Robert Genn's Twice Weekly Letter
Insight and inspiration for your artistic career.

Dear Artist,

Yesterday, Bill (Bosque) Redondo of Fresno, California, wrote: "I know quite a few artists who are really serious about marketing and selling their art. However, it seems like they are not aggressive enough and I wonder if that might be the reason for their lack of sales? Do artists need to 'wine and dine' potential customers or should they trust their art to sell itself?"

Thanks, Bosque. While selling is not the Holy Grail to many artists, the greatest thing that sells art is art. An artist can be a mute, knock-kneed nerd, incompetent in the selection and even pouring of wine, but if his work is exciting, he's already partying on down to the bank. Sorry, but all this stuff about aggressive marketing is not worth a prayer if the work is substandard.

Artists' sales are made in their studios--that is, when they make the art. My observation of artists, whether gallery-represented or private sellers, shows them doing best when they are simply on top of their craft. Quality is always in style. There's no such thing as an undiscovered genius.

Long ago I learned a valuable lesson: Putting work in front of the general public and appearing eager to sell it can be the kiss of death. Better to be in the background, maybe even a mysterious figure, and let yourself be discovered. Artists need to be in their studios or furtively moving around outside with their paintboxes. The idea is to get good, rather than get commercial.

This does not mean that artists should avoid listing potential connections, having discreet and tasteful websites, or, if the opportunity arises, giving well-controlled interviews. Potential connections need only to be alerted when fresh bread comes out of the oven.

Simply put, creative folks need to succumb to the love of process. This spiritual transformation softens poverty and eventually buys success.

Ideally, an artist needs only two things: excellent art, and someone, other than your Mom, who knows it's excellent. Also, this someone ought to be a dealer (or dealers)--in other words, someone who is in a position to do something about your excellence. That's the long and short of it, Bosque: no ballyhoo, no wine and dine (no cheese), and no aggression.

Best regards,

Robert

PS: "It is astonishing how little one feels poverty when one loves." (Edward G. Bulwer-Lytton)

Esoterica: We need not act like insurance salesmen with our contracts hanging out. There is a better way, but it takes a student's mind, hard and repetitious work, and a generous amount of faith in yourself. For artists, keeping the wolf from the door can mean going to your room. Funnily, the money eventually just wanders in. "Money is better than poverty, if only for financial reasons." (Woody Allen)

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