The Hardest Part Of Marketing Art

Posted on May 25, 2007 by Eric Hebert
Filed Under Life |

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So I just got off the phone with a buddy of mine who I’ve known for quite some time. He’s an artist, and in many different ways. For years we’ve talked about working together, and last November, we really sat down and talked about getting some of his stuff online.

After a few months, the project came together as a clothing company. I began doing research on the target audience, pouring over magazines and websites for potential partners (I have hundreds), began developing a website, and we began to discuss the ins and outs of a possible business plan.

As with working with any artist, things moved at a turtles pace. Minds began to change. We couldn’t agree on one thing or another.

Finally, almost a year after it’s initial inception, I began blogging hardcore and really started to see and understand how the web was changing, and encouraged him to do so.

This is by far one of the most difficult parts in any marketing plan - getting the artist to reach into his mind and share that with the world.

Blogging started, took off, then stopped. He just didn’t get it. And he sure as hell didn’t get what it was I was doing. SEO, social media, none of it (even after explaining it a million times).

No, this guy didn’t dig how I was going about marketing his work. He didn’t like the site. It was too plain. He wanted lots of flashy graphics and stuff.

Let me tell you kids something now: if you want a flashy website with a few pages to sell you work, then go right ahead. Build it.

Now if you have mad loot to spend, and can afford to buy print ads and use traditional media outlets and word-of-mouth to get your name out there, then by all means, build your silly flash site. I hope it looks great.

But if you’re broke and need to use the web to get your shit off the ground, you better be ready to build content of your site. Build Build Build content; give us all something interesting to read or look at.

Remember this - good content = buzz & links, which = search engine rankings & traffic, which = buzz and sales/conversions!

The web is about SHARING. You share with me and I’ll share with others.

You build a flashy site that looks nice and has neat pictures, but why should I care about it? What makes it interesting?

In the past, artists usually died broke and unhappy. They only became famous after their deaths. Want to know why?

Because no one ever saw their work, or knew anything about them. It wasn’t until after their deaths that friends and relatives began sharing and discussing their work that their work became popular.

The same hold true with the net. The more you put out their and the more you share, the more people will share that with others.

Get it?

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