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| Have you ever stood in an art gallery and said to yourself: "My work is better than the art in this gallery. Why are these artists selling in galleries and I'm not?" I have spent the last several years helping artists answer this question. I have discovered it is the little things that can make all the difference in an artist's career. Before I share some of these little things that add up to make a big difference, let me introduce myself. My name is Jason Horejs, I own Xanadu Gallery in Scottsdale, Arizona. I have owned the gallery for over eight years, and have been in the gallery business for 17 years. You may have read my emails over the last several weeks. I am preparing to give an intensive workshop in your area to help artists, like you, become focused, organized and successful. If you are hoping to attend, I encourage you to sign up today before the class fills. Can little things make a difference in your career? I invite you to ponder the suggestions below, all ideas I will expand upon in my upcoming workshop. These little ideas, put into practice with your marketing plan will help you present your work more professionally. They will help you get into galleries and sell more of your art. Quality Check. I have known and worked with hundreds of artists over the years. The most successful artists are devoted to high quality. They have the ability to step back from their work and look at it through their buyer's eyes. Art collectors are picky. They demand attention to detail. Their homes are immaculate. You must create work that will fit seamlessly into their homes. Your medium doesn't matter - sculpture, jewelry, paintings, photography or fiber art - the presentation must be flawless. Think of each work you create as a masterpiece. Treat it as such. One small thing to improve the quality of your work: Invite someone you trust to evaluate the quality of your art. You should invite an artist you admire, or a designer, or a gallery owner over to the studio for coffee. Present 5-6 pieces. Ask the question "what are three things I could do to improve the quality of my presentation." An objective observer will see your art in a way you never could. Repeat this process every 1-2 years and make a commitment to constantly improve your quality. Read a Book. Collectors and dealers love to talk history. As you begin to show in galleries and interact with collectors at shows you will find they love to talk about past masters. Your relationships with collectors and dealers will deepen if you can converse fluently about art history. I suggest you strive to understand the major art movements from the impressionists through the present day. This understanding will also enrich your work as you are inspired by the great artist's lives and works. One little thing to work on: Visit your local book store or Amazon.com and order a biography of one of your favorite artists. Commit to read 2 artist biographies per year. Don't limit your reading only to artists you like. I wasn't a fan of Willem deKooning's work until I read about his life. He is now one of my favorite artists. Analyze your Competition. You don't have to reinvent the wheel when it comes to marketing your work. With a little work, you will find hundreds of artists whose work is comparable to yours. Learn from them. Do what they do. One little thing to work on: Every week, devote one hour to researching your competition online. Type keywords describing your work into a search engine and you will quickly encounter your competitors. Develop a list of 10 artists you feel are closest to you in style, genre, subject, and/or experience. Analyze them. Ask: Where is the artist from? What is his/her background? What is his/her education? What does the artist's resume look like? What about his/her bio and artist's statement? What galleries is he/she showing in? How does he/she advertise his/her work? How is his/her work priced? How is he/she presenting his/her work? The insight you will gain through this weekly exercise will prove invaluable to you as you develop your marketing plans. By understanding your competition you can better tailor your work to the market. You can price your work competitively. You can better understand the types of galleries you should approach. Use an Inventory Number. As you begin to experience success, organizing your inventory becomes critical. Using an inventory number is an easy way to start to control your inventory. As you move artwork from the studio to your galleries, and from gallery to gallery and inventory number will make it easy to track your work. Titles can get mixed up, but inventory numbers are almost infallible. If you don't already have an inventory numbering system, start with a high number (3000, for example). Nothing says "new artist" like a low inventory number. Send a Thank-you note. As you begin to work with collectors and galleries, your goal is not to sell art. Your end-goal is to create relationships. Relationships will lead to a lifetime of sales. You will be amazed what one simple thing like a hand-written thank-you note can do for your relationships. In this age of digital communication and voicemail interaction, a hand-written thank you note stands out. When a gallery sends you a commission check you should immediately sit down and write a thank-you note. Keep the note simple: Dear Tim, Thank you for your check for the sale of "Evening Tide". I appreciate everything you and your staff do to promote my work. Please let me know of any way I may be of service. Best regards, Jane
Registration is $59. I expect the workshop to fill in the next several weeks. Please email me directly, jason@xanadugallery.com, or call me toll-free at the gallery at 866.483.1306 if you have any questions about how the workshop would apply to your work. Sincerely,  J. Jason Horejs Owner Xanadu Gallery 7039. E. Main St. #101 Scottsdale, AZ 85251 jason@xanadugallery.com P.S. I don't get to your area often, and I don't plan to return for at least another year. P.P.S. If you are unsatisfied with the workshop for any reason, I will refund your full registration with no questions asked. For less than the cost of a meal out you can re-energize your art career. Testimonial from past attendees. Thank you for all the information you provided at the workshop. I have been to a few art marketing workshops and they have all been helpful, but I have never been to one where a gallery owner is giving you the "inside" information. I have already started using the information you gave and applying it to my own work. I am currently making some changes so that it's not only better for me, but for the gallery and consumer as well. Erica Moen-Eberspacher You put a face on gallery owners and made the process less intimidating. Workshop was well developed and presented. You stuck to the curriculum and did not deviate too much. Thanks. Jon Dixon "I just came back from doing a one day invitational art show in Baja Mexico. It was a great success with 4 large pieces sold. The best part is 2 of the pieces were purchased by a gallery buyer from Lake Tahoe (Truckee) for a gallery there . . . She also picked out several more large pieces, which she said she will purchase when she returns to Lake Tahoe, and wanted to see more of my work . . . Anyway, just thought I'd let you know. Never would have made these moves, or understood them without your seminar. " | ||||||||
xanadu gallery | 7039 E. Main St. #101 | Scottsdale, AZ 85251 | ||||||||
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20.7.11
Little Things Can Make a Big Difference in Your Art Career
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