Thursday, August 22, 2013

How To Get Buyers To Crave Your Art


Do your customers crave your art like they crave a piece of cake?  Do they just have to have some of what you got?

Artists who have people craving their art have figured out an important part of selling.

These artists have figured out the psychology of selling. 

 Maybe not all of the psychology, but they have mastered one layer of psychology.

There are many layers to the psychology of selling.

The one I'd like to help you with today is the scarcity factor.

It's called scarcity buying because there are few items available and if you don't buy now it will be gone.

I'm talking...

Going, going, gone!  

Sold, to the lovely lady in the blue dress?

But how can you create this kind of austerity?

  • Don't flood the market with your art. 

  • Provide limited editions and rare collections.

Let's look at these 2  Factors more closely:

1. Don't flood the market with your art.

The internet has created an avalanche of artists hocking their wares online.

The internet has been great for artists.  Until recently.  I believe now the internet is hurting artists.

It hurts artists because the market has become saturated.  There is such overload of art online, that now you get lost among the mountain heap of artists.

How can you ever stand out in this crowded market online?  It's hard but not impossible.

Online marketing is a huge subject, so huge that I'll tackle that subject on another day.

What I would like you to think about doing is the opposite of what everyone else is doing.

Do the opposite so that you stand out.

That is, don't flood the market with your work.

You can still sell online, but with restrictions.

You will need to set a restriction to how much art you put out.  

Also a time limit to the amount of time it stays out there.

When you set a time limit, and dribble out a painting here and there, people will start forming a line around your website. 

They will anxiously await, ready to pounce upon the next available painting.

They will wait with excited anticipation because you will create for yourself  a unique business.  

A business that puts out only quality paintings, in short supply.

It sounds counter-intuitive.  But it works.

It's the old supply and demand way of marketing.

When the supply starts to dwindle, people become hyper anxious to get their hands on some.

A word of caution though, in order for it to work you must consistently supply unique and quality work.

If the work gets sloppy, cheap, or unoriginal it will lose it's magic.

Another caution is if people sense it's false scarcity.

If you say it's one of a kind and then you keep pumping out the exact model of the last painting over and over again, then it's no longer rare.

If you say that this collection will only be out this fall and won't come out again until next fall, then you must stick to your word.

You must always do what you say you are going to do and stick to it.  If you go back on your word than the customer will never believe you again.

Don't think this method will work?  

Take a look at QVC.  They use scarcity all of the time.  They do it really, really well too.  That's why they are so popular.

QVC puts a timer on their goods.  You have to buy in the time the product is being marketed.  Usually you have 30 minutes to buy.

Then they take it away.  

The also tell you, that the item won't be sold again until next season or that they don't know when it will return.

You are taking your chances if you don't buy now.

Or they are giving a special offer only given in that time slot.  If you wait the price will go up.

2.  Sell limited Editions and Rare Collections.

You can do this with any art or craft.  Just make a series of paintings or crafts in one particular style, and don't make anymore.

Make it extra special by giving an extra special name to the series.

You can also make it special by putting something extra special on the work to define it.

I've used gold leaf  on a series of paintings.  I specially framed these paintings in antique ornate frames.  

 I called this collection my "gilded collection" and I've never made anymore.  All were sold.  If ever I get famous, those paintings would be rare because they are "one of a kind".

Even if I don't get famous, those paintings are special.  My best collectors own them.  They feel like they have something very unique.  

And they do have a unique painting.  These paintings are unique because the other paintings they've collected from me don't have that extra touch of gold on them.

You don't have to be famous for your clients to feel that they have a priced possession.

EBay uses the scarcity method as well.

 Ebay is so popular not only because you can get good prices on items, you can find rare products on EBay and the products are on auction.

It's the combination of limited items, up for grab, in only a certain time slot. 

The same Ebay auction strategy can be used in your individual online business.

Create anticipation.

Make them wait for your next painting.

 tell yah one thing, your art will be hard to keep around!

What if a painting doesn't sell?

Take it off the market, and save it for another day.

Don't leave it hanging around where people can say "Oh, that old thing".

You will never be able to sell it if it is left lying around.  

It will become Taleggio (A stinking Italian cheese!)  

Instead, take that piece and refine it if necessary.  If it is still a great painting put it in the pile of rare paintings to get sold at a later date.

You can use that painting in a series of paintings of the same style, or subject matter and create another rare collection.

Try out a bit of scarcity selling and see your business grow.

Scarcity selling will transform mediocre sales and bored customers into frenzied, lusting clients, who just can't seem to get enough of your art.

If you're looking for more great ideas for selling your work...

Sign up box at the top menu bar.  You can get my August Newsletter today!

Ciao Bella!


Sunday, August 18, 2013

7 Reasons To Raise Your Prices


Every business owner struggles over what they should charge for their products and service.  I believe the hand-made market and the art market faces an even harder uphill battle when trying to figure out pricing.

We think deeply about what we should charge for our art or craft.  Should we go for the higher price and have a longer wait to get sales?  Or should we go lower and sell more and feel safe that "Well, at least I'm making some money."

Pricing is important.  So important that it will make or break your business.  

Here is what I know....

Higher prices simply work better.


7 Reasons Why Higher Prices Will Work Better For Your Art Business:

1.  Higher prices increase value in the mind of the customer.

When you charge more, people pay attention.  It becomes clear in their mind that this product is something that is worthy and should be revered.  

This is how I feel about my Ipad.  In the past, after awhile my laptop would get slow, not function so well and soon I wouldn't treat it very well either. 

I put the laptop on top of anything, took it everywhere, let it get scratched, dirty, got paint on it.  

Then I got the Ipad. 

My Ipad cost triple of what I paid for any laptop.  My Ipad has it's own case, is kept unscratched, no food, paint or sticky fingers to ever come in contact with it.

Because I paid more it gets treated with respect.  

This is because we fear wasting money.  We don't want to ruin something that is valuable.  

How do you wish your clients to perceive and treat your artwork?

Would you like your painting hung on the living room wall as the focus of the living room and the focal piece of the house?  Or would you rather it showcased in the guest bedroom, downstairs?

You sell hand-made quilts?  Would you like that your lovely quilt with the exquisite vintage fabric, lovingly hand sew together to be used as the "blankey" by the kids? 

Get thrown on the floor and have their juice box spilled all over it? 

I'd rather have an expensive art quilt draped over the main sofa and only used by the rightful owner with delicate kid gloves on.

Raising your prices will immediately create instant customer focus on your products.  

Your client wouldn't even dream of throwing that $1500 dollar art quilt over those sticky fingered, juiced up little muggles.

2.  Expensive creates a mood of expert and elite status surrounding your products.

When you sell expensive products, people assume you are an expert.  You become well known as the one to go to for elite and awesome paintings or handcrafted items.  

The other side is true as well, if you have awesome paintings and handcrafted items at cheap will never get the notoriety that you deserve.

When you have prestige about you that says "I sell superior, quality products" selling becomes incredibly easy.

3.  High end price tags will motivate you.

If your unconscious mind knows that all it takes is one sale to pay the rent this month, you will get motivated!

Think of the stores that sell high end products, and compare them to stores that sell low end.  How do salespeople behave in high end boutiques as compared to a salesperson at Macy's? 

The salesperson at a high end dress shop will dress to the nines. They act as if they personally own every dress in that shop. They're classy, refined.  

If you are the person buying a $2,000 dollar dress they are going to treat you very well, be very attentive to your needs, help you in the dressing room and be happy to get you another size, dress or color.

The salesperson in the high end shop will be personable and help you find the perfect dress that suits you.

Don't you believe that you would be just as motivated and  even be more excited to sell a large ticket item than if you were to sell something for $20 bucks?  

How might you talk about something that costs $1200 dollars compared to something for $12?

4.  Do less work, make more money.

You may worry that customers will be furious if you double your rates.  Most likely they will be.  However, even if half of them vow to walk away, most times clients will realize that they were getting your products too cheap to begin with. 

Clients who really like and admire your products will realize that they were lucky to have gotten one of your products at the meager price they got it at.

The ones that do walk away?  Well, really they weren't your clients anyway.  Those customers were never going to pay more than $20 bucks on anything you sold.  They weren't going to keep you in caviar and champagne, that's for sure!

Cut your workload in half.  Wouldn't it be nice to be able to take more time on the products you are working on right now?  Maybe even be able to take time to create even better quality products?

5.  Higher prices attract wealthier clientele.

Wealthier people pay for good customer service, style and speed.  Why create a hand-made or art business that caters to bargain hunters?  Bargain hunters have Target for their paintings or trendy items. Bargain hunters are not loyal customers!  No loyalty at all.  They will ditch you for the cheaper competitor price as fast as their fingers can type the word Ebay.

Increase your prices and you'll attract people with money who will value your work.  I know this sounds kind of elitist, it is, but those without money will still buy your work, they will save up for it. 

If you would like to give your work away at cheaper prices for people who can't afford it that's up to you.  That's another story all together.  You are doing something to benefit those less fortunate.  That's wonderful, but this is not what I'm discussing here today. 

I'm talking sales and making money to support yourself and to keep creating hand-crafted work. I'm assuming that your goal is to make more money.

6.  High ticket items means you will be motivated to out perform yourself.

You'll pay attention to more detail, think about the little extras that stand for quality service.  Presentation of your products, packaging will become more important.  You'll even find yourself working faster.  Your productivity will improve.  Because if it doesn't you will miss out on the big ticket sale.

You will become more anxious that your products aren't "worth it".  This fear is actually a good one for your business.  It causes you to become more innovative, more awesome.  It's the key to success.  This driving fear will improve your products.

Clients will notice the little extras that you provide.  It will make the experience of buying your products more enjoyable.  The more your clients enjoy your products the more they will recommend you and increase your sales.  

Soon word on the street will be that you are the newest, trendiest, most sought after person in your market.  You'll find yourself attracting the perfect clients for your business. 

Your new prices will seem reasonable to you now.  Those old measly little prices?  Well, they'll be unheard of in even in your own mind.

7.  Raising prices causes increased customer satisfaction.

This is a wonderful "side effect" of raising your prices.  Higher prices demand more commitment from your clients.  Not only will they care for the products better, they will be sure to show up at your events, workshops, open studios more frequently and on time.

They will find out where and when you are showing and they will make plans to go to them.  They will stick to their plans and rarely will you have cancellations.  They become fans and will do almost anything to be where you are.

Complaining?  It just decreases.  Clients are happier with the product and they respect you and your work.  When clients decide to pay a high price for a luxury item they have committed to their decision.  They've worked it out in their minds that they are paying more because your products are worth it. 

Feeling good about their purchase, clients are less likely to return or complain about any product. 

In fact, I find just the opposite situation occurs.  Clients rave about your work.  I get call backs saying "I enjoy the painting you made so much!" or "Thank you so much, I really appreciate the work you've done."  

The bottom line is this:

Creating awesome products will require that you have prices to match.  Psychology has proven that low price in the customer mind, means cheap or low quality.  Low price also means low focus and attention from customers.

Raising prices escalates sales as well as your confidence. Give your prices a boost and watch how your mind finally relaxes and gives you permission to succeed.  

Expand and grow your art or hand-made business today.  Increase your prices and watch success happen.



Friday, August 9, 2013

Learn to Write Like a Effing Copywriter If You Want To Sell Arts and Crafts Online

Buongiorno Bella!

Why is it that so many artsy people don't want to write....ugh a BLOG?! 


Is it because we feel as artists, we do enough creating?  "I  just wanna make why don't you freakin people want to buy any of my stuff???"

I'll tell ya why, you artsy curmudgeon you....


A blog is one of the best ways to sell your art online.  Not through Facebook, or Twitter or even those art commerce sites such as Art America.

People like to know you and guess what?.....Blogs connect people to you.

People like to buy things from people that they know.

You may think "But, my writing sucks!  That's just one more thing I have to do!"

Yes, but dolceze, it will be so worth it.  And you don't even have to do it all that often either.  Decide on once a week or once a month.

Getting back to the "My writing sucks" part of the issue...
After reading this article your writing won't suck!

You will immediately be able to apply what you've learned here to your blogging, emails , Facebook and Twitter posts...Today!

Where do we begin?

1.  Start with a headline.  A good one, a bad one, a mutha effing one, doesn't matter, just make it attention grabbing or useful.

The headline is what triggers the synapses our brain to hit "click".  Grab attention and imply that there will be free cookies given out! (I mean that in jest of course).  The cookie is the bait.  You have something your audience wants or needs.

2.  Tell them what they're gonna get in the first line.  But, not so fast...they must read further in order to get their cookie! What you are doing is making a promise- A promise that you will fulfill what your headline says it will.

3.  The third line explains why the promise will benefit them.  People read to gain something for themselves.   They're not reading your post because "Awe, poor Naomi needs someone to pay attention to her!" Sorry, but the reader doesn't give a hoot about you, it's what's in it for them.

Sounds mean, they may like you, hopefully they do but they are reading to receive their cookie.

Here's what the treats look like:

  • Entertainment.
  • Useful for the reader.  Something that the want or need. 
  • Emotionally Stirring.  Bring them to tears, laughter, feel good about themselves, relieve stress.

***Always remember to write about things that will help, delight or stir emotion in your reader.  

***The reader keeps reading  because they want their damned cookie (benefit) that you promised them!

***Make a promise ,explain it then fulfill the promise in the next line or section.

How do you keep their attention?

By promising the cookie and then giving it to them. Line after line.  Section after section.  In the same order:  Promise benefits/ fulfill the promise.  Use this method for each section of your writing.

Hey writing is simple!


Make it compelling, interesting, disagreeable, or informative.  Writing the headline keeps you on topic.

Answer what the headline promises.  If you don't... people will get a royal rhinoceros bug up their ass and click away!

Types of attention grabbing headlines:
The funny or bizarre  Headline:

  • 5 Steps To Make Voodoo dolls.
  • 10 Great Tips For Removing Paint From Your Hair.
  • How To Sew Like a Gangsta!

The straight to the point Headline:

  • How to paint with encaustics.
  • Learn the art of crochet roses.
  • Tips for organizing your art supplies.

Writers style:

You've got to have some pizzazz in your writing.  Add your personality.

  • Keep in mind who your audience is.  If they're fun and funny, write funny things that happen as you make your crafts.
  • If they're rebellious, artsy, edgy people; be belligerent.  A few expletives won't bother these mutha effers!

Storytelling 101:

A great start to a blog post is to lead with a story.  Only if there is a point to the story.  The point is that it relates somehow to your post.


There's not much to do here at night on Fire Island, where I'm staying  for the summer.  Me and my husband love the seclusion, however, we tend to get on each others nerves if we don't entertain ourselves.

We've got a mean game of pinochle going on. I've won 5 out of ten times!  How's that for excitement?  But a big glass of vino was playing havoc on my mind for 2 lost occasions.

What's good about having nothing to do is that we pass the time by telling each other stories.

My husband, is a great storyteller.  He really knows how to draw you in. I suppose it's because he's does a lot of travelling.

He's got an interesting job. He's a photographer and film maker.  He's traveled all over the world. When he says "Did I ever tell you about the time I went to..."  Those words are magic to my ears.  I'm fascinated by his travel stories.

There really is an art to storytelling.  My husband knows just how to build curiosity.  He leads you down a narrow and winding path.  Gives out only enough information to keep you following closely.

If you can segue a relevant story into every post ...go for it.  We'll love that you include us in a little part of your life.

  • Stories make your writing less boring.
  • Stories make your readers feel connected to you.
  • Stories suspend reality for a moment, draw your reader into your post, newsletter or FB post.

Never believe that you're a lousy storyteller.  We all tell stories everyday.  You may not realize it but you're a master storyteller already.  Incorporate your everyday language into your writing and storytelling and you will have a great blog.

Think of writing as if you were talking to your best friend.   Isn't that when you do your best storytelling?

Stories make learning and teaching easier.  They make bonding easier.  They make writing easier.

Remember what they taught us in school?  A story has a beginning, a middle and an end.  Tell us what happened.  In order please, so that we can follow along.

Unlike Aesop's Fables, there doesn't always need a moral to our story.  A point to your story is what's needed.  Ask yourself "Why am I telling this story?   What's the best way to get my point across?"

Be brief.  Ahem, don't laugh at me!

Give details.  Don't say "big" if you mean "husky".  Be expressive.  Involve the senses.  Add texture, tastes and sounds.

How to get people to read to the end of your post?

  • Establish relevance. 
  • Attention is kept by dangling the benefit.

Readers want that benefit, you'd better give it to them!

Give out benefits quickly or else their mind begins to wander.
And're gone!

  • Remember readers have fidgety attention spans.
  • Don't screw it up by boring them! 
  • Make posts easy to scan. People like to scan when they read.  Use bullet points, numbers, headings and subheadings.

Remember these 3 things :

1.  Think of the benefits your reader is looking for in your writing.

  • Do they want to be entertained, learn something or feel moved?

2.  Summarize the benefits into sections.  Each section with its own benefit.

3.  Outline each section of your blog post.

  • Beginning-Hint at what's to come.
  • Middle-Deliver what you say you will.
  • End-Hint at what's coming in the next section.

I think you've got it now!