-
Step 1
Tell the story of yourself and your art. Buying art is not just a way for collectors to show off their taste or flaunt their wealth. Art buyers want to feel they own something that has a personality and a story. The key to connecting with a collector is to speak their language and tell them what they need to hear.
-
Step 2
Your goal is to be standing side by side with a collector in front of your work. He is not just buying your work, he is buying into who you are and what you know. You will need to talk to him with the words and ideas he is used to hearing. So, you want to be talking together about his interests, the art world, you, your artwork and whatever else makes him want to come back for more and bring his friends.
-
Step 3
Put words with your artwork. Words kindle the collectors' imagination, confirm their taste and add value to their acquisition. While they are buying your artwork, they are also buying a story about where the inspiration came from, how this particular piece was made and who you are as an artist. Collectors need to hear the stories that support their desire to own your work. All of this becomes part of their personal story. Say the right words and a collector may start feeling “I can’t live without it.”
-
Step 4
Tell a story about every piece you create. Tell a story about what inspired you, the medium you used and why, the problems you solved in creation, where it fits in your life work, what you hope a viewer will gain from it, what others think and say about it. Explaining your art thoroughly in your own words makes it special and adds value.
-
Step 5
Find stories that give your work value. Look at your creations. There is something uniquely attractive about you and your work. Listen to what your collectors tell you. Listen to your own thoughts. Find the ideas that fit your work. Turn the ideas into stories to tell others, about yourself, your work and how you are different from other artists.
-
Step 6
Tell a story that someone will enjoy telling to other people. Take a look at one of your pieces and see what story comes to mind. Complex color, strong composition, joyous feeling, good things critics said about the work, right size, nicely framed with high-quality materials. Tell potential collectors what’s in it for them, how it will change or add to their life. You don’t have to sell, but you do have to tell. Put together a short story for each of your works that speaks when you can’t be there. Put it on a card with the piece. Put it on your website, use it in media releases, add it to promotions.
-
Step 7
Get your story out there. A collector is drawn to the art then toward the artist. She may look for your art in galleries, on the Internet and in publications. Later, she may come to look, talk, learn, get acquainted, buy, and possibly become friends. Look closely at the results of everything you do. If a marketing action doesn’t lead to a conversation, set it aside, move on to one that does
