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April 17, 2006
[This is the first in a series on the
topic of newsletters for artists.]
Businesses, nonprofits, and entrepreneurs have known for decades
that newsletters are a terrific way to keep in touch and nurture
relationships with clients, customers, donors, members, and
volunteers. Are you taking advantage of this marketing tool?
Writing and distributing a newsletter is one of the best ways to
keep your name out there and update your audience on your progress.
Good, solid content can help you make a reputation for yourself. A
well-written newsletter also becomes a valuable promotional piece to
include in your portfolio and hand out to guests at your studio and
exhibitions.
Case in point: The Art Marketing Action newsletter.
This very
newsletter is how I built my newsletter and reputation. I wouldn't
be where I am today without it.
Writing a newsletter is a huge commitment and responsibility.
There
is no sense starting a newsletter unless you intend to keep it up.
Once you have committed to a newsletter, you must make it a part of
your routine, and add the deadlines to your calendar. You ask people
sign up for your newsletter and tell them when to expect it. You
must deliver on your promise in order to be taken seriously.
You don't have to purchase fancy mailing lists or have slick
designers in order to have a great newsletter. All you have to have
is news! And almost anything can be developed into interesting
content. One of the favorite newsletters I receive is from my carpet
cleaner. My carpet cleaner! It's about eight pages and has the most
interesting seasonal stories and tips in it--not at all related to
carpet cleaning. I read almost every word and even keep the sections
I want to refer to again.
Before you begin your newsletter, make a plan.
►Decide what your goals are for your newsletter and the best
format to accomplish them. Would you like to generate sales? Are you
using it primarily to toot your own horn? (More on content next
week.)
►Commit to the routine. How frequently will you publish your
newsletter?
Are you dedicated to sticking to that schedule? Add the deadlines to
your calendar.
►Get a general idea who your audience is so you can direct your
message to them.
►Create a realistic budget and stick with it.
►Bookmark Web sites that contain newsworthy items presented in an
intriguing manner.
Not sure you want to take the plunge just yet? There's one thing you
can do to prepare for when you're ready. Find out what it is on the
Art Biz Blog.
Coming up: newsletter content; email vs. snail mail; where to
distribute your newsletter
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SHAMELESS SELF-PROMOTION
Begins today, April 17
Are you promoting yourself as best you can? Every artist needs to
know the basics for self-promotion. More importantly, every artist needs
to use them! Your $50 investment in this class includes a discussion
group, telegathering, and lifetime membership. Details
ART
MARKETING
ACTION CIRCLES
These special groups are
for you if you are ready to focus on your marketing and seek the
help of your peers (and me!). Starting in May, we'll be
"meeting" (on the phone) every other week and supporting each
other in between. Applications are now being accepted. Read
more. |
I'll be in Jackson, Michigan--a short drive from
Detroit--on Saturday, April 29. For contacts and more info, see the
links in the tan box at
ArtMarketingAction.com
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THIS WEEK:
►More
on Web site design
►Why you shouldn't use
navigation buttons
►Note
cards for sending personal thank-yous.
Find out more:
Art Biz
Blog
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Individual Consultations Writing and Editing
Ongoing Support Marketing Plans Classes
Paving Your Career Path Setting Up
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