I’m starting out with no trust because it is aligned with presenting value in the No MONEY article. They’re sisters in that presenting value brings trust and trust implies value in what you sell.
We can build trust by presenting consistent message and branding across all our marketing efforts:
- our copy – blogs, invites and written material
- social media updates
- photo captions
- all marketing materials like emails, newsletters, thank you’s…
Our branding needs to be consistent with our art as well – the whole package needs to be a cohesive whole where our artist personality and voice is aligned with our art style, which comes through all our broadcasts online and in our promotion.
This consistency builds trust with our audience who count on us to give them the experience they come to expect and associate with our business.
Take a hard look at your CV and bio. Your history of shows, experience and expertise proves you as an authority in your art world – that you’re an active participant in the world of art.
A solid history helps to build trust in your future.
Our personality is a key to trust.
I’m always encouraging artists to network in real life because there is no stronger indicator of connection and “vibe” than one that occurs in real life.
Nothing can beat an open, friendly encounter.
Nothing beats a real emotional connection with another human being.
Connect with people on a personal level as people first – don’t view everyone at a show as a “potential buyer” – it’s creepy and off putting.
This goes without saying – but we can build trust in our biz by making decisions based in integrity and treating our customers like we would good friends.
This is a tough one because no one really needs art – not the way we do food and shelter.
We don’t necessarily need art – but we need what art represents.
This is why knowing the meaning behind your art and the “why” of what you do is so important. Your “why” in creating your art aligns with the need that your art represents in the audience.
It’s really one of the most important things to get clear in your art biz – why are you doing this? Why’s it important?
Art can be as simple as a reminder of a vacation, a hobby, loved ones, pets or passions.
It’s not the art itself, but what the art stands for, what the art is symbolic of that is the need. YOU need to figure that out. YOU need to be intimately connected with the meaning of your art.
There is a very real surface need that you can tap into that is the human need to “collect”.
Consider producing work in “sets”. This goes beyond producing in a series or collection – but organize your art so that it can be collected in sets.
Subject matter, colouring, style, formatting, background patterning – whatever it is… pre-think your artwork so that you can sell your merchandize and prints in a way that will encourage your buyers to “collect the whole set”.
We can’t make someone want something they don’t want. We can’t, and we shouldn’t waste our efforts trying either.
Recognizing a need also isn’t enough. It hasn’t moved the person into action. It hasn’t moved the person into the emotion of desire. We can recognize the need to become fit – but that’s not the desire to be fit that motivates action.
Desire is a motivation to act. We need to learn how to connect the need in our art to the motivating fire of desire.
One way to create desire is the “keeping up with the Jones'” scenario. Have a lot of testimonials of happy customers sharing how they feel about having your art in their homes and businesses.
Showing that other people like your work, bought your work and are happy with your art in their lives is an example of others acting on their desire motivation, which encourages the current customer to act in a similar fashion.
We are social herd animals.
There’s an app for that.
Seriously. Walnut app & others helps you visualize your art on walls. I guess it’s intended for buyers and designers and such to visualize art on their walls – but it’s just as useful to us artists for creating promo images of our art in a variety of interior spaces.
Another way to spark desire is to create… scarcity – which promotes our need to act. Which is brings us back to no HURRY in this “obstacles to buying” full circle.
Don’t break your head over the 5 obstacles to buy – but be aware of them when you’re considering your marketing and promotion. Adding a few incentives to knock down objections to buying is never bad for your bottom line.