By the way, I shared all of these art marketing myths and their truths on Twitter first! For my latest thoughts on art marketing, posted daily please follow me there.
Myth #9: Write product descriptions of your art for your target audience.
The Truth: Write what inspired you to create the piece or the story of what's depicted in the piece.
Product descriptions are generally written on an ecommerce site from the perspective of the buyer. Companies will ask, "What's the best way to describe this shoe that will appeal to the most buyers (and rank highly in the search engines)"?
A simple Google search will result in a whole slew of ways to write a great product description to sell your products. This advice will almost always start off with defining your target audience and understanding the buyer persona.
In fact, if you remember Art Marketing Myth #1 where I discussed defining your ideal customer, these companies can spend upwards of hundreds of thousands of dollars to define their target consumer and post product descriptions that are specific to these defined customers.
And aside from focusing on your ideal customer, other marketers will tell you to write product descriptions that focus on the product benefits, using keywords to optimize for search engines and using specific language that prompts an increase in product sales.
These tactics may be effective for large scale companies selling mass products but they won't work when it comes to creating descriptions to sell your artwork.
