Everyone's journey and career are uniquely their own. This is based on my personal experience, having progressed from a few unsuccessful prints at markets to owning my own gallery. Something worked out along the way, and I hope it can help guide you on your art journey.
Create art! You can't make money without something to sell. It seems obvious, but many people, including myself, get caught up in how to make money and sell their work without having anything worthwhile to offer.
Let's assume you have some great artwork, a painting you believe will sell well. At this point, aim for something similar to what you've seen selling successfully, which could work on various products. The next step is to obtain a high-quality, high-resolution image of your painting. I recommend scanning it with a quality scanner and editing it in Photoshop to match the original colors. You can also use a camera—just use the best quality camera available, ensure natural but indirect lighting, and make sure the image is focused and crisp. Repeat this process with at least three paintings or creations. Ensure they are different, either in style or subject within your style. This will help you determine what customers prefer and which direction to pursue for future sales.
Now that you have your originals and digital files ready, the next step is to produce some prints. At this stage, quality is not a major concern; I've found that I've sold just as many prints on cheap paper as on expensive, high-quality paper. When starting out, your prices are affordable, and customers buying affordable art focus more on the artwork than the quality. Get some reasonably priced A4 or 10" x 8" prints—there are plenty of places online, or we can assist at Gallery Thirteen! DON'T GO OVERBOARD; a small number of each will suffice. You might also consider producing some greeting cards, which are inexpensive and sell well.
Now you have a selection of well-presented original paintings (or prints if yours are digital), along with your prints and cards. This is sufficient to start. We will now test the waters and conduct some research. I recommend Instagram for artists, as it seems like the ideal platform for us. Hopefully, you have an Instagram account, so post your paintings one at a time and observe the response. You might ask for feedback (not all of it will be positive, but there could be some constructive criticism). You could also post all of them in one post and ask people to choose their favorite and explain why. Share images of your prints, cards, etc. You might receive inquiries about sales (if something seems too good to be true, like shipping to an unusual location or requests for NFTs, these are major warning signs of scammers. Stay alert).
The next step I took was to get my products in front of customers. I booked a few local craft fairs. These are relatively inexpensive, and you can secure a table at an event for £20-£50. Don’t overspend; most provide a table, but double-check. Borrow a tablecloth, a few easels, and just a small box for cards. Ensure it looks presentable and professional. We are not aiming to sell out and make thousands; we are simply testing the waters.
Pricing - research what other artists are doing, and consider attending a craft or art fair before participating in one yourself. Observe those who seem to be selling successfully. What are they offering? What's the quality like? How are their prices? Prices fluctuate annually based on the market, but a general guideline I use is cards priced at £2-3, with an offer like 4 for £10. A4 prints can be priced at £20-30, and you might offer deals on multiples to encourage upselling. For originals, compare your work to other artists' pieces of similar sizes, and avoid underpricing yourself, as people often perceive higher prices as indicative of better quality and worth. We artists tend to undervalue our work.
After participating in a few markets and doing some promotion on social media, you might not have sold much, but you'll know which items attracted the most attention, what sold best, and which images received the most comments. This information is invaluable! It helps you decide what to print more of, what to paint more of, and gives you a more focused perspective on your work. If nothing significant happened, try creating something entirely different and start again. Don't discard the existing pieces, as there is likely someone who will buy them. I used to keep a box of miscellaneous items, including old prints and originals. People enjoy rummaging through it, and you often manage to sell a few pieces.
Let's say we now have a few pictures that are selling or generating interest, along with their prints and cards. It's time to go online; you might consider platforms like Etsy, Shopify, or your own website. Each has its advantages and disadvantages. Etsy has its own traffic, while with the others, you'll need to drive traffic through your social media. You can also set up print on demand, where another company handles production and shipping, allowing you to earn the profit. Alternatively, you can ship your own prints and products.
Most artists start with Etsy, which is beneficial as you learn to take quality photos, write descriptions, and more. Keep in mind that initially, it's mostly family and friends who will buy and support you, so don't hesitate to send them a link, ask for their opinions, and see if they'll support you. I followed this process for about two years, adding new items and figuring out what sold until I eventually found a standout piece I couldn't produce fast enough. At that point, consider bulk purchasing or investing in your own printer. I chose the latter, which allowed me to print exactly what I needed for a market or once someone ordered, so I didn't have excess stock. Now you are making money as an artist!
The common advice is true: having a niche is incredibly beneficial. Customers will immediately understand what you're about and what you sell when they see your stall or website. You'll also learn how to reach those customers. Start small and gradually expand, with a limited number of items and small stock quantities. The biggest mistake I made was ordering 50 of each of my initial prints and eventually giving them away with later orders.
I plan to create detailed blog posts about each step mentioned above, complete with step-by-step guides, so sign up for the email list or bookmark this page! Good luck!
Marty
Reading to consider - "Good Art Does Not Sell Itself" a book by the Visual Arts Association which is explained in simply terms and set out really nice with some great advice. Link - https://amzn.to/4a4SRXG "Steal Like an Artist" is a great book if you are stuck on where to start and how to get inspired by your influences. Link - https://amzn.to/4fZanON
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