Do This!
Artist Marketing Newsletter Focusing on Action Steps

What's Going On: Announcements /Classes
>>>Do This: Take a Hike
Tip / Find of the Week:  Artist Trust
Artists Respond: Practice Your Words

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WHAT'S GOING ON

: : e-Class: SETTING UP YOUR ART BUSINESS : :
Begins April 25
Need help turning your hobby into a serious business? This class will get you organized and on your way. http://www.artbizcoach.com/classes/settingup.shtml

As I write this, we are anticipating a big dump of snow tomorrow, but I plan to take advantage of the day and go on my second hike of the season. During my first hike -- a couple of days ago -- I thought about how hiking is like having a business. A few of the principles might apply to you as well.

1. Bring along the right gear.
Layers of clothing work well for the cold mornings and sunscreen is a must for the hot sun that comes at 8-12,000 feet. You also need plenty of water and sturdy, comfortable shoes that are made for the rocky trails.

Peter Tischler, Mahogany Dresser. Mahogany,  rosewood, ebony, holly, maple, cedar and poplar,  32 x 38 x 22 inches. ©The Artist. Photography  by Peter Jacobs. http://www.petertischler.com

Likewise, you wouldn't run a business with inadequate tools. It's hard to want to get to work when you have to face outdated software, dial-up connections, a messy desk and an uncomfortable chair. The same holds true for the materials you use in your art. If they're cheap and can't be manipulated to your liking, problems abound.

2. Stay on the path and keep your eyes on the ground.
All good outdoorspeople know you must stay on the marked path to promote conservation. You also have to keep your eyes on the ground in order to avoid rocks and branches.

All good businesspeople have defined the path for themselves. They know the ending point (their goal) and the steps that will need to be taken along the way. They keep their heart on that goal because it's what is driving them, but they stay focused on what must be accomplished each step of the way. They study the obstacles in the way, and then figure out a way to get around them.

3. Watch for signs.
Hiking trails are there because of the forest service and dedicated volunteers. Hikers who preceded me left trail markings when the direction might be ambiguous (this is especially valuable if snowshoeing after a fresh snowfall). Trees along the path are marked with small carvings in the trunks. Piles of stones (called cairns) help guide you where there are no trees.

In business, there are helpful signs all around us: people who know more than we do and are willing to share; a link we find on a Web site; or a class that might move us forward. All we need to do is be open to these signs and know when to follow them.

4. Take smaller steps on the way up.
My natural tendency is to want to take longer strides on the way up a mountain. When I started hiking more often, I was told the trick to avoiding utter exhaustion is to make your steps smaller on the way up.

The mountains that get in the way of our business life can be conquered in a similar fashion. Yes, some people will want to leap them in a single bound. But the rest of us prefer to take baby steps--testing the water, if you will, along the way.

• Select one piece of business gear that isn't working for you and upgrade. The cost is probably deductible and the rewards will be many.
• Ask of yourself: What is my goal, my dream? And what is the path I need to take?
• Recognize a sign that comes your way. It might be obvious, but it could be subtle. Just be open to acting on it. 
• Take a small step that gets you to your dream.

Write down the four actions you promise to take over the next month and post it where you can see it frequently.

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TIP / FIND OF THE WEEK: Articles  

I first became aware of the Artist Trust (Seattle, WA) through Harriete Estel Berman, who shared with me the article on bartering and how it might affect an artist's taxes. Since it's tax crunch time here in the U.S., you might want to take a peek for yourself:
http://www.artisttrust.org/4artists/information/prof_dev/barter.html

While you're there, look at all of the other articles recently posted for artists:
http://www.artisttrust.org/4artists/information/prof_dev/default.html

ARTISTS RESPOND: Practice Your Words 

In response to last week's issue about finding the right words, Harriete Estel Berman of San Mateo, CA, wrote:

Diane McGregor, First Music of the River.  Oil on canvas, 2004, 48 x 48 inches. ©The Artist http://www.dianemcgregor.com

"When I am working on a new piece, I will often write down thoughts about the content while I'm working on it. Slips of paper, jotting down notes, taking a shower after working for hours, driving in the car, ideas about the piece come to mind. Write them down. This is a good beginning.

"Another thing I don't have worked out yet is a ratio of time spent on the piece to words about the piece. Maybe 5% of the time spend working on the piece would be equal to the time spend on an artist statement. For example: 100 hours equals five hours on an artist statement. SHOCKING? Yes! Realistic? VERY.

"If words are going to represent my work, then the words need to be as good as the work.

"That is just the beginning. For each piece I write a separate Artist Statement. I do not send a generic Artist Statement to represent all my work.

"Sometimes, I will write a one paragraph Artist Statement and a one page version for each piece. Or if the piece will be in a different show or book, I will tailor my Artist Statement to the audience.

"Words represent an artist's work. In fact, most people are more comfortable gathering information from words than looking at the work for information. A crutch? Yes, but words are the vehicle that most of us are accustomed to using for information."

See Harriete's work at http://www.harriete-estel-berman.info

Copyright © 2005 Alyson B. Stanfield, Stanfield Art Associates. All rights reserved. 

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The Do This! newsletter is sent only to subscribers. You can subscribe using the instructions in the column at left. Instructions for unsubscribing and changing your email address are at the bottom of each issue delivered to your inbox.