Selling on Purpose

Taking control of your art business often means making the choice to sell your work on your own. 

This doesn't mean selling all of your work on your own.

This doesn't mean setting up your easel on the corner with a donation can at your feet. 

This means making a decision to create work specifically for a particular niche.  Work that is different from your usual work.  Work that is special because it's affordable and appeals to people you might not otherwise connect with in the normal day-to-day interactions with your primary art business.

Over the past many months I have been selling my work on purpose.  And with the profits I have been able to accomplish the following goals:

• purchase unique art supplies that I normally would have considered a luxury
• purchase an Isaak Levitan book that I would never have considered, given the cost
• pay the small fees associated with several on-line art competitions without having to worry about whether or not I had the money available in my checking account
• pay the membership dues of one arts organization
• pay more than 50% of the cost for the American Women Artists group ad in Fine Art Connoisseur
• sell another painting from my website to a collector who first found me through this process
• sold again to a collector who has purchased from me over the years through this process
• haven't had to expend a lot of time and energy building a following of fans through a blog
• built up my mailing list with clients who have purchased my work
• done it in a no stress, perfect-for-the-introvert environment, at my convenience

And this process?

It's no secret - eBay.  In fact, Jack White wrote a fascinating article on the Fine Art Views Blog, which offers another point of view. Sure, there's lots of really bad art on eBay.  Yes, they have those annoying rules, sometimes hold your funds for 21 days with what seem like arbitrary reasons, and both eBay and Paypal take their cut of the action.  True, not everything you list sells.  There's always the chance that your fabulous painting, which you sell for a pittance, will end up at a street fair with a huge pricetag and you'll never be paid what you're worth.  And if these statements or ones similar to them are annoying you right now then you aren't thinking about the title of this post: Selling On Purpose.

Consider these successful, personal experience ideas:

• You create work specifically for this venue. It is different, smaller, but still represents your talent, professionalism and creativity.
• You know going in that eBay loves a low price point.  And affordable shipping costs.  You create in a size that keeps your costs low and can be sent in a small box Priority Mail (don't use the "if it fits, it ships" box because you can send it for less in your own packaging and still get the Priority speed.  Always add in the delivery confirmation).
• You surprise your buyer by including your bio, a postcard, a magazine where your ad is marked prominently, or some other "thank you" that directs them to your website where your real art is available. 
• You think in terms of quantity. This is not an individual price idea but an accumulation of small sales approach because you are dealing with a purchasing demographic right now that is looking for "affordable."
• You also think in terms of quality.  Do your best work.  Just do it smaller. Take these buyers as seriously as you take those entering a gallery.  Imagine the good will and repeat interest when they receive what they thought was a nice painting and discover it was painted by a real artist (we're talking Jack White here).
• Plan ahead and have plenty of inventory on hand before you start listing.
• Experiment to find the best days and times for your auctions to end.  In my experience there is very little meaningful activity until the final hour.  My best days are Mondays and Thursdays, ending at about 6pm PT

On average, I sell approximately half of what I list.  Some things are re-listed and eventually sell.  Others never appeal to the audience so they are retired for another day.  There also seems to be a cycle: I will sell multiple items in the same week or month, for several months, and then sales decline for awhile. 

On average, my prices are in the $30 to $60 range, for 5 x 7 and 6 x 6 paintings.  I do add in a shipping charge in the $7 range.  I have sold larger work, offering free shipping once, and a $15 charge another time; in both cases the purchase price of the painting equalled the shipping charge so it was either a wash or a loss for me after the fees.  Since calculating shipping charges is an annoyance and a time drain, I experimented until I found an amount that was consistently accurate.

Some of the more interesting clients I've encountered include one who asked me to repaint  a small area of the painting after she bought it, another who loved to email me to talk about his art, several fellow artists, a few who became repeat buyers, two who went on to purchase full price paintings, one who signed up for my email newsletter and has continued to follow me for years, several who live in major art destinations, and many more wonderful enthusiastic people who loved their paintings. 

Maybe not what you equate with serious art.  But worth it. 

 

Comments

[Tammie]

thank you for sharing your hard earned information. i enjoyed this post and learning of your experience. i wish you the best as you continue on selling your art.

[sue]

Hi Renata - I currently have one new listing on eBay, and this time I have included shipping to Europe, so you should be able to search Sue Smith under Art and see it. here is the link just in case: http://www.ebay.com/itm/Sue-Smith-Original-Oil-Beach-Umbrellas-/250934544513?pt=Art_Paintings&hash=item3a6cdd4881

Etsy requires constant promotion and I am not sure how successful artists are with it unless they are producing a lot of prints and paper goods - there is an artist from Mexico who is quite successful with her watercolors and I'm sorry I can't recall her name. Considering your work, it might be worth investigating.

[renata barilli]

Thanks for this. it's very interesting. Now it's clear that is to be considered very serious. I've tried to find you on ebay,just to see what it looks like but no found. Can you post a link, please? I would be interested in your etsy shop experience. May I know it? thanks and regards Renata

[Elizabeth B. Tucker]

This is great!! I experimented with Ebay last year and it was very successful and I plan on doing it again this year. One question, two actually....1) Do you automatically add the person who bought your work to your email list? and 2) Do you send out a notice to your list every time you put something up on Ebay, or just let the "public" find you?

[sue smith]

Fi - I think your standard size would work well, too, don't you?

Joan - I use both - I like the Ampersand gesso panels and they are very affordable in these sizes. Sometimes I will offer an 8 x 10 or an 11 x 14,usually stretched canvas, and the 5 x 7 on stretched works well, too. I do not sell them framed. I think people like to frame them up to their own tastes so I choose standard sizes to make it easier - I know many have purchased as gifts to give to others.

Barbara - We all need as much inspiration as we can get - good for you!

[Barbara Wild]

I printed this post...on purpose...for inspiration and encouragement!
Thanks, Sue.

[Joan]

Love your blog. Do you sell framed via eBay? If not framed, are they panels or stetched?
Thank you.

[Fi]

Thank you for the very practical insider tips for getting eBay to work. You've put up some valuable information there :)

[Joyce Wycoff]

We may be ancient but maybe that just makes us worker harder ... or smarter. Anyway this was a great post! eBay here I come.

[almajo]

great ideas these i will try
almajofinearts.com