When I was in the UK last year people told me stories about foxes that left a lasting impression and the seed of an idea for a painting. This challenging work was the result. Someone told me that foxes are regarded as the cat like canine which probably explains why I like them. I’ve never done a landscape, seen snow or a fox, so there were many elements to this work that made demands on my ability to make the painting work. This is the year I want to really get stuck into painting all sorts of animal subjects so this fox is my first and I was quite pleased with the result.

Why would anyone buy art ?

This article was originally published on The Arts Business Institute blog. Visit the ABI website for more information about the businesss of art, and an upcoming workshop in Philadelphia on February 18-19.

As an artist the who buys, why and what art is an ongoing and complex issue I like many artists struggle to find answers for so I found this particularly insightful.

Do you know what makes your customers tick? Understanding the hidden reasons behind making a purchase will help you plan, market and sell more of your work.

Before addressing why people buy your art, let’s take a look at who is doing the buying. So many of us think we’re selling to the masses, but that’s hardly true. It may look that way at most local art and craft fairs, but in reality functional crafts sell to only about 5% of the public at large, and fine art and sculpture sell to about 2%. Let’s look into the minds of this small slice of humanity:

 The Dream, the Myth. People who pursue and buy art actually envy the lifestyle of an artist – or at least what they perceive your lifestyle is like. They are up at 6 a.m., dressed in heels or a suit, off to fight traffic and put in 8-10 hours in at an office.  Your life and career seem like a fantasy they can’t begin to touch. Owning a piece of your work is like possessing a tiny bit of your creative spirit and soul. That’s heady stuff.

It’s Real and Authentic. In a society that’s rife with plastic, faux this and that, and “Made in China” stamped on everything, your work stands out as one of the most authentic things left. You have a skill – one that someday may be lost. You design and follow each piece lovingly and carefully through the creative process.  And that’s why you must tell your story, on each hangtag and brochure and by word of mouth to every buyer.

It’s Local. What’s growing in importance to shoppers today? Spending and supporting local businesses. As our world grows more and more global, we all need that connection to home. A huge shift is taking place in society as citizens tie themselves, their loyalty and their money to neighbors, hometowns, local stores and people, and local artists.

It’s Different. Visit any mall in America, and your will see the same thing. Over and over. The same brands, the same buttons, the same colors, the same, same. What you, as an artist, offer is beyond the mall and the narrow imagination expressed there.

It’s Luxury. True, nobody really needs to buy luxury products, but it’s a common perception (and an advertising slogan) that we deserve it. Luxury is no longer restricted to the affluent class. The concept is greater than the product itself – it’s the “experience.” And making a purchase of a piece of art or fine craft is a blissful experience to many consumers who consider it a reward for themselves or a guilty pleasure.

The Message.  Since only 5% of the world buys crafts, and  2% buys art, let’s double that audience. Add words to any piece of art, whether it’s on the surface, or a tag, brochure, in the packaging or on a mat, and you have effectively multiplied your customers. The “left-brained” shopper can now understand and embrace what you offer. You’ve provided an anchor of comfort, a translation of your visual language.

Is it Price? High or low, it’s never about price. Instead look at it as “value.” What is your piece worth, standing alone? What is it worth when infused with and accompanied by your story, your process, your signature, your fingerprints? Can the customer hold your talent and soul in their hands? Why, yes. Yes, they can.

Function or Non-Function?  All art, whether it’s a ceramic teapot or an oil painting, is functional. No one reaches into their wallet if they don’t have a purpose or use for their purchase. It’s more than love or adoration. Your artwork fills a void, brightens a space in their home or their heart. The more you discover about the “function or purpose” you add to a customer’s life, the more you will sell.

Do I look cuddly ?

'Blue Eyes' 2012 mixed media on paper
Experimental and challenging I painted this image using graphite and inktense pencils, pastel, acrylic and watercolour. I wanted to start the painting year with something different.
http://cynthia-house.artistwebsites.com/art/all/all/all

10 Resolutions for artists to make this the best year ever !

Start 2012 with renewed energy and a resolve to make this your most successful year ever.

1. Face the truth. Be kind to yourself, but honest. Are you satisfied with this past year? Were there things that went undone? You can’t change the past, but you can acknowledge where you are now, so that you can move forward and . . .
2. Make a bodacious plan.  Then, become accountable for it. That means you have to get really clear. Create a vivid mental picture of your big goal for the coming year. How does it look, feel, and sound to achieve it? This type of clarity and planning will help you . . .
3. Step into action. Big goals might seem unmanageable. Break them down into smaller goals, on a quarterly, monthly or even weekly basis. Work backwards from your desired result and resolve to take action today. What can you do now to start the momentum? Today is the first day of the rest of your art career.  And remember . . .
4. Don’t be afraid to make mistakes. Have you screwed things up? Yes, you have. No matter your level of education, chances are you took a few credits at the School of Hard Knocks. You remember well the lessons learned then, because you had the guts to take risks and try something new. You don’t have to be perfect. You just have to . . .
5. Be true to yourself. If you want to sell your work, you have to understand your customer, and their interests. But you don’t have to try to become what you think they want you to be. Your inspiration comes from the heart and your creative mind. When you express yourself authentically, you will be fulfilled and happier with your work. One crucial part of that happiness is to resolve to . . .
6. Give up the negative self-talk. You have the power to improve the quality of your art, become a better businessperson, and achieve success. The biggest thing holding you back besides fear is a negative belief system. Shed any tendency you may have to put yourself down or give up. Actively cultivate a positive mindset. Part of that is to . . .
7. Hang out with the right people. The right people are those who support you, even at your very worst. Your true friends. Hang onto them. Unfriend the naysayers and the vampires who drain your energy, creativity and happiness. And then . . .
8. Resolve not to be jealous of others. This one is tough because there is a lot of really great artwork out there and sometimes you feel small. Want to know a secret? There are many people out there who are jealous of you! It’s true. Most men and women commute to work each day to a job they don’t like, feeling unfulfilled and uninspired. The life of an artist is like a dream to them. So, smile and . . .
9. Give yourself credit.  What you are doing is hard, and you have to make your own way in a very competitive business. Most people out there couldn’t do it. But it’s also fun, challenging and rewarding. So . . .
10. Be grateful. Why? Because you have the best job in the whole world. This is a marvelous gift you have given to yourself. Be grateful that you have the talent, inspiration and passion to follow your heart.