Want to make more sales of your work? Know your “Sweet Spot” and connect to your customer.
What is your customer most interested in? Themselves. Yes, it’s true. It’s only human nature that people have their own interests at heart, and they want what suits them. They shop for things that pique their interest. They buy what speaks to them and what they feel they must have.
Does your art or craft work speak to your customers? Do you have a brand, a marketing message and a story that creates emotional resonance with people in your target audience?
If you make work that fits into a niche market, you will probably find that you understand their interests already. Is your art sports-related? Do you tap into what pet owners love? Are members of your target audience Christians, deer hunters, new mothers, wine lovers, health fanatics, people who vacation in your area, or any other of a million categories? Use that knowledge to tailor your website, your marketing materials and your story to that interest.
If your work isn’t specifically in a niche, identify your target customer by observing and listening to the people who respond to your work. Why are they interested? How does your work make them feel? Remember, buying art is an emotional decision. Your job is to make that emotional connection with those prospective buyers.
Focus on what appeals to them by:
1. Making your art website customer-focused. Invite them in. Speak to the site visitor in a friendly way that centers on their interests as they click through your site. Include lots of information that will engage your customer, and increase their trust and comfort level as they consider your work. You may use in situ photos of your work in an environment to suggest how it will look in a room. Or, use photos of models wearing your clothing, jewelry or accessories to bring the work to life and give the viewer a idea of how they will wear it.
2. Speaking their language when you are in front of your customers. Since shoppers care about themselves the most, they need to know what’s in it for them. What about your work is fascinating? What are the benefits of buying from you? What added value do you offer that makes your work appealing to them specifically?
3. Giving them an experience. Making a purchase (and especially buying art!) is a satisfying experience for the shopper. Your part is to make it memorable. Is your work beautifully wrapped? Do you have a hang tag or Certificate of Authenticity that comes with it? You may want to include a story that tells about the work, a hammer and nail for hanging your work, or other touches that make the purchase special.
4. Staying in touch. People who buy art enjoy being collectors. Owning something original or handmade is different from buying commercially-made, stamped out items. When you have made a sale or identified someone with a lot of interest in your work, keep them on your list to receive emails, postcards, invitations or other marketing materials in the future. It’s much easier to make a sale to an existing customer than a new one, and – you already have that all-important emotional connection.