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When it comes to art marketing, let's face it, most of us are procrastinators.
We know we should write that newsletter, everyone tells us so. But the task can seem insurmountable, and the thought of it might give us flashbacks to looming school term paper assignments.
The fact is, newsletters can be short, sweet and even (dare I say it) fun, and they're definitely the single most powerful marketing tool artists have. I've been relying on my email newsletter for more than a decade as the cornerstone of my strategy to create a robust teaching business, and grow a collector following.
Here's why I prize my newsletter above all other forms of marketing.
Newsletters cost me nothing but my writing time-the newsletter function is included in FASO's website, the best deal ever.
Most importantly, they go directly to my best audience: supporters who've already signed up to hear from me.
I can relax and know I'm not bugging them, and get to the fun stuff - like sharing inspiration, or announcing a workshop or show, or revealing a bit of my process. That's why they signed up. In early days, I relied solely on my newsletter to grow my teaching business, growing my newsletter list by setting out a sign-up sheet at local demos, and simply sending out an email when it was time to offer classes.
Within a few years my classes were full with wait lists-with nothing but word of mouth and my email list. These days, though I mostly sell my work through galleries, about once a month I sell a painting directly through sharing new work from my email newsletter, as well as huge jumps in daily visits to my website. I always get personal notes responding to my newsletters, and I always respond to them. I love hearing from subscribers, and through the years, I have nurtured and maintained relationships with collectors and students, and prompted many gallery sales as well with a regular newsletter.
I feel a strong sense of community with my mailing list, and this year especially it's been a lifeline for me as other means of connection have disappeared.
So, are you still sitting on that newsletter fence, filled with excuses?
...I have an antidote for each.
The top 5 excuses for putting off email newsletters as your greatest marketing tool:
1. I don't have an audience. Even if your newsletter list currently consists of your mom and your dog, it's not too soon to begin composing your first newsletter. Remember that this is not a first novel that your followers will go back and read later. No one's keeping track. Break the ice and get it out there. Once it's sent, you can post it to other social media sites and remind people they can sign up so as not to miss your next one. You'll get more sign ups with each one.
2. I don't want to brag/toot my own horn/self-promote. If this is your hold-up, then I ask you to consider this in another light. Do you subscribe to any newsletters of artists you admire? How would you feel, as you open your daily email, on seeing something among the ads, bills and work miscellany a beautifully curated message from your favorite artist. Why not bring beauty and inspiration to someone's inbox?
3. I hate to write. Good news! No one wants to read a lot. Keep your message short and sweet. Your main goal is always to remind your audience that you're there, and creating, and brighten their day. Let your creations do the talking. More ideas on what to include in my next column.
4. I don't have any news. Newsflash: people want to hear a little about your art life. How lucky are we to be living a creative life? It is doing good in the world to share a bit of that with others. Any little story about a single thing you just made is your newsletter. Did I mention, images?
5. I don't have time. Ah, the big one. I would tell you to put it on your calendar to make time for it. But true confession, I have never planned a single one of my newsletters. I don't send them on the same day or at the same time-I'm just not good at that kind of planning, and I don't beat myself up about it because it would get in the way of me doing it at all. I sent out eighteen newsletters in 2020. I generally get a feeling that 'it's time' when I have an event to announce or a pastel sale or it's just been a few weeks and I want to reach out. Yes, it takes a couple of hours out of my day. (And the first one will take you longer.) But that time is invaluable in terms of building relationships. And relationships are what build and sustain a life in art. Your email list can be your village, your people, your sustainers, so start building them; you can't afford not to.
If you're inspired, still hesitating, or have your own experience to add, please respond in the comments.
I'd love to hear what you think.
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