April 24, 2006

[This is the second in a series on the topic of newsletters for artists. They are excerpted from my e-book, "Cultivating Collectors."]

Last week, I encouraged you to start a newsletter. If you missed that issue, you can find it in the Art Marketing Action archive collection.

This week, I'll help you find content for your newsletter--meaningful stuff that makes your readers want to pass it on to a friend and/or keep it forever.

The most important rule as you are putting together a newsletter is that your art should be the reason behind the entire process. Everything within the content and design should reflect the personality of your art and enhance your reputation. You want to demonstrate that your career is moving forward, that you're going places.

At the same time, you must include articles of interest to your readers. You're inviting them to see themselves in your work. Give them something they can relate to! If you can accomplish this, you have a much better chance of gaining their attention and having them remember you and your art.

Viewers are interested in all sorts of things, so provide a variety of content. Brainstorm with friends for subject matter. Expand the subject of your art into what is going on in your community. For instance, if you make sculptures of eagles, have the bird specialist at the zoo write a brief paragraph on eagles, invite an Eagle Scout to write about his troop, or detail the history of the bald eagle as an American symbol. By bringing others into the process, you stand to reap the rewards of their friends, families, and business colleagues.

Create at least one column that people look forward to in each newsletter. It is not unlike your favorite newspaper or magazine column. Think about it: what section or column to you go out of your way to read every time? Set yourself apart from ho-hum artist newsletters by having a unique feature. For instance, you could write about collecting or caring for art; highlight a local collector of your work; or feature a column for children, even if it¹s just an outline drawing that they can color. Add humor!

Your content possibilities double or triple if you are focused. Abstract painters can get into the history, psychological effect, and symbolism of color. Pet portrait artists can write about overcrowded animal shelters, new products for dogs, and upcoming television shows for pet lovers. Artists who interpret local scenery can talk about land conservation, new retail stores in the area, and a natural weather phenomenon that affected the community. Get the idea?

Be sure not to say everything in the first issue. You want to save enough content for upcoming issues. Slowly reveal yourself to your readers, being careful not to mention too much in one place. Keep them coming back for more. Break down larger topics into a series of articles and you'll have plenty for next time! And start that ideas notebook that I mentioned on the blog last week.

Still at a loss? Ten ideas for newsletter content can be found on the Art Biz Blog.

[Coming up: email vs. snail mail; where to distribute your newsletter.]