action: Play Offense). You can't stop there. You must also find the right words for your marketing messages. I see postcards, emails and Web sites with some version of the following:

Not very enticing, are they? Without any other text with them, these are lousy, half-baked attempts to get me interested in your work. I'm busy! Tell me what I'm going to get! What, exactly, is in it for me? And could you insert a little humor? I've had a rough day and need something to smile about.

 

If I had a dollar for every artist that sent me an email saying "please visit my new Web site," I'd be rich beyond my wildest dreams. Okay, maybe not rich, but I'd definitely have a new outfit with matching shoes.

 

If you want to get an audience for your opening, send an email blast:

"I know you have probably already framed, hung, and forgotten about the postcard invitation to my upcoming opening, so I thought I'd send this as a reminder. Everyone who is anyone will be at Star Gallery on Friday, February 17 from 6 to 9 p.m. I'm going to be premiering a new body of work inspired by my recent trip to Japan. Wear a kimono and obi and come enjoy some sushi with us. (I'm giving you permission to be fashionably late and arrive at 6:10! I sure hope you can make it.)"

If you want to announce a new Web site or an update to an old one, try this in an email:

"You may have thought you've lived long enough to see everything, but you were wrong. I have created the ultimate mobiles for today's contemporary home. They're bigger than a breadbox--filling up that entryway that no one knows what to do with. Just imagine the look on your guests' faces when you open the door and reveal this baby! Curious? Visit www.isntmyartwonderful?.com for the latest photos."

Now, aren't those two examples a little more enticing than, "come see my new work"? Language is magical.

We're blogging about it at ArtBizBlog.com

THE RELATIVELY PAIN-FREE ARTIST STATEMENT Begins Monday, February 20 I have a nifty new audio introduction into what your artist statement is and should be doing for you. Why don't you listen and see if this class might be for you:  Info & Enrollment MARKETING MOVES: HOW WILL YOU SPEND YOUR TWO SECONDS? I’m thrilled to say my article on making a good first impression is featured in the February issue of Art Business News on page 36. Find out about this publication.

THIS WEEK:  ►Clever announcements ►AOL and Yahoo charging for commercial email ►Enticing marketing language Find out more: Art Biz Blog

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