Today's Guest, Alyson B. Stanfield needs no introduction to those that are trying to make it in the art world.
Alyson is an artist advocate, workshop leader, and art-marketing consultant who knows all about self-promotion. Labeled an introvert early in life, she has challenged herself many times to come out of her shell in order to lead a rich and rewarding life. And that's what she does with her clients. Alyson has helped thousands of artists develop their careers through her online classes, publications, workshops, and free weekly Art Marketing Action newsletter - all available through ArtBizCoach.com.
Alyson's mission is to empower artists to say goodbye to excuses and hello to success. If you want to sell more art then keep reading.
Photo credit: Kimberly Lennox
MP: You worked for many years as a museum curator and educator. How did that lead to where you are today?
For ten years I helped bring people into the galleries (marketing and PR) and, once they arrived, it was my job to educate them about the art. That serves me every day in my current line of work. I know how all walks of people look at and respond (or don’t respond) to various forms of art. I help my clients create more effective marketing strategies using this knowledge.
MP: You have helped so many with your book I’d Rather Be in the studio! Tell us more about how the book came to be, as well as why you think it has so many fans.
Thanks so much for saying that! It certainly was my hope that it would be helpful.
The book is the result of 5+ years (at the time of its writing) of ArtBizCoach.com: writing a weekly newsletter and blogging as well as teaching workshops and online classes. I think it has fans because ArtBizCoach.com had fans and I brought them along to the book. There’s a marketing lesson here: People buy things from people they know, like, and trust. I had the fan base before the book was conceived. I built the trust early on. Artists can do the same thing--build a fan base--with their careers.
MP: You are big on branding. Can you tell us what branding means and as an artist what we should be doing.
I do use the word “branding,” but I use it reluctantly. It sounds so commercial. I prefer the term “image.” It’s important that an artist be consistent and send out consistent messages if she wants to become known. That’s what branding means to an artist. Too many artists want to do everything. This is fine until it comes to selling. If you send out mixed messages, you confuse people, and confused people leave.
Also, if you try to promote three very different kinds of art, you really have three different audiences that you should be marketing to. Again, if you send out a single message that tries to reach all three audiences, you either say nothing (you’re too general) or you confuse people (“I do A, B, and C. I don’t know what I want to be when I grow up!”). If you split up the message into three messages to go to to three different audiences, that’s three times the work! Most artists don’t have this kind of time. Focusing on your brand--your image--will help you make a name faster and just might save your sanity.
We like to buy art from artists who are confident in their work, serious about their work, and who look like they’re going places. Having a solid image helps convey this to potential buyers.
MP: Many artists have or are thinking about giving up due to the overall economy. Do you have any advice for those artists?
You might not like my response, but I need to say it. The artist’s life isn’t for everyone. Being good at something doesn’t mean you can or should make a living at it. If you’re thinking about giving up, you probably should. Being an artist is very hard work and professional artists have no choice but to buck up and weather the storm. Art flows through their veins and every pore in their bodies.
They might have to get a day job to help them through it, but they’ll keep making art. They’ll get up at 4 a.m. and make art before they have to leave the house. They’ll sacrifice sleep, vacations, and comforts for the sake of their art. I’m not advising this, but that’s what artists have done throughout history.
MP: You have a full schedule with your blog, promoting your book, workshops, social networking, etc. How do you stay on task and keep a balance in your life?
Last year I hired a productivity consultant. Yes, I still get overwhelmed, but the task list is more controlled now. I am more confident saying No and turning down opportunities that don’t suit my goals or fit with my schedule. By the way, I did a teleseminar with my productivity consultant called “The Road to Peak Productivity,” which is available at http://artbizcoach.com/classes/productivity.html
MP: Please share with us any upcoming projects/books/events/etc we can look forward to seeing in the future?
I really want everyone to know about the weekend seminar I’m giving on May 2-3 in beautiful Estes Park, Colorado. We're going to concentrate on online art marketing and we're going to have a blast! Just think: 50 or more artists nestled in the Rocky Mountains for two full days. I want everyone to leave with tons of motivation, ideas, and inspiration. See http://artbizcoach.com and think about joining us!
Alyson, thank you for being a part of our interviews and sharing with our readers. We wish you many, many more years of guiding us through our careers.
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