Monday, November 2, 2009

Why Self-Promotion Is Not An Imposition

This past weekend, I spent a lot of time with some artists talking about marketing, especially about the feelings and emotions involved in self-promotion. A few artists expressed concern about overdoing it, which is normal since nobody ever wants to come across as too pushy or arrogant. But one woman even mentioned that she feels like she’s imposing on people when she contacts them to request things like press coverage or gallery representation. While I respect her viewpoint, I encouraged her to look at self-promotion another way: Done right, we’re actually doing editors and gallery directors a service by letting them know we’re available.

Let’s look at things from their point of view:

Newspaper, magazine, and website editors, as well as TV and radio producers, have to find good stories to publish. Finding stories that will engage an audience is hard work. So imagine how happy and appreciative they will be when you send them a proposal about a compelling story – your story – that meets their needs! Your local news media editors will love it when you contact them and say, “I’m a local artist who is doing something really interesting in our community.” Likewise, how-to art magazine editors love it when you contact them and say, “I can write a feature that will teach your readers an exciting new technique I’ve developed.” When you present an editor with a specific, useful idea that will truly be of interest to their audience, you are doing them a favor and saving them a lot of work.

The same is true of gallery directors. They are always looking for new artists whose work they can sell because it will appeal to their existing customer base and attract new customers with similar tastes and interests. So, if you’ve done your homework and think that your work will complement the work already being sold in a specific gallery, you should contact them. A gallery director will be thrilled to meet an artist who is a good fit for the gallery and its customers.

By now, however, you’ve probably deduced that the secret to success is to present the right proposals to the right people. It’s not enough to simply contact every editor and producer with a general request to be featured. You need to see a connection between your story and their audience, and then help the editor or producer see that connection. Similarly, you should not contact every single gallery around, nor should you contact a gallery just because it’s successful and well-known. Be selective and contact only those galleries that are selling work similar to yours in a comparable price range. Then, in your cover letter, explain specifically why your work would be a good fit for that gallery.

In short, you’re not imposing yourself on people when you contact them with professional proposals because they always have the right to say no. Rather, if you’re giving them something they need to accomplish their business goals, you’re doing them a service. Everyone wins.

10 comments:

  1. What a great post, Jennifer! I'm JUST about to reach out to some folks, asking them to help promote/feature my art... I've been tweaking my materials for a little too long (nitpicking and being hypercritical)--and you've helped inspire me to get those out already!! Thanks.

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  2. What a great way to look at it! Promoting myself is one of those things that I do, but am not entirely comfortable doing. I'm hoping that the more I do it, the more comfortable ti will become, but I think this kind of attitude would help in a huge way!

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  3. I've been producing work for sale for less than a year - but am not backward in coming forward - i'm just working on my newest commission - my mantra "find the Warhol within yourself" ... i'm lucky I've done press/pr and political campaigning professionally and on a voluntary basis - the same rules apply though - plug away - take every opportunity (think laterally for those)and while taking heed of what others do - plough your own furrow - don't be defined by what others do - make the news yourself and repeat it until some of the stuff you fling ... sticks. Keep the power ! Steve.

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  4. I like your blog Jennifer. I've been referred twice here by people on twitter. Are you on twitter? I would follow you if you were, then I would never miss your blog post. :)
    Kendra
    www.twitter.com/kendraart

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  5. Jennifer, Just found your blog through Twitter. I like today's posting. Always helpful are ideas of self promotion. A point of view from the gallery owner and to learn how to make a presentation to them in a professional way is also very helpful.

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  6. Might I just add... Do NOT approach a gallery when they are busy. I can't tell you how many artists try to show us their work in the middle of an opening reception!! Blows my mind. Not only will you deliver a horrible first impression to the director/curator, but your portfolio/CD/business card will probably not end up in a good place simply because they are so swamped at that moment.

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  7. One of the few advice pieces that stress the word "complement". This is so important. Also, I would add an artist's work should not be so similar to other artists in the gallery. Finally, Chrisi Nielsen's advice is right on!

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  8. Artists need to change their mindset from thinking that someone is doing them a favor, to the mindset that the artist is making a contribution. After all, isn't that what you are doing? Making a contribution to the world with your art. If you are a fit and a contribution to that gallery or magazine editor at the time that you approach them, it's a win-win for all.

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  9. I have been reading through your blog and just wanted to let you know that I found it very informative.

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  10. Great post and excellent point… I am always struggling with talking about the fact that I am an artist because, I simply hate the follow-up questions. I really only enjoy talking about art with people who are educated about it or genuinely care. I know it’s terrible and I should feel comfortable talking about my work with strangers. After this hurdle, then I can work on self-promotion and maybe even try a site like this .

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