If you intend to remain in this art game for a long time, you have to be disciplined. You’re not only an artist, you’re a businessperson. You have to be devoted to both creating your art with tremendous passion and to promoting it with equal enthusiasm.

Everyone wants to know the answer to this question. How long should someone remain on your mailing list? Or, more to the point, why should you keep someone on your mailing list after five years if you never hear from them and they never bought anything from you?

Before you do anything, consider any ramifications your sale would have on your relationship with galleries, dealers, or other retail outlets. There’s no reason to make enemies while having a sale.

Without execution, you just have a bunch of good ideas. The trick is taking those ideas and turning them into real commitments--commitments you know will boost your visibility and reputation, which will get you closer to your goals.

Now it’s time to make a list of everything you’d like to do to promote your exhibit. As you’re making this task list, keep your audience in mind. Who needs to know you’re having an exhibit?

If you know you have an event, exhibit, class, gallery talk, or workshop coming up, don’t put off your marketing. Start your promotions right now.

I am amazed by all the newsletters I receive from artists I’ve never heard of before. And I certainly didn’t approve being added to their email lists. This is spamming someone.

Your Web site has a fancy form on it that encourages visitors “Please sign up for my mailing list.” And still, your mailing list flounders. Why?

You use your mailing list to stay in touch with all of these people--to keep them informed of your goings-on. In a nutshell, your mailing list--something unique to you and your career--is the primary tool you use to share your art with the world.

Don't purchase a mailing list. Build your own from scratch.  No purchased mailing list can be as valuable to you as the one you build with a keen eye on your long-term goals.

This week I want to talk with you about where you're going to share all of those news releases now that you have them. Here are five outlets for your news releases.

That’s because these days, news releases are dispersed on the Internet to an audience that is much larger than the traditional press. These days, you write news releases for the world. Better put, you write news releases for your target audience.

How do you seduce people to be interested in your art? The use of the word “seduce” was an interesting and appropriate choice. Isn’t that, after all, what all artists are trying (or should be trying) to do? And isn’t the notion of seduction far more appealing than the thought of selling?

A business card is one of the first marketing pieces for anyone in business. Having that 2-by-3.5” piece of paper with your contact information on it seems to impart to the world that you’re serious.

Sales talk is hard for most artists. Heck, it’s difficult for most people in general. It’s unnatural and it usually doesn’t work. Too many people are turned off by it. Sales these days are the result of building relationships over a period of time.

It’s important to remember that many publications don’t have the staff to write up a new article every time they find something of interest. That’s when you jump at the chance to play offense. This is the perfect occasion to mold your story and tell it in any way you like.

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.

People buy art from people they know and like. (Contacts are everything! I don’t care what anyone else says.) It just isn’t the same with a purchased mailing list full of people who have never heard of you.

Adding your photo to your website puts a real person behind the images and words. You're trying to market something handmade. Show us the hands that made it.

They realize that in order to get ahead, they're going to have to get out of their studio and meet people. Other artists, curators, arts leaders, collectors, dealers. You have to come across them at some point in your career.

Consider using a second name for your artwork that looks like another artist created it. I'm not saying it's the only way to go about it, but it is an option that might work for you.

If you target your message, you have a much better time getting noticed online and in person. Your message is a combination of your artwork, the words you use to sell and describe it, and the promotional methods you choose.

Teaching is promoted differently than your artwork is. When you promote your classes and workshops, you're promoting a service rather than a product.

Teach! If nothing else, teach a technique to a child. Review what you read about another artist's life with someone who might be interested. Teach to remember. Teach to grow.

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.

Take time this week to add the names of reporters and editors to your database and mailing list. Whenever possible, make it a point to meet people in the media.

You may find need for something more comprehensive. Call it what you like: public relations notebook or just plain brag book. Either does the trick.

The bottom line is that each opportunity comes around only once. You can sit back and see what happens or you can take charge.

As you visit places that might display your newsletter, ask for permission. Next time you print a newsletter, you'll be prepared with an entirely new list of sites at which to place it.

Email isn't necessarily better than snail mail, but it must be used correctly. There might be a place in your marketing for both email and print newsletters.

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.

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.

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.

The first thing every artist must understand is that there is an ocean of difference between emitting confidence and bragging. I'm sure, deep down, you probably know this already.

Quit dreaming! Come back to reality and quit wasting your time. Plant both feet firmly on the ground so you can get your head out of the clouds. Good fine art agents do not exist. At least I have never heard a success story. Especially in the beginning of one's career.

Instead of setting a quota for a minimum number of business cards you need to pass out, set a quota for a minimum number of people you need to have a 10-minute conversation with. Treat your cards and those from others with respect.

If you've been keeping up with your mailing list, it will be relatively painless to send your holiday greetings. Plan now for next year's holiday greeting. Dedicate one day a month to update your mailing list. Put it on your calendar and do it.

Who do you know? Make a list of people you need to know, and then play 6 degrees of separation with that list. Who do you know who knows them? Who do you know who knows someone who knows them? 

You can send out the same old press release with answers to who, what, when, where, why, and how, but the most you can probably hope for in this format is a calendar listing. To get a quality story, distinguish your news from all the other releases.

Salesmen are positive, outgoing, energetic, enthusiastic, vivacious people. Did I say positive? The most important thing a Salesman does is to "infect" those around him or her. People naturally react to the whims of a Salesman.

To pinpoint a Maven, look for people with the following characteristics: inquisitive, always learning, "pathologically helpful," unselfish. They're full of information, but in a helpful, not a know-it-all, kind of way. You want to be around them.

Connectors are "masters of the weak tie." They're not our best friends, but we know their names and they know our names. Even more importantly, they know the names of lots and lots of other people and we "rely on them to give us access to opportunities and worlds to which we don't belong."

If you like to be a loner and stay in your studio, that's fine. You might create some great art, but who will know about it?  Leave your mark. You can start by making sure your name appears prominently on all your marketing materials.

When you are trying to sell your art, you must sell yourself as well as your art.  Let me say that again: You must sell yourself as well as your art.

You must be able to sell your work locally before you can expect to sell it in another city. Why, after all, would a gallery dealer in Santa Fe be interested in your work if you can't even prove you can sell it to the people you know in your hometown?

Networking is critical to your career.  If you can't network in person as much as you might like, you need to find other ways. Use the Internet, telephone, and snail mail as a networking substitute when necessary.

The people you want to know you are not going to come knocking on your door. You have to take the initiative. Make a list of everyone you would like to meet that will help you advance your career.

The possibilities of promoting yourself are limited only by your imagination, motivation, and ability to execute your plan. If you don't promote yourself, why should you expect anyone else to do it?

The holidays are a terrific excuse for a studio party and a way to connect or reconnect with audiences. You don't have to be named Martha to create holiday cheer.

If you want to work with people in peace or if you want to attract their business, you must be able to listen to their needs and show you care about them. 

If you aren't promoting yourself consistently and enthusiastically, why should you expect anyone else to do it?

Introducing yourself properly and politely is a great start to a business relationship (or any relationship).