Key Takeaways
1. Challenge the "Starving Artist" Myth: Embrace a Business Mindset
The artist who does these things consistently over time has a great chance at becoming a financially viable artist.
Dispelling the myth. The romanticized notion of the "starving artist" is a cultural construct, not an inevitability. History is filled with artists who achieved financial success during their lifetimes, like Picasso, El Greco, and Matisse. The key is to approach your art as a business, understanding that financial viability is possible with the right mindset and strategies.
Business as value exchange. At its core, business is simply the exchange of value. As an artist, you offer your unique creative vision and skills, and collectors offer their financial support in return. Separating the creation of your art from the selling of it is crucial. The emotional impact your art has on the collector is what determines its value, not necessarily the time and effort you invested in creating it.
Shift your perspective. To succeed financially, artists must embrace the mindset of an entrepreneur. This involves acquiring basic business skills, understanding marketing principles, and taking consistent action towards your goals. By challenging limiting beliefs and adopting a proactive approach, you can break free from the "starving artist" myth and build a sustainable career.
2. Cultivate a Success-Oriented Mindset: Overcome Limiting Beliefs
Your mindset is a vital element of your success. It’s just as important as business skills.
Mindset is paramount. A success-oriented mindset is as crucial as technical skills. Many artists are held back by limiting beliefs, such as the fear that their art isn't good enough or that making money is somehow "selling out." Recognizing and challenging these beliefs is the first step towards achieving financial viability.
Identify limiting language. Be aware of the language you use to describe your art and your career. Phrases like "starving artist," "I'm not a business person," or "the economy sucks" can reinforce negative beliefs and limit your potential. Replace these with empowering affirmations and a proactive approach to problem-solving.
Action over talent. Work ethic trumps innate talent. The most successful artists are often those who work the hardest, constantly honing their skills and seeking new opportunities. Surround yourself with positive influences, socialize, exercise, and create a "Praise File" to combat negativity and reinforce your belief in your own abilities.
3. Discover Your Uniquity: Define Your Unique Artistic Identity
Your playing small does not serve the world. There is nothing enlightened about shrinking so that other people won’t feel insecure around you.
Uniquity defined. "Uniquity" is the unique combination of inspiration, subject matter, and personality that sets you apart from other artists. It's your unique selling proposition, your competitive advantage, and the key to standing out in a crowded market.
The Uniquity formula:
- Inspiration: What drives you to create?
- Subject: What themes and topics do you explore?
- Personality: What makes you, you?
Find your niche. Don't try to appeal to everyone. Instead, identify your ideal collectors – the people who are most likely to connect with your art and appreciate your unique vision. Understand their demographics, interests, and values, and tailor your marketing efforts to reach them effectively.
4. Connect Through Storytelling: Share Your Art's Narrative
Stories are important. Stories matter. Stories sell art better than anything else does.
Stories sell. People connect with art on an emotional level. Sharing the stories behind your work – your inspiration, your process, your struggles, and your triumphs – can create a powerful bond with potential collectors.
Elements of a compelling story:
- Journaling: Document your creative process, capturing your thoughts and emotions.
- Work-in-progress (WIP) pictures: Share behind-the-scenes glimpses of your art in progress.
- Cover the bases: Sign, title, date, number, and explain your work.
The Monomyth. Structure your story using the framework of the Monomyth (the hero's journey). This involves highlighting your call to adventure, the obstacles you've overcome, the mentors who have guided you, and the transformation you've undergone as an artist.
5. Build a Website That Sells: Create an Online Art Salon
The artist salon is less popular now than it was in the post–World War II era, but I think that we can bring it back—with your website.
Website as a hub. Your website is your online art salon – a place to showcase your work, connect with collectors, and build your brand. It's essential to have a professional, user-friendly website that reflects your unique artistic identity.
Avoid art malls. Resist the temptation to rely solely on art mall sites, which can make you look like an amateur and limit your control over your brand. Instead, invest in your own website with a custom domain name and a design that reflects your style.
Key website elements:
- Readability: Use legible fonts, sizes, and colors.
- Layout design: Keep it simple and focused on your art.
- Image galleries: Use descriptive titles and alt attributes.
- Social sharing buttons: Make it easy for visitors to share your work.
- E-commerce: Sell your art directly from your website.
6. Harness the Power of Email: Build Your Collector List
The most valuable business asset that you can create as an artist is a list of people who have bought from you or who are interested in buying from you.
Email is essential. Building an email list is crucial for long-term success. It allows you to connect directly with interested collectors, promote new work, and build lasting relationships.
Offer a lead magnet. Entice visitors to sign up for your email list by offering a valuable freebie, such as a discount, a guide, or exclusive content. This "lead magnet" should be tailored to your target audience and relevant to your art.
Use an email management service (EMS). Services like MailChimp make it easy to manage your list, send professional-looking emails, and track your results. They also ensure compliance with anti-spam laws.
Segment your list. Divide your subscribers into different categories (e.g., collectors, buyers, fans) and tailor your messaging accordingly. This allows you to send more relevant and personalized emails, increasing engagement and sales.
7. Master Social Media: Engage Authentically and Strategically
Social media is like an always-on cocktail party. You can find different groups of people to interact with, except you can leave and come back whenever you want.
Social media as a salon. Social media is a powerful tool for connecting with potential collectors, building your brand, and promoting your work. However, it's important to approach it strategically and authentically.
Engage, don't just broadcast. Social media is about building relationships, not just pushing your art. Engage in conversations, ask questions, and share content that is valuable and relevant to your audience.
Choose the right platforms. Focus your efforts on the platforms that are most popular with your target audience. Instagram and Facebook are generally the most effective for artists, but other platforms may be relevant depending on your niche.
Be consistent and create urgency. Develop a posting schedule and create a sense of urgency around your work by offering limited-time discounts or exclusive content.
8. Think Like a Marketer: Track, Test, and Optimize Your Efforts
Half the money I spend on advertising is wasted; the trouble is I don’t know which half.
Marketing as experimentation. Marketing is not a one-size-fits-all solution. It's an ongoing process of experimentation, testing, and optimization. Track your results, analyze your data, and adjust your strategies accordingly.
The 50/50 rule. Dedicate 50% of your time to creating art and 50% to marketing your business. This balance is essential for long-term success.
Focus on the right things. Don't waste time on activities that don't generate results. Instead, focus on the strategies that are most effective for reaching your target audience and driving sales.
Track your progress. Monitor your website traffic, email open rates, social media engagement, and sales figures. This data will help you identify what's working and what's not, allowing you to make informed decisions and optimize your marketing efforts.
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FAQ
What’s "How to Sell Your Art Online" by Cory Huff about?
- Debunking the Starving Artist Myth: The book challenges the long-standing belief that artists must suffer financially, showing that a successful, profitable art career is possible.
- Practical Guide for Artists: It provides step-by-step advice for artists to build their own businesses, market themselves, and sell art online without relying solely on galleries.
- Modern Marketing Focus: The book emphasizes using the internet, social media, and direct-to-collector strategies to reach and grow an audience.
- Mindset and Business Skills: It covers both the mindset shifts and the practical business skills artists need to thrive in today’s art market.
Why should I read "How to Sell Your Art Online" by Cory Huff?
- Actionable Strategies: The book offers concrete, actionable steps for artists to start selling their work online, making it ideal for those who want to move beyond theory.
- Real-World Examples: Huff includes case studies and stories from successful independent artists, making the advice relatable and proven.
- Addresses Common Fears: It tackles the fears and limiting beliefs that hold artists back, providing encouragement and practical solutions.
- Comprehensive Coverage: From mindset to marketing, website building to mailing lists, the book covers all major aspects of building an art business online.
What are the key takeaways from "How to Sell Your Art Online" by Cory Huff?
- Good Art Doesn’t Sell Itself: Marketing and storytelling are essential; simply creating great art is not enough.
- Direct Relationships Matter: Building direct relationships with collectors and fans is more sustainable than relying on galleries or gatekeepers.
- Mindset is Crucial: Overcoming limiting beliefs and adopting a business mindset is as important as artistic skill.
- Leverage Online Tools: Artists must use websites, mailing lists, and social media strategically to grow their audience and sales.
How does Cory Huff define and debunk the "starving artist" myth in "How to Sell Your Art Online"?
- Historical Origins: Huff traces the myth to 19th-century Bohemian culture and figures like Henri Murger and Van Gogh, showing it was never meant to be a permanent or desirable state.
- Myth vs. Reality: He demonstrates that many successful artists throughout history, like Picasso and El Greco, were financially savvy and built wealth.
- Modern Implications: The myth persists in art education and culture, discouraging artists from pursuing business skills or financial success.
- Empowering Artists: Huff argues that artists can and should make a living from their work, and provides tools to do so.
What mindset shifts does Cory Huff recommend for artists in "How to Sell Your Art Online"?
- Embrace Business as Art: Artists should see running a business as a creative act, not a betrayal of their art.
- Overcome Limiting Beliefs: Common beliefs like “I’m not a business person” or “money is evil” must be challenged and replaced with empowering thoughts.
- Value Your Work: Artists need to recognize the value they provide and not undercharge or undervalue their art.
- Take Consistent Action: Success comes from daily, focused effort on both art creation and business development.
How does "How to Sell Your Art Online" by Cory Huff help artists find their niche and ideal collectors?
- Discover Your "Uniquity": Huff introduces the concept of "Uniquity"—the unique combination of inspiration, subject, and personality that sets an artist apart.
- Research and Feedback: He recommends using analytics, social media, and direct feedback from collectors to identify what resonates most.
- Targeted Marketing: Artists are encouraged to focus on specific audiences rather than trying to appeal to everyone.
- Work in Series: Creating art in series helps deepen exploration of themes and makes marketing and sales more effective.
What are the main ways to sell art according to "How to Sell Your Art Online" by Cory Huff?
- Galleries: Traditional but rare and often unreliable; not the only or best path for most artists.
- Direct to Collectors: Building relationships and selling directly, often through personal websites or at events.
- Prints and Products: Using print-on-demand services or self-printing to offer affordable versions of art.
- Commissions and Licensing: Taking on custom work or licensing art for products, each with its own pros and cons.
- Combining Methods: Many successful artists use a mix of these strategies to diversify income.
How does storytelling help sell art, according to Cory Huff in "How to Sell Your Art Online"?
- Stories Build Connection: Sharing the story behind the art, the artist’s journey, and the creative process helps collectors form emotional bonds.
- Context Adds Value: Providing context, titles, and explanations makes art more accessible and desirable to buyers.
- Marketing Content: Stories can be used in blog posts, social media, and newsletters to engage and grow an audience.
- Structure Your Story: Huff suggests using the "Monomyth" or hero’s journey structure to make your story compelling and relatable.
What are Cory Huff’s recommendations for building an effective artist website in "How to Sell Your Art Online"?
- Own Your Platform: Use your own domain and avoid relying solely on "art mall" sites or third-party platforms.
- Professional Presentation: Ensure the website is clean, readable, and focused on showcasing art with high-quality images and clear navigation.
- E-commerce Ready: Make it easy for visitors to buy art directly through integrated shopping carts or buy buttons.
- Tell Your Story: Include an engaging About page, stories behind the art, and ways for visitors to connect or join your mailing list.
Why does Cory Huff emphasize building a mailing list in "How to Sell Your Art Online," and how should artists do it?
- Most Valuable Asset: A mailing list allows direct communication with interested buyers and fans, independent of social media algorithms.
- List Building Tactics: Collect emails at shows, on your website, and through opt-in offers like exclusive content or discounts.
- Segment and Nurture: Divide your list into collectors, buyers, and fans, and tailor communication to each group.
- Consistent Communication: Use email to share stories, new work, and offers, building trust and increasing sales over time.
How should artists use social media and PR, according to "How to Sell Your Art Online" by Cory Huff?
- Be Social, Not Just Promotional: Engage with followers, share behind-the-scenes content, and participate in conversations rather than just posting sales pitches.
- Platform Focus: Prioritize platforms like Facebook and Instagram, where art is highly visual and collectors are active.
- Consistency and Urgency: Post regularly, create limited-time offers, and use contests or events to drive engagement.
- Leverage PR: Reach out to blogs, online magazines, and local media with personalized pitches and press releases to expand your reach.
What are the most important marketing and business habits for artists in "How to Sell Your Art Online" by Cory Huff?
- Follow the 50/50 Rule: Spend half your art business time on marketing and business development, not just creating art.
- Set Goals and Track Results: Use analytics and email metrics to measure what’s working and adjust strategies accordingly.
- Ask for the Sale: Don’t be afraid to make clear offers and calls to action, both online and in person.
- Price Confidently and Consistently: Develop a clear pricing structure, research the market, and avoid undercharging for your work.
What are the best quotes from "How to Sell Your Art Online" by Cory Huff and what do they mean?
- “Good art does not sell itself.” – Emphasizes the necessity of marketing and proactive sales efforts, not just relying on talent.
- “Your mindset is a vital element of your success. It’s just as important as business skills.” – Highlights the importance of overcoming limiting beliefs and adopting a growth mindset.
- “You are your art’s story. You are the thing that matters when it comes to selling your art.” – Stresses the value of personal storytelling in connecting with collectors.
- “The most valuable business asset that you can create as an artist is a list of people who have bought from you or who are interested in buying from you.” – Underlines the critical role of building and nurturing a mailing list for long-term success.
Review Summary
Readers highly praise How to Sell Your Art Online for its practical advice, clear writing style, and actionable strategies for artists. Many find it helpful for building an online presence and marketing their work. While some note it's slightly outdated, most agree it remains relevant and valuable. The book is commended for its no-nonsense approach, encouraging artists to take control of their careers. Some reviewers mention it's particularly useful for beginners, while others appreciate its insights even as experienced artists.
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