art marketing

9 freebies artists can offer to build an email list

Artists frequently make the mistake of failing to capture email addresses at their websites because they can’t think of anything to offer in return.

That’s why I was gratified that on today’s preview call for the smARTist Telesummit 2010, the annual virtual extravaganza on how artists can market their work, artist Melanie Banayat asked:

“What’s the best way to use your website to build a mailing list? Internet marketers use lead capture pages to build theirs and offer something of value in exchange for someone’s email address. What can an artist offer?”

Host Ariane Goodwin directed the question to me. Here’s my list of nine freebies:

A video. Demonstrate how to do something. An oil painter can show how to blend colors. A needlepoint artist can show how to do a complicated stitch. A woodworker can show the best way to polish a piece of furniture.
Special previews. Offer “sneak peek” previews of your artwork and other projects only to those on your email list.
A coupon. Offer a coupon good for X dollars off a purchase. The bricks-and-mortar stores do this all the time. A good shopping cart will let you create a coupon. Here’s a free ebook on how to buy a shopping cart. (I’m an affiliate.)
An article. Think of the Number One question people ask about your artwork. Write an article on that topic.
A buyer’s kit. Let’s say you sell beautiful handmade jewelry. What’s the best way to store it so it doesn’t get damaged?
A flow chart. Show the steps you follow to create something.
Quotations and jokes. If you paint horses, how about offering the top 20 quotes about horses? Or the 10 best horse jokes? You can find them free all over the Internet.
A trouble-shooting guide. If you sell beautiful clothing made of rich fibers, explain how to remove stains from the material. What can the buyer do if the material snags? What are some tricks on how to cover up a spot that can’t be removed?
A cleaning guide. How do you clean various types of artwork or things like delicate figurines, origami, or beaded jewelry?

I offer a free cheat sheet on “89 Reasons to Send a Press Release” which you’ll get when you type your email address in the box on the right side of this screen. I listed many more ideas in my special report that lists 55 free things you can offer to generate publicity or capture people’s email addresses.

Once you start building a list, keep in touch with your readers by reguarly sending free tips and updates about your businesses. And don’t forget to let the media know about the freebie you’re offering. That’s one of many ways that artists can generate publicity.

If you’re an artist, or you’re in any other type of business, what kinds of freebies do you offer in exchange for email addresses? Let’s hear about yours.

Artists, new book shows how to meet your PR goals

powerupwithPR Lots of books on PR dole out advice on how to generate publicity, but few encourage the reader to take the next step needed to reach a particular goal.

Power Up with PR—A publicity guide for artists by Jackie Abramian does just that. The 105-page softcover book (ArtNetworkPress, $14.95) is packed with information on how artists can claim their share of publicity in traditional media.

Except for a short section on blogging, you won’t find anything on how to promote yourself in social media. If you’re after publicity in newspapers, magazines, and on TV and radio, however, this book shows you how to get it.

On Pages 92 and 93, the author gives examples of four main PR goals, and the four steps necessary to reach each one of them.

Goal #1: Exhibit in local galleries

1: Research local galleries, including studying their websites and visiting their galleries.

2: Include local galleries on your mailing list.

3: Contact local galleries to enquire about an exhibit.

4: Hold an Open Studio to introduce galleries to your work.

Goal #2: Get a media review of your exhibit.

1. Write a catchy press release.

2. Decide on a great visual.

3. Send to media and follow up.

4. Ask an art editor to review your exhibit.

Goal #3: Publish one of your artworks in a local newspaper or magazine, with a caption that includes title, medium and price.

1. Find local publications with art features.

2. Submit your best visuals with captions.

3. Follow up with the editor to pitch your art.

4. Ask if they would use your artwork for the cover. (This is gutsy, but it might work! You never know when plans for another cover photo have fallen apart.)

Goal #4: Reach national media

1. Research appropriate out-of-state galleries to contact.

2. Submit artwork for review to 10 such galleries.

3. Let local and distant media know about your shows.

4. Use the one show you receive to get more shows.

The author then gives artists a “fill in the blanks” page where they can list their annual PR goals and steps needed to meet them.

The book also features stories about other artists’ media successes, charts to help track of media contacts, examples of press releases that will help you write your own, information on how to compile a targeted media list, and more than 300 national media contacts.

Jackie and her husband own Haley Farm Art Gallery in Kittery, Me. As a PR and marketing consultant, she conducts seminars for artists and entrepreneurs. She has created successful media strategies for national and global organizations, as well as for individual artists.

In the resources section, Abramian mentioned my free email course on how to write press releases, as well as my free publicity newsletter, The Publicity Hound’s Tips of the Week. (Also see How Artists Can Sell More Artwork through Online and Offline Publicity.)