Like many artists, Mateusz Cortellesi he had a problem: he was great at making art, but terrible at selling it.
He then made three basic changes to his company and sales increased. “I’ve had so many orders,” Cortellesi said recently.
What has modified? It’s a easy formula that any artist can follow: First, create a headquarters. Then pack up your work. And finally, building relationships.
In this text, you’ll see how each a part of Cortellesi’s business works and how it might probably impact you.
Meet the coach who helped Cortellesi
Entrepreneur got here up with an idea: What if we picked one talented artist who was struggling to make a living from his art and paired him with a coach who specialized in turning artists into entrepreneurs?
Cortellesi matches into this case: he is a photographer based in New York who has been doing this for 30 years and takes unique photos of the urban environment (as shown a little further down in this text). When we connected, he was energetic Instagram account but there is almost no sales strategy. People would DM him asking about buying prints, and he would sell about 40 a yr for $375 each.
Entrepreneur connected him with Carolyn Edlund, the founder Artistic shark. She teaches online courses and works directly with artists to help them make a living from their art.
Cortellesi and Edlund met for two coaching sessions. You can hear their entire conversation below Entrepreneur Problem Solves podcast, or by clicking here or by listening in the player below.
Below, we’ll discuss the three major lessons Edlund taught Cortellesi and how it might probably help your art industry, too.
Rule 1: Create a headquarters
Cortellesi had about 10,000 followers on Instagram, which Edlund said was great, but there was also a problem:
“Instagram’s algorithm keeps your work from being visible to the fans who follow you,” Cortellesi said.
Many artists use Instagram or other social media platforms because it’s a wonderful means to showcase their work. Edlund agrees this will be beneficial, but artists also needs to keep in mind that they do not own their social media audiences. They have no way to directly contact all of their followers, and each post they publish will only be visible to a fraction of users.
That’s why, according to Edlund, every artist needs a “headquarters” – an online hub to which he directs all his visitors. Cortellesi had a website, but it was barely functional.
“Your website is your headquarters,” she told him, “and I will encourage you to really build it as a place you want people to come.”
She then asked him, “How many newsletter subscribers do you have?”
“I have no idea,” he replied.
It was time to prioritize the newsletter, she said. Newsletters are the most direct way to reach consumers because, unlike Instagram, there is no algorithm standing between you and your subscribers.
Edlund really useful a funnel: Cortellesi should use his Instagram feed to attract newsletter subscribers, and then use the newsletter to continually drive people to a revamped version of his website.
What might be on this page? This is the second lesson.
Photo credit: Photo: Matthew Cortellesi
Rule #2: Package your work
Cortellesi is a prolific photographer. He is at all times shooting recent material and then posting it on his Instagram.
Edlund says this had a great influence on his creative process, but this prolificity also reflected in his sales pitch. When people asked about purchasing his photos on Instagram, they saw a wide selection of offers: too many photos and too many ways to print them.
“If you have 495 photos and they’re all printed on 13 different substrates, with 12 different finishes and 15 different frames, people will get analysis paralysis and they’ll just freeze and leave,” she told him.
Instead, Edlund really useful narrowing down the offering. Instagram could also be a showcase where he posts all the things, but his website should provide simpler and limited shopping options.
“Pick what you think is best to offer and then offer it in maybe three sizes,” he says. “So they have maybe nine choices.”
When an artist does this, they make the client’s life easier. It’s like the artist saying, “Here’s the best work to choose from.”
Cortellesi said that is a challenge – how do you narrow down the years of service? Then he realized that Instagram may very well be his friend: by checking which photos got the most likes and comments, he knew which images would sell the most.
Rule No. 3: Build relationships
Why do people buy art?
“People don’t just buy art,” Edlund said. “They are buying the story and the artist.”
Artists often forget about this, he says. They are so focused on their art that they forget about selling yourself too. She encouraged Cortellesi to share the stories behind his photos, as well as to be open about his own history as an artist.
Then, he says, find every possible way to share those insights and build personal relationships with your audience.
She suggested several ways to do this:
Live Events: He could exhibit his work in galleries, art festivals, or anywhere else where there are people. “When someone sees your work in person, they will remember that experience,” he says.
Special Offers: Artists should offer ways to support and fund their work, such as GoFundMe. Then, Edlund says, the artist can build relationships with their followers through ongoing offers and giveaways. “Why don’t you give them 25% off,” she said, and include a handwritten note thanking them for their support.
Online messaging: Personal interactions matter, each online and in person, and sometimes a easy DM can turn a viewer into a customer. For example, he says Cortellesi should DM individuals who leave comments on his posts and say, “Hey, I just launched a recent website and I have a special offer for you. I might love for you to see my work. ” When you directly offer people a special offer, you can convert casual followers into paying customers.
What Cortellesi did the next one
After talking to Edlund, Cortellesi spent months building a recent website. As Edlund really useful, a limited variety of his photographs have been made available — and he explains the story behind them every photo.
He also created a logo and then printed cards containing the logo and website address. He will start going to restaurants, cafes and all places where art is exhibited, talking to the owners and asking about the possibility of hanging his photos along the way.
In short, he said, he feels emboldened — because he finally realizes his art won’t sell itself. He he should be the one to sell it.
“You’re ready,” Edlund told him, (*3*)
It’s really easy: artists thrive when they think like entrepreneurs. And selling is an art in itself.