How to sell art online can at first seem a mysterious and frustrating struggle. But in this article I will show you how to sell art online for free using techniques that engage and attract your customers.
Way back in the day, on nights out when I probably should’ve been already home hours before, we often used to end up at a club in Adelaide (South Australia) called Sugar. What happened in there isn’t anything that needs to be recounted, nor do I need to describe in any detail the seemingly delicious kebabs that were inhaled afterwards to close out the night. Rather, the relevance of this story is the “secret” passcode that could be said to the doorman to skip the queue at the nightclub on arrival;
“I’m with the band…and I’m ready to rock.”
To be fair, it was barely a secret as Adelaide is a small town and word spreads fast. I’m not sure if it ever even actually worked or made any difference, but it sure felt cool to say at the time.
The point being that it is cool to be with the band. To know or somehow be part of the band is what people so often really aspire to. Of course listening to great music is an experience in itself. But actually knowing the band creates next level depth in an experience.
How does knowing the band help me sell art online?
The point is that people who love certain music will turn into super fans when they meet the band. Or existing super fans will do nearly anything to meet the band. Just think about your favourite musician, how amazing it would be to meet them in person, to get to know them on a deeper or at least more real level.
It’s why people arrive at concerts to get to the front row, why they hang out in front of hotels where famous artists are staying, and also why people do crazy things on TV and radio contests for a chance to get backstage access to meet their idols, even if just for a few moments.
I’m an aspiring artist though trying to sell art online, not a rockstar…
Ok so I hear you thinking that this applies to rock stars, but how can it apply to your art business and help learn how to sell art online? The point is that as with rock stars, audiences also want to know the artist. The more you can engage with your potential customers in an authentic way, the easier it will be selling art online.
Furthermore, music is of course also art, and art transgresses many mediums. Lessons that work in one artistic medium can be applied to others.
Food and cooking is another art form that has exploded in popularity and a medium from which many lessons can be learned. Think of great restaurants and how they are set out these days. Lots now have a viewing window or open kitchen so that you can see the chef at work. I personally love it, perhaps you do too, being able to see a master at work.
It’s no surprise that this is becoming more and more popular. Of course having a delicious meal placed in front of you is ideal, but what an even more amazing experience to see the chef in the process of preparing your food.
The importance of showing the process to sell art online
I know that I have only used offline examples so far, but the principles outlined apply equally online.
An example is the rise in popularity of cooking posts on social media. The ones that do well are never just a photo of the finished product, they are a series of steps showing the process of how to make the dish.
Now these are obviously also educational in their nature, to show how to make certain dishes. Teaching is actually a great way to elevate yourself to the level of master, at least in how people and potential customers perceive you.
Become the person that wrote the book on your subject
Jamie Oliver is a brilliant example of someone that elevated himself from a great local chef to a great world famous chef.
Because of his fame, he now has restaurants all over the world that are successful not because he is there, but simply because his name is on the door. He has multiple successful recipe books and could literally charge as he pleased if he decided to work in a commercial kitchen again.
Think about your art business now. Imagine being able to charge whatever you wanted and people being prepared to pay it, without hesitation. The way to do it is to be like Jamie.
(Note if you are struggling with how to price your art, then read this post.)
But what Jamie does and has done so well over the years is authentically educate people on the process of how to cook. He has positioned himself as a master teacher, so that others can learn from him.
How and why to be authentic to sell art online
Continuing with the Jamie Oliver example, I would encourage you to watch some of his earlier videos when he was the naked chef. They are a far cry from his more polished TV programs these days, and really show him authentically, having a laugh with his mate whilst cooking some good food. The camerawork is shaky and there is even interaction with people behind the cameras. This may all be somewhat intentional, but it works because it gives the sense that you are in the kitchen with Jamie, just listening to them have a chat about cooking great food together. It’s real.
Whether you are a fan of Jamie or not, he has an ability to be authentically himself on camera. It feels natural. It’s why so many people find it engaging. So don’t worry about trying to make social media posts perfect, instead focus on them being authentic.
But people will copy me
A common fear is not wanting to give away all your secrets on how you create your pieces. However, to this I will firstly reference Oscar Wilde;
“Imitation is the sincerest form of flattery”
If anyone does try and copy you, it also arguably only elevates your product to be the original and the best. Of course you need to ensure that your marketing is on point so people know that you are the original and the best, which is achieved by following the steps in this article.
Secondly, think of your ideal customers. Are they professional artists in the same field as you? I would argue that they are not. There may be a few who will borrow or copy your ideas, but they will never buy from you anyway as they are producing their own pieces in the same or a related field.
As with home cooks compared to chefs, your customers may dabble in your art medium, but they won’t be at the same standard as you. Your customers may well also simply appreciate your art medium, without actually knowing how to create it themselves at all. Positioning yourself as the person that is so good that you can teach others how to do it elevates you to a level of master. It depicts you as a true professional and most importantly, attaches great value to you and your work. It makes it easier to sell your art online.
But I’m nervous to be on camera
“It’s supposed to be hard. If it were easy, everyone would do it.”
Tom Hanks – A league of their own
Hopefully you’re starting to see the formula and importance of authentically showing the process of making your art to help you sell art online. I understand that it can be hard, particularly at first to expose yourself in any way on camera. But here I would ask you to think of your customers. Think of them as real, vulnerable, perfectly imperfect people too. They will be drawn to your authenticity and true self. Sure it might not be the first video or the 10th that takes off, particularly as it may take some time for you to find your authenticity. But momentum will grow as you post your process regularly and authentically.
Furthermore, there are ways to show your art process without having to completely expose yourself from the start. For example, most people are using their hands to create their art. I would suggest a perfect starting point would be to get a small tripod or phone holder of some sort and position it so that you can film your hands creating your art.
But how do I do this in practice?
The key is to just get started. Choose a social media platform and create a plan of how often to post, then Nike it (just do it).
I understand that this is often where artists get stuck, or at least find it difficult to maintain actions. I am a huge believer in coaching to both guide the process and keep ourselves accountable. It’s why I have a coach and I also offer coaching. It has helped me to escape the corporate world and if you feel like you need some help to grow your art business and gain freedom, I would love to help. Please click this link to book in for a free no obligation initial consultation to see if we would be a good fit working together.