#20 - Using Information to Sell Your Art

Using Information to Sell Your Art

By Chris Maher

Is your work "information rich?" In a way, all art is. Information is not just empirical, logical, and factual - it also is opinion and feeling. When you talk to a potential customer in person, it's natural to share information about the process, the history, and the vision that makes each of your creations unique.

So, what's the big deal about the amount of information you include about your work? Well, one of the keys to determining whether any given product will sell well on the net is the degree in which that item is an "information rich product". In other words, items that typically requires some thought and research before a purchase are more likely to sell well through a web site. Items such as books, CDs, and software are very information rich, and are selling quite well on the Internet.

Lets start with the big picture. One of the prime bits of information people use to determine value of an art work is the context that they see it in. Some people object to that, decrying the influence of packaging. I don't agree. The way you choose to present your work conveys a lot of information to your clients.

Does your web site "look" add to the value of your work? Does it complement the style and quality of the work you create as an artist? Look at other galleries on the Internet. Is the work presented more effectively that yours? What do they do that you don't?

If you don't have the time to learn the fine points of site redesign, consider contacting a professional for help. If you don't want to spend the cash, approach the designer about bartering some of your work in exchange for the look you want.

What other positive information should you make available to your visitors?

Testimonials can be very effective. Have a page of endorsements from people who love your work. Include a feedback form, and make it easy for your visitors to add their comments.

Do you have any work in famous collections? Have you had any one person shows? Are you represented by any galleries, ever have a piece hang in a museum? What about awards? All those things should be mentioned, and can add credibility to your web presence.

Do you have a nice page about yourself? It should be a place you can talk one-on-one about your work, your inspiration, even your lifestyle.

There is no need to overwhelm anyone with large amounts of information, the web is a layered media. Use links to guide the curious to ever greater levels of detail.

And remember, those additional pages of information you create will be cataloged on the big search engines, giving your potential clients more paths to your site.

So, what do you think? Can you modify the design of your site to improve the positive information aura about your work?

This page last updated: 09/02/04

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