by Maria Brophy
Maria Scrivan, a cartoonist that I’ve had the pleasure of working with, sends a weekly newsletter titled “Cartoon of the Week.” It’s very simple; every week she sends an email that has one photo of a recent cartoon, a short description about it, and a call to action such as “to license my cartoons, contact me.”
Any artist can use a simple email newsletter format – that is, to have each newsletter feature one art piece, write a description of the art, and include a “call to action”. Be sure to have the “call to action” include a link that leads to a sales page on your website or online store.
Fine artist Paula Jones sends a monthly newsletter to her email list. Her newsletters are long and in them she writes in great depth. She uses a consistent format; she features a new piece of art and shares a deep thought that she is pondering.
Find a consistent format that works for you. Keep it simple if you are short on time. Send your newsletter at the same time every week or month and continue to add names to your email list.
POSTCARD MAILERS
About ten years ago, when we sold art directly to retailers, we instituted a postcard campaign. Every 2 months we mailed a postcard to over 500 boutiques. Each postcard had just one image on it; the latest painting by Drew Brophy. The other side of the card had a “call to action” encouraging them to place an order for art prints.
After six months of mailing these postcards, I started to see powerful results. Sales increased significantly. People told me that they were “collecting” the postcards. Many hung them on their walls behind their store counters.
Postcards can be a powerful tool, provided that:
You are consistent. Commit to mailing a postcard every one or two months for at least a year.
Show just ONE piece of art on the front of the postcard (not a hodge-podge of multiple images, as it won’t get the attention it deserves).
Have a “call to action” on the back with all of your contact info.
Mail them in envelopes. Otherwise, they will get beat up by the post office and will not make the best impression when received.
MAIL HANDWRITTEN NOTES
Most of us don’t mail hand-written notes to people anymore. That’s why it’s so memorable when you do it. Here’s a few ideas on when to send notes:
When an art piece sells: Send a handwritten thank you note to every person that buys an art piece from you; mail it one week after delivery.
Weekly: Set up a system where you mail a handwritten note to five of your past clients weekly. Let them know you are thinking of them. You can even send them an article or something that may be of interest to them.
Yearly: Send a handwritten note to your clients during the Holidays. This is an easy thing to remember – make it a yearly practice.
CONNECT IN PERSON
Take your clients to coffee, on a hike, or golfing; whatever fits your personality. These are bonding events that turn clients into friends.
One of our clients is a reggae band called SOWFLO from Florida. One week they were touring California so we invited them to go surfing with us. A bus of seven Rastafarian-looking guys pulled up to our studio. We had an amazing day of surfing, standup paddling and sunshine. It made me love my job even more!
PHONE CALLS
If you called five people every day, you would see a massive increase in art sales. Calling past buyers and newly interested buyers reminds them that you are available and maintains the relationship.
Once I called on a previous client in the advertising world that we hadn’t talked to in two years. He said it was great that I called because he had a project that Drew would be perfect for. He hired Drew for an illustration project on the spot.
When making phone calls, don’t do so with the intention of selling. Instead, call with the genuine intention to ask how they are doing and if there’s anything you can help them with. Be interested in their lives and what’s going on. The purpose of the call is to nourish the relationship. If a sale comes from it, that’s a bonus.
Relationships are like flowers; they must be watered or they will die. Sometimes I get so busy with tending to our business, a household and two kids, there isn’t time for anything else. I can easily forget to nourish my network.
And that’s where systems and habits come into play.
To help stay on track, I have put systems into place for Drew Brophy Art Collectors. My online calendar is filled with reminders to help me remember.
Below is an example of a system we follow when an original piece of art sells to a collector:
The artwork is shipped
After delivery, a personal phone call is made to the collector to make sure it arrived safely
One week later, a hand-written thank you card is mailed
With permission, their email is added to our newsletter list
They are added to our VIP Collectors list, which means they get special offers before anyone else on new artworks
As a VIP, they receive holiday greeting cards and special invites to events
HOW WILL YOU NOURISH YOUR NETWORK?
Put a system in place today. Use the Nourish Your Network Worksheet on the next page.
Take a few minutes to answer the questions right now. The intention is to get you thinking of systems that you can implement today, which will help you to consistently nourish your collectors.
NOURISH MY NETWORK WORKSHEET
Your Network = Your Net Worth! $$$
INSTRUCTIONS: Brainstorm how you will nourish your network of clients.
How will I show appreciation and re-connect with my clients for the next 4 quarters (one year)? (i.e. Postcard mailers, handwritten notes, Holiday cards, phone calls, a lunch, email list).
Quarter 1:
Quarter 2:
Quarter 3:
Quarter 4:
THE TOP FIVE CLIENTS/COLLECTORS WHO MADE PURCHASES FROM ME IN THE PAST:
HOW will I show extra appreciation to my top clients listed above?
WHO will I call TODAY to re-connect with? (Not to sell, but to say “hello”). List at least 5 names:
17
SELF PROMOTION STRATEGIES
Self-Promotion has gotten a bad rap. Many complain, “I don’t wanna go around talking about myself.” But if you look at all of the people who have created success without the backing of a big company or a trust fund left by a wealthy uncle, you’ll find that self-promotion was a necessary piece of the puzzle.
When Drew was in his twenties, he had no one to rely on but himself. Survival meant getting new art commissions, which required self promotion.
He had a habit that drove his surfer buddies crazy; he would carry his art portfolio with him everywhere he went. When they would go to a beach party, Drew would arrive with a six-pack of beer under one arm and his giant, black portfolio book under the other.
Inevitably, amongst the loud music and youthful debauchery, a small crowd of people would gather around Drew as he flipped the pages of his big black book, admiring his art and asking to see more.
Even though Drew’s life as an artist was the envy of his nine-to-fiver friends, they taunted him, calling him “Promo Drew.” Drew would defend himself, saying, “Hey, if I don’t promote myself, who will?”
His self-promotion got results. Most of Drew’s art commissions at that pre-internet age came from meeting people, in person, and telling them about his art. The reality is that no one is going promote your work for you; you have to do it yourself.
There are countless ways to promote your work. You don’t have to do everything all at once, now. It’s best to choose one method to implement at a time. Learn how to do it well, spend time on it, and once you feel you can do it in your sleep, then add another promotional tool, and repeat.
Consistency is key. If you decide that making videos is a good place to start, make a dozen or more. The best thing to do is make a video regularly, for example, once a week, for a year. Over time you’ll gain a viewership, and you’ll eventually see th
e marketing value of it.
You have to be patient, because the value of promotion doesn’t show up right away. It takes time, consistency, and tenacity to see results.
NETWORKING LIVE
Your best results will come from promoting yourself, live, in person. People like people they meet. You become known to them. They are more likely to choose you for that event or exhibit over someone they haven’t met.
The more people you meet, the greater chance you have of making connections that lead you to new collectors. To meet more people, you have to get out and network at live events or meetings. While you’re there, make it a habit to meet as many new people as you can. Set a goal to introduce yourself and talk to a minimum of ten people at each event. When you meet people, introduce yourself as an artist. This is the simplest and most effective form of promotion.
FOR THE INTROVERT
If you feel awkward in social situations I have two terrific tools for you that will be a game changer if you get in the habit of using them. And if you’re an extrovert, these tools will take your game to the next level.
Social Networking Tool #1: Decide who you want to meet
Before attending an event, decide WHO you will meet there. Examples of people you might want to meet would be:
A gallery owner that you’ve been trying to get a meeting with.
An art collector.
Influential art dealer or broker.
Your area’s best interior designer.
An artist that you admire.
Licensing manager of a large company you wish to work with.
Anyone you want to connect with personally.
Write a list of the names of at least three people you wish to meet at the event. If you don’t know names, then write down the types of people. Writing it down using a pen on paper makes it more likely that your subconscious will recognize the opportunity to meet those people and then act on it. Slip this paper in your pocket and take it with you, so you can remind yourself of your intention.
Social Networking Tool #2: Visualize your Connection
This next tool is true magic, and if your mind is open enough to do it, you will get such powerful results that you will wonder why no one else is talking about it!
Before attending any event, take ten minutes to mentally design the interactions you wish to have with people. First, decide who you want to meet (Tool #1).
Next, decide how you want to interact with each person. Close your eyes and take a few minutes to visualize in your mind how you will feel when talking to them. Then visualize how you will make them feel talking to you. Examples of feelings that you may choose could be funny, joyful, inspired, appreciated, peaceful, etc. Place an emphasis on how you will give to them in the conversation; for example, you will give them acceptance, understanding, love, or joy. Make sure it comes from your heart and from a place of selflessness. Visualize yourself enjoying being there and truly connecting with each person that you intend to connect with. This next step is very important: while visualizing, feel the feelings that you want to have while connecting with each person. Do this exercise right before going to the event. It’s highly effective.
Last summer Drew was exhibiting in a group art show. We were told that one very influential Los Angeles art collector would be there. I decided to meet him and connect with him on a personal level. I scoured his social media sites to get to know him a little better. And then, before the event, I took the time to visualize myself talking and laughing with him. It was my intention to make this person feel appreciated, loved and fun while in my presence. Later that night at the exhibit, I walked up to him and introduced myself. I commented on something funny that he had posted on Facebook and then we had a great laugh together. Just as I imagined in my visualization, we connected deeply. Since then, we have talked numerous times and have formed a good relationship.
NETWORKING = RELATIONSHIPS =
BUSINESS GROWTH
Relationships are built over time and require “watering” to stay alive. Imagine promoting your work as if you are planting seeds. Some will blossom right away, some will take longer to grow.
Sprinkle seeds of business everywhere you go. Make sure that every single person you meet knows what you’re passionate about and what you’re selling. Don’t shove it down their throats, but casually drop it into conversation, planting seeds in the minds of people you meet. If someone shows interest and starts asking you questions, then you can tell them more.
It’s not uncommon for someone to call me with a commission a year after I met them. In the art business, timing is everything. If the person you meet isn’t ready for your art now, they may be sometime in the future.
GENERATING CONFIDENCE
IN SOCIAL SITUATIONS
No one is born with confidence. Confidence is generated from inside yourself. You can learn to generate your own inner confidence with practice.
If meeting people is difficult for you, have faith that it will get easier with practice. There are techniques that you can learn to help you feel confident in social situations.
I often feel awkward in social situations. My friends would laugh at that and tell me that I look perfectly comfortable socially. But I disagree. Inside, sometimes I feel out of place. But there is no room for shyness in business. I’ve always known that if I want to get ahead in life, I have to become more outgoing. I’ve been training myself to learn how to talk to people socially for years.
If there is only one thing you do to make yourself a better connector of people, it should be this: make every person you meet feel as though they are important.
The best lesson I ever learned about how to talk to people was from actor Jerry O’Connell in a San Clemente sushi restaurant one night many years ago. I was having dinner with Jerry, Drew, and another actor named Ted Detwiler, who is one of Drew’s childhood friends. Drew and Ted were in a deep conversation about surfing at the other end of the table. Jerry was seated directly across from me. I don’t remember what we talked about, but I’ll never forget how he made me feel. The entire time we talked, he was leaning over the table, looking in my eyes and listening intently to every word I said, with a warmness about him that said “I hear you, I accept you.” He gave me his undivided attention. He made me feel as though I was the most interesting person he’s ever met.
Below are ten techniques that will help you to easily talk to people:
Zero in on one person at a time to talk to. If you see someone standing alone at an event, confidently put your hand out and say “Hi, I’m Maria. What’s your name?” After they answer, then ask an open-ended question such as, “What brings you here tonight?” This is a great conversation opener. And the best part about approaching someone who is alone is that you are doing them a great favor. They probably were wishing they had someone to talk to.
Look them in the eye. Be laser-focused on their face and their words, as if they are the only person in the room. Repeat their name back to them, “Hi Blake, so good to meet you.” Remember their name. Honor the person that they are. Don’t look around at others in the room. Don’t look at your watch or phone. Be respectful of their brief time with you. Give warmth. Give a hug if it’s appropriate. Some of the best business meetings I’ve ever had ended with a hug.
Know that all people are the same. Janitors, presidents, and everyone in between. We all have the desire to be loved and noticed. We love our families. We love our pets. We love to eat. There are more similarities between people than there are differences. Once you believe this, it’s easier to connect with others.
Focus on the other person, not yourself. One of the reasons we feel insecure or uncomfortable is because we are too busy thinking about how we look to others. If you focus on the person you are talking to, you can’t focus on yourself. This is what saves you.
Ask open-ended questions, such as “where are you from”, “what do you like about this event”, or “what brought you here”. And then listen. Care about the person and w
hat they have to say.
Look for hooks that you can connect with. If they say “I came tonight because Julie told me I’d like it” and you know Julie, say “Oh, Julie and I have been friends since college. How did you two meet?”
Look for things you love about the person as they speak to you. Yes, even with strangers. This is powerfully effective! Feel love when you are admiring them as they talk. Give genuine compliments. When we focus on what we love about someone, we put out friendly, loving vibrations. People feel your vibrations and react to it like a mirror. They give you love back and they don’t even realize it. This is one technique that I’ve used again and again, especially in business meetings where I’m nervous. It helps me to remove my nervousness and focus on the wonderful aspects of the person I’m with.
Never judge someone by the way they look. Be kind to everyone. Sometimes the most important person in the room is the most subtle and the least important is the best dressed. One day a bare-footed, disheveled looking man walked into our studio. He looked more like a beggar than a buyer. He asked me to show him Drew’s paintings, so I begrudgingly showed him around, annoyed that he was taking me away from my work. Then he surprised me by purchasing two paintings, totaling $8,000, which he paid for right then and there. I learned not to judge people after that.
Dress your best, whatever that means to you. Our clothing and hair and makeup can either make us feel confident or insecure. Wear what makes you feel confident.
Have fun. When you’re smiling and laughing and not taking life too seriously, you feel more confident and are attractive to others.
Find a way to get yourself in a fun, joyous mood before you go to any event. Listen to loud music, pet your dog, chant your oms or laugh a lot in the car on the ride there.
SELF PROMOTION STRATEGIES
