From Studio to Sales: How Strategies of Selling Art Can Spark Marketing Inspiration

You may be surprised that artists who sell online can make a reasonable income from it. I sell my art on the side but I am far from being that successful, as my art just looks like a three-year-old’s doodlings. However, as a Marketer, I have been inspired by the approaches of successful artists who build a following and engage their audiences.

Marketing is about storytelling and making connections, so I wanted to recap how these lessons correlate. To reinforce this, a study from the Content Marketing Institute revealed that 60% of successful marketers prioritize storytelling in their content strategies, illustrating the demand for engaging narratives.

1. Storytelling: Buyers want to understand more about who they are buying from. Successful artists explain their background in a provocative way that captures attention. They tell their personal story, their experiences, their thoughts that all drive their work. They can dig into their family or personal history that they reflect on or empowers their work. This can include behind-the-scenes photographs, or candid commentary. All this helps show their authenticity and their purpose. As art can be so deeply personal, this helps buyers understand and make them relatable, differentiate them and help build an emotional connection.

   
   

   This is true in Marketing of all products and services. For quite some time Marketers have recognized storytelling is important, however they can be challnged to make the emotional connection. Research by Nielsen indicates that emotional ads can lead to a 23% increase in sales compared to non-emotional ones. Marketing that strikes the emotional cord will be remembered and when it feels authentic, it will be remembered and that feeling brought back by that brand.

   
   

2. Show the Process: By documenting the artist’s journey, they can showcase through a set of different sequences, showing one portion of a piece, recording as they complete a piece in ‘real-time.’ They can also show it from beginning to end through time-lapse video. They add narratives that reflect real experiences to explain the why and the how, giving background on the approach. This again helps bring a greater connection by this explanation.

   
   

   Similarly, brands need to share their values, mission, and the people behind the scenes, fostering a sense of connection. Just as an artist’s process can evoke emotion, so too can the story of the business and the people within it. This can be done by providing a view on how they overcome challenges or innovate in response to feedback and demand. Regarding Marketing, a HubSpot report found that interactive content, including behind-the-scenes looks, can generate twice as many conversions as passive content. Social media platforms provide perfect opportunities for real-time interaction, allowing consumers to feel like part of the team. This sense of belonging increases brand loyalty and fosters a community that rallies around shared experiences.

   
   

3. Show the Evolution: The artistic journey is rarely linear, often requiring artists to pivot, experiment, and adapt. Most artists admit it is about the process itself, so they continually reflect on it.

   
   

   For Marketers, showcasing this aspect can highlight resilience and creativity in problem-solving. A survey by McKinsey revealed that organizations that display adaptability in their marketing practices can outperform their competitors by 70%. Sharing stories of how a brand has evolved or adjusted its approach in response to market demands or consumer feedback can position the brand as agile and responsive, traits that modern consumers value.

   
   

4. Consistency: This may feel counterintuitive to the last point or even ironic to reference consistency in art, especially if you are talking about abstract artists. However, successful artists have some consistency within their portfolio or a collection even as they take risks and evolve. Of course, artists have a unique style that separates them from others and even though each piece is unique, within a collection, there are typically approaches, techniques, colors that are consistent so you can recognize them. In this respect, the art is literally their brand. Building out a consistent portfolio reinforces the artist's unique eye and approach.  I mean we all recognize a Van Gogh, a Picasso.

Some may think I am oversimplifying the art process, but I am simplifying by trying to break down these examples into learnings. Art is personal, but there are interesting correlations and potential learnings.

After this summary and understanding, you would think I would be more successful in the art I sell, but admittedly, I do not like digging into these details myself. My own execution on this is not an example to be followed, but it has provided me with this view I wanted to share.