That's Life: Art Marketing
Don't be confused by the title, we're not talking about the art of marketing. We're talking about the marketing of art.
Have you ever noticed that highly paid artists are often no more talented than those struggling at the edges of the spotlight? If you said, "No, I've never noticed that," you are an art connoisseur. But, if your heart leapt in your chest and a voice within you shouted "Yes!" then you, my friend, are a frustrated artist.
The good news is that there is an answer. The bad news is that it's going to hurt.
Q:Why do some artists make a wonderful living from their art, while others – equally talented – spend their whole lives waiting to be discovered?
A: Those fortunate enough to be skilled in a visual language rarely have the word-skills to market what they have made. They expect their art to speak for itself. Ask them. They will tell you that they don't want to diminish their art by having to explain it. Sadly, the only people who can fully appreciate their art without the help of words are usually other artists. The visual artists who succeed are the ones who have an agent, a gallery owner or an art critic as a surrogate voice.
Sound familiar? Replace the word artist with dental technician and you can see where this is going. But it doesn't have to be that way. You can learn, if you're willing, how to speak for yourself.
What moves a person that critical inch from, "I like your work." to "I'll take it." ?
Are too many people liking your work and too few of them taking it?
Before you say, "Sorry, but you just don't understand the boutique laboratory business," I'll let you in on a secret:
Twenty five years ago, this laboratory was two people. My partner and myself, and we were doing cases for just two dentists and every single crown was stained chairside. We put our heart and soul into every unit and had an emotional connection to every patient. So go back and read again what I told you. I've been there. Done that. Got the T-shirt. Paid the taxes. Art is created when inspiration germinates, grows and finds an outlet. And like every other infant, it sometimes needs its mother or its father to speak on its behalf. If you are finding that times are a little lean and you could use a few more accounts, find a way to put a frame around your artwork. Explain to the dentists why your work is better than the competition, and why they need to think about changing laboratories. Write an article for JDT, or put together a newsletter. Your work will not speak for itself. It needs your voice. That’s all that separates the well known and highly paid technicians and laboratory owners from the struggling boutique laboratory.
I know this was painful for all you artists to hear. But I did it only because I care about your success. Now, for the sake of your art, go say what needs to be said.