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The Art of Selling – and Selling Your Art

by Palle Schmidt 2 Comments

I recognize the need for an artist to be more mindful of the business aspect. But I’m feeling a lot of resistance to the whole product/market lingo and finding it hard to implement in my own life.

If people want to sell you something, you’ll notice that they all more or less follow the same model of proposition.

First they describe a problem that – maybe – you have. If it’s targeted marketing and not just the random (and annoying) TV or radio commercials, they’ll often get it right.

Then they will tell you who they are and their unique value proposition (USP), what they offer. And ultimately how they solve your problem.

Here’s an example: “Tired of spotty wifi? We here at TeleWhatever have 50 years of experience and a unique global network. We know how annoying it is to not have wifi. That’s why we offer 24-hour wifi for only 9.99 a month, that includes blah blah blah. Make sure you never miss out on an important cat video and sign up today with 25% off!”

This model is used almost everywhere. It is especially gag-inducing when used in selling medicine or insurance, where first they mention all the ways you could die horribly or lose all your stuff in a fire. That would suck, right? Luckily they happen to have a product that will save you from all this disease and disaster. Phew! A plan that most likely ensures their survival rather than yours, but that’s another discussion.

What I want you to take away from this, is this model for selling anything: Problem -> unique offer -> solution.

Whoops, did I say “anything?”

If you are reading this, you are either an artist or an aspiring artist. I’m taking a wild guess that you would eventually like to make money on this and not just have it as a hobby.

And here’s the problem:

Art doesn’t solve any problems.

No. Really. It doesn’t.

As Oscar Wild put it: “All art is quite useless”.

In other words, the sales tactics you can find online or read in books are invalid. You can’t use the above model to sell art.

You can’t focus group art either. Knowing what your customer wants makes total sense in the business world. In the art world I believe the opposite is true. Thinking too much about the wants or needs of the end user derails the artistic process and/or makes for boring art.

I’ve created this little Venn diagram (very marketing biz, right?) to illustrate the three overlapping elements of a creative career. Without the product (your art), nothing to sell. Without the audience, no one to sell to (And I’ve added the passion element, because it’s darn hard to produce art that you’re not passionate about).
What you CAN learn from business, is finding the right people to put your art in front of. I’d start with surveying whatever little audience you already have and figure out who they are and where they hang around online and offline. That way you have a better idea of where to market your stuff.
Art is a product just like any other. But it doesn’t solve a need or a problem. Rather it touches people in ways they didn’t know they wanted (that sounded inappropriate, but you know what I mean). Which is why normal sales tactics don’t really work.
—
Any other artists out there feel the same contradiction or dilemma? Let me know how you think about marketing your art in the comment section!

Filed Under: Pro Tips Tagged With: artwork, career, comics business, Comics conventions, comics industry, marketing, planning, selling, social media

Bonus Video: Lucy Bellwood and her 100 Demons

by Palle Schmidt 1 Comment

I first met Lucy at Periscope Studios in Portland, OR, where I had the great privilege to work from a guest table for a few weeks back in 2014 (you can hear the podcast episode I did with Steve Lieber here). Even then she struck me with her wisdom, despite her young age. I never managed to get a real sit-down with Lucy back then but when I saw her new project 100 Demon Dialogues I jumped at the opportunity to chat with her about dealing with your inner demons as an artist, tabling at cons and having a career as a creative freelancer.

Check it out here and please share with your self-deprecating artist friends!

Links mentioned in this video:

lucybellwood.com
facebook.com/baggywrinkles
howtobeaconartist.tumblr.com
Lucy is @lubelwoo on both Instagram and Twitter

Filed Under: News, Video Tagged With: career, cartoonist, collaboration, Comics conventions, comics industry, creativity, criticism, improving as an artist, interview, Lucy Bellwood, making comics, pro tips, self-critique, self-doubt, self-talk, social media, tabling at cons

Drawing for a Living – Podcast episode 29

by Palle Schmidt 5 Comments


Inspired by an article Molly Crappable wrote on freelance life, I sat down and had a discussion with myself about what it takes to survive as a one-man army. If you’re a struggling freelancer or considering becoming one, this episode is for you!

Molly Crabapple’s 15 rules for creative success in the Internet age

Filed Under: Podcast, Pro Tips Tagged With: career, creativity, drawing, freelance, freelance life, mistakes, planning, pro tips, social media, studio, workflow

ProFile: Jason Brubaker

by Palle Schmidt Leave a Comment

ProFile-Jason-BrubakerJason Brubaker began his career in graphic novels in 2011 with the Xeric Award winning reMIND which also got on the Great Graphic Novels for Teens list 2012. In 2014 he quit his full-time job as a Visual Development artist at Dreamworks Animation to pursue publishing his own comics. You can support Jason’s work here: patreon.com/jasonbrubaker

What made you decide to work in the medium of comics?

I grew up loving comics and always wanted to draw sequential art. But when I started working as a professional artist I put aside comics because I thought they were for kids. 10 years later I was convinced to give comics a try again and I’m glad I did because now I realize how powerful and effective they are at telling stories and getting a message across. I love comics because they are the perfect medium for solo artist/writers to tell their stories.

What part of the process is the most challenging or frustrating to you?

I think the most challenging part is the marketing part, or social media part. These are just so unnatural for me as an artist and sometimes I just want to ignore it all and just work on the books but at the end of the day I need to put my stuff out there in a social way to that others can see it and respond to it.

If you could give one piece of advice to an aspiring comics creator, what would that be?

Make sure you really believe in what you are trying to say in your story. It takes a lot of commitment to get a full comic story finished and if you don’t believe your own message then it’s going to be near impossible to put in all the work to finish it and it will also be hard to put your best work into it too.

Filed Under: Pro Tips, ProFile Tagged With: drawing, Dreamworks Animation, making comics, pro tips, reMIND, sequential art, social media, storytelling, writing for comics, Xeric Award

The Dark Side – Comics for Beginners Podcast episode 28

by Palle Schmidt 3 Comments


No time is more approriate for a little self- examination than the beginning of a new year. Sparked by a rather painful personal relationship issue, I dig deep and look on the dark side – not just only my own less-than-perfect psyche but also the general emotions like envy, the need to vent or the need for recognition – and what happens if we are not mindful about the vibes we’re sending out. I go through ten lessons I have learned in the past few years that hopefully helped me become a more positive influence and a happier person to boot.

The ten lessons:

  1. Complaining is the first step. BUT NOT A STRATEGY FOR CHANGE
  2. If you keep doing the same thing, you can’t expect a different result
  3. Negativity is not helpful
  4. Just because I have high expectations of myself, doesn’t mean I should have them on behalf of everyone else
  5. You don’t know what lies behind a success
  6. When you’re envious of others, it’s because there’s something there that you want
  7. The grass is not greener
  8. The need for recognition is not a hole that can be filled
  9. Hurtful episodes can be turned into something positive
  10.  Being positive is just as annoying as being negative

Hopefully these painful lessons can be an inspriration and a wake up call to others.

 

Filed Under: Podcast, Pro Tips Tagged With: career, creativity, criticism, envy, mind hacks, mistakes, Mr. Grumpypants, negativity, Palle Schmidt, productivity, psychology, recognition, self-examination, social media

Making Comics with Patrick Yurick – Comics for Beginners Podcast episode

by Palle Schmidt Leave a Comment


“I find that art is 90 percent fear!”

Artist, teacher and CEO of MakingComics.com, Patrick Yurick, visited Copenhagen and I got to show him the better parts of the city. We also managed to record a podcast on his view on the craft, career, his experiences with teaching comics to teens, his zombie buddy comedy Hipster Picnic and the future of making comics.

Links to stuff mentioned on this episode:

My video on lessons I learned from working on Thomas Alsop

GutterTalk podcast interview

ThomasAlsop.com

Webcomics Underdogs

TheHeadComic.Com

@patrickyurick

MakingComics.com

StoryForgeProductions.com

Patrick-Yurick-in-Copenhagen
CEO of MakingComics.com Patrick Yurick (left) hanging out in Copenhagen with Palle Schmidt.

Filed Under: Podcast, Pro Tips Tagged With: Adam Greenfield, Anime, art, artists, Comic Con, comics industry, cosplay, craft, DC comics, fear, Gutter Talk, Hipter Picnic, Illustrator, Little Fish, making comics.com, Manga, Marvel Comics, online, overwhelm, Patrick Yurick, Photoshop, podcast, publishing, reference, social media, StoryForge, storytelling, talent, teaching comics, Thomas Alsop, webcomics

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