In July I was invited to participate in Raining Art Dolls, an art doll exhibit hosted by wonderful art doll artist Patricia Anders. The Raining Art Dolls exhibit is being held at Ten Women Gallery in Venice, CA, September 1 to September 30. Twenty-nine artists will have art dolls in this exhibit.

Three parameters anchor the exhibit: the art dolls, the size requirement (8″ in length) and that all the art dolls will be suspended in the front window at Ten Women Gallery. It should be quite a visual treat.

I submitted two art dolls for this installation: Dorian the Dreamkeeper and Wyan the Wishmaker.

Dorian the Dreamkeeper

Wyan the Wishmaker

Dorian and Wyan feature hand sculpted heads that are attached to hand-formed hollow bodies.

You can read some local press on the exhibit here.

If you are in the Venice area, please stop by to see the exhibit. Ten Women Gallery is located at 1237 Abbot Kinney Blvd.

As you put together your business plan, you need to consider where you’re going to sell your work. What venues or markets you’ll target. Heck, even without a business plan, I’m sure this is something you’ll consider as you decide to sell your work.

When determining where to show and sell your work, you need to think about your long term goals. However, I think it is pretty common for many of us when we start selling our work to try lots of different venues, especially when it comes to shows. This is what I did and I wasn’t thinking about a long term goal when I did it. Call it testing the waters. I needed to get a few shows (for better or worse) under my belt in order to determine what worked and what didn’t; what sold and what didn’t and what shows I might do again and which ones I wouldn’t consider in the future.

Assuming you are selling your work, start by listing those places where you sell your work. Now ask yourself where you are making sales. Take it a step further and assess what sells best in these venues. Would you like to continue selling at this venue? Look back at that customer base you’re targeting and those you’d like to target. Do these venues fit into that target market?

Now this is where the long term goal comes into play. When you assess the venues where you sell, you need to determine if you’ve outgrown a place, especially if it isn’t doing well for you. Continuing to show or sell in venues that you’ve outgrown saps your energy and dampens your spirits. Making that decision isn’t always easy but it is part of business. So assuming one of your long term goals is to generate an income, you need to assess selling opportunities on a regular basis.

Is a particular venue good for me?

When choosing a venue for potential selling opportunities, there are several aspects to consider:

Foot traffic: Whether a retail store front or an art/craft show, you want to assess the foot traffic. For the store front, consider their location. Are they on a main street or off the beaten path? If off the beaten path, how do they draw people into the store? With shows, foot traffic can be highly variable but the promoter should be able to give you an attendance figure based on previous shows. Parking may also be a consideration in both cases.

Surrounding businesses: Is the retail store surrounded by other stores, which in turn helps to generate foot traffic. Are there other galleries in proximity to the store which potentially increases competition? (Remember, competition is not necessarily a bad thing.)

Physical space: This includes security, insurance, and appearance of the store. Is care taken when displaying the art work? Are precious works displayed in cases? Is the store neat, clean, well-lit, etc.

Fees: Does the store sell on consignment or wholesale? How are special orders or commissions handled? Are you renting space within the store to display your work?

Advertising: How does the store promote itself? Do they run ads in the local paper and/or online? Do they have a customer mailing list? Do they host artist events or participate in gallery walks?

Online Sales Venues

Other than participating in Wholesalecrafts.com, I have no experience selling on other popular online sites such as Etsy or Trunkt. And I do not sell my work through my web site (e.g. no shopping cart.) However, if these are venues you’d like to pursue, I imagine several of the same considerations can be applied.

I do believe that artists today have many more opportunities to consider when selling their art. It is up to us to think out of the box and to pursue non-traditional venues.

How we spend our days is
of course
how we spend our lives.

-Annie Dillard

Okay, maybe that is a bit terse, but after so many months of sharing thoughts on trying to live in the present moment, being positive, getting clear, and all that “woo-woo” stuff, I feel like kicking it all in the pants. And admit it; haven’t you wondered or wanted to do the same thing?

To borrow some worn out words “It is hard work.”

But I didn’t think it was supposed to be “hard work.” I thought it was supposed to be effortless. Aren’t I just supposed to “show up” and let the universe take care of the rest?

Can you tell I’m feeling a bit frustrated?

Actually I do believe that the law of attraction, or aligning yourself with the universe, or opening yourself to the universe or however you wish to describe it, does work. Problem is, it seems to be rather inconsistent. Or maybe I’m just not always “in the moment.”

My current feeling brings to mind an article I read in the March 2008 issue of Shambhala Sun by Brad Warner titled “That’s Not Very Buddhist of You.” In a nutshell, Warner, a Buddhist, discusses the issue of being told that you are doing something that others perceive as “not being very Buddhist.” That when when we don’t live up to someone’s idealized version or image, look out.

And that may be my problem with the Law of Attraction. I have, at times, held this idealized image of what it means to follow the Law of Attraction. That by being positive and upbeat and spreading the good karma and setting intentions and getting clear, I should get whatever I bloody well want.

Ouch!

Warner states “it is of no importance at all to try to live up to some media stereotype of a supposedly ‘typical Buddhist.’ In fact, that’s one of the most self-destructive activities you can engage in. Buddhism must always be grounded in reality.”

And so it is with the Law of Attraction. The reality of the Law of Attraction is that it happens in its own perfect time. It isn’t something you can force, push, or hurry along. When the time is right, it will happen.

The admittedly frustrating part is setting those intentions, being open to intuition, to the universe, getting clear, and nothing. So you keep on doing what you’re doing and waiting a little longer and, nope, not yet.

The universe sure is a big ol’ tease.

Some say that while you’re setting your intentions and getting clear and being open, the universe is aligning behind the scenes. Small things are happening. Perhaps you’re not paying attention to the small things because you’re waiting for the big wham-o. And when the big wham-o doesn’t smack you in the face, you think what is big deal with this?

Yet, if you look back, reassess your day, your week, the past month, you become aware of all the small things that did take place. The universe really did align and it did bring you to where you are today.

As Warner stated in his article “Our intuition never actually fails us, even though we often think that it does. We only fail to hear it over the noise we generate in our heads. We all have this intuition. But we’ve learned how to shout it down with our thoughts and emotions to the extent that it’s sometimes impossible to hear that small, still voice.”

I have sometimes felt that the Law of Attraction has failed me when in reality I have not paid enough attention to the small signs and trusted my intuition. When the negative voice or ego is on a roll, getting “uppity” you might say, I have to shift my thoughts and return to that place of stillness. After all, compassion begins with being compassionate with yourself.

Warner ends his article saying “Our practice will never make us perfect, when perfection is merely an image created by thought. Real perfection is just to keep on practicing.”

And so it is with the Law of Attraction. It is a daily practice to set intentions, to get clear, to be open. Some days I fail and and I have to get clear again. And some days I realize I’m right where I’m supposed to be.

Note: Christine Kane wrote a series earlier this year on the 6 Snarkiest Misconceptions about the Law of Attraction. I’m going to read these posts again. You’ll find misconception #1 here. Links to consecutive posts are at the top.

When things in your life seem almost too much to handle, when 24 hours in a day are not enough, remember the mayonnaise jar and the 2 glasses of wine theory…

A professor stood before his philosophy class with some items on his desk in front of him. When the class began, wordlessly, he picked up a very large and empty mayonnaise jar and proceeded to fill it with golf balls.

He then asked the students if the jar was full. They agreed that it was.

The professor then picked up a box of pebbles and poured them into the jar. He shook the jar lightly. The pebbles rolled into the open areas between the golf balls. He then asked the students again if the jar was full. They agreed it was.

The professor next picked up a box of sand and poured it into the jar.

Of course, the sand filled up everything else. He asked once more if the jar was full. The students responded with a unanimous ‘YES.’

The professor then produced two glasses of wine from under the table and poured the entire contents into the jar, effectively filling the empty space between the sand. The students laughed.

‘Now,’ said the professor, as the laughter subsided, ‘I want you to recognize that this jar represents your life.

The golf balls are the important things; your family, your children, your health, your friends, and your favorite passions; things that if everything else was lost and only they remained, your life would still be full.

The pebbles are the other things that matter like your job, your house, and your car.

The sand is everything else; the small stuff.

If you put the sand into the jar first’, he continued, ‘there is no room for the pebbles or the golf balls.

The same goes for life. If you spend all your time and energy on the small stuff, you will never have room for the good things that are important to you.

Pay attention to the things that are critical to your happiness.

Play with your children.

Take time to get medical checkups.

Take your partner out to dinner.

Play another 18 holes.

Do one more run down the ski slope.

There will always be time to clean the house and fix the disposal.

Take care of the golf balls first; the things that really matter. Set your priorities. The rest is just sand.’

One of the students raised her hand and inquired what the wine represented.

The professor smiled.. ‘I’m glad you asked. It just goes to show you that no matter how full your life may seem, there’s always room for a couple of glasses of wine with a friend.’

Thus far in our discussion on writing a business plan, we’ve talked about several components: writing goals, defining your art, and knowing who your competition is. This week the focus is on describing and knowing who your customers and collectors are.

As you put together your business plan, you need to think about who is buying your art and who will buy your art. Knowing who your customers and collectors are currently and who you’d like as future customers and collectors also helps you define your goals and refine your marketing.

Why am I writing this as customer/collector? Because in the ideal situation all artists hope to have collectors; those people who buy our art, who keep buying from us, and start a collection of our work. When you start to think of the person buying your art as a collector, the mood changes. It feels more professional.

Demographics

The easiest way to describe your customers and collectors is with demographics. This includes sex (M/F), age, income, education level, and occupation. In addition to these standard demographics, you can expand further to include where your customers/collectors live (urban, suburban, rural) and how they pay for their purchases (cash, check, credit card, installments). You may even begin to think about the type of home they live in and the cars they drive.

Here is an example of how I’ve defined my customers in the recent past:

Urban and suburban women in their late 20’s to early 70’s who are predominantly college educated in professional careers that pay for their purchases with credit cards, cash, and occasionally by check.

If you aren’t sure who your customers/collectors are, write down who your ideal customer/collector would be. And if you already have an idea of who is buying your art and if you’d like to focus on another market, write down who those people would be too. In both cases you’ll develop a better idea of your customer/collector and can begin to think about how to find them and how to market to them.

Another aspect to consider when defining your customer/collector is why these people buy from you. Is it for personal or sentimental reasons? Does your art work fill a blank spot in their home? Are you providing a piece of art that happens to be in the right color? Is your work a functional object?

And if you have repeat customers/collectors, can you determine how often they buy from you? Some people talk about the 80/20 rule. This theory says 80% of your business comes from 20% of your customers. If this is true, are you keeping in touch with your current customers?

Which leads us to…

Keeping Track of Customers/Collectors

How many of you have a customer mailing list? When you sell at an art/craft show, do you have a clipboard, notebook, or journal to collect contact information on your customers? If so, is it out and visible to people as they enter your booth?

I know that we all feel like we get too much information already via snail mail and email. However, when you start selling a product, you need to start building a mailing list in order to, hopefully, grow your business.

When someone expresses interest in your work and doesn’t make a purchase, encourage them to leave their contact information so you can update them on future shows and/or new art work. They may make a purchase in the future. They may share information on your art with a friend or family member who in turn may make a purchase. Without their contact information, a potential opportunity is lost.

In the last few years, my mailing list has grown to almost 300 customers/collectors. This list includes friends, neighbors, people in different organizations I belong to, former co-workers, Eric’s co-workers, and many people I meet at art/craft shows.

If you haven’t started a customer mailing list and you’re saying to yourself “I don’t know who to put on my list” think about people you know who have expressed an interest in your work or who have made casual purchases. Start with your neighbors or co-workers. I bet you can easily come up with 5-10 people to start your list.

Niche Markets

One last area to consider when it comes to customers/collectors is the niche market. A niche market is a specialized market. Does the art you make fit into a niche market? Do you specialize in specific theme(s) with your art? Look at your art and think about whether you could create for a niche market. When your work fits a niche market, you have a better idea of who to target with your marketing. You have an easier time finding an audience because it is “built in.”

Next week: Sales Opportunities

Crucial to finding the way is this:
there is no beginning or end.
You must make your own map.

-Joy Harjo

Here are two pictures in the periodic posting of my Milagros Spirit Icons series. These two Milagros Spirit Icons represent the hands and/or arm. The hand/arm Milagros represents our connection to others. Our hands are the way we relate to the world; we reach out to others and others return our touch.

The hand/arm Milagros also represents labor; that which we use to complete our work; and are the instruments through which our creativity flows-through art, music, writing. Finally, the hand Milagros can represent healing through touch/massage, energy/Reiki, and prayer.

Look at your hands and think of all the ways you use them throughout the day. Your hands are one of your connections to the world.

Hand Milagros Spirit Icon

Milagros Spirit Icon Hand & Arm

Sometimes, when we enter into a small art business, we think “Hey, I’ve got this great idea.” We create our art, put together a dazzling display, take it to a show, and then, lo and behold, you find someone two booths down is doing the same thing as you!

Maybe the material is different or the colors, and their prices may be lower or higher. Yet similarities exist between your work and theirs.

Say “hello” to your competition.

Unless you work in a vacuum and never take your art outside your home, chances are someone out there is making the same or something similar to the art you make. It happens. We take influences from a variety of resources. Some say there is no such thing as a truly original idea, just a different way to present it. And when you enter into a small business (or any business for that matter) you need to determine who your competition is and how you can “stay on top of the game.”

Find and Define the Competition

In order to find the competition, think about the venues where you sell (or want to sell) your work: retail shows, art galleries and consignment stores, Etsy, Wholesalecrafts.com, area guilds. When you visit these venues, whose work most closely resembles your work? How is it similar? Think about the physical aspects and pricing. How is it different?

Write it all down. I created a chart in my notebook to use when I check out other artists on Wholesalecrafts.com who also make wine bottle stoppers or business card cases.

Now take it a little further.

Ask yourself what does your competition do better than you. Again, consider their technique, price, and quality. Other areas to consider are their marketing, packaging, and display. You may not be able to answer all these aspects; though at a show you could certainly ask the other artist about their display or packaging or even marketing and in art galleries and stores you can get an idea of how the other artist handles the packaging of his/her work.

This is a good time to really think about and analyze your work as a whole, from the product to the packaging to how you market it.

Finding Opportunities

Once you’ve looked at all these aspects, try to determine what opportunities your competition leaves open for you. Are there other venues to consider? Is there a different market to target? Do they only sell in a certain geographic area, or only use certain colors?

I understand some of this may seem speculative. In essence you are doing a bit of research and sometimes in research you have to make hypotheses. At the same time, this type of research may also trigger an a-ha moment for you which will lead you down a path you had not considered before. And it will also give you the opportunity to think about how to make your art even better.

The intent here is to differentiate yourself from your competition. When you understand who your competition is, you can begin to develop ways to distinguish yourself from them.

Next Week: Know your customers/collectors

Choose an object that inspires you and allow it to assist you in restoring balance of mind and emotions.

Engage the focus on an inspiring object.

-Nischala Joy Devi