How to Sell Your Art Online

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.

Last updated: February 13, 2025