An overview of how email marketing works. Consider this an
An artist said to me, "I feel like it's hard for me to entice people with my email newsletters and don't want to be cheesy so I hardly do them." This is a common, but dangerous mindset for your art business.
Assuming you haven't "cheated", meaning you haven't used deceptive or misleading methods in the way you've built your newsletter list, your list is populated by true fans, past buyers, and potential students.These are people who look up to you. These are people, for whom, you're a minor "rock star."
There is nothing about your art, the inspiration and stories behind your art, or other details about your studio or exhibit schedule that is "spammy" or cheesy to your followers.
On the contrary, in a world full of spam, bad news, and in-your-face advertisements, the beauty and inspiration that you, an artist, can provide is a welcome respite. It's a simple human connection with someone they admire, have interest in, and respect. Try not to forget that many people wish they could do what you are doing.
With that in mind, ask yourself, why wouldn't your fans and buyers be interested in in hearing from you? The answer is, they are interested.
Think about this: Can you imagine Bruce Springsteen not wanting to "bother" his fans with an announcement of his newest music? Can you imagine how disappointed those fans would be if he promised them insider access, but then released tickets to the general public without notifying them first?
When you allow your mindset to stop you from communicating with your fans, that's what you are doing. You're disappointing them. If the people on your list are true fans, you are disappointing them when you doubt yourself.
As much as it might bother you to think so, you are amicro-celebrityto your followers.
For most people art is glamorous or something they consider fun and interesting. You must change your mindset. You are not spamming or bothering people, you are sharing exciting news with your fans. This isn't "made up" just to convince you to send a newsletter. This is reality. Just pay attention to how people react when they find out you (or someone) is an artist. They immediately start asking questions. Or telling you how they wish they could create art. Or telling you about art they've collected or a friend or family member who paints. People find artists fascinating. So fascinate them.
If you can fix this mindset, you can fix everything in your art business. What you think is what you get.
Until next time, please remember thatFortune Favors the Bold Brush.
Sincerely,
Clint Watson
FASO Founder, Software Craftsman, Art Fanatic
PS - To start your own email marketing program, if you're a FASO customer, we recommend you use the built-in ArtfulMail program. If you're not a FASO customer (or need more advanced features), we recommend ConvertKit. Help us keep bringing you great content by signing up for Convertkit with our affiliate link here.
