Some of you may feel guilty about promoting sales of your work. For those of you who do feel guilty about telling friends, past customers, family and acquaintances “Hey, consider buying from me when selecting art for your home or office or buying a book as a gift, let’s consider a few things. Do you know what the 80/20 Rule is? Well it says that 80% of money spent locally stays in circulation locally. By promoting the idea of buying your art, you are contributing to the health of your neighborhood! When someone buys art from you, they provide you with money, which you in return spend on groceries, rent, clothing and other stuff (which hopefully you also bought in a local business!)
Sales tax spent with you supports local infrastructure, police, fire and schools. Money stays with the community when spent in local businesses. The Tax Policy Center: (click here for the entire article), says, “Local governments received transfers from both the federal and state governments equal to about one-seventh of total revenue. From their own sources, they collected about $700 billion, or 17 percent of all government revenue.” When your friends and family buy from you, they are helping to return money to their local economy, so you should feel no hesitation in pointing out to them that your work can be a resource for their decorating projects!
Spending money locally shows pride in their community culture and local products. As a person who lives in the area you are more apt to locally recirculate money your friends’ family and acquaintances spent with you on your art in the form of purchases from other local business, thus supporting the local work force. When you give some of that money to local charities, even if it is just the local boy or Girl Scout troop, or maybe the local food bank, you are keeping money spent with you in movement. It’s a fiscal circle that keeps people working to make the stuff they and others buy.
“I’m an artist/writer, not a business person”, you shout. Well, I hate to break this to you, but anyone who wants to sell his or her art or books is in business. According to Wikipedia, “a business (also known as enterprise or firm) is an organization or person engaged in the trade or sale of goods, services, or both to consumers”. Q.E.D. Business is NOT a dirty word. Businesses allow us as consumers to buy food, clothes, and gas. It allows us to find a place to live (real estate sales and rentals), and most likely it employs a lot of us who are not fortunate enough to be able to make a living selling our work. OOPS! There is that word “sell” again.
Local Business Can Support Local Artists and Writers
• Local business can provide a mutual support base by being willing to allow artists and writers to display their work for sale in their stores and offices. The artist or writer will come in to see their art and most likely buy something from the business. They will also promote the business by telling their sphere of friends and family about having art or books on display in the business and urging them to come and see it.
• Allowing creative people to promote shows, book signings, sales and event by displaying flyers in local business helps develop a mutual dependency.
Local Artists Offer
What value does the community receive when they purchase art from a local artist rather than from a national chain store?
• Well-made handcrafted items give a cachet to their office, home and gift giving. When giving gifts it shows the buyer not only thought enough of the person receiving the gift to take into account that person’s personal tastes, but also took the time to check the gift out carefully.
• Buying art and books from local artists and writers gives the opportunity for a one-on-one personal experience and gives buyers an opportunity to develop a personal and professional relationship with the artist or writer.
• Books and Art are individually created unique, versatile items. Why buy something indistinguishable from what everyone else is buying?
What YOU As The Artist Or Writer Can Do To Promote Sales In Your Neighborhood This Holiday Season:
• Remind past clients, friends, and family, church and organization members that you are a resource for buying holiday gifts or décor items.
• Offer items for sale as “Sales specials”.
• Offer a bonus or discount off a future purchase if the buyer refers another buyer who actually purchases your work. This type of promotion is done all the time in other industries; it is sometimes called a “referral commission’. No money is actually paid until the other buyer makes his/her purchase and mentions the name (or brings in a coupon) of the referring buyer.
• Artists can adapt some art into small affordable reproductions (cards, small prints, puzzles, ornaments, cups, etc.) for sale at a holiday boutique or Studio Open House.
• Writers can arrange book signings at local boutiques, stores or other holiday events.
• Send past clients, friends and neighboring businesses postcards showing your work and invite them to view it in person at a local book signing, show or gallery.
• Take advantage of the local Art Scene by inviting a selected few to come with you on Art Hop nights and show them to galleries where your work is being sold.