Professional Artist: Find Your Niche

How to market your brand of artwork

Some people say all art is a niche market. In the overall scheme of things, they’re probably right. That means artists should position themselves as artists. There’s no point being a shrinking violet so only your family knows you’re a professional artist. You really should live the profession.

Positioning is about how you present youself. Do this so you are clearly identified by your target market, which is important if you’re aiming to fill a niche market.

Most of us start as a local artist. We can position ourselves as the local artist. Your signature could set you apart. I assume your aim is to grow your business. If you exchange works, the following factors are likely to have happened. Your business card can reinforce the message.

People buy because it’s what they want and they have no alternatives.

But you can only guarantee the lack of alternatives if you live where no other artist does. We have to be seen as different from others who may seem to be competitive.

If we manage this, then they’re no longer competitors. All of our work is of local subjects and landmarks. We paint local works for visiting dignitaries to receive and are publicized for doing so. The idea is that when anyone thinks of local art they think of you. We recognise ‘Vincent,’ and many other artists, by their style or subject and their signature. In fact, without the signature there is doubt about the authenticity of the work. Promote your signature so people recognise it. Show clients you are serious about your career and you are confident. Provide a money-back guarantee if they’re not satisfied. You could have increased prices since the time of the original sale. Depending on the stage of your career, you may have improved what you do as well. Thus, your work now has increased value when compared with the work being returned. All of these factors operate in your favour. Don’t just have your name and address, but also say things like the Black Rock (or wherever) artist, which means I paint recognizable landmarks (or whatever you do). You can commission a painting. Your signature should be there too.

You need to talk to any prospective commissioner. How you go about things is what you discuss next. Your fee structure includes framing, delivery, extras, etc. At a later date you can discuss testimonials. Go to www.ozzwizz.com/downloads/ Expansion/rwintroductionm.pdf If you provide your name and email address to graeme@myartcareer.com

Find out what they want—this comes first. If there is no agreement here then there is no further discussion. You choose the frame, which then locks them into future sales (to match frames). Price so this is a better option for the prospect (not as much off for own choice). Variations according to delivery method, size of commission, distance. Price adjustments are the way to increase your return. Also arrange for referral website contacts. Setting up and using a referral website is explained elsewhere. There is a commission agreement. Print out only those parts of your choices that are relevant to this particular commission. Then you will receive weekly emails of interest to professional artists.

Best wishes in your art career for 2018.