Painters can offer a free postcard, or high quality screensaver or desktop wallpaper. But before we talk about that, let's do this. Break up those paragraphs. Make your point, purpose or plan crystal clear to every recipient. At my internship, much of my day is spent on email and in the business world, there is a real art to writing a good email. Carpet-bombing the universe about your art is certain to get you nowhere. And please don’t be that colleague who thoughtlessly forwards along sensitive information to people who weren’t meant to see it. Even after all this, know that the probability of getting any kind of meaningful response from total strangers is low. And the study suggests the total number of worldwide email accounts will grow from 4.1 billion today to 5.2 billion in 2018. Thank you for this course. "Visit my website and see my art." What would you like to happen? Assume nothing. You could also include an email sign-up option when art show guests register. This course can change your art business forever. Even if you're only asking for a critique of your art, at least talk about why you value their knowledge, perspective, opinion, and experience. If you get too rattled by all the messages coming in, it’s more about your excessive fear of accommodating a needy world than it is about the problems inherent in Gmail or Outlook. That makes a total of about 109 billion business-related emails total in 2014 and about 140 billion in 2018. This would meant that it’s essential to use proper language and format. In particular, I see way too many artist emails, messages, posts, discussion thread comments, and other online strategies that get them nowhere with their art and can even do more harm than good. Give something away to the people who sign up for your mailing list. People expect something completely different from 1-on-1 emails than they do from 1-to-many contexts like sales pages and marketing emails. It's a waste of your time and more importantly, it's a waste of theirs. "Do you like my art? You certainly wouldn't get very far if you did. If not, you're likely to get nowhere by contacting them. If the only reason you're emailing them is to show them your art without offering a good reason why, don't bother. For an artist or art business, your email list audiences could be: Family and friends; Business contacts; Fans and frequent visitors; Clients and future clients or prospects; Art dealers, designers, artists and other art professionals; Influencers in the art scene, including bloggers and critics (Local) news and magazine editors "Buy my art" In other words, you have to elevate yourself from a complete stranger to someone who has shared interests that they can identify with and appreciate. Marketing your art can be an art in itself. You could strategically place physically email sign-up lists around the gallery and encourage guests to sign up. “Got your message, thanks, will check and get back to ya” really doesn’t take long, but it’s a courtesy most people appreciate. 6. Some senders don't even show images of their art! Need consulting about how to more effectively present yourself and your art? "I'd appreciate any thoughts you might have about my art." No one will beg you to tell them more, ask prices, want to buy something, show or represent you, offer critiques your work, or do anything else on your behalf unless you give them a good reason why. Never put a request or invitation at the end of a note. As noted, shorter is better. You start with a vision. There’s no denying that the use of an business meeting email has made it easier for a company to communicate with its internal and external forces. 1. Business emails are meant to be professional. The art world may have been reluctant to come online, but in the past few years a number of startups have been busy ushering the art business into the digital era. If you don't know their name, find out. I will definitely remember it as a great example of a way artists can reach out to local businesses to help market themselves. How often you want to sell art is also related to how many emails you are sending. They don't cost very much considering how much you get. I plan to buy several lists and then send emails and maybe even mailings of information about me and my art. Somewhere in your email or DM, preferably really early on, you'd better establish either your credentials as an artist, a chain of referral which leads directly to them, or some other reason that's pretty overwhelmingly appealing as to why you're doing this, and why they should keep reading. So OK. Let's say you want to send a DM or email about your art to someone you don't know and have never met. It might not seem important, but if you are running your own art business, communicating professionally is key for having positive relationships. Galleries, dealers, curators, critics, yours truly, and fine art professionals everywhere receive way too many single-sentence emails and DMs like those above from artists the world over trying to get attention for their art. But you are also a new member in the world of "I need to make sales to do this full time." Talk about why you think your art is relevant to what they do and how they might benefit, not only you. 7. More art everywhere is good; I can't get enough of it. "To Whom it May Concern..." If you're contacting a gallery, for example, mention the names of several artists they represent or show, and present your work in terms of theirs. Learn to BCC courteously. Respect the conversation, and who’s meant to be a part of it. Is there something you want them to do? Whatever you're looking for, there are good ways and not-so-good ways to do it. You have to make them feel special or selected in some way, and not like just another cow in the herd. "I'm looking for collectors to buy my art." Based on the profile of your ideal buyer, settle on a marketing strategy that complements your art business and list these outlets in your business plan. Even if you can’t immediately send back all the info that a person wants, or even if you can’t commit 100% to accepting an invitation, shoot back a note acknowledging that you got the message. In fact, it often hurts your chances of succeeding more than it helps. The Art of Writing Business Emails that Convert Leads to Buyers There’s an old maxim from marketing maverick Shirley Polykoff that goes, “Copy is a direct conversation with the consumer.” It was true in the heyday of Madison Avenue advertising , and it’s true today. If you feel you’re drowning in email, use a little discipline. I'm exploring the laws of leadership and success for today, EY & Citi On The Importance Of Resilience And Innovation, Impact 50: Investors Seeking Profit — And Pushing For Change, 7 Executives Share Marketing Predictions For A Post-Covid 2021, Washington Post Editorial Board Gets It Wrong About Testing Students In 2021, 21 Ways To Immediately Kickstart Your Year, How India Could Strike A Blow For The Global Scientific Community, Want To Simplify Your Workday? Show them you actually know something who they are, what they do, what they like, and why you're reaching out. Then there's the core content of a typical hopeless email, usually consisting of one or two declarative sentences or phrases like "See my art" or "My art for sale" and maybe several images (sometimes many more) or maybe a link to a website, social media page, image page, or video. Don't use email as a way to avoid hard conversations. I entirely understand and appreciate the fact that you're immersed in your art, deeply believe in what you're doing, and feel compelled to share, but randomly asking strangers to notice you for no identifiable reason other than because you're you is guaranteed to get you nowhere fast. In your business life specifically, which of the above people do you want to be? Use the Art Show to Collect Email Addresses There is no better way to begin to build your email list than to ask art show guests to sign-up in person. I love art and artists and being around creative people. I'm the author of Leadership Is Hell and co-author of The Art and Adventure of Leadership: Understanding Failure, Resilience and Success. © 2021 Forbes Media LLC. Love for art and business uses 0 email formats: 1. Make clear that you're actually familiar with the gallery, their website, their social media profile, that you possess some degree of fluency about who they are and what they do, and most importantly-- that you care. And you express yourself in your emails. Go to www.jrfarmart.com and subscribe. There a ton of different ways to market your art—email newsletters, art fairs, social media, galleries, blogging—but not all of them might be where your customers are looking. The other person probably has closed your message, figuring they’ll come back to it once they have a chance to find the right, properly sweet way to decline. 2. How often to Sell Art. Try to complain less about email, and think of email as a metaphor for life: Take control of it and take full advantage of what it offers. "Can I send you some pictures of my art?" You set up your materials. If you expect to get any kind of a response, you'd be well-advised to ask yourself a few questions first before pressing the "Send" button. Art blogs may also serve as a forum to reach out to anybody interested in art — be it painting, sculpture, print making, creative photography, video art, conceptual art or new media. I developed messaging that helped drive two decades of rapid growth at the University of Southern California and served as a long-time editor and aide for two USC leadership icons: Warren Bennis and Steven Sample. But since nothing seems to make a recipient madder than if you sent them a note that wasn't crucial, don’t fight their anger, just minimize it. If you're going to do that, then there has to be something in it for them. Never give the impression that if they don't respond, you'll just go ahead and send the same exact email to the next name on your list, or that you're already doing that (generic emails are a dead giveaway and people who get lots can identify them immediately). No one reads the last line of your email. I made the case not long ago that email has improved our lives in amazing ways that we ingrates don’t appreciate. The truth is that we who receive your emails know nowhere near as much about you or your art as you do, and we cannot possibly divine your purposes unless you enlighten us. "Here are images of my art for your consideration." "What do you think of my art?" 8. Opinions expressed by Forbes Contributors are their own. "Dear Art Director..." Unless you’re a retired person or an infant, you can’t escape email. For those keeping track at home, that’s officially a boat load of emails. You may opt-out by. So now, more than ever, it’s important to be able to send out good-looking, effective sales emails. Enter a name to find and verify an email Keep it as short as possible and put all the key info up front. No response usually means no. "I'm looking for an art dealer." You don't want to make every email about making a sale. Emails are ubiquitous. Make it good and make it fast; don't ramble on and on. 5. I can help. Much of public relations is communication with different persons, trying to get them to do something for you.… They show that the artist is too lazy to take the time, or is not really committed to their art, or is too busy with other things to find out who they're emailing and why. Owen Garratt sends physical post card mini-prints to every person who joins his list. Some aren't even written or translated into the language of the person they're contacting. 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