When visiting artists’ websites I often discover many unintentional missteps. Many artists may not be aware of the negative impact they have on visitors. They wonder why their art isn’t selling as well as it should be. If you want to increase your art sales one important art marketing step to consider is how to avoid confusing your potential art buyers.
This article offers some advice to help you ultimately sell more art. There are steps you can take that will alleviate some of the uncertainties your potential art buyers may have when visiting your website.
First and Foremost: Consider the Prospective Buyer’s Experience
Your goal should be to provide the best possible experience for your prospective buyer. They should encounter a smooth transition when viewing your works of art and when moving from one portfolio section to another. Focus on how you can make it as easy as possible for the potential buyer to understand your unique artistic vision and body of work. Subsequently, this will increase their trust and reassurance that purchasing your art is an excellent decision.
What Causes Buyers’ Confusion and How to Avoid It
Often confusion arises when you may be tempted to display a large quantity of art and biographical data in order to appeal to everyone visiting your website. This could be a costly decision. here is my advice to you when sharing your art and your artistic vision on your website with the intentions of gaining interest and sales.
1. Keep it simple and cohesive. Look at your entire portfolio and coordinate and display your art as you might organize your clothes closet. If you were to compile all of your clothes together without regard to colors, styles or seasons this could lead to a confused state of mind. If you agree, then consider looking at your artwork in the same manner. What are the strengths and most unique creative attributes that helps you stand out among other artists?
2. Price your art in a reasonable and logical manner. If you place prices on your website take time to do this professionally. Confusion sets in when the potential art buyer sees a disparate range of prices without any sensible reason. Smaller works of art should be prices proportionately among larger pieces. Works of art in different mediums should also be considered during the pricing process.
3. When describing your art overall and each individual collection look for those common threads and artistic components they share. Avoid discussing too many sources of inspiration and write in a coherent and cohesive manner. Art experts often refer to the importance of defining the artist’s “signature style”.
4. This step may be painful and yet vital. You may need to let some of your pieces go. As you know, the weakest links will break the chain. Works of art that aren’t up to the same high standards as your best pieces requires that you make some important decisions. You could remove the piece. You could consider altering it and give it new life so it meets your approval. Or, maybe it’s time to say “bye bye”.
5. Exercise patience and restraint. When you begin a new series the temptation may be to immediately hare the few pieces you have created. However, they look very different and incompatible when compared to the rest of your artwork. The decision to share them with the public may be premature. My advice is, wait until you have a substantial number that fits together. Ten pieces in a similar direction will create a stronger presence.
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