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12 STEP Program: The Art of Doing Business
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 12 STEP Program for Artists: The Art of Doing Business
STEP 1: Setting Standards
“The last thing one discovers in composing work is what to put first.” Blaise Pascal
Setting standards for both your studio and your business is often the last thing an artist thinks of and the one thing that affects their career the most. Setting business standards from the beginning determines how you will be treated in the art community by clients, family, fellow artists and the markets you sell into.
STEP 2: Mandatory Paper Work
“Too much complaining and too little work.” Georgia O’Keefe
Learn what paper work is necessary to establish yourself as an artist entrepreneur. Once you start to look at yourself as an entrepreneur and a small business owner things start to happen. Take the proper steps, do it once and do it right. CONTRACT REVIEW: a basic contract is all you need but I do consider it mandatory. Understand the basic commission and gallery contracts.
STEP 3: Selecting a Look and Style
“Nobody can be exactly like me. Even I have trouble doing it.” Tallulah Bankhead
Every creative person I know has their own look and style. Learn how to identify your style and how to incorporate it in your marketing materials. Be recognized by your style – without the use of words.
STEP 4: Marketing Materials: Creating Templates – Marketing
“I don’t want life to imitate art. I want life to be art.” Carrie Fisher
Creating templates is your window to freedom. Customize what you need and please, please copy every template I have. You will be able to customize each template to suit your needs and your look and style. Respond immediately to requests for information on you and your artwork. Learn and understand the power of the postcards as a timeless marketing tool.
STEP 5: Public Relations
“Always be nice to those younger than you, they are the ones who will be writing about you.” C Connolly
Public Relations are exactly that, your relationship with the public. You communicate to galleries, art consultants, jurors, etc through your portfolio and you communicate to the press and potential clients through your marketing materials. You will learn a clear and concise method of communicating with everyone outside of your studio.
STEP 6: Networking and Competition
Learn why we need to know and understand our competition. No one should tell you how to create your work but you need to be aware of what is happening around you. There are many different types of networking, from traditional art groups to business organizations. Discover options that are right in front of you, learn to identify opportunities. Both networking and understanding the competition will lead to sales.
STEP 7: Portfolios
“I don’t believe in art, I believe in artists.” Marcel Duchamp
Creating a portfolio is one of the most important steps in presenting yourself and your artwork. It is the first impression and speaks for you when you are not in the room. Learn three different types of portfolios you will need to succeed. As gallery director for many years I have seen everything, you have seconds to make an impression. From the moment it arrives in the mail you need to set yourself apart and rise to the top.
STEP 8: Web Site and Mail Lists
Web Sites: Explore different types of web sites; evaluate the type of site that is best for you and realistically what you should expect from a web site. Understand how to grow as your sales increase from one type of site to another.
Mail List: Mail lists and database lists are the unsung heroes of generating revenue. Learn where to find them, how to use them and how to pick the correct list for your artwork. Your mail list is the foundation of your business.
STEP 9: Vertical Markets
“When bankers get together for dinner, they discuss art. When artists get together for dinner, they discuss money.” Oscar Wilde
Vertical Market; a market that you sell into. You will learn how to sell into traditional and non-traditional art markets. Understand how to identify and select specific vertical markets to promote your unique type of art work. Once you learn how to identify them the opportunities are endless. Having the correct pricing is priceless; you need to get it right. Learn how to approach a gallery and how to present your artwork to a jury.
STEP 10: Commissions
“I never got a job I didn’t create for myself.” Ruth Gordon
The commission process should be enjoyable for the artist and the client. Review several contracts and why we need them. Get it in writing. This is the first step in a successful commission. One thing leads to another, one commission leads to many. Learn what to do when it starts to go wrong.
STEP 11: Exhibit
“All art has this characteristic. It unites people.” Leo Tolstoy
It doesn’t matter what stage you are at in your artistic career you will need to show your artwork to the public. You need to know your options and understand a few basic guide lines on presenting your work. Timeline, selection of work, presentation, promoting, hanging and lighting are just a few of the components in a successful show. Understand what galleries expect from their artists.
STEP 12: Follow Up and Momentum
“There are some days I think I am going to die from an overdose of satisfaction.” Salvador Dali
Follow up and follow your artwork wherever it goes. We all understand the traditional “Thank You” and understand its importance. Now it’s time to take it a step further and be prepared for the momentum it creates. Creative, inexpensive marketing materials create momentum and future sales.
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