This post is by guest author, Anna Rose Bain. This article has been edited and published with the author's permission. You should submit an article and share your views as a guest author by clicking here.
Classical artists, living in a world that relies on modern technology, must find a way to keep up. Many artists have been on the bandwagon for years now, but I personally discovered the advantages to having an email newsletter just recently. I started my monthly newsletter this past summer as a way of keeping in touch with former, current, and prospective clients. Based on past experience, a client would commission me to do a portrait, but eventually forget about me after the portrait had been hanging on their wall for a time, even if they were thrilled with the results. Or, a prospective client, though interested, may get distracted by other purchases and investments and forget that they wanted to commission me in the first place. My newsletter is a way of staying in their circle, keeping them updated on my current available works, and helping them remember that I'm still in business. I want them to know that I am always available and ready to take on a project whenever they're ready.
Another great reason for having an e-newsletter is art education. Often, people are afraid to commission work or buy fine art because they "don't know anything about art." In their mind, artist pricing may seem extravagant, or four months may seem like an unnecessary amount of time to complete a commission. My goal is to answer their questions, educating them on the process of my craft by giving them a glimpse into the life of an artist through "inside looks" at unfinished paintings and works in progress, and through step-by-step descriptions of how a painting is created, start to finish. Even though I feel vulnerable sharing my unfinished paintings, they have gotten such a positive response that I feel I must continue, if only to keep my readers interested and looking forward to the next newsletter!
I also like to keep clients updated on current events I'm attending, including workshops and conferences. This way, they will know I am constantly striving to improve my skill. Other events I always include in my newsletter are art festivals and exhibitions, so that clients can come and see my work in person if they wish to. At past art shows, I've had a notebook in my booth for interested visitors to sign up to receive my e-newsletter. This is a good way to build a prospective client base and start forming relationships.
Finally, one of the best things about having an email newsletter is that I am getting my work out there on a regular basis without sending spam mail or subjecting my readers to annoying repetition. There is (hopefully!) always something new to show them, and always something interesting to tell them, because being an artist simply is interesting. The more I can convey that message, the more people will want to see my work and eventually buy it!
So far, the results have been positive. Since I am still young and pretty much unknown, I don't expect results to happen overnight. My goal is grow my client base 100-fold by making my paintings and my e-newsletters so professional and beautiful that everyone who currently receives my newsletter will want to pass it on to family and friends. I've recently been encouraged by several sales that have happened as a direct result of sending out my newsletter, so I know I'm on the right track.
So to recap, there are several reasons why a newsletter is a good idea. (1) The more your readers hear from you, the more they'll remember you, buy your work, and refer you to their friends. (2) The newsletter will educate those who know little or nothing about art. (3) Readers stay updated on events so that they can have a chance of seeing the artist's work in person if they live nearby. (4) You'll be getting your work out there.
Preferably, you'll be sending email newsletters in HTML, which provides a much more pleasing layout and includes variety in color, text, and most importantly, images. There are several free websites that can help you set up an HTML newsletter. I create mine in a webpage building program such as Dreamweaver or Evrsoft First Page, but you can try any number of free
online programs by Googling "HTML newsletters". Even if you aren't ready to work with HTML, at least start compiling a list of past, current, and prospective clients to email or snail-mail information to. It's not too late to start making and maintaining those invaluable connections!
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via fineartviews.com