Question 8: "Do you advertise?"

In my blog list of twelve questions I would suggest an aspiring full time artist ask an already full time artist, we have come to the question of advertising…”Do you advertise? If so, what seems to have worked well for you and what hasn't? What percent of your budget goes to advertising?”

The issue of an artist advertising is so tricky. Here is why…The only way you’ll sell your work is for people to see it, right? How will “Joe Public” see your work and then (maybe) buy your painting? Maybe he’ll scroll through Popular Mechanics magazine and see your ad, and voila! A big sale. Well that was easy.

Except it doesn’t work that way. How many people looking through Popular Mechanics are interested in the latest mechanical gizmos AND maybe fine art. I’m not saying those people aren’t out there, I’m just suggesting that you have to determine who your clients are out there (your demographic) and figure out how to reach them.

“Who is your demographic?”

When I was brand new to the professional artist career, I advertised in local art magazines. It cost hundreds and hundreds of dollars and here’s the thing…No one EVER came into my studio and said, “Oh, I saw your ad in ______ magazine and I just HAD to come and see your artwork for myself.” That literally never happened and SO, I never ever had any clue at all whether or not my career was positively affected by advertising. All I can say is that I’m selling more artwork now (I basically don’t advertise now) than I was back in the day when I felt like my career might crumble if I didn’t advertise.

Ahhhh, so the sage advice is this: DON’T ADVERTISE, right? Wrong. See, because I am part of a collective of hundreds of artists in Asheville, we (as a group) advertise in local magazines around the country in locations where a lot of Asheville tourists are coming from. My dues to the River Arts District Artists goes to help fund that advertising. So the advertising I’m doing doesn’t just affect me, it affects the district. But if people who visit Asheville want to make sure they check out the River Arts District, then I stand to benefit. I do have a listing on an Asheville tourism website (RomanticAsheville.com) but that’s it.

So it’s not that I’m such an awesome artist that I don’t have to advertise. I happen to be a part of an awesome group of artists in an awesome tourist oriented town and WE do the advertising together. That’s one of the very biggest perks of being an artist here, but I would think that same model could be adopted anywhere artists are. If you live in Cincinnati, find the other artists around you and advertise together. It works for us here in Asheville, and although we like to think we are so unique, I doubt that’s the case. We’re just running with a good idea and that same idea could work anywhere I’d think.

The other thing I would totally stay away from is the seemingly kind offers you get from people to display your work in their office space or restaurant. Here’s how that usually goes: “Hey, I have a great opportunity for you Steve! I’m opening a brand new upscale Italian restaurant in town and we would LOVE to display your work there on our walls, free of cost to you, and you can put price tags on all your work so you can sell your work from the restaurant. Think of the exposure!”

Don’t do it.

My experience with this is that if your artwork is simply decor on the wall of a restaurant, coffee shop, dentists office or office space, people don’t notice it at all. Look, when you go out to eat, have you ever asked the waiter, “Hey, I really love this potted ficus you have over here. How much is it??” You have never asked that question, have you? Be honest. No, of course not. You probably didn’t even notice the ficus in the corner because…you were there to eat food. Plain and simple. This way to “get your work out there” is a really nice way to give the restaurant owner free decor for their walls. Suggest he BUY the artwork from you and see what he says. Or tell the owner that you have a cousin who is getting married next month and you would like to suggest that he (the restaurant owner) cater it for free. “I mean, we can put your cards around on all the tables so everyone will know where that amazing food came from! Think of the exposure you’d get!”

That doesn’t work for any other profession, don’t let it happen to you.

Concluding this post, it might be good to remind you that I’d encourage any questions relating to whether to advertise and how/where to do it. If I don’t know the answer, I’ll help you find someone who does.

Question 5: "Would you mind critiquing my work at some point?"

Of all the questions I would suggest an aspiring artist ask a professional artist, this is probably the most important and the most risky. Don’t get me wrong, a professional artist probably wouldn’t mind at all offering advice, but unless you are really humbly asking for honest advice, all you’ll most likely get is “Oh, now that’s really nice. Very nice”.

Nice.

“Nice” does not help. You need someone to really critique it. Okay, it’s nice but…how can it be improved? This kind of advice is difficult to give someone if they don’t really seem like they’re open to suggestions and when that’s the case, it makes me really sad. I’m sad, not because my opinion isn’t valued but because they are not going to improve as an artist unless they listen to critique. I’ve been doing art all my life but still, nearly every painting goes through the gauntlet of my wife Joys’ critique. Often, I’ll really like something I’m working on and when I ask her what she thinks, (what I’m really asking is “how much do you absolutely love this?”) and she looks at it and says, “it doesn’t grab me”.

Instant deflation. And that’s a very good thing.

Then, as she tells me what she sees, and IF I’m listening, I begin to comprehend how what I perceive as perfection can even be made better, and THAT is a very good thing. When I listen to criticism, my work is much more likely to sell faster, and since this is my job, I want to sell me artwork as quickly as possible.

“how much do you absolutely love this?”

The unfortunate thing I’ve found is that many artists never think of asking for critique. I always interpret that not as “they’re too good for critique” or “they don’t care what people think of their work”, but clearly as “I’m too fragile to be criticized”, and this means that they care way TOO much about what other people think of their work. So my advice is to ask for criticism and to listen humbly. Your personhood, your right to breath this air is not what is in question. Nothing is at stake except this painting, and you want to make is as close to perfection as possible, right? So get help. Because no one individual has the corner on perfection, it can already be assumed an artist will make mistakes and will need advice. We’re just like everyone else. I hope I’m making this clear. If we use our talents and abilities to prop up our self image, then we’re USING those abilities as a means to an end, rather than simply enjoying those abilities as an end in and of themselves.

So risk it all. Take a deep breath and just ask. “What do you honestly think of this?”

Question 2: "How long have you been selling your work professionally?"

When you're training to be an artist, whether that's informal training (on your own or as part of a group) or more formal training (i.e. art school), there are things you need to find out in order to best plan your route from Point A (art as a hobby) to Point B (art as a career). I've come up with twelve questions to start with. There are probably many more questions but these are a few I thought of that are meant to at least get you going in the right direction. 

If you've been reading these posts, you know I've answered the first of twelve questions in my last post. Here, we tackle question 2: "How long have you been selling your work professionally?"

The answer to this question can be stuck in the same mental box as the answer to the first question. The answer to the first question I proposed will give you an idea of how long this person has been doing art. The answer to this second question will tell you how long they've been SELLING art. Both questions are background questions. They are meant to orient you as the interviewer to the artist you're speaking to so you know how to weigh what they will share as they answer the rest of the questions. I don't mean this as a rude or "judgemental" exercise. I just mean that if someone has been marketing and selling their work for years, they will probably know more about how to market and sell artwork than someone doing it for eight months. Again, this is just to give you a way to know which answers (when you get conflicting answers from different artists) should be given more weight. That's all. 

“…if I was depending entirely on the income from selling my paintings in galleries, I’d be a starving artist”

Personally, I've been selling my artwork for about 25 years now. I started selling in a gallery in Orlando, Florida (where I was living at the time) and it was a heady thing realizing people would actually part with their money in order to purchase one of my paintings. It was awesome. In the beginning, my questions were all about how to get into another gallery. I'll talk more about that later, but I've learned that if I was depending entirely on the income I get from selling my paintings in galleries, I'd be a starving artist. Galleries are helpful because they give you "vacation money" (extra funds you can just look at as fun money) but there are other outlets to tap into for more of a steady income stream. Again, more on that in answer to a later question. For now, just know that getting into a gallery was where I started, and the day I was told they wanted to represent me at the gallery was truly an amazing and exciting day. That's a good start but...it was not the end. More on that to come.

So, you're thinking about art as a career?

A client of mine recently told me his high school aged daughter was interested in pursuing art as a career and asked me if they could visit Asheville and have me offer her some words of wisdom and encouragement. I love that. So yes, that meeting is set up for the family to come up the hill to Asheville and I'll try to be as sage-like as possible. 

In thinking about what I would suggest a young artist (ANY young artist) should do as they explore career possibilities, my first suggestion has to be to visit the River Arts District in Asheville. This is a really unique place, in that there are now well over 200 artists all within a square mile, with studios open to the public. I would suggest they spend the day exploring, and make a list of their favorite studios. Then maybe the next day, go back around and ask their favorite artists if they could set up an appointment to ask some questions. I don't know ANY artists here who would have a problem with that. In fact, everyone I know would be more than happy to help and more than honored to be asked. The artists in Asheville are actually selling their art to the public, and since that's the goal (I assume), their input and suggestions would be really invaluable. 

…everyone I know would be more than happy to help and more than honored to be asked.

So, if appointments are made to basically interview the artists, the questions asked are important, so I decided to come up with a suggested list of questions to ask if someone is just beginning to think about creating art as a career. Here is that list:

1) How long have you been an artist?

2) How long have you been selling your work professionally?

3) Did you go to art school? If so, where?

4) For a high schooler interested in pursuing art as a career, would you recommend art school?, if so, how would you find the right one? 

5) Would you mind critiquing my work at some point? (But don't ask that question unless you're really open to hearing criticism.)

6) What are the positive points and negative points about having an "open studio"?

7) How do you price your work?

8) Do you advertise? If so, what seems to have worked well for you and what hasn't? What percent of your budget goes to advertising?

9) How do you manage the business side? 

• Where do you have your art supplies?

• How do you keep track of inventory so you always have what you need?

• How do you keep track of sales tax?

• Do you accept credit cards? What’s involved with that?

10) Do you have your work in galleries? How do you find the right galleries?

11) Where do you get inspiration for your work?

12) What do you do if you get a mental block? 

I'll be forwarding these questions to my clients and their daughter in a couple weeks, but I thought it might be helpful to anyone else who is considering art as a career to spend a blog entry for each question. So, stay tuned. Soon to come...my own answers to all these questions, hoping to help anyone who is interested to make the jump from being an amateur artist to being a full time professional artist. 

"Are All Artists Introverts?"

How many extroverts does it take to change a light bulb? Twenty. One to change the bulb and the others and cheers him on and enjoy that moment of comradery.

How many introverts does it take to change a light bulb. None. He’d rather light a candle instead because of the beautiful ambience that candlelight creates.

Wow, okay this morning I was talking to a studio visitor and she was really trying to understand the artist mind. GOOD LUCK WITH THAT ONE! After trying to figure me out, she said that she assumed that all artists were introverts and that it was so odd I was obviously an extrovert.

But…

I am no extrovert. I know how to act like an extrovert. I even enjoy it. But it’s exhausting to me. I don’t think she believed me when I told her that though. ”You seem like a happy person though,” she said, “and obviously one that likes being around people”.

This brings up so many thoughts in my head, and I need to write them down to process them:

• First of all, I would imagine an artist could be EITHER personality type. I would also imagine that the art an extrovert would come up with might look and feel different from that produced by an introverted mind, but maybe not. But yes, I don’t know what being an extrovert or introvert has to do with being an artist of some sort.

• This woman was seriously doubting that I was in truth an introvert (because I seemed happy and obviously enjoyed people). Okay look, introverts are not always depressed. There. I said it. You know, extroverts can get depressed too. Introversion and misery are not synonymous. I personally know introverts who laugh. True statement. And we can be very happy (as long as we get some alone time to recharge). And both introverts and extroverts have to recharge to love people well and to enjoy life. We both do it, we just recharge differently.

• Introverts don’t hate being with people. We get bad press. Being an introvert does not mean you don’t love and enjoy people. My gosh, from what I read, even Jesus Christ went off by himself at times to be with his own mind and his God. I don’t think people associate Jesus with someone who did not love and enjoy people though, right? Extroverts may like huge parties (with 100 of their closest friends) and loud music and lots of commotion. I get that. I don’t understand that but I get it. See, introverts like SMALL get togethers or one-on-one social settings so that we can have a real, deep, powerful and honest conversation. I’m not saying that extroverts don’t experience that at their large, loud parties. I just don’t fathom how that’s possible. But then, I’ve never been an extrovert so I’m completely ignorant on that point.

I admit I’m totally baffled by extroverts in general. You are a complete and wonderful mystery to me! I need y’all in my life though. My wife and three of my four kids are extroverts. Introverts desperately need extroverts in their lives. You keep life very entertaining! And I would think extroverts need introverts in their lives too. Because of our differences, we can compliment each other, like a bit of salt and a bit of sugar in that cookie recipe you like. Salt and sugar are very different but they go together so well.

So bottom line, I do not believe all artists are automatically introverts. I may be wrong. Honestly, I have no idea. I do think that what makes you introvert and extrovert is not really what you do per se, it’s where you go to recharge emotionally and spiritually AFTER you do whatever you do. My wife and kids totally get recharged by being with people. I get recharged by sitting by myself and letting my mind rest. It’s not that an introvert longs to sit in the dark and embrace misery. It’s joy we are trying to embrace there. Personally, I really crave quiet sometimes. We both (extroverts and introverts) need that recharging time so we can be ready to get back to the craziness and joy of life, it’s just that we have different types of batteries we’re charging I think. What a complex and beautiful thing is a human mind!

I feel better now. Back to painting.

Studio Expansion...Hello Northeast!

Joy and I are really excited. We’re expanding! Asheville is awesome and we love being here. There is no better place to sell my artwork than the River Arts District. But Asheville has turned into more than just a home. It’s more like a “home base” now, and the implications of that are pretty huge for Joy and I. Let me explain. 

A couple of years ago, we opened a part time studio in our home in the northern suburbs of Dallas, Texas. That studio has been wonderful. It’s in very close proximity to three of our four kids and nine of our grandchildren. And…Texas has awesome barbecue so it really could be worse, you know? 

This year, we have decided to expand, and open a studio in Pittsburgh, PA, just seven minutes from our oldest daughter and two more grandchildren. We’ve found a row house in the South Side, and has a huge attic space that will be perfect to transform into a cool painting studio. The area of town is awesome. It’s got real character. It’s right across a bridge from downtown, with bike paths, lots of restaurants and hip coffee shops right there. It’ll be a really different experience for Joy and I being right there, creating artwork in the middle of a major city. 

We’ll be renovating the place and using it as an AirBnB when we’re not in town, so…if you’re looking for a super cool place to visit, let us know! We’ll fix you up!

”I guess this means I’ll have to start rooting for the Pirates now, right??”

Between these two remote locations, we’ve got easy access to not only the southeast (where our Asheville home base is) but also the southwest and now the northeast! I’ve got clients all over the country, and this puts me in great proximity to be exploring new local galleries in each general area (it’s much more difficult to find a good gallery if you’re searching from five hundred miles away on the computer). 

So despite the really trying times we’ve gone through the last year (along with everyone else), we have lots of things to be thankful for, and are still dreaming and planning. Because of that, we’re still excited about the future and look forward to creating art (not just selling art) in different parts of the country!

I guess this means I’ll have to start routing for the Pirates now, right??

Using Art to Express my Politics

Artists have been using their craft as a language for centuries to express their deeply held opinions, be they religious, or political (basically all the topics that are “off-limits” to polite conversation). It’s true, art has a way of expressing something really deep about topics that we have difficulty finding words to otherwise express. Think of a traumatized child using art to express pain or confusion. Think about the really startling artwork of Francisco Goya (expressing the horror of the political situation in Spain in the early seventeenth century).

Earlier this week, a woman approached my work station at my studio in Asheville’s River Arts District and said something that totally validated what I want to do with my artwork. She said, “Thank you for giving me a few moments of peace and sanity. I’ve been so stressed out over the election and the pandemic, and your artwork makes me forget about all of it. Thank you for taking my mind somewhere quiet.”

That was one of the most awesome things a studio visitor has ever said to me. That is exactly what I want my artwork to do: take people away to a quiet place, even in the midst of what many of us perceive as a huge political and social mess in this country.

So, I have purposely chosen not to get political with my artwork, my blog, or any of the rest of my social media. That does not mean I have no political opinions or angst. It’s just that I’d rather use words to express those opinions. I am committed to reserve what I say with my artwork for a “holy” purpose. I don’t mean by that statement that I see my art as religious. By “holy”, I’m swiping the ancient definition: “set apart for a special (not everyday, common) purpose”. That is what I want for every painting I finish.

We all have something to say. We all have an opinion. We all have things about this country we love and things we would like to fix. But you will never, ever see those things addressed here. I’ll reserve those opinions for another time and place (like over a beer!)

The Best Painting Delivery Ever...

Hitting the “reset” button

A couple months ago, I was commissioned to paint a rather large painting. Because I normally pay for shipping charges for my clients (a tangible way to offer my thanks for their business), I knew this piece would be pretty expensive to send to it’s new home in Denver, CO. When I actually checked the FedEx website for pricing, I was pretty shocked at the several hundred dollars price tag for shipping, and so…I looked at Joy and asked if she was up for a road trip.

I don’t know about everyone else, but this year especially, with all the stress of a business that was closed down for three months, trying to stay clear of Covid-19, and constantly dealing with the chaos of the upcoming election…e really needed a rest. Creativity demands to be fed with peace and adventure. You cannot expend what you don’t have inside your heart and mind. Well, that was my way of justifying taking a road trip to Colorado (and adding a few extra days onto said road trip, as long as we were already there!). So we packed up the painting securely and strapped it to the top of our car, then headed three days west.

After helping my clients install the piece, Joy and I headed north a couple hours to Laramie, Wyoming, and we spent nearly a week exploring the mountains, canyons and lakes in the area. Our daily routine was to hike a few hours and then scout out a cool place to plant our camping chairs, have a picnic and spend several hours just sitting and reading. Enjoying the absolute quiet. Listening to the autumn breeze as it rattled the leaves of the golden aspen trees all around us.

It was amazing.

We talked about it afterwards and we both could actually feel ourselves soaking it it. My gosh. I felt like a dry sponge immersed in sweet, clear water.

So whether or not the need for peace and adventure was actually a “need” or a “want”, I don’t really care. I’m content to let someone else figure that one out. It felt amazing. And by the time we were headed back home to North Carolina, I could hardly wait to start painting again. I’ve never felt that way about any other job I’ve ever head, so I think the time in Colorado and Wyoming was definitely worth it.

How a Dinky Little Virus Changed my Art Business

Each day I go to my studio now, inevitably someone will profusely thank me for being open, and then asks how I’m doing as an artist in this crazy pandemic.

Well, things have changed. Last year was an amazing year as far as art sales go. Incredible. And then…we hit March of this year and everything completely changed. Those last few days before we HAD to lock up the studio in Asheville was just spooky. Though mid-March usually brings tourists back into town, no one at all was on the streets. It was like a scene from The Walking Dead. But if you’re reading this, you already know that because it was the same all over the country. Mid-March began a period of time that was really scary for so many reasons. Questions like “will I get this disease?”, and “will I make it financially through this thing?” were on everyone’s mind (including this artist).

COMMISSIONS

During those first weeks, I was really thankful I still had painting commissions I was working on from the end of 2019. But then in early April, a few more commissions came in. I was amazed. “Now??” I asked myself. “Who would buy art NOW?” But one client at that time explained “the world is so scary and horrible right now. I need something that will give me joy and peace and that’s why I have to commission a piece of artwork from you.” I was honored and really thankful for that kind of response to this situation. Even now, there has not (so far) been a day of 2020 when I was not working on a commission. In fact, I’m just finishing up the largest commission I’ve ever received. I honestly don’t understand this at all, but I’m not complaining.

NEWSLETTERS

Because of what that client said, I realized I maybe had something I could do to help people during the lockdown (at least a little). I began to send out a newsletter weekly to all my client list (nearly 2000 people). I usually send it out to show new work and talk about upcoming events at the studio (if you’re interested in being on the mailing list, just email me at stclaireart@gmail.com). But this time, I sent out a single photo once a week of one of my paintings and the story behind that painting. And immediately, I got really positive responses. I just wanted to give people at least a few minute escape from reality, and right then, that seemed like something real I could be giving.

MINI MASTERPIECES

During that time, I also began working on tiny (8” x 10”) versions of some of my favorite pieces I’ve done over the last several years and then offering them for sales on Facebook and Instagram. The sales of my “mini’s” really helped support us well through spring, and I have a whole bunch ready for holiday sales. Again, these sales surprised me. I have NEVER sold directly on-line. Because my paintings are reflective and have depth to them (and you can’t capture that in a photo), I have never bothered trying to sell my work on-line. But these were an exception and I am really grateful for the Artist Support Pledge that started this whole idea of artists offering tiny paintings in 2020. That really helped a lot of artists make it through the scariest time of the lock downs.

STUDIO SPACE

One unexpected thing about the studio having to be closed down for a couple months was that I found I really liked working from home. I have a yard surrounded by huge maple, oak and hickory trees. To be able to just wear grubby clothes and set up my work station right there in my front yard, crank up my music or podcast and create my artwork there was uh…really nice. So Joy and I decided to move most of our behind the scenes production work home, which cleared out the back part of my studio. We cleaned and painted the walls and floor, opened up the back doorway to about 12’ and I found another artist to join me in the space. His name is Onicas Gaddis and he has been a joy to have around. He is also a painter but works in acrylic and does large expressionistic-style pieces. Really cool stuff (you should check his website out at onicasart.com). Having another artist there not only helps us out on rent, it means we can be open seven days a week, but Joy and I still get our two days / week off. Thank you Onicas! So when you next visit, you may well be greeted by a smiling face (smiling behind the mask) of my new studio mate. Make sure you say hi!

TO SUM IT UP

I am really lucky, blessed, fortunate (however you want to look at it). And I cannot help but be hopeful about the future and thankful I’m making it through this period of time (so far, so good anyway). So my business model has changed, and this years sales sure aren’t what they were last year, but thank God (and I do multiple times every day) and thanks to all my amazing clients, I’m making it and actually enjoying parts of this whole experience. Don’t get me wrong…I’m longing for 2021 and I’m longing to be able to travel again! I’m longing to ditch my mask and start hugging people again. But right now, in this weird and sometimes scary lull, I feel quiet inside. I am so thankful.

That’s enough. I have a commission I need to get back to now…

Adaptation: Survival of the Most Flexible

Life is so weird sometimes. Looking back to last year, I can’t help but wonder…Oh, 2019 why did you have to leave? You were awesome to me (and probably lots of other people). And 2021, you’d BETTER be nicer than 2020, that’s all I’ve got to say. 

You know, as weird and difficult as 2020 is for all of us, we do not live in the past or the future. We live right here and now, firmly ensconced in the weirdness of 2020 and tasked with finding meaning and beauty (and making a living) right now. And that means that if I want to make it as an artist into 2021 and beyond, I need to adapt. I need to think outside the box. 

Last year, I would not work on any paintings under $500. I just didn’t have the time. Under $500 was Joy’s “territory”. She does NOT like to work large. Large paintings (to her) are SCARY. I love large paintings. They can totally theme a room. So I worked on larger pieces and Joy worked on smaller pieces and we were happy. And then, we celebrated the New Year and welcomed (blindly) 2020! Oh man. We had no idea January 1, did we??

Recent “mini’s”

They’re diminutive gems!

So, because of the fact that so many people are struggling financially, I have switched gears a bit. These days, I’m regularly cranking out 8” x 10” paintings and I’m finding I’m really, really enjoying them. They’re diminutive gems. They can find a home on practically any wall, and they range from $200 - $300. So for now, and at least for the foreseeable future, I’m not only working large, but working small as well, and having a blast. So look over my website or scan through your best vacation photos. If you find something you’d like for your home or a special gift, just let me know. 

And just to make it clear, this does NOT mean I don’t want to work on larger pieces. I’m currently working on some of the largest commissions I’ve ever done. I’m always working on large pieces. But this year, I’m also adding the “St.Claire mini’s” to my artistic repertoire. They’re cute and they’re fun. You can’t argue with that.