Posts Tagged ‘copywriting’

Self-Promotion for Artists: More Than a Necessary Evil (Part 4)

Promotion need not be a purely functional aspect of one’s creative output; it has dimensions that go far beyond the somewhat mundane activities involved in making promotional materials, getting the word out about exhibitions, etc. In the best of   circumstances, it can also help define and enrich the art and the artist. For example, the artist statement, a fundamental promotional tool, is also a means of exploring biographical elements in an artist’s work and bringing to light influences and    ideas that add texture to the work.

Press interviews and profiles can also help add layers of meaning to the work and life of an artist. While the media is often seen by artists as a promotional vehicle for enhancing their reputation and increasing their audience, it also functions as a forum for ideas   and an effective means of establishing a context for their art. The media, artist statements, and the like have the capacity to serve double duty for artists, promoting the art and defining it — two roles that definitely complement one another. If approached with   the same care and seriousness as the art per se, these tactics may come to be seen by the audience and/or critics as important components of an artist’s entire body of work.

Self-Promotion Is Self-Discovery

Self-promotion is not just about selling your work, it’s also about selling yourself. This requires an artist to delve into some basic questions about him/herself: Who am I? Where am I from? What image of myself do I want to project? The answers to these questions have deep relevance to the work itself and indicate that persona, promotion and aesthetic are intertwined.

Being compelled to promote one’s art requires an artist to communicate to others what his/her work means. It takes discipline and clarity to provide a context for one’s art that will stimulate other people’s interest in it. Such an exercise may provide an artist with a golden opportunity for finding out firsthand what the art means. Self-promotion may thus be a route to artistic discovery.

Promotion is more necessary than ever in a crowded, competitive marketplace. It’s no longer possible for artists to maintain the illusion that creating the best work will automatically gain them an audience and ensure that their careers move forward. No one can doubt that bad work driven by good promotion often thrives; good work driven by good promotion will most likely find itself at the head of the pack.

Copyright © 2009 by Adam Eisenstat

Adam Eisenstat is a professional writer with extensive experience writing for artists (artist statements, bios, grant essays, etc.). To learn more about how Adam can help you create powerful written communications that will advance your work, contact him at: or visit his online portfolio at

Sell Art With Good Writing

You  need good copy to attract and hold the attention of potential customers. It is not different when it comes to the copy that you place on your artist blog. Without coherent and informative text, your site will soon die, no matter how good your product happens to be.  Just like signage, location and newspaper ads are the way you promote you offline store.  Good copy is your word of mouth on line.

Here are some tactics you can use to make your web copy be all it can be:

  1. Keep the copy  simple. Write your copy as if the individual coming to your site knows absolutely nothing about the you, and wants to learn about you.  What do you want to tell them.
  2. Make the copy scannable. Using short paragraphs, bulleted lists, and other visual devices will make the text seem less daunting.
  3. Keep it upbeat. Use your space to point out what you like about your art, not what is wrong with it.  Remember the objective is to sell art.
  4. Tell a story,  everyone loves a good story.
  5. Write short, but interesting letters. People are more likely to read what follows.
  6. Your headlines should lead to the art work. This does not mean the headlines are the titles of your art.  This does not mean that there are times when the title of you art is the headline.
  7. Forget extra characters in your headline. They add nothing to it and will likely obscure the words, something you don’t want to happen.
  8. Don’t include hot links in the headlines. You’ll get more mileage if you keep the links in the body of the copy.
  9. Revise the headline slightly now and then. It can help old copy attract new attention.
  10. Start paragraphs with a verb. This implies action, which can draw people into what you are trying to convey.
  11. Spell things correctly. Nothing kills good copy like a bunch of spelling errors.
  12. Go with proper grammar. You’ll come off looking like an authority on the subject matter.
  13. Avoid big words when and as possible. Try to shoot for sentences composed with words people use every day; it will make the copy more accessible to your audience.
  14. Focus on value of your Art. Some People need to be reassured that the purchasing decision is giving them a real benefit.

These fourteen points can help you.  I would encourage you to set the time aside to review you copy, on a weekly basis, If you are posting on a daily basis, review more often.  I generally read or at least scan a blog post the day it is first published.  So you weekly review will help you to be better next time.  Continue to write , edit and improve.

Please add your own comments or tips to this article.



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