I see a lot of artists on social media promoting their art using words like “affordable” “on sale” and “discounts” on a regular basis. Or, they offer art beneath the quality of their general portfolio in order to sell something cheap.
It is painful to me that they feel a need to undervalue their art, talent, expertise and commitment.
If you’re promoting your art in this manner, I hope you seriously review your art marketing strategies. But first, evaluate your self-perception. You may be surprised to discover it’s not your prices that are preventing sales but the wrong art marketing messages you’re sending based on your beliefs and mindset.
In this article I advise you how to stop attracting bargain hunters to your art. Instead, apply positive and empowering steps to attract quality-seeking art buyers instead of bargain hunters.
What To Avoid if You Honor Your Artwork
* Don’t sell on online art stores and online galleries that accept every wannabe artist, amateur and emerging artist without any criteria or quality standards. Choose only those that are curated by reputable art professionals.
* Refrain from placing your art in venues where shoppers can search for art that is classified by color, subject, style and size the way we shop for utilitarian objects.
* Don’t place your art where bargain hunters go and compare prices and buy the least expensive item that fits their needs.
* Resist the temptation to create mediocre art just to make a quick sale.
* Avoid creating your art on mass produced items in every imaginative product.
* Don’t announce discounts on your website, in e-newsletters or in social media.
* Refrain from describing your art with words like “affordable”.
Believe in your art and your commitment and you’ll convince others that you create extraordinary artwork. Raise your standards of self-expectation. Do better work, not cheaper work.
Instead, Take These Art Marketing Steps
* Communicate the many virtues of your art.
* Point to your use of high quality materials.
*Remind people about your art education.
* Tell them about the years of commitment and hours spent on producing art.
* Offer a certificate of authenticity.
* Emphasize the awards you have won.
* Remind potential buyers that your art has earned the respect of reputable people in the art world.
* Share news about previous art buyers and their testimonials about how your art has improved their lives.
* Instead of offering a 10-20% discount offer a 100% satisfaction guarantee.
* Compete against yourself, not artists who are selling mediocre inexpensive art.
* Create a smart art business plan.
* Choose your art marketing venues and art marketing messages wisely!
* Be highly selective about where you exhibit and sell your art.
Final Thoughts
When your potential buyer reacts negatively to you when you tell them the price of your art that you deserve, avoid being defensive. Instead, see this as an opportunity to discuss with them about value.
Focus on how the work will improve their life, environment, whether it is their home or office space.
Avoid the temptation to feel and speak with a victim mentality.
Don’t lament or complain about your hard work in the studio, the cost of materials, your sacrifice….
Focus on speaking positively about the quality and benefits of your artwork.
“Price is what you pay. Value is what you get.” ~ Warren Buffett
Consider These Ideas
* Be prepared to answer these questions: Why does my art have value? Why is it worth the price I am charging?
* Buyers of your art should feel that they received an exceptional work of art that exceeds the price they paid. Their decision to buy your art should not be be based on how much money they saved but how much value they received.
* Consider this: When you train buyers to expect discounts, they will not be as eager to pay full price in the future.
* Instead of attracting bargain hunters strive to establish relationships with art buyers who are seeking quality art.
* Instead of drastically lowering your prices I suggest you either change your marketing strategies or increase your marketing activities.
ALSO READ…
How to Price Your Art
Questions Art Buyers Might Ask Themselves Before They Decide to Buy Your Art
How to Increase Your Profits As An Artist.
Hi Renee,
I stumbled across your site and have been reading your articles for hours, they’re great!
This one got me thinking about every time someone asks the price of my larger pieces of artwork and says “wow that’s out of my price range”, or “OK thanks” and they walk away. I do explain, that they are original oil paintings, but its a little difficult to say much more as they’re walking away after hearing the price.
It is disheartening and depending on where I am, I do change the price if more than a few people do one of the above during an arts & crafts event.
I know how long it took me to paint these oil paintings and so when my teacher says I’m priced too low (she sells a large similar painting for over $1000) I get stuck between what she says, and how I feel regarding the previous responses from people at the shows. I am firm in that I wont give it away. I’d rather keep it.
But then after a certain amount of time hauling larger pieces around to various shows, I just want to sell it even if its below what I should get for it. Pricing is somewhat difficult. However, when the shows resume, I will think about your advice.
I’m concerned. Several people have told me to tell about my art education. Same with this article. I never had any formal training… none. I’ve sketched all my life, but didn’t actually start painting until the end of 2018! I’m 68 yrs old! Is there any hope???
Deb, yes! There are many successful self-taught artists whose art is in high demand. Having sketched all your life may mean much more to people than having gone to art school.
I know a lot of artists with degrees who don’t create art with your spark of joy and playful lyricism. You are a poet with paint! Keep painting and be proud of your creative strengths and innate talents.
Read What Realy is Self-Taught and What Does it Mean to Be A Self-Taught Artist?
A wonderful article Renee. Thanks so much for sharing your wealth of knowledge with us. Your marketing tips are excellent. I know I’ll be implementing them as part of my marketing plan.
Mary, Thank you very much. You deserve to attract art buyers who appreciate your talent.
Good article. However, not all online galleries are uncurated. Some do a fine job of marketing for you and can sell your work at the price it is worth.
Hunter,
Thank you. You’re absolutely correct. That’s why I wrote: “Don’t sell on online art stores and online galleries that accept every wannabe artist, amateur and emerging artist without any criteria or quality standards.” After reading your comment I added, “Choose only those that are curated by reputable art professionals.” As an example, Manhattan Arts International, https://www.manhattanarts.com presents online art exhibitions that are curated and juried by experienced art professionals with credentials.
Your advice and post fit my life/career like a great pair shoes I always wanted. I read and reread often. I really feel lucky I stumbled upon you. You are very appreciated and I’m tuned in.
Katro, I appreciate your comment very much.
Thank you Renee, for this great article !!!
i absolutely agree with you. how can others value my art, if I, do not ? If i do not recognize that it is the product of a lifetime of creation and developing.
My art is a precious part of my soul that I choose to share. It is of value only to those with whom it resonates. When these connections through art are made, i feel we elevate to higher frequencies. The movement is “upward”.
I understand that the pressure is there. Some artists have found it more ” profitable” to rid of gallery representation in order to sell at “discounts” or sell “affordable” art on Instagram. They begin by announcing sales, discounts etc etc. Most of the marketing is around the low prices… never is it about the art itself. I have written to an artist that was advertising her art at incredibly low prices, that I didn’t understand why she was almost giving them away. She responded that she was very OK with that seeing that she “produced so much work”. The term used was “produced”.
Hi Chantal, Thank you for your insightful comment. You raised an important point… it begins with the artist’s perception and how they value themselves and their talent. I do realize that every artist has a different perception and must find their own methods of promoting, selling and sharing it.
Thank you for creating art that resonates with me and many others,
Renee
Hi Renee, fantastic article and very timely. The pressure on us artists to discount and compete for sales is very strong. It can be hard pressing through in these difficult times.
I see artists selling off their works at 30-50% off and it is very disheartening. We seem to live in a time when people want sales all the time.
Your advice is excellent and gives a completely different perspective.
Thanks for sharing.
Kind regards
Olivia Alexander
Dear Olivia,
I’m so glad you see this as I do. So often I am approached by artists who need my help after trying to sell their art by offering discounts instead of promoting quality. After suffering from poor sales and often low self-esteem they realize their discount strategy was not working. So, we revise their selling tactics and dramatically change their profit margins.
Wishing You Happy, Healthy Sales in the New Year!
Renee