“Just Make Some Merch”: What it Actually Means for Artists

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“All I have to do is just create a line of merchandise.”

When I was invited by artist Michael Owen to help him produce the Baltimore Love Project, I thought it was a yearlong endeavor. It took us nearly five years to “just” paint the word LOVE on 20 walls. There was so much more involved than purchasing paint, having equipment on-site, and proceeding through the process of painting a large-scale image on concrete. To accomplish the artistic vision that Michael had, there were hundreds of decisions to be made—many had to be made beyond our own cognitive reach.

Converting ideas into reality is not easy, especially if there is a desire for the vision to endure and impact in the way that art has the power to do.

Merch is not a shortcut.

It is easy in thought to grow sources of income, particularly in 2025 with manufacturing seemingly a click away and influencers telling us it’s simple (especially if you hire them to tell you how). But developing a line of merchandise requires much more than the thought of doing it and clicking that link. Much like a painting is more than paint on canvas, producing a bag that someone will live with is a cascade of decisions with consequences that will cost time and money. That click often includes a lot of stress—the only cost that actually kills us—and potentially hundreds if not thousands of dollars we may not ever see again.

What goes into translating our studio practice into an object that someone can live with every day, and potentially a source of stable income for our creative practice?

—A LOT, but if we step back we can see some general patterns that every artist might experience in the process of developing a new stream of revenue. Below are a few mile-high prompts that emerge in the journey, and of course on the ground, the nuance and depth for each adventure will be different.

Not a checklist—but some starting points.

  1. What object? What art?
    Likely the first decision made is linking the fine art form to an everyday object.
  2. Who will make the object?
    Although a 3-year-old engaging Alexa might think you can yell into the air and get what you want, we are not quite to the space of AI that allows a bag with our design on it to appear. Someone, somewhere, will need to produce the vision.
  3. How do you build a relationship with the maker?
     Makers are available! Connecting with them and aligning ambition with skill takes a relationship that requires translation—at a minimum from art to object, but potentially more.
  4. How does the thing in our head become a thing in our hand?
    A drawing on a napkin requires a bit of interpretation. Materials need to be defined, and specifications for production need to be articulated.
  5. How do you know that what is made by someone else is what you want?
    It takes time to trust. Quality control with samples to inspect gives confidence to all parties. Saying yes to 500 starts with saying yes to one.
  6. How does the object get from the maker’s hands into the visionary’s hands?
    There is a good chance that our neighbor is not a manufacturer. Along with the space of geography (maybe even an ocean), there is likely a good bit of paperwork and numerous middlemen that must be navigated before an object can be felt for the first time.
  7. How does the object get from the visionary into the hands of the future steward?
    This is likely a familiar question, just a different artifact. After all the journey of producing, you still need to have an audience ready to receive.

My analysis here is still too simple. It is not comprehensive, but it gives a flavor for the complexity that one will step into in order to JUST make merchandise.

Merchandise is a medium too.

The abstract insight to translate art into income by way of merchandise, leads to many different paths. The reality is more robust and daunting. Creating a new line of revenue is not as easy as saying, “THAT would look great on a shirt.” It is many small decisions with lots of risks. 

However, it doesn’t need to be an unknown path. Others have trod and have ample insight on the corners to peek around, the places to stop for refuge, the shortcuts you might utilize, and the kind people you can count on along the way.

If you are curious about the experience, the Burkholder Agency is compiling resources that might assist you for your journey. We have discussions about various aspects of the pursuit, and we have compiled resources (other posts and tools you can request) to help. And of course, we are always open to a cup of coffee.

Banner Art Credits: Woman Weaving a Crown of Flowers (c. 1675/1680) by Godefridus Schalcken is a quiet portrait of preparation. In the act of weaving—delicate, intentional, symbolic—the subject captures the tension between imagination and form. Digitally recontextualized here, the image echoes the work of translating fine art into functional objects. Like the crown she builds, merchandising requires care, craft, and a willingness to shape beauty into something meant to be worn, held, and lived with.

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From Canvas to Product: An Artist’s Journey into Merchandising

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A Guest Blog from WSS Fine Art by Wendell Supreme Shannon

 

For over a decade, I dedicated myself to the world of fine art and large-scale public murals. My work has always centered on transformation—of spaces, of stories, and of self. But as time passed and conversations with collectors, clients, and students grew, I began to realize something deeper: people didn’t just want to see my art—they wanted to carry it with them. That simple insight planted the seed for what would become my foray into wearable art and product-based merchandising.

The Spark: Turning Artwork Into Tangible Experiences

The idea came naturally, but not immediately. I had completed murals that transformed neighborhoods and created paintings that filled gallery walls—but during exhibitions and conversations, people would often ask, “Do you have anything smaller I can take with me?” At first, I thought that meant prints. But the more I listened, the clearer it became: people were looking for ways to integrate art into their daily lives—not just display it.

That’s when I began exploring what it could look like to turn my original geometric abstract artwork into products: bags, apparel, accessories—functional pieces that carried the essence of my creative identity into the world.

The Beginning: Trial, Error, and Dropshipping

I started small, curious and cautious. My first step was experimenting with dropshipping platforms. The upside? I didn’t need inventory. I could upload a design, order a sample, and launch a product with minimal upfront cost. It was a great way to test the market.

But it also came with its own set of challenges. Dropshipping limited my control over quality, fulfillment timelines, and brand presentation. Some samples looked nothing like my artwork—colors were off, materials felt flimsy, and packaging was nonexistent. What I saved in convenience, I paid for in brand dilution. That was the first big lesson: not all visibility is good visibility if the product doesn’t reflect the integrity of your art.

Learning the Language of Product Design

The next evolution came when I decided to take manufacturing into my own hands. That meant finding suppliers who could bring my visions to life—from custom-embossed vegan leather to multi-functional straps and detailed hardware. It wasn’t just about printing on a T-shirt anymore—it was about designing a product from scratch.

This stage required a whole new set of skills. I had to learn how to:

  • Professionally photograph and digitize my art at high resolutions
  • Create color-corrected files suitable for printing on multiple surfaces
  • Develop spec sheets and tech packs outlining dimensions, stitching, and placements
  • Navigate minimum order quantities, production timelines, and shipping logistics

Each of these came with hard-earned lessons. Some early samples were unusable due to vague instructions on my part. I learned to overcommunicate. I also discovered that pushing a manufacturer to go beyond their standard offering (like embossing textured artwork onto leather) could create standout results—but only with patience and persistence.

The Easy Parts (Yes, There Were Some)

What came easiest was the vision. I always had a strong sense of how I wanted my brand to feel—bold, intentional, and rooted in both story and quality. Once I began receiving samples that met my standards, content creation became second nature. I used them to build anticipation, create preorder campaigns, and connect more deeply with my audience through storytelling.

Another surprisingly rewarding aspect was packaging. Designing branded dust bags, custom boxes, and inserts allowed me to treat each order like a collector’s experience. For many customers, opening the product felt like unboxing a limited-edition artwork—and that’s exactly what I wanted.

The Hard Parts: Cost, Communication & Creative Fatigue

What’s hard? Pretty much everything else.

Cost is always a reality. High-quality materials and ethical manufacturing aren’t cheap. Add in packaging, shipping, and my own time as the designer, and it becomes clear that pricing is both an art and a science. I had to learn how to calculate true cost of goods sold (COGS) and price in a way that honored my work while remaining accessible and profitable.

Communication across time zones and languages was another hurdle. Some manufacturers overpromised and underdelivered. Others disappeared mid-project. I learned to vet partners, request references, and document everything.

And then there’s the creative fatigue. Designing products pulls from a different part of the brain than painting or murals. It’s iterative, technical, and requires patience. There were weeks where I was neck-deep in shipping timelines and spec sheets, far away from my studio. But I never lost sight of the bigger picture.

Has It Been Worth It?

Absolutely.

Merchandising gave me a new way to tell my story and connect with people who may never step into a gallery. It created multiple revenue streams, helped fund larger projects, and allowed me to reinvest into my practice and community. Most importantly, it showed me that my art doesn’t have to live in one format. It can travel, adapt, and evolve.

I’ve even had the joy of seeing my work in retail spaces—like Different Regard and Live! Maryland Casino—where it stands alongside other innovative brands. That’s something I never imagined when I was first painting on canvas in a small apartment.

Who Should Explore Merchandising?

I’d recommend merchandising to any artist who:

  • Has a strong, recognizable visual style
  • Is willing to learn about product development, supply chains, and pricing
  • Wants to expand their reach and connect with new audiences
  • Understands that quality and consistency matter as much as creativity

But it’s not for everyone. If you’re looking for quick cash or passive income, merchandising probably isn’t the answer—at least not in the beginning. It requires time, investment, and a genuine love for design. You have to treat it like building a brand from the ground up—not just slapping art on a tote bag.

Final Thoughts

The journey from canvas to carryall wasn’t easy—but it was transformative. It pushed me to grow not just as an artist, but as a designer, entrepreneur, and storyteller. Through every lesson—good, bad, right, and wrong—I’ve built something I’m proud of: art that lives in the world, not just on the wall.

If you’re an artist with a vision bigger than the frame, merchandising might be your next step.

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“Getting What You Want!” What an Infant Has Taught Me About Pitching Art

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In my early adult years, as I contemplated starting a family, a dear friend asked why I wanted children. In my naiveté and with a limited perspective that the world is overly rational, I said, “I want to develop a mind.” Thankfully, I have developed a wee bit in my perspective on the quantum operations of the world, and with firsthand experience I can say the joy of being a parent resides in the front-row seat to watching a human form. My parental joy is more about my observation of the formation than influencing it.

A gift of my VIP purview into the development of a human has been observing the process of getting what you want. It is INCREDIBLE what evolution—the propagation of our genetic material—has given us: namely, an ability to keep one of the most demanding species alive. It takes a lot to sustain life, even if that ball of flesh is just 9 lbs. AND DAMN the blob is good at getting what they want.

I am analytical, so let’s break down how a baby is capable of getting a grown human to do frankly insane things (months of sleep deprivation is just batty).

What is the baby’s pitch? And what can the baby’s pitch teach us about getting what we want?

The Vision: Where are you going?

I can’t step into the inner workings of an infant, but I am confident their overarching desire is to just be—to just continue living. As a parent, I share that vision with the child I am caring for. There is incredible alignment between our desires. This may not sound like a lot to go on, but let’s consider and see if it is helpful.

The vision is very simple and very clear. The baby wants to live. As a human who has the exact same self-desire, I understand it and can wrap my mind around what it will mean to work toward that goal and what it is like to achieve that goal. When we are asking someone else to join our journey, it is critical that the other party understands where we are going. A clear vision is a great first step toward getting someone else to join our adventure.

The vision of the baby aligns with the interest as a parent. I, too, want my child to live and will work toward that end. In business, alignment with vision is valuable for similar reasons: It will attract energy, effort and resources to accomplish the goal.

About You: Why are you the one to do it?

A baby—more particularly, my baby—is the perfect person to go on living in the world. They will carry me far beyond my own ability. They have the exact material I desire to get the job done and, if I parent as I hope, the personality and skills to carry a legacy far beyond.

Evolution is a very powerful tool. Keeping your genes in the game has shaped wild physiology and psychology. As humans, we too want to see our progeny live beyond us. Our child is exactly the right person to see our destiny extend into the future—or at least our genetic material.

When asking someone to give you a resource, buy a painting or hire you for service, they want to confidently know that you are capable of delivering what you say you can (your vision). Their assessment might be answered by the object that stands in front of them, but frequently they need more. They need to know your story (genetic makeup and all), they need to know what you have done before, and they may need to know who else has validated your abilities. A successful pitch—knowing or unknowing—addresses who you are.

The Request: What do you need to accomplish your vision?

It is frequently said that keeping an infant alive is a matter of three things: sleep, food and diaper changes. I can certainly tell you that is easier said than done, but my ink would be wasted compared to the immense cultural artifacts that already speak to the topic.

As a human myself, I am very clear on what my child needs in the earliest stages to maintain their presence on the planet. The challenge typically resides in my inability to interpret their request for such things. About all they have in their arsenal for attention is crying. It is a beautiful thing when we get to facial expressions, and loads of fun when sounds come together for words.

A pitch needs to include an ask. What is it that you need in order to accomplish your vision? Money is not a great answer to this question. No one wants to part with their money for the sake of giving someone money. What will the money give you? Time, resources, connections, space—these are better requests than money.

It may seem obvious when making a pitch, but it is all too easy to overlook making the request. We may not know what we need, or we may not even “cry” for someone else to interpret. It is worth exploring: What do I need, and how do I ask for it?

The Reward: What do I get for helping you with your vision? 

I have been asked if I would do it again—have another child enter my home. If I could go back in time, I ABSOLUTELY would say yes. As for adding chaos on top of chaos, the jury is still out. There are incredible rewards for joining a baby on the journey to live. If you’re curious what I have found, feel free to ask, but needless to say, parenting is DEEPLY rewarding.

We seem to again have the benefit of evolution on our side. Our kids’ genes keep us in the game. We are also capable of seeing the joy of rearing a child, or we may see the benefit of having future support as we age, or we may engage the status of being a parent. There are ample rewards given to a parent for participating in the act of giving a child a life. (And if there are not—or our perspective is off—that is what therapists exist for 🙂)

When we ask someone else to join our journey, there is an expected return for the investment, even if it goes unsaid. And I will add: If it is not said, it is probably not a healthy relationship. There is a good chance for resentment and toxicity to find their way into the connection where expectations have not been expressed.

When we ask someone to join us, the best rewards are more than money—you can get creative with what you offer. My baby’s smile, their feet pitter-pattering across the floor as they run to greet me, and bestowing the title of “Dada” upon me will reside with me far beyond any item a dollar could buy.

Your vision, about you, the request and the reward will require varying degrees of communication. Your relationship with the other party determines how much is said and how much is intuited. But all aspects of the pitch are still present—just as they are in the relationship between a parent and a child.

My toddler is not pitching his next business venture to me. But he has certainly offered me a lot of perspective on how someone who is incapable of speaking can get what they want—including my heart.

If you are interested in creating your own pitch and translating these four aspects of a child getting what they want into your own creative practice, feel free to reach out. We host free virtual professional development sessions, we have an archive of professional development resources, and we are always looking for a great conversation over coffee.

 

Banner Art Credits: Baby (Cradle), 1917–1918, by Gustav Klimt, shows a child nestled in a swirl of color and pattern—barely visible, yet fully central. Set against a bright yellow background here, the piece becomes more than a portrait of infancy. It becomes a metaphor for early vision: pure, urgent, and still forming. The visual noise and softness of Baby (Cradle) mirror the early chaos of communication—a fitting echo for a session about clarifying your vision and making the ask.

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Crafting Estimates that Get Responses

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A Guest Blog from Loud Communications, by Michael Ivan Schwartz

Have you ever wished you knew what your client was willing to pay for your services or product?

In creating an estimate for a client, you may dream of being able to read their minds. To find that exact number that they’re willing to pay, that gets you the job, and rewards you at the maximum level. This reminds me of one of my favorite episodes of Taxi (a sitcom from the late 70s to early 80s). It’s honestly a bit scary how well I remember this episode that I probably saw once when I was a teenager.

The episode’s story is that Iggy (an often spaced out taxi driver) has accidentally burned down the apartment of Louie (the curmudgeonly boss). Iggy reveals in a letter to Louie that his wealthy father whom he has never asked money from before is willing to pay Louie for the damages. With the letter is a blank check with the instructions for Louie to make it out for whatever he thinks is fair. The only caveat is Iggy needs to tell his father how much the check is so he can make sure the account can cover the amount.

Figuring out what to include in your estimate is a lot like this tension that Louie faces. There’s a balance between greed and integrity and the value to your client and in business what other people are offering.

How do you present the numbers?

  • Put one flat number to sum it all up? 
  • Create a menu of options for the client to choose from?
  • Is it best to do a line item for each component with a final tally at the end? Do you give three levels of options: low, medium, and high?

I’ve been creating quotes for my video production and photography services for over 20 years. I’ve tried all of the methods above and more. While I can’t tell you the right way to create your estimate (there probably isn’t one) I can share some valuable questions to ask your client and yourself to maybe find a better way to create your quotes.

What number to give?

Ideally, you can simply ask, “What’s your budget?” Or, as I’ve learned, it’s a bit easier to ask, “What’s your budget range?” Sometimes though it doesn’t feel appropriate or the client dodges the question and requests that you create the proposal without that information. And even if they do give you a specific amount… Do you simply make it fit that? 

The number to give is likely a combination of a dollar amount and the value that could be achieved at that point or more. I like to show them what they would get within that range and also offer what more dollars could be used to do, just in case they have some flexibility.

What impacts the number to give?

The more you can know about your client the better you can present an accurate estimate. If you’re able to have a detailed conversation with them I’d encourage asking about previous work they’ve had done with other vendors. What did they like or dislike about the process and end result? Finding out the purpose for the project, how it will be used, who they’re aiming to serve with your work will give you some perspective on what this job is worth to them.

I’ve found that for new clients that I know the least about I will tend to aim higher. The pitfall of trying to be the lowest bid to win the job is likely going to lead you to some of the worst client experiences. That said, if you’re new to the industry and are desperate to get work, sometimes getting in the door and learning from your under budgeting is the path needed to improve your estimating.

It is all practice.

The more experience you have crafting estimates and seeing what has worked or not can help you fine tune your proposals.

I can remember the first time I had a client pick the high price of my 3 levels and I was shocked! It had never happened before. Folks always picked the low or medium price. It helped build confidence in what I could offer if the budget allowed.

Your number is important too.

Knowing your bottom line costs and your desired profits to stay in business is the first step in creating an estimate that doesn’t get you in trouble. Learning what is common pricing practices in your industry and understanding where you fit within the competition of folks doing similar work is also an important piece of the puzzle. 

However, I believe the component that trips us up the most is learning the aim of your client. Why are you best suited to do this job? The more you understand that, the more likely you are to nail that blank check to the penny.



Burkholder Agency offers regular free virtual professional development sessions that explore topics of finance, marketing, sales and strategy similar to this post. Sign up to join or get invited to future sessions.

If you are thinking about your estimating process and need some help developing it feel free to reach out to the agency directly to chat further. We hope to see you out there!

 

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Crafting Your Brand Voice to Boost Newsletter Engagement

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A Guide from Valle Creative Consulting, by Arianna Valle

If your inbox is anything like mine, newsletters can sometimes feel like a snooze-fest. 

Yet, when done right, they have the potential to engage, entertain, and even convert. If you’re ready to ditch the bland and level up your newsletter game, your brand voice is one of the most powerful tools in your marketing arsenal. A strong brand voice doesn’t just set you apart from your competitors, it also builds trust and keeps your readers coming back for more.

Your newsletter should be as unique as your business. So, let’s talk about how you can craft a brand voice that resonates with your audience, boosts engagement, and keeps your subscribers eagerly awaiting your next issue.

Understand your brand voice

Your brand voice is the personality that shines through all of your communication. Just like how you talk to friends, your brand should have a tone and style that feels authentic. When your newsletter reflects your unique voice, it builds a stronger connection with your audience.

Here’s the kicker—newsletters don’t have to be dry and corporate. In fact, they shouldn’t be! 

Whether you’re snarky, inspiring, playful, or formal, find a tone that suits your brand and speaks to your audience. Ask yourself:

  • Who do you want to read your content?
  • What makes your perspective unique?
  • How do your friends describe you?
  • If your business could talk, what would it’s personality be?

These questions will guide you in defining your voice and ensuring it aligns with your overall brand strategy.

Identify your audience—speak to the right people

Identifying your target audience, aka the specific group of people you want to reach with your products, services, and marketing is crucial to every aspect of your brand. 

So it’s no surprise that it also plays a key role in shaping your brand voice. Your audience will guide how you craft your content, what language you use, and what stories you tell.

To make sure your newsletter is resonating with the right people, ask yourself:

  • Who do you want to read your content?
    Imagine a real person when you’re creating your content. This is your ideal reader, and every word you write should be directed toward this person. This vision will make your writing feel more personal, relatable, and genuine.

  • What are your audience’s interests?
    What’s your audience passionate about? What topics are they constantly engaging with? If you understand what matters to them, you can align your newsletter with their interests to create content that truly resonates.

  • What are their desires, and how do your offerings meet those desires?
    Every audience has a deep-seated desire they want to fulfill. Whether it’s gaining more freedom, improving their work-life balance, or finding the best solutions for their business challenges, your brand must speak to those desires.

  • Describe your favorite clients to work with.
    Think about the clients you enjoy working with most. What makes them tick? What kind of personality traits do they have? By envisioning your favorite clients, you can start shaping a voice that connects with people who share similar qualities and characteristics.

By identifying your audience, you can fine-tune your brand voice to create a more meaningful connection with those who matter most to your business.

Find your differentiators

To help solidify your brand voice, you must understand what sets your brand apart from the competition. Why are you different? Why should your audience care? Uncovering your brand’s differentiators will help you identify your tone and position your brand as a unique solution for your audience. To dig deeper, ask yourself:

  • Why did you start your business?
  • What motivates you?
  • What are your core values?
  • How do your offerings benefit your audience? 

The answers to these questions will give you clarity on how to infuse your brand’s unique personality into your newsletter content. Maybe you’re a designer who’s passionate about sustainability, an artist who loves documenting your inspiration, or a consultant who thrives on helping businesses unlock their potential. Whatever it is, let it shine.

Write with intent & repurpose like a pro!

When it comes to crafting content, working smarter, not harder, is key. Your newsletter doesn’t need to be a full-on production every time. Think of it as a recap of what’s going on in your business. You’ve already created plenty of content, so use that to your advantage!

 Here’s how:

  • Intro Story/Hook Paragraph: Start with a personal anecdote, a recap of what’s been happening behind the scenes, or a recent discovery. Don’t be afraid to get personal! Newsletters are an excellent form of nurture marketing, where the foundation is trust-building. People want to connect with you as a human, not just a business.

  • Repurpose Blog Posts: Share a brief recap of your latest blog post, along with a link. This lets your newsletter subscribers stay in the loop and drive traffic to your website.

  • Social Media Highlights: Give your subscribers a peek into your recent social media content. Be sure to include a call to action to follow you on those platforms to stay connected.

  • Behind-the-Scenes Sneak Peek: Show your subscribers what’s in the works. Transparency builds connection and keeps things fresh! Whether it’s a new project, a studio tour, or something inspiring you, share it.

  • Event Recaps and Teasers: Got an upcoming event? Or maybe you’ve just hosted something exciting? Share it in your newsletter! Offering exclusive updates will make your audience feel like VIPs.

  • New Products or Services: Let your newsletter subscribers in on any new products, services, or offers before anyone else. Give them first dibs! Remember, your newsletter is a marketing tool, so treat it as such.

Link it all together with a common thread

One of the most effective ways to engage your audience is to weave a common thread throughout your newsletter. Think of this thread as the unifying idea that ties all the different sections together. Whether you’re talking about a personal story, upcoming events, or repurposing social media content, keep the tone and theme consistent.

For example, if you’re sharing about a new service offering, your intro could be about how you’ve been inspired to add this service after hearing customer feedback or discovering a new passion. This approach creates cohesion and keeps your readers engaged from start to finish.

Don’t forget a CTA to drive action! 

A well-crafted call-to-action (CTA) can be a game changer for your newsletter’s engagement. Whether you’re directing readers to your latest blog post, encouraging them to follow you on social media, or inviting them to an upcoming event, make your CTA compelling and aligned with your brand voice.

But here’s the trick: don’t be afraid to have fun with your CTAs. Instead of a simple “Follow me on Instagram,” try something playful like, “Come see what’s going on behind the scenes on my Instagram—you won’t regret it!” Play around with your CTA language to keep it consistent with the tone of your newsletter.

TL;DR: 

When you craft a brand voice that’s distinct and authentic, you create a newsletter that your audience actually wants to read. Your newsletter will be engaging when you: 

  • understand your brand voice, 
  • position your brand’s differentiators,
  • speak to your ideal audience,
  • and keep things authentic.

 

From our guest:

At Valle Creative Consulting, we believe in helping businesses like yours connect with their audience through thoughtful, creative marketing.

By implementing these tips, your newsletter will stop being just another email in the inbox and become an eagerly anticipated communication tool. So, let’s get to work—your next great newsletter is just a few clicks away!

Do you need help finding your brand voice or perfecting your newsletter strategy? Let’s chat! Reach out to Valle Creative Consulting, and let’s make your marketing as vibrant and unique as your business!

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Email: The Canvas of Art Business Communication

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A key lesson in art education is understanding the relationship between form and content in creating meaningful works. Just as a great artist doesn’t need to disrupt the fundamental structure of painting to express genius, they benefit from recognizing the value of how those structures support their vision. Forms are familiar. Forms and mediums communicate without words, providing a framework that guides the audience. Within those forms, content is deployed with personal variation that allows creativity to emerge.

Email is no different. It’s a communication tool—a canvas—that can convey vision. Email has its forms to lighten the cognitive load for both writer and reader. It has ample opportunity for broad content, an array of colors, styles and personal voice, that allow innovation to emerge. It doesn’t have to feel like spam or, even worse, a generic “blast.”

Aligning Form with Your Art Business

Just as an artist’s use of form reflects their personal abilities and desires, email forms work best when aligned with the abilities and goals of your art business communication.

Ask yourself:

  • Do you think out loud about your concepts?
  • Do you have routines for finding your muse?
  • Do you study works in progress to find the next steps?
  • Do you appreciate viewing your finished work from different angles?
  • Do you benefit from visiting other artists’ studios?
  • Do you love celebrating your friends’ work?
  • Do you like celebrating your own?

These joys and creative processes can become part of your email communication. Every email can include sections devoted to these treasures, helping you connect authentically with your audience.

Structuring Your Communication

For instance, a scheduled email might include:

  • A Concept: Share something you’re researching for your next work.
  • A Studio View: Offer a glimpse of your workspace.
  • Celebration: Highlight a colleague or collaborator you recently connected with.

This structured form makes writing emails easier while also defining what you need to do for your sales and marketing efforts between newsletters.

If the process feels dull, maybe you’re working with content that’s not aligned with your vision. Choose themes you could explore on repeat. If you need novelty, mix it up with quarterly variations. For example, create four unique formats and rotate them each quarter, repeating the cycle yearly.

The Audience Comes First

Remember, your emails aren’t just for you—they’re for your audience. While your monthly studio updates might feel everyday and pedestrian to you, it is novel to your followers. It may even be a source of inspiration or intrigue for them. 

Significantly, consistency in your communication builds your brand, solidifying your identity and values. Repetition isn’t boring; it’s essential for creating a strong, recognizable presence and brand.

Success Through Form and Content

Success in art—and in art business communication—comes from using forms effectively and knowing the content you love.

If this process feels overwhelming, give yourself space to reflect. Join a coworking session with the agency, or let’s collaborate over coffee to make space with you. 

Banner art credits: The Letter, 1890–1891, is a color drypoint and aquatint on laid paper by American painter and printmaker Mary Cassatt. The artwork depicts a young woman seated at a writing desk, sealing an envelope—a moment that captures the intimate, personal act imprinted on each correspondence. Cassatt’s use of delicate linework and soft, layered tones lends itself neatly to digital interpolation, as the textures and subtle gradients translate seamlessly into modern digital media, bridging the tactile intimacy of traditional printmaking with the precision of the graphical form.

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Simple Email Rules are Creative Opportunities

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Generally speaking, there are no rules for what goes into an email. You can write an epistle, share a daily dose of sunsets, or pass along your favorite memes endlessly. However, there are a few simple email rules of etiquette to keep in mind, especially if you plan to use someone’s inbox to share your latest creation.

Consent is Key

We cannot use someone’s email inbox for solicitation without their permission! Email consent requires that the recipient decide they want your email. Our audience must sign up to receive our business correspondence.

This is a good thing—those on your email list are ready to grow a relationship with you. This means we shouldn’t add an email address to our list just because it was personally given to us five years ago—or even last week.

We most certainly cannot harvest an email address from someone else’s poor email use, like when a great aunt includes your address in the open carbon copy of 35 other folks you don’t even know. The proper process is to personally thank someone for their email address and direct them to a signup page to receive regular correspondence. Without consent, you risk losing not just one audience member but also access to your email service provider.

Consistent But Comfortable

To build a meaningful relationship, even in business, requires regular communication. An email schedule is a smart move to grow an audience. Structure is comforting for many people; it subconsciously sets expectations. Erratic email habits can feel jarring, like saying, “Hey, look at me!” or “Hey, I need something from you.”

Artists are notorious for only sending emails when they have a show—“I need your attention.” Consistent communication, however, can keep you present in your audience’s mind.

Consistency can be defined in many ways, but it’s probably more often than once a year and less than daily. That doesn’t mean sending junk. Just as friendships grow through thoughtful interaction, so does your audience. And while email allows for significant amounts of information to be conveyed, it’s probably not appropriate to regularly ramble and rant—unless that’s your brand!

Clean the Contacts

Although there’s no postage required to send an email, it does cost money and isn’t great for the environment. If an email consistently bounces or is left unopened, it’s a waste of resources.

Email platforms also use the statistics of your emails (deliverability and open rates in particular) to decide how to treat them. For example, this is how Google determines what goes into your inbox, promotions, or events without you telling it what to do.

Removing contacts that don’t engage with your communication may seem counterintuitive to growing your business, but it saves resources and improves the experience for your engaged audience.

Creativity Within the Rules

These simple email rules can be our friend:

  • Consent ensures your audience is genuinely interested in you and your work.
  • Consistency keeps you present in their mind, even without a major announcement.
  • Cleaning contacts saves resources and enhances the quality of your communication.

If you pause to think about these rules you likely have some creative ideas on how to utilize them for your own business vision.

If you’re curious about how to grow your business through email, consider joining a future coworking session. And if a conversation over coffee feels more meaningful, reach out, and let’s talk about how to help you spend more time creating.

Banner art credits: A Lady Writing, c. 1665, is an oil on canvas by Dutch painter Johannes Vermeer. The painting portrays a young woman, quill in hand, pausing as she composes a letter, her gaze meeting the viewer’s. This intimate scene underscores the timeless significance and simplicity of written communication, offering a serene contrast to the rapid pace of modern digital interactions—much like the contrast between the soft glow of Vermeer’s brush and the hard light of images on backlit screens.

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Email for Creative Business: Old Tech or Lost Art?

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Generational exposure to technology often relegates good methods of communication to the dustbin. There was a time when grandma’s letters got barely a passing glance with the rise of Messenger and Blue Mountain. But now, handwritten notes and cards hit harder in the age of passing snaps and soon-forgotten DMs. I collect and revere the love people have shared with me through “snail” mail.

Email might belong to a similar category of sacred communication (yes, lots of folks utilize and even revere their inbox). With good strategy, email can be harnessed for more efficient growth than pen and paper—especially for an artist trying to grow a creative business.

Email Offers Agency

First and foremost, an email address can be collected and used as you desire. Messaging through platforms depends on those platforms existing and being used by your audience.

Anyone still using AIM, MySpace, Foursquare, even Facebook and Snapchat? Email, by contrast, offers consistency and independence from these trends. AIM is no longer a thing, but plenty of people still have an AOL email address.

Email Encourages Creativity

Instagram and TikTok (still in use—but for how long?) are built for visual spectacle and attention, not for meaningful communication. Yes, there are captions, but their formats aren’t designed for depth.

Email, on the other hand, is a media-rich medium built for quality communication. It’s built for words but accommodates broader creativity with design, images, videos, and even sound. Why not use a method of sharing your work with your audience that doesn’t encourage them to move on without thought or feeling?

Building Relationships Through Email

Beyond agency and creativity, email offers other values that make it a smart choice for building meaningful relationships—something your artwork needs and deserves.

Many folks revere their inboxes. If something is there, it’s likely because they’ve chosen for it to be there. We have far less control over what appears in our social media feeds. The email contacts you secure (when done properly) belong to you. Unlike social media handles, email addresses are platform-agnostic and can move with you from one service to another. You can’t take handles off-platform.

Most significantly, email affords a degree of experimentation social media platforms typically don’t allow. A good email service makes it easy to analyze the quality of your communication. It provides data on engagement beyond just “eyeballs”—which is the currency of the attention economy.

Rediscovering the Power of Email for Creatives

If you haven’t blown the dust off your inbox lately, consider how this “relic” might actually be a meaningful tool for your creative business.

Curious how to start building your connection with your audience and using email for creative business growth? Join us for an upcoming marketing coworking session.

Prefer to connect in person? Let’s meet for coffee and talk about how email marketing might be a tool that gets you into the studio more.

Banner art credits: The Love Letter, 1750 is an oil on canvas work by 18th century French painter François Boucher. The work depicts two young women in a verdant garden, one tying a ribbon around a dove’s neck to send a message. It reflects the enduring significance of personal communication and its delicate, intimate style sets it in a curious juxtaposition to the stark digital world—much like old and new communication technologies.

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Narrow Your Focus: Using a Matrix to Improve Art Marketing and Sales

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Time in the studio is typically not the hard part for professional artists. But finding the time is. Marketing, generating interest, and pursuing new opportunities (grants, residencies, shows, sales) are the parts of sustainable art business that feel like a grind. If you’re overwhelmed by the pressures of online marketing, you’re not alone. Social media, email campaigns, your website—it can feel like you need to be everywhere. But the truth? You don’t. The key to getting a practice off the ground is to narrow your focus on what actually helps you improve art marketing and sales. 

Here’s where a Focus Matrix can help.

Start With Clear Goals

First things first—what do you want to achieve? Are you looking to build followers, increase sales, or just get your work in front of more people? You need clear goals to know how to focus your time and improve art marketing and sales efforts.

Marketing Goals: Growing your leads, engagement, and getting people to act (signing up, clicking, buying).

Sales Goals: Turning those leads into buyers and building connections that convert.

Make them specific. Not “more followers,” but “100 new followers by the end of Q4 2024.” Not just “more sales,” but “sell 10 pieces through my online store by the end of the month.” The clearer, the better.

What’s the Focus Matrix?

The Eisenhower Matrix (aka Impact-Effect Matrix) was originally used by President Eisenhower to prioritize tasks based on urgency and importance. This “Focus Matrix,” adapted from this, is a decision-making tool that helps identify where to narrow your efforts. We adapted this concept to art business activities based on two criteria:

Performance: How well is this working right now? Is it delivering results that improve art marketing and sales?

Impact: How much does or could this contribute to your goals now or in the future?

Here’s how the quadrants break down and some examples we commonly see for each, (assuming, for example, that the primary goal is to make sales—these may differ for you):

  • High Impact / High Performance: This is where you want to be. These are channels where your efforts are working and directly generating sales. This might be in-person meetings, gallery events, or your email list where people respond and buy.
  • High Impact / Low Performance: Lots of potential, but not delivering yet. Maybe your website shop is set up well, but it’s not getting the traffic you need to sell prints of your work.
  • Low Impact / High Performance: These work but won’t change your world. This could be that local art show you enjoy going to but rarely make a substantial sale. Or, if your goal is more sales, it could be your Instagram—you’re getting tons of followers, but it’s not translating to impactful sales, and it’s not clear how it would.
  • Low Impact / Low Performance: The time-wasters. A Twitter account for visual artists that gets little engagement. Ads that don’t create conversions. A specific gallery/broker relationship that takes tons of maintenance and produces no impactful sales.

Apply the Focus Matrix to Narrow Your Efforts

Take stock of everything you’re doing. Instagram, LinkedIn, Etsy, email newsletters, blog posts, local fairs—map it all out on your Focus Matrix. This will help you see where you can improve art marketing and sales by identifying what’s working and what’s not.

If your goal is more sales (hopefully more specific than that), ask yourself:

  • Where are sales coming from?
  • Which platforms are paying back the most on your investment?
  • What’s draining your energy without giving much back?

Create an Action Plan

Now that you’ve plotted everything out, it’s time to act:

High Impact / High Performance: Put more energy here. If Instagram is driving sales, invest in better content or engage more with your followers. If email marketing works, send more newsletters. For example:

  • “Post three engaging Instagram stories per week highlighting the behind-the-scenes process of my art.”
  • “Send a biweekly email newsletter featuring new artwork, upcoming events, and exclusive discounts to my subscribers.”

High Impact / Low Performance: Worth your time to fix. Optimize your website for SEO. Commit to posting regularly to drive traffic to your site. These areas have potential if you put in the effort to improve art marketing and sales strategies. For example:

  • “Invest time in optimizing my website store with SEO keywords related to my art niche.”
  • “Create one post a week about a piece or product available on my website.”

Low Impact / High Performance: Maintain these with minimal effort. Attend local art shows that give a good return or are easy to go to, but no more. Start recycling content on your social media accounts.

Low Impact / Low Performance: Cut it out. Free up your time and energy. Don’t be afraid to drop that platform that isn’t working.

Prioritize Your Action Plans that Improve Art Marketing

Start with High Impact / High Performance first. That’s where you’re already seeing results and have the best chance to improve art marketing and sales even more. Then, move to High Impact / Low Performance—these could be big winners with more effort. Don’t get stuck on low-impact tasks; they’re distractions.

Side note: Be honest with yourself about your motivation to invest time into low-impact channels. Does social media impact your sales or provide a confidence booster? Do you feel respected among peers? Neither of these are bad things, but identify exactly how they impact your goals before investing too much time blindly.

Final Thoughts

The Focus Matrix isn’t just about eliminating what doesn’t work—it’s about putting more energy into what does. Regularly revisit this process, refine your action plan, and watch how much more intentionally you can improve art marketing and sales.

If you want more guidance on how to apply this to your work, join us at one of our coworking sessions or schedule a chat. Let’s build a focused, effective path towards a sustainable art business and practice.

Banner art credits: Jael Killing Sisera, c. 1460 is a pen and ink with watercolor on laid paper piece by an unknown Austrian 15th century artist. According to the book of Judges, Jael invited Sisera, the commander of an oppressive army into her tent and killed him with a tent stake. The demure pleasure depicted in what is otherwise a graphic story, captures the ideal spirit for letting go of low-impact channels wasting valuable energies.

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Selling Art Online: E-commerce Platforms for Creatives

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The tools we use in our business become our business, especially when selling art online.

Each time we add a tool to our belt, it will become part of our regular activities. If it doesn’t, we likely have invested poorly. The decision on which e-commerce application you choose will impact the way that your creative business functions. Like many important decisions in life, it can be a hard one to make.

It is easy to get lost in the vast array of information and options that are at our fingertips. This is particularly true in the realm of digital tools. There are over 8.9M apps. Like anything in life, it is hard to find something if you don’t know what you are looking for. A great place to start in making your decision on an e-commerce tool is to evaluate your goals and the business model you are using to achieve them. Our tools are operational decisions. If we do not want to operate in a certain way, we should evaluate this before entering the online creative market.

What am I selling?

In art, an important distinction in our business model comes down to how we see our work. Broadly art sells as:

  • an object of admiration like fine art
  • an object of appreciation, more akin to (very) limited merchandise
  • an object of utility (like decor), produced/sold in mass
  • an idea for hire and licensed for someone else to sell.

Each of these types of products has unique business model attributes that can be harnessed to find success. Museum-worthy art is likely not going to be purchased on Amazon, just as a run of one thousand blankets with a printed image will not be sold at Christies. Knowing what product you are selling helps determine which tool(s) will help find the right platform to sell art online.

What resources do I have to sell art online?

A sustainable business requires the judicious application of resources. Business decisions—including which digital tools we use—benefit from taking stock of the money, time, and skills we have to put towards their use.

Money is the most tangible resource to access, but often we neglect to look at the real cash that will be impacted. In the case of digital tools, there may be a variety of fees to consider including subscription fees, processing fees, commission, and more. There are also financial considerations beyond the tool itself including. Should someone else be hired to set up and/or maintain the use of the tool? This includes overseeing ongoing transaction fees, the fulfillment process once the sale is made (packing and shipping), and processing returns (if available). Knowing the dollar impact of a specific tool is critical to growing the business by selling art online.

Do I have the time?

Tools are meant to make us more efficient, and they do, however, they still require us to utilize our time to use them. We have all likely had our frustrations with technology, particularly new technology. It takes time to adapt to a new tool. In e-commerce, along with general time to practice the tool, we need to consider the time cost of set-up, maintenance, fulfillment, customer communication, and marketing. Within the expansive market for e-commerce, tools can either add or reduce the time we have to spend on successful sales. Assessing the time requirements to utilize an e-commerce tool is valuable in making a sustainable business decision.

Do I have the skills to sell art online?

Skills—you either have them or you need to acquire them (education or hire). Humans weren’t born with an innate capacity to run an e-commerce business. There are skills that selling online requires:

  • Digital marketing and branding (Using SEO, promoting through online channels, and establishing a brand that conveys value, story or better, myth.)
  • Technical e-commerce management (Webmaster for a website or platform, manage connected integrations including payment processors/gateways.)
  • Content creation (Produce quality photos and descriptions of work, possibly blogs.)
  • Customer relationship management and building
  • Pricing strategy (Price artwork appropriately for online.)
  • Sales skills (Close sales, handle transactions, negotiate prices, manage payment processors.)
  • Financial management (Accurate financial records, cash flow, and tax obligations.)

Some are basic, others are not. There are ways to sell art online that are as simple as sending someone else images and details of your work and other ways as complex as coding the back end of a website. When you select a platform, app, or widget to cultivate online transactions, determine what skills you have (or are willing to invest in) to make it successful.

Ready?

To ensure that you are making a sustainable business decision when you step into e-commerce, it is helpful to think about your intent, start at the beginning—what are you selling? Then evaluate the impact on your resources.

We have compiled research on several well-known e-commerce options for creative businesses to help you make your decision. Let’s start a conversation about this decision. You can also find a friendly community of artists working on their business at our virtual monthly co-working sessions.

 

Banner art credits: Studies of Market Figures is a graphite work by David Teniers the Younger. As the name implies, it is a pencil study of various people in a market scene. The figures are spread throughout the paper evenly as studies but still occupy the same plane and perspective giving it a dispersed, individuated isometric quality familiar to digital mockups of a collection of objects or figures.

 

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