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It didn't seem that long ago, Jack White had brought up a good point with one of his articles. Awards and accolades don't make sales. People seldom, if ever, ask to see your list of awards when considering buying your work. Most collectors purchase art that speaks to them in some way.
However, there are benefits from receiving awards or other accolades. But you cannot reap the benefits from them if you don't know how. Learn to leverage your business with your awards and other successes.
All awards are not created equal.
First, let me point out that an award from the county fair does not bring with it the same leverage as an award from the Prix de West. Relatively few artists will ever receive an award from the top, most prestigious art shows. Thousands of artists will receive a ribbon each year at fairs across the country. But even the ribbon at the fair can be used for some leverage, just not as much. And of course, there are hundreds of other shows with varying degrees of clout. Some are worthless, some are worth more.
But...
Don't chase the prize money.
Second, though awards are nice, they shouldn't be the focus or drive of an artist. Create because you love to create and sell to keep bread on the table. Don't get diverted chasing the prizes. You will lose focus on what your art is really about. And you will waste time and money.
There are some of you who may think, though, that if you win that award you will finally be recognized and will get into that prestigious gallery or get an article in a magazine. Perhaps. It happens from time to time for some artists. But it's no guarantee. Many award winners don't get those things. And some get those things without any awards.
Consider awards as icing on the cake. That is a much healthier attitude to take. You will have the proper focus and balance and your energy can be applied where it should be - improving your art and marketing.
Use the award to leverage yourself.
But, what if you do win an award or two? Don't just throw it in the bottom of a shoebox. Leverage the award! Use it for all it's worth. Toot your own horn. Share it with the world. Blog about it. Tweet about it. Include it in your newsletter. Send a press release. Add it to your resume. But remember, the half life of the award is quite short. Touting an award you received 20 years ago usually isn't very helpful.
Why is it important to make your awards and accomplishments known? How does it leverage your art career? Here's a few of the reasons.
Collectors like to be justified in their decisions and choices. Perhaps someone bought a painting last year from you. You send a newsletter letting them know that you recently won an award. This reinforces the decision they made a year ago to purchase your work. They see that you are doing things with your career which gives a perception that their work is increasing in value. There is something psychological about knowing that what they like is also recognized by "authorities" (the juror of awards). It also suggests that you are continuing to improve your work.
These all contribute to the most important reason:
It gets your collector thinking about your work again. Any excuse you can use to communicate with your fans has value. Use this opportunity as a conversation starter. That's where it has the most value.
Sure, there are other potential reasons - some shows or galleries might notice you or take you more seriously. But many artists get into shows and galleries without the awards.
But the awards don't do anything for you if you don't take advantage of the opportunity. You cannot wait to be discovered. You must make your career happen. Also, the awards don't do much if you don't follow up with your collectors or if you don't engage them in conversation. You must still do all the other marketing/sales/business things. This is just one more weapon in your arsenal. It isn't the first or last and it isn't the most important.
But remember, the true value of accolades is that it is an excuse to start another conversation with your fans. Use it as such. But don't let the conversation end there. Steer the conversation to help them find that next piece that speaks to them. | 