In this age of being digitally over-connected, sometimes something tangible sent via snail mail will really impress.
I've mentioned postcards and greeting cards in previous posts (with your images on them, of course). But sometimes you want to do a smaller mailer, focused on only a handful of collectors. A great way to reach out to them in a very impressive manner, and for a modest investment, is to create simple mailers. You can create them in your word processor, print them out and mail them.
This is something that I have done on occasion. Each time I have done it, I have sold paintings as a direct result. For some reason, though, over the past year or so my online efforts have caused me to forget this very simple and effective marketing tool.
Recently, I decided to once again create some mailers that spotlighted 5 of my favorite recent paintings. In the past, I had only sent this kind of mailer to existing collectors. This time I added 2 potential collectors to see what may result. Each of these has expressed interest in my work and I know that they do collect art. I mailed to a total of 6 collectors/potential collectors. This was a small, focused campaign at a minimal cost.
This link will enable you to see the 5 mailers I mailed out. Viewing these will be of more benefit than anything else I write here. But there are a few other points to make.
Notice that the message is brief and to the point. In a few short sentences, I shared why I painted the scene in a way that hopefully makes you want to look at the image again. I also gave you prompts to imagine the painting in your home as you consider "what's in it for me".
With this format, I can communicate more than I ever could with a postcard. I can also showcase 4 or 5 new works instead of only one. This is a rifle approach instead of a shotgun approach. [1]
If you have a good printer, you can print them at home. Or you can take them to your neighborhood printer. Print them on bright white paper of good quality - resume paper works, but there are other choices as well.
Include a personalized hand-written note on a separate piece of paper.
And then, follow up with a phone call or email. A phone call will usually be more effective.
Have you done something similar? Share your experiences.
Best Wishes,
Keith Bond
[1] A shotgun sends out a spray of small pellets with the hopes that one of the pellets will hit the target. A rifle, on the other hand, discharges one bullet at a time. The aim needs to be more precise and deliberate.
