Not sure how to sell your art apart from the traditional gallery model, but you're tired of the fees? You're not alone. Recently I worked with a fine artist to launch her high-ticket art collection online, which resulted in a SOLD OUT release before it even hit the general public. In this post, I’m going to break down how she was able to have such an amazing launch and the five essential elements you need to sell your art collection online if you want similar success.
1. Create a marketing timeline.
Brainstorm all marketing activities for the launch and decide what should happen when. Create a timeline and set up weekly reminders.
TIP: Break up your timeline into weekly activities and send yourself reminder emails that you schedule to land in your inbox every Monday morning.
2. Implement strategic storytelling.
What is the inspiration behind your work? How did you land on this specific collection? Why are you passionate about it? Your stories around your collection create an emotional connection with your audience that elicits a response.
TIP: Share the inspiration behind your work in a series of Instagram stories that tell a particular story behind your collection from beginning to end. For example, if you’re inspired by a specific childhood vacation memory, tell your audience about it and tie it to your work.
3. Build an omnipresence.
That’s a big word, but it just means creating content for your collection on multiple platforms. Share new perspectives of your work that make sense for each platform. (More platforms = more eyeballs on your art.)
TIP: Have an active email list before launching so that you can go into more detail about your collection without worrying about algorithms. (Amen?)
4. Create exclusivity.
Give your audience a way to get "first dibs" during the release.
TIP: Give your email community first dibs on your release. Open it to the public only AFTER your email community has a chance to purchase.
5. Visual strategy matters.
The visual content you share during a collection release is so important for creating an emotional response from your audience. Now is the time to step up your photos and videos to make sure they're clear, attractive, and compelling.
TIP: Hire a professional photographer to take your photos and visual imagery to the next level. (Don’t forget photos of you, too, in addition to your pieces.)
Sell Your Art Online: A Repeatable Framework
Selling your art online is getting easier, but launching an entire collection isn’t something you do overnight. It takes creative vision and a ton of planning, but it is so rewarding when you see the results of all your hard work pay off. The coolest part? You get to keep the full profit on your paintings!
If you implement everything I talked about in this article, you are well on your way to a SOLD OUT art collection. But if you feel like you don’t have the time or you solely want to focus on your creative process and let someone else do the marketing, there’s a solution for that.
Feel free to contact me to discuss marketing your art and be sure to grab a spot on my waiting list for a new free resource just for artists and creatives that will go more in-depth about selling your art online—delivered straight to your inbox on Black Friday!