With this issue, I celebrate 5 years of sending out this newsletter each and every week. I’ve never missed a week and have been emboldened over the years by the community that has resulted-- especially since the advent of the Art Biz Blog. The first issue was emailed on March 25, 2002 in a format called “Dear Artist.” Later that year, it became “Do This” to reflect the focus on action. It’s had the “Art Marketing Action” moniker since late 2005. On April 28, 2002, ArtBizCoach.com was launched. I will forever be indebted to Hilary Pfeifer, one of my first subscribers, who helped name the website. I am grateful for your subscription and your trust in me. As a token of my gratitude, I will offer five celebration specials and freebies over the next month. I hope you’ll stay tuned as I launch the new membership website and four other specials for you. Look for that email later this week.

Get Organized

Online class begins Wednesday, March 28

Are your piles piling up? Is your filing drawer a wreck? If you can’t find stuff when you need it, if you aren’t meeting your deadlines, or if you’re just running around in circles, Get Organized! might be just what you need. The $99 fee includes all lessons, 30 days of emails, 6 months of follow-up reminders, and a class discussion group. Please join us and get your life back under control. http://www.artbizcoach.com/classes/organize.html
 

Michigan Art Marketing Workshop

Live workshop, Saturday, April 14

I’m heading back to Jackson, Michigan to follow up on the Shameless Self-Promotion workshop I led there last year. This year, we’re spending the day on marketing plans. At the end of the day, all participants will have a plan in hand. Hope you can make it.
http://www.acajc.org/workshops.php
 

Energize Your Art Career with Feng Shui 

Recording Available

If you missed last week’s complimentary teleseminar with Red Lotus Letter’s Kathryn Weber, you’re in luck. For a brief time, you’ll be able to download and listen to it. Pick it up here:
http://artbizcoach.com/classes/fengshui.html
 

► View all upcoming classes and events.
 

FEATURE ARTICLE

Strengthen Your Brand

How’s your brand? Is it working for you? Do you even have a brand?

Your brand is the message--in the broadest sense of the word--you send out to the world. It’s a combination of your art (the most important part); you; marketing materials; and your venue or booth. Each piece of the branding puzzle should transmit the same message on the same frequency. If you’re confusing people, you’re more than likely losing potential collectors.

When you think of a well-branded artist, you recall a steady style along with consistent, classy marketing materials and messages. Likewise, when your collectors see your work, visit your website or blog, or peruse your latest postcard, they should know immediately that they’re looking at your work. They shouldn’t be thinking of other artists or wondering if they’re looking at an array of artists. They should know it’s your work. They will be able to make this instant connection if you have been consistent with your message. This concept is called “branding,” but think of it as “image” if you prefer. Whatever you call it, you--like everyone who is trying to sell anything in today’s crowded art marketplace--need it.

If the word “brand” is too commercial for you, I understand. I, too, was first introduced into an artworld that doesn’t like to talk about commerce and art in the same breath. If the word “brand” doesn’t fit you, try thinking of it as style or image.

Artists of yore (not too yore ago) didn’t have to worry about these things. In fact, there are many artists today who still don’t. Their brand was nurtured by a gallery dealer and they’ve never had to worry much about marketing. Most of us aren’t that fortunate. We’re trying to stand out not just among other artists, but among the estimated 600-3,000 marketing messages that we’re exposed to each day. Each DAY!

Today’s art buyers are sophisticated and busy. As noted, they’re bombarded with visual images and messages. They browse--or even shop-- purposefully. If they are not intrigued by what they see or, as is often the case, if they are confused, they’ll move on. They know there are other artists out there. They suspect something better is probably right around the corner. Your job is to do everything possible to ensure that doesn’t happen. It’s up to you to strengthen your brand in a way that makes your work memorable and desirable in the eyes of art buyers.