Debunking the Myth of Pain Points in Art Marketing

In the realm of art, the dynamics of marketing follow their unique set of rules.

With over 6 years of experience in marketing, spanning from my own ventures to working with a media agency, I've promoted and sold a diverse array of products and services, ranging from cleaning services and tarot readings to high-end custom grills and pools.

One common piece of advice in marketing is to identify and address the pain points of your target audience, showcasing how your offering can alleviate those concerns. However, when it comes to marketing art, this approach doesn't always apply as expected. Let's debunk one prevalent myth today.

?? Debunking the Myth of Pain Points

You've likely encountered the concept of pain points in marketing, emphasizing the importance of understanding and resolving customer challenges. Perhaps you've heard, "Discuss the pain points of your ideal customer and how your service or product is going to solve them." Yet, in the world of painting, traditional pain points don't quite align in the same manner.

Art, fundamentally, is a luxury item. While it's true that art holds significance and appeal, it competes with essential needs like groceries and bills. People don't necessarily "need" your painting; rather, they "want" it.

So, how do we navigate this notion of pain points in art marketing?

The key lies in leveraging the service aspect of what you offer.

As a self-promoting artist, you likely wear many hats and oversee every aspect of delivering your painting to the collector. While the painting itself may not pose pain points, the process of acquiring it and the accompanying services do.

Here's what art-related pain points sound like:

• "Does the painting come with framing?"
• "What are the payment options?"
• "What's the turnaround time for delivery?"
• "What's the pricing?"
• "Is the painting still available?"
• "How is the painting packaged and shipped?"
• "Do you offer global shipping?"
• "I'm interested but waiting to have the funds."
• "Who can I contact for more details?"
• "Where can I find your work in galleries?"

For self-promoting artists, excelling in customer service is paramount to selling luxury-priced paintings. This entails addressing and resolving these pain points effectively.

Here's how you can streamline the process for your buyers:

• Clearly list the pricing.
• Showcase meticulous packaging and shipping details.
• Provide visuals of the artwork framed.
• Create a comprehensive FAQ section on your website.
• Make your contact information readily accessible for inquiries.

By proactively addressing these pain points in your marketing efforts, you not only simplify the buying experience but also demonstrate your commitment to customer satisfaction. Showcasing the service aspect of your art business builds trust with customers. It shows you care about your artwork through the entire process, even after someone has purchased the piece.