Recently I received an email from a subscriber who had just downloaded my Creative Rebel Guide to Writing a Client-Attracting About Page and thought it was “just fantastic!,” to use her words.
But there was a small problem.
She mentioned that as a visual artist and not a service provider, the suggestions in the guide wouldn’t really work for her, because, as she said, “I don’t offer solutions to peoples’ challenges or other services like design or advice.”
Here’s the thing, though.
Anyone selling anything, online or elsewhere, can benefit from using tried-and-true copywriting and marketing principles to win clients and buyers, and make sales. It all starts with getting clear on who your ideal buyers are – whether they are collectors, clients, customers or whatever you call them in your world based on what it is you provide – and what they want.
Because I know there are other visual artists out there who struggle with how to apply copywriting and marketing principles in their business, I thought I would share my response to this lovely reader so those of you in the same position can start thinking of how you can do the same:
Thanks for getting in touch, and thanks for the kind words, I appreciate it!
Let me just say I still think you could adapt the advice in the Creative Rebel Guide to Writing a Client-Attracting About Page to your work as a fine artist. Once you get clear on why your clients buy art from you, you can tap into that to write your About page. [And any other copy on your website.]
Mainly, the advice in the guide is about focusing on your clients and customers in your website copy and on what they are seeking, then positioning yourself as someone who can deliver that to them. You are delivering the *experience* of art to them, and they will have all kinds of motivations for buying art from you, so the key is to figure out what those motivations are and tap into that in your website copy.
So although you create fine art, that IS the solution some people are seeking — they want to experience beauty, or create a beautiful home – and fine art is part of that – or maybe they collect art because it makes them feel “special.” There can be many motivations for why people buy your work, and if you can home in on what those reasons are, you can write your About page, or any other copy on your website, to focus on those needs and emotional drivers in a way that really connects with your ideal clients and customers.
I hope this makes sense, and I wish you the very best of luck!
So, for you fine artists and other visual artists out there, what are your thoughts? What has your experience been with using copywriting and/or marketing principles to attract clients or collectors and sell your work? What’s worked and what hasn’t? Let me know in the comments!
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