Writing a Newsletter

“Action is the foundational key to all success,” said Pablo Picasso, and who better to look to for advice about how to promote your art? You have to be active in promoting your art, and writing a newsletter is one of the most effective – and least expensive – marketing tools you can use to draw attention to your artwork.

Gallery owners, reps and potential clients may love your work, but it’s relatively rare to find someone so enthusiastic that they will sign you up for representation or buy your work straight away. Of course, you already hand people your business card so that they can follow up with you if they want to, but these tend to get lost and after a while people will just vaguely remember you. Particularly with those who come across a lot of artists in their life, you need to find ways to make yourself stand out.

In addition, busy people might struggle to find the time to take action themselves. So why not make it easy for them – take their card, add them to your mailing list and send them a weekly or monthly newsletter. By sending out a well-designed and well-written newsletter, you will retain your previous clients, secure new ones and keep media and gallery owners interested.

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The benefits of marketing through newsletters

  • They allow you to explain your art more eloquently.
  • You can take time to come up with ideas that will keep your clients interested.
  • Your audience will become familiar with your work.
  • Readers might turn into buyers, and one-time buyers might turn into collectors.
  • Newsletters keep you and your work alive in the mind of your target audience.

 

How to Write a Newsletter

Once you’ve decided to start a newsletter of your own, you need to give some thought to what they ought to look like. Newsletters have their own set of rules and writing them well takes practice and work. One of the easiest and most recommended newsletter-creating solutions is MailChimp. Just sign in and start designing your newsletter.

If you’re not used to writing regularly, you might initially dread this part, but remember you’re writing about topics about which you are the expert: your work, passion and inspiration; how your art affects you and your family; your place in the art community; new trends in the art world; or anything else you might be interested in reading yourself.

 

Here are some more tips:

  • Build a solid mailing list, through art directories, business cards you’ve collected at fairs and galleries, etc., and make use of social networks to spread the word.
  • Read some great newsletters by other artists to get some ideas and draw inspiration.
  • Choose a template that best reflects your image, and make it clean and minimal, so it doesn’t distract your audience from your content and artwork.
  • Do not overcrowd your newsletter; choose three main topics (300-500 words each) and three sidebar topics (just bytes of info or interesting news).
  • Write regularly, whether it’s weekly, bi-weekly, monthly or quarterly.
  • Do NOT make your newsletter too promotional (‘Buy my art, now!’), because this approach will scare away your readers. Instead, give them real content and value, and insert your artwork in a way that will prompt your audience to learn more, to comment and write to you, to recommend you or buy your work.
  • Proofread your content well before sending it. It might be useful to put it aside for a few days before you review it.

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