By Ekaterina Popova
When I first committed to my art career, there was a lot of mystery and confusion about how to make sales as an artist. I waited for a gallery to do it for me and truly thought I didn’t have the permission to do it on my own. In fact, I didn’t even think it was possible to sell paintings directly. I was miserable, waiting for some magical opportunity or an art dealer to come knocking on my door.
As you can imagine, no one ever came and I had to figure it out on my own. Through a series of life lessons, investing in additional education and personal development, I discovered that I do not have to wait for anyone to make me qualified to promote my own art. Regardless of whether I have a gallery or not, people may be interested in collecting my work.
As scary as it was putting myself out there, I learned a few simple things about what it takes to make direct sales to collectors online and through exhibitions. Even though I work with a gallery now, I still use these tools to support myself and advance my art career.
When I was just starting out, I truly believed that having an art gallery would eliminate my struggles and somehow would outsource all the sales and marketing for me. I imagined that having a gallery would allow me to paint in a far away cabin in the woods and never have to worry about any other part of my art career. This is far from the truth, but that’s definitely not a bad thing. Over the years of doing it solo, I took back a lot of power and independence when it comes to selling my art, and this has relieved a lot of the pressure of finding a gallery to represent my work. Even if things don’t work out with a gallery, I know I have what it takes to do it on my own.
Working with a gallery has been wonderful so far, but I think part of why this is the case is having the understanding and respect for what they do and how they can potentially elevate my image. I also love to approach galleries as a partnership instead of expecting them to “do something for me” and continue to market and push my work to help sales. This creates a healthy relationship and multiplies the efforts, so both parties win! So don’t be like the past me and think of it as “giving up” if it is your ultimate dream to be represented by a great gallery. You can still work toward that goal and market your work until that happens. Chances are, you are much more likely to get noticed if you are putting yourself out there and sending a message to the world that you are ready to be seen and your art is for sale.
Here are five tips that transformed my mindset around selling and promoting my art. Stop waiting for permission and come up with a plan to inspire new collectors and make some sales: