It’s no secret that the art world can be a bit fuzzy at times. There are a million ways that you can go about getting eyes on your art & sales rolling in, but clarity is usually so far from the equation.
In this post I’m running you threw each and every step I go through – from finishing a painting, to sending it off in the mail for a customer.
I’ve split it up into 3 sections: 1) Before the painting is finished, 2) After the painting is finished, and 3) After you’ve sold the painting.
Let’s jump in!
Before the Painting is Finished
The journey starts before the paint has finished drying.
To the rest of the non-creatives out there, artists are a bit mysterious. We create beautiful things out of nothing and apparently see the world in a different way.
So naturally when we give them glimpses into our little studio spaces – whether this be an actual studio with those gorgeous floor-to-ceiling windows, a spot on your dining room table or your bedroom floor – studio spaces are magical.
So are the creations that are coming to life inside of them.
Share the work-in-progress on Social Media
Share what you’re working on. Work-in-progress posts do SUPER well on social media, plus you have so much flexibility in the way you use them.
Snap a pic with your hand hovering over the painting, loaded brush in hand. Or take a step back to capture more of your environment, paint tubes scattered around and everything.
How is the art making you feel? What inspired it?
There are oodles of things things you can talk about that will have your fans hanging on every word.
Share the Work-In-Progress with your Email List
If you’re one of those smart cookies that is nurturing an email list with your art, be sure to let them in on the adventure too!
I tend to keep the extra juicy story bits for my email list. The powerfully personal stuff that just feels a little too vulnerable for social media.
After the Painting is Finished
You’re laying down the final brushstrokes aaaaand…done!
Have a Photoshoot
Next up is I set up for a little “professional” style photoshoot for the painting. I’m aiming to capture some high-quality photographs of my finished painting that will be used on my website, social media, galleries as well as files suited for making large-scale prints.
There is definitely an art to photographing your own artwork, so I always recommend working with a local photographer that is familiar with photographing artwork.
I set up my space and fine-tune my lighting situation until everything is just perfect. My Canon Rebel T5i does the trick for me (she’s a bit old, but we’ve traveled the world together), paired with a steady tripod and bluetooth remote to trigger the shutter without creating an ounce of camera shake.
While I have my camera and art set up, I add some more playful photos to the mix. Pop it in a frame on the wall, prop it up on a shelf with some beautiful things, create a gorgeous flat lay photo…the possibilities are endless.
Getting creative with the photo styles gives me a ton to choose from for social media, my website and email list. Keep it lively and fun, while still maintaining a “professionally shot” air.
Get Writing
The actual painting is only a piece of the puzzle.
The story (and your story) of the painting, the title, inspiration, experience…they all add to the rich tapestry that is your art.
So please for the love of all that is good and holy, don’t hold this information back! Pair it alongside your art and watch your fans start to swoon and drool.
Create a file (whether this be a Word doc, Google Doc, Evernote note, etc.) where you capture all of this information:
- Title
- Story
- Physical information (size, medium, subject, overall colour, surface, frame, etc.)
- Inspiration
- If its part of a series or collection (and how it fits into the big picture)
This is powerful stuff. Focus on the feeling of the art, and how it can benefit the viewer. Will it calm them? Excite them? Inspire them to explore nature? What about save nature?
Put it On Your Website
Professional, high quality photograph? Check.
A smattering of other fun photos of the piece? Check.
All sorts of juicy details written down about it? Check check check.
Now it’s time to grace your website with your latest brush strokes.
In the portfolio portion of your site, add your latest painting complete with the juicy story (seriously – don’t leave this out).
List it For Sale
If your end goal is to sell the painting, then the next step is to list that baby up for sale.
Whatever platform you use to sell your art – Squarespace, Etsy, Saatchi, etc. – it’s time to get it up and available to buy.
Decide on a price for your painting, and do a bit of research on shipping rates. Most couriers have online calculators which make your life easy-peasy.
Note: The psychology that people hold around shipping costs is fascinating. Because shipping costs aren’t considered to be added value, most people will aim to spend the least amount possible. They also tend to be wary of shipping costs, so go out of your way to be totally transparent and list the exact shipping cost that they will be charged.
Share, share share!
Now that your latest painting graces your website and shop, it’s time to share it with the world!
You took the time to write out the story, inspiration and other juicy details. Now you can take that hard work and turn it into a bunch of posts for social media.
Have a particularly juicy & long story? Split it up to make your life even easier! Rather than having one single novel-length post on Instagram, split it up it up into a few different posts.
When you’re sharing your painting, it’s uber important to make sure it is crystal-clear that it is for sale. Leave a link in your bio, or in the post if you’re sharing it to social media platforms other than Instagram.
Now’s not the time to be cute & coy about selling – be clear and up front.
Congrats! You Just Sold the Painting!
Communication is Key
Your new customer will already have an email zooming to them with confirmation details from whatever platform you use for e-commerce, but I always like to go the extra mile to sneak in a personal touch.
Send them a sweet thank-you email, sharing your gratitude for the sale and while you’re there, update them on some things. Let them know how long it will take for the art to be packaged and shipped out, whether or not they can expect a tracking number, etc.
Clarity is key. Always.
Package The Painting for Shipping
This process will vary depending on your art, but there’s always one rule of thumb that I follow…
Package the art as carefully as you would if you had to throw it down 3 flights of stairs.
We’ve all been in that place – so excited to see a parcel arrive on your doorstep carrying that new thing you treated yourself to, only to see that it has been damaged in transit.
Heart. Broken.
And you sure as hell wouldn’t want your customer to feel the same way.
Bubble wrap, waterproof envelopes, clear packing sleeves, stiff cardboard boxes. Whatever it takes to make sure that your painting arrives completely intact on their doorstep.
I love to leave little goodies in my packages – I am SO appreciative of my customers, I want them to know that!
I always include a handwritten thank you note (sealed with an adorable wax seal with my initials) with a business card. Sometimes I pop in small gifts too, like small prints, a special discount or other free item.
A little gratitude goes a long way.
Hit the Mail!
Once the package is fully secure & can survive a good toss down some stairs, it’s time to let it fly.
A couple notes about shipping: ALWAYS get a tracking number, and whenever possible, also require a signature upon arrival. Peace of mind is worth it.
Communication is Key, Part 2
Now that your painting is headed out into the big old world, you still have a bit of work to do.
Communication is key. Always. So is clarity.
Hope into your email inbox and queue up a message to your customer. Let them know that the painting has been mailed, pass over the tracking number, and let them know the approximate ETA.
If you opted in for any extras, like required signatures, make sure to state this so they are aware.
Keep an eye on the tracking information (these days you can sign up for email updates to make things even easier) – you’ve got a little task to do shortly after it arrives.
Check In On Them
A few days after the painting has arrives (check the tracking information), write a sweet little email to your customer asking how everything went.
Stuff your email with all of the gratitude you are feeling towards them.
At this point I always ask if they’d send me a photo of the art in its new home (and if they do, share it to social media!), or leave a sweet testimonial.
Add Them to the VIP List
Your customers are gold. So treat them like it.
I keep a special VIP list of my past customers, and they get special priority in a lot of ways. They get early access to promotions and new art, plus special discounts just for them.
Whew, what a journey!
Whether you’ve sold 100 paintings or zero, hopefully this post will add some clarity (and new ideas!) to your process.
Want to take an even bigger flying leap towards your (inevitable) success as an artist?
Watch my FREE masterclass training, Scale Your Art Sales.
It’s the online class for beginner artists that are filled with a fiery creative passion, and want to grow an audience online that actually want to BUY their artwork