If you thought this article “How to Use AIDA When Writing About Your Art” is about the Italian opera by Giuseppe Verdi, inspired by an Ethiopian princess, you’re in for a surprise. Although you’ll find references to the use of order and composition, as used in music, this article is about using the AIDA marketing formula to help you sell more art through your writing.
Like opera, you’ll want to apply winning elements of drama, powerful story-telling, and unforgettable impact when writing about your art. However, please aim towards achieving a happy ending, unlike the notorious opera. 🙂
Like opera, writing about your art can be daunting at first. However, you can learn to turn from novice to aficionado when you give yourself some time.
On this website you’ll find a wealth of articles about writing your artist’s statement, artist’s biography, blog posts, email newsletters and more. What these written materials all have in common is they must be able to grab the reader’s attention, keep their interest and show them what they need to do to join your email list, take a class, buy your art, invite you to exhibit in their gallery, choose you to create a commission, or any other goal you have. From beginning to end, the written content has to be rich and rewarding for the reader and you.
Helping artists write is one of my favorite things to do. I enjoy giving you simple and fun exercises with memorable formulas to help you achieve your fullest potential. The AIDA formula works wonders for art marketing geniuses, so why not you? I’ve interpreted this winning sales formula to be artists’ friendly.
What is AIDA?
Attention, Interest, Desire and Action
AIDA is an acronym credited to American advertising pioneer Elias St. Elmo Lewis (1872-1948). It was designed with 4 sequential steps to successfully market to a consumer. They are: Attention, Interest, Desire and Action. Every successful ad campaign follows them to lure you in and buy things you didn’t think you needed until you saw the ad.
This article will show you how to sell your art without using pressure and manipulation. Instead you will write about your art in a friendly, warm manner using good writing skills and you will build a connection with potential buyers and gain their trust.
The Artist’s Friendly AIDA Step-by-Step Formula
A = Attention
This is the first important step. Attract the reader’s interest with a compelling headline, title of a work of art or a series, or a “Wow!” image and/or video, interesting fact, story, statistic, or startling statement. Visualize your ideal customer and picture yourself speaking to them with enthusiasm and confidence for your artwork.
Roslyn’s Rose‘s “Contemplating The Future” from her “Virtual Fantasy” series is a superb example. About it she wrote: “I have been fascinated by astronomy and outer space. When NASA offered to allow the public to download images from the Hubble telescope, I was one of the first to sign on. Using my artwork, I have finally entered the space beyond our earth.”
I = Interest
Most of us are limited in time. When online we have very short attention spans. We scan pages quickly and scroll throughout the content fast to get to the most important information we need. So, on your website, format text and images in a way to appeal to most of us who scan and scroll.
More ways to hold our interest:
* Write an opening paragraph that keeps them engaged and curious to see and learn more.
* Use headlines and subtitles and several short paragraphs instead of one long confusing block of text.
* Select an easy to read font and avoid dark backgrounds behind text.
* Consider using bullets and lists to emphasize points, as I have done throughout this article.
Your objective is to consider how to maintain the interest of the visitor on every section of your page. For example, while reading your artist’s statement and looking at your painting of a landscape, keep them engaged by writing what inspired you to capture the scene. If it’s an abstraction share your love for color and form. Avoid writing about boring facts about your childhood that have nothing to do with your artwork now.
D = Desire
Now that you have their interest it’s important to inspire a desire in buying your art. You want them to relate to you, earn their trust, and build a desire to own your artwork. Help them visualize being a satisfied owner of your art that brings them pleasure.
Here’s how to generate desire:
* Let your excitement and confidence shine through every word. Express your enthusiasm and interest about giving your art a new home.
* Point to the attributes and credibility of your artwork. Answer the question: Why does it have value?
* Explain how your artwork can provide benefits and improve their lives. For instance, display a before picture (blank, boring wall) and after (your art on the wall making an amazing impression).
* Share quotes of praise you’ve received from buyers that you have placed on your praise page or testimonial page.
A = Action
Many artists do very well with the first three steps of AIDA but when it comes to the final step — Action — they haven’t got a clue. I visit dozens of artists’ websites and read countless blog posts that fail to give the reader a clear direction. They forget to tell them how to buy this beautiful work of art, visit their studio, order the commission, or take their art course.
Ideas for action steps:
After sharing your beautiful creation and writing something wonderful about your art you need to give the reader instructions or you’re defeating the entire purpose of your message. Your action step could be as simple as “View my Art Gallery page to see the entire series” or “Contact me by phone or email if you want this painting” or “Visit this page to see how to order a commissioned sculpture”.
To encourage the viewer to react positively and quickly action steps may include special incentives, such as free shipping with purchase or your art book, art calendar or small print at no additional charge if they buy by a specific date.
Try the AIDA Formula
The next time you sit down to redesign your website or one of your pages, or write a blog post, social media post, cover letter, artist’s biography, artist’s statement or email newsletter, think of Verdi and keep AIDA in mind.
Think about the eye-catching, trustworthy and informative headlines in art magazines and social media posts that capture your attention. You may want to keep a list of examples that you can use as reference.
Do You Want Me to Write Your Art Review?
Check out my Writing Services for Artists
This was a great article to read as I am redesigning my website at this time. Thank you for your sound advice. I am grateful to be married to a professional writer who can turn a phrase so well. Writing is vitally important, I agree.
Fabulous advice Renee! You have taught me to edit, edit, edit! Thank you.
Lisa, knowing that you came from a musical family AIDA must be easy for you to remember. 🙂 And, I can see how music has influenced your beautifully composed, rhythmic works of art.
What a gem! I’m marketing a portrait painter and now have a great place to start.