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Marisa D. Aceves. Distant Memory. digital photography http://acevesart.com/

article by Marisa D. Aceves

In a sea of artists producing similar work and selling it successfully, it is easy for artists that create work outside the accepted status quo to feel both bewildered and distressed about their future.

Many of us know there are few certainties in life and yet we crave stability; We often seek it out even if it means that we give up pursuing our latest innovations.

The fear of failure is alive today as it has been for centuries.

It’s not going away.

We have to battle it one piece of artwork at a time.

Despite the overwhelming feelings some of us face as we force ourselves to push forward into unchartered artistic territory, the very things that make us different are the important elements (if used correctly) that can help us stand out.

Here are some helpful tips for overcoming the perceived mental blocks that keep us from confidence in our creativity:

1) Research Your Niche 

Carefully study what other people in your niche are creating.  How are they marketing their work? Who is their target audience?  What works for them? What doesn’t? Add your own personal voice and style to differentiate yourself from artists producing similar work. We all would like to do our own thing. We should produce the artwork that holds the most interest for us, but sometimes when the general population have difficulty with accepting the type of work we are producing, we may also have to look at what does appeal to people and why? When you complete this exercise, you are able to get outside of yourself. You begin to get valuable insights into how others view things.

2) Create Your Brand Around Your Unique Vision

Branding is a necessity, because it helps others to both know and trust you.  If an audience doesn’t know you, than trust will be difficult if not impossible.  As you market your work across different social media platforms, make sure that you are consistent with your overall message. Generally people are more likely to respond to new and different art when you reach them through your message. If your message resonates with them, then your art business has a much better chance of survival. The art then is a symbol for that message. Each time people see your work, they will think about that message because you have given them something to relate to.

3) Network With Other Artists 

Make friends and business connections with other artists.  Some may have similar interests; others may not.  When you have similar interests with other artists you may share what works and what does not. If you are in contact with artists that may not have similar interests, sometimes they can help you to view your niche from a unique perspective. Connections are key to building a successful art business.  When you reach out to others for support and encouragement, don’t forget to provide it.

4) Become A Storyteller

People want to know the story behind your art.  Share both obstacles and inspiration, but be careful not to divulge inappropriate or personal information that could hurt you and your business. When writing about your story, consider these questions:

a) What are you trying to say with your work?

b) What is important to you and why?

c) How does your world view effect the type of work you produce?

5) Share Your Success Stories

When people like and trust you, they are more likely to buy from you and promote your work.  There is nothing wrong with letting people know about a sale that you have made, a contest you have won, your latest commission or a show that features your work as long as you do this appropriately and politely. Simply informing your audience about peoples’ appreciation of your products and services is acceptable. Constantly boasting about your abilities or how much money you make can eventually irritate your audience and keep them from visiting your website so practice discretion.

While researching or creating your niche is a challenge, remember this: No thing worth doing is ever easy. The healthiest approach to tackling difficult aspects of your art business is to view them as both learning opportunities and teaching moments. If you apply the same mixture of discovery and discipline to your marketing efforts, finding your niche will be more enjoyable and less intimidating.

If you have any questions or comments, feel free to contact me.  I’d love to hear from you.

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