| As we all adjust to the new normal after having been sequestered in our homes, we're all finding alternate ways to make the most of our time.So let's ask ourselves: How can we use this time to get better? How can we be of service and use? I know, without a doubt that great art is being created around the world at this very moment. Perhaps by you! Our entire team is focused 100% on whatever we can do to help you market and sell more art. With that in mind, we're focusing FineArtViews on sales and marketing ideas more than ever before. The following article was selected from our archives as it seems quite timely in the current situation and provides ideas we think you can use to improve your own art marketing.
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PART 3
Credibility
Credibility is created at the intersection of trust and context. In the modern world, this trust and context often leads to what we call "brand loyalty." Trust without context is irrelevant and is like asking your doctor for accounting advice. And context without trust is, well, it's simply a lack of trust. It's like having a dishonest CPA who really knows his stuff. For accounting advice, you need both pieces: a CPA that you trust.
Back to art: in the context of contemporary realism paintings, I trust the judgment of Gallery 1261. One might say that I'm "brand loyal" to Gallery 1261. Repeated trust in the right context is a path to brand loyalty. And that is the inherent downside with showing art in restaurants and coffee shops. Your buyers might trust the restaurant brand. But, generally, their trust in the restaurant is in the "dining experience" context, not in the "contemporary realism" (or other art) context. (Unless of course the owner of the restaurant has specifically cultivated a reputation as an expert curator.)
This is part of why, for an unknown artist, simply setting up a website doesn't solve the issue of "replacing galleries". If a collector doesn't know anything about you and comes across your website, it is difficult for you to establish credibility. But if you are a young, unknown contemporary realism artist, and accepted by Gallery 1261, you instantly are conferred the credibility of being serious and worthy of attention from collectors. It is transferred to you via the brand loyalty of those who trust Gallery 1261.
By the way, this idea of credibility works both directions. If I open a brand new contemporary realism gallery, it's going to be difficult, at first, for my gallery to have much credibility in the space. But if I'm able to land a well-known, highly followed contemporary realism artist such as David Cheifetz, Aaron Westerberg, or Vincent Xeus in my new gallery, that will establish my credibility.
Of course, this is not a hard rule. There are always exceptions. There are plenty of collectors who are secure enough in their own evaluation of the artwork that they will purchase from you if the quality of the artwork is great. And that's always a path to success: to "be so good they can't ignore you" as Steve Martin said. But, in general, to sell online, to "replace galleries", it would help greatly to be able to somehow recreate the brand loyalty and credibility that galleries provide.
As an artist with a stand-alone site, how can you signal credibility to your site visitors? Here are some ideas:
Make sure you list any credible galleries that represent you. I'm surprised how often artists don't do this.
Prominently display any awards you've won in major shows.
Make sure you clearly indicate any major signature memberships you've obtained.
Republish quotes from any master artists, gallerists or other respected art professionals on your homepage.
If a respected artist has mentored you, and earnestly sees promise in you, tactfully ask that artist if she would share her thoughts about you with her followers and subscribers. |
