Tips And Tools For Selling More Art
Michael Carini is a full-time career artist and arts educator based in San Diego. Carini has a degree in Studio Arts and Art History (Magna cum Laude) from Loyola Marymount University, where he was named scholar of distinction for “Painting.” He has sold over a million dollars in art, is represented by galleries across the country in key markets, and has exhibited at major art fairs including Art Miami. Carini also provides coaching resources and support for artists, which you can find on his LINKTREE
One of the most common things I’m asked by artists is about the secret to selling art. I’m going to give you my secret, which I’ve learned from my decades of experience in this industry. There isn’t one. It comes down to committing to a long game, being willing to adapt, and finding what works for you. This is a marathon, and it’s filled with ups and downs. In fact, what is up one day may be down the next, and vice versa. What works for someone else may not work for you, and vice versa. In addition to my experience in this industry, I also worked a number of years doing high end corporate sales. Unlike other industries where there are very specific formulas that almost guarantee success, the art world can be wildly unpredictable in a manner that other fields are not. That’s not necessarily a bad thing, you just need to learn to work with it. You need to get creative!
One of the reasons many artists ask about the secret to selling more art is because many artists hate the business side of art. Believe me, I understand. It’s not always pretty, and it’s not always fun. I think most of us wish we could just create all day and let the system manager itself, or have someone to manage it for us. That’s rarely the case for most of us. Sometimes we need to do the things that make us uncomfortable to put ourselves in a better position of comfort. Unfortunately and fortunately, there are some steps that typically can’t be skipped.
Find the puzzle that works for you. Many of us don’t enjoy all aspects of art business. At various points in my career, I had other people manage aspects of my business. Sometimes it worked out, and sometimes it didn’t. If you are going to delegate, delegate to people that will fill your deficiencies, or help you to improve upon them. Though managing your own business is a tremendous amount of work because it never really ends, the hard truth is that nobody is ever going to care about your business as much as you do. You may choose to go it alone. On the positive side of things, you are your business and brand as an artist. By operating as the face of your business, it gives you the opportunity to really build solid relationships that can last a lifetime. Those relationships can blossom into other relationships, and the more you keep in house under yourself, the more profits you retain. If you run a simple business with minimal overhead, you don’t have to make as much money as you would if you have heavy operating costs, 10 employees, a brick and mortar location, or are giving 50% commissions to galleries.
When it comes to sales and art business, there is not one way. You just have to find your way and what works for you. Here are some of the strategies and approaches I apply to selling art.
WHO
Find your audience. You have to find the people that connect with your work. You also need to find people that you can logistically sell too, as well as people that will be interested in your art at the price point you list. This can take some time. Not everyone is your audience, and that can actually be a good thing. When it comes to art, you just need to find one person that connects with it and says, “I need that!”
One thing artists should really focus on more is targeting businesses. They need art. They have a budget. There is opportunity to cross promote and market, increasing your value to them while increasing visibility. Art is also tax deductible for businesses, because interior decor is a legitimate business expense.
WHAT
Creating quality work is obviously a great starting point for successfully selling your art. You also need to take into consideration factors such as size and price point. Packaging and presenting your art nicely can make a huge difference. Beyond selling art, you want to sell and create a memorable experience, because an experience will have people coming back and spreading the word. Maybe throw in a gift pack or thank you letter. Let them know their support of a small business makes all the difference in the world.
Prints and merchandise are other ways to subsidize income while building community and a following. Don’t neglect these things. I have pieces I’ve made far more from prints than the original. You can essentially sell prints of the same piece until the end of time.
WHY
Are you trying to sell based off of volume or value? If selling for volume, which can create a buzz and build a following faster, more economically friendly price points could be of benefit, particularly in the current market. Most people aren’t spending what they were years ago. If selling based on value, you may have higher price points. There is a psychology to sales where sometimes an elevated price point conveys value in the eyes of the collector. This is something worth exploring, and you can always test different methods to see what works for you. You can always modify and make changes. In fact, it would benefit you to periodically, particularly when things get stagnant.
WHERE
This is the big one people ask about. Where do you get sales? The answer is everywhere, literally. I use almost every single social channel, and I post on all of them regularly. I use Facebook, Instagram, Nextdoor, Twitter, Threads, LinkedIn, Pinterest, TikTok, YouTube. A number of years ago, I actually successfully sold some work off of Bumble and Tinder. It’s a hustle game. You have to find what works for you.
In addition to the social channels, I also sell off my online shop, which I regularly promote. I work with a number of galleries across the country. I partner with businesses. I do brand collaborations. I do markets and art fairs when I can. Social media is a great way to reach a broad audience outside our immediate scope, but there is nothing that can surpass in person connection. I know as an introvert myself, this can be tough for many. If you want the sales though, it may be worth pushing yourself beyond your comfort zone, at least temporarily.
WHEN
I post on social media daily, multiple times a day. I am constantly making sure I have active promotion of my art.
I’m constantly planting seeds for the next opportunity. I found that when I wait for the next opportunity, the pool can dry up. I need to be constantly planting new seeds, turning the current opportunities into the next. Many artists think they can share something once, and it sells or doesn’t. I sometimes have to post my work hundreds of times before it finds a forever home. It’s all about perspective. Too many people have unrealistic expectations. Temper those expectations. The success is going to come from ingenuity, creative solutions, and outlasting the struggle.
HOW
Something that is often neglected by artists is promoting sales when you have sales. From my experience, when my work is selling, it is exponentially easier to generate more interest and increase sales, maybe selling an extra piece to a collector or securing a new collector. Share your success. It’s not bragging. It’s running a business. Roll with the momentum. Many people want to support something they see moving in a positive direction.
The truth is everyone wants to know how to sell more art, but when they find out there isn’t one simple answer to guarantee the success, they don’t want to put in the work. This is precisely why those that are willing to put in the work can absolutely find the success. Just know that it may not come today, tomorrow, next week, next month, or next year. Limitless possibility is out there though, and the success is there for the taking. When you’re already living your passion though, I would say you’re already rich, any sales that come are just a bonus.
This is a subject I frequently cover on my channels, including pricing strategies and marketing techniques, for those that would like to join me. I know there is so much more to cover here. Find me on my LINKTREE