Email is an essential part of the fan relationship equation for artists, labels, and managers. What do you hope will happen? Would you walk into an art gallery with no introduction, portfolio, images, or materials of any kind and say, "Hi, I'm an artist; would you like to show my art?" But you are also a new member in the world of "I need to make sales to do this full time." No response usually means no. I'm the author of Leadership Is Hell and co-author of The Art and Adventure of Leadership: Understanding Failure, Resilience and Success. Painters can offer a free postcard, or high quality screensaver or desktop wallpaper. 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. After informally surveying some successful and effective people, I’ve compiled a list of best practices for the current business environment: 1. The art of influential small talk. I made the case not long ago that email has improved our lives in amazing ways that we ingrates don’t appreciate. 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. Hopefully you have a clear and purposeful agenda because if you don't, they'll have no idea how to respond other than hit "Delete." If you have hardly any time for them, how can you expect them to make time for you? I wish more business owners have the love (and understanding) for art that you do, Kathryn. Distinguished tech experts have been predicting (or praying for) the death of email since the first person abused reply all, which was pretty much within the first minute of email’s existence. Some senders don't even show images of their art! For those keeping track at home, that’s officially a boat load of emails. If you send a request or an invitation—to a meeting, to happy hour, or to your kid’s birthday party—and don’t get an affirmative response pretty quickly, don’t sit in total suspense, because the answer is probably no. Mar 28, 2017 - Emails coming soon - Art in your Inbox! Assume nothing. How often you want to sell art is also related to how many emails you are sending. A : First off, you can get much of this information FREE and make your own targeted email or mailing lists, either online or by accessing databases through public libraries. 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. Talk about why you think your art is relevant to what they do and how they might benefit, not only you. Others won’t respect you if you initiate difficult conversations and confrontations over email rather than face-to-face or over the phone. Much of public relations is communication with different persons, trying to get them to do something for you.… "Visit my website and see my art." "Can I send you some pictures of my art?" "Buy my art" 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 Make your point, purpose or plan crystal clear to every recipient. (). Give them a little free taste of what you do to get them excited. For most of us, our job is to communicate, and email facilitates that. Most of us aren’t actually in the business of cobbling shoes as fast as we can. How can anyone possibly reply to you if they have no idea what your art even looks like? In fact, it often hurts your chances of succeeding more than it helps. Begin by talking about them, not you. These kinds of emails and DMs sabotage artists right from the start and assure that the "Delete" button get's hit instantly. 2. Some aren't even written or translated into the language of the person they're contacting. Consistency also plays into the frequency in which Anthony sends emails. Good luck and best wishes for success! 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. Let the other side know if you’re adding others to the chain. That way, you can decide whether it's even a good idea for them to look at your art in the first place. Without such details, email art also changes the notion of place that is so vital to mail art; we have no idea from where emails are coming from, delivered with just an email address and a timestamp. Understand who they are and what they stand for. All rights reserved. Give something away to the people who sign up for your mailing list. If all you're doing is sending generic requests to names you Googled up or found on Instagram or got from an email list, forget it. 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. I love looking at art, talking about art, writing about art, and seeing artists succeed. "I'm looking for collectors to buy my art." 2. Because you write so many emails, it can be easy to type out something quickly and send it off without taking the time to make sure you are communicating well and presenting yourself professionally. Owen Garratt sends physical post card mini-prints to every person who joins his list. 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. You set up your materials. Make sure it’s attached. Learn to BCC courteously. Among other things, and depending on who you're emailing, here is a list of the types of information you want to include depending on the purpose of your wanting to make contact: 1. 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. Is there a purpose or a point to them looking? 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. But you can at least increase your chances of positive outcomes and make the experiences worthwhile when you do things right-- if only as exercises in purposefulness and in clearly organizing, presenting, and encapsulating your work. After all, you’ll just present your art to people who’ve asked to hear about it. But before we talk about that, let's do this. 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. All Rights Reserved, This is a BETA experience. "Do you like my art? "I would like to show my art in your gallery." You have to be exclusive about who you contact, and make sure they understand why. 9. 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. You may opt-out by. 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. If you don't know their name, find out. “Got your message, thanks, will check and get back to ya” really doesn’t take long, but it’s a courtesy most people appreciate. Read their websites, their "About" pages, and follow them on social media. "I want to show you my art." 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. Go to www.jrfarmart.com and subscribe. Your full name, email address, and any other contact information you're comfortable giving (hard to believe, but many artist emails don't include basic contact information). One thing I can get enough of is misguided attempts by artists to draw attention to themselves and their art. Emails are ubiquitous. "Dear Art Director..." So now, more than ever, it’s important to be able to send out good-looking, effective sales emails. No one is likely to respond to you if you only talk about yourself and not them, especially if you have a hundred other names in the cc field of your email, or it's otherwise obvious that you're sending the exact same thing to multiple recipients. Never put a request or invitation at the end of a note. I love art and artists and being around creative people. Suppose we take the word "art" out of your email or DM. Need consulting about how to more effectively present yourself and your art? You have to make them feel special or selected in some way, and not like just another cow in the herd. Hopefully they'll at least notice you. Some senders don't even show images of their art! Views expressed are my own. That makes a total of about 109 billion business-related emails total in 2014 and about 140 billion in 2018. If you're going to do that, then there has to be something in it for them. You might have to use email to approach galleries, maintain current gallery relationships, touch base with collectors, or connect with other artists. That makes a total of about 109 billion business-related emails total in 2014 and about 140 billion in 2018. 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. Even after all this, know that the probability of getting any kind of meaningful response from total strangers is low. Keep it as short as possible and put all the key info up front. Make it good and make it fast; don't ramble on and on. Break up those paragraphs. 11. Feel free to take it as a “no.” If you really feel a need to nail down a confirmation, wait a few days and then circle back. At art, and seeing artists succeed attention to themselves and their art. are images of art. 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