Why Build a List?

Savvy marketers know that “the money is in the list”. The same holds true for artists, making listing-building one of the most important things an artist can do to sell more work.

By collecting contact information from everyone who expresses an interest in your work (or who buys your work), you’re creating a database of people who already have an interest in buying from you. Over time, they are you best prospects for ongoing, additional sales.

Next to your art supplies and completed work, your mailing list can be your greatest asset. Why? Because your list gives you the opportunity to build ongoing relationships with people who are interested in your work.

Relationships are critical to building your sales. How many times have you sold a piece to someone you’ve never met and who knows nothing at all about you? Probably not nearly as many times as to people who do know you, even if marginally. In a world with lots of buying options, very often a piece is sold because of how the buyer feels about you, the artist. Ongoing communication via your mailing list lets people get to know you, and gives you the opportunity to nurture relationships.

Another advantage of building and nurturing a list is that it gives you the opportunity to sell additional pieces to people who have already bought from you. Savvy business owners know that it’s far less costly to make ongoing sales to the same people than to continually have to find new customers. You, of course, want to attract new buyers and collectors, but don’t overlook those birds in the hand! Your list allows you to stay in touch with them in a meaningful way.

Your mailing list allows you to prepare people to buy from you, as well as alerting them to buying opportunities. By educating them about you, your accomplishements, new techniques, new pieces, etc. you’re reminding them about your work and reinforcing why they were interested in the first place – and moving them closer to buying something.

When beginning your list, collect the name, email address and postal address of everyone who buys a piece from you.

Have a guestbook prominantly displayed during every exhibit, with a note at the top of each page asking people to write down their contact information so they can be notified of studio sales and future exhibits (everyone loves the idea of attending a studio sale!).

Encourage everyone new you talk with during shows and receptions to make sure to put their information in your guestbook before they leave. If need be, it’s easy to give people you’re talking with a little nudge: “Sally, you sound like you’re interested in my autumn landscapes. I have an exhibit coming up in a few months where several new pieces will appear. Would you like to receive a postcard informing you of the dates? Let’s get your information right now so I can be sure to send you one”.

Put a form on your website where people can submit their contact information, and have it prominently displayed on every page. Better yet, offer visitors something of value for free when they give you their contact information (how about a free report about a particular technique you use, more information about your medium, a postcard you mail to them with your most popular piece on the front, etc. – be creative!). If the signup box feeds into an autoresponder you can automate the entire list-building process and future mailings.

To fully maximize results from your list, you’ll want a list of postal addresses (so you can send postcards) and a list of email addresses (it’s helpful to have both from each person). Email is easiest for ongoing communication with your list.

Once people are on your list, you’ll want to mail something to them on a regular basis to continue developing relationships. Educate people about who you are, what motivates you to paint, what subjects interest you, your media, new pieces, new awards, new exhibits - whatever is interesting about what’s going on in your painting life. Keep your emails short so they’re read, and think of them like an ongoing newsletter.

Over time, your list will grow, relationships will develop with those on your list, and you’ll make more sales. List-building takes some effort, but is well worth it.