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Selling Art Online

Selling Art Online

I was delighted to be asked to do an interview with Toby Buckley for the Net Gallery  about selling art and marketing. It was published recently on the “Artist Virtual” section of their site.  I thought I would post it here too:-

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With successive lockdowns resulting in the closure and cancellation of many of the galleries, markets, festivals and art fairs that artists rely on to make a living, 2020 and 2021 have seen many artists trying their hands at online sales for the first time. To help anyone taking a jump into the online marketplace, we spoke to Swansea- and Donegal-based artist, Emma Cownie, to get some expert advice.

Emma’s distinctive oil paintings have featured in exhibitions around the UK and are even available from lifestyle giants John Lewis, but she doesn’t rely on these outlets to get her work out there. Spending “at least 50%” of her day marketing, Emma mastered the art of online art sales long before lockdown, selling over 200 pieces, originals and prints (many of which went directly to collectors) in 2018 alone.

Primarily selling work through her own online gallery, Emma has also sold work via online sales platforms like Artfinder and Singulart.

TNG: How did you come to settle on your current sales methods?

Emma Cownie (EC): My original sales methods came from the idea of being a “creative entrepreneur” which meant involving collectors and followers in the creation of my work. I did this mainly via blogs which described the creative process, from initial thoughts, going to actual locations, images created, then the painting process, right through to descriptions of the art when placed online. This allowed followers of my work to have an emotional stake in my work, to be part of its creation.

I have retained collectors from this formative period. It has always been important to bring followers with me on a creative journey, so that they are part of the process, buying one’s work, encouraging me as an artist via comments, likes and support. They are part of the process… Art is not created in a vacuum, and shouldn’t be sold in one either.  This is especially true when the places I paint, as landscape paintings, have personal attachment to followers and collectors also. In fact, they often purchase work of places close to their heart. I like to blog about work and my inspirations even today. Art can be remote sometimes so I feel it should instead gather people in.

TNG: How can an artist make the most of social media to boost their sales? 

EC: Social media is essential to boosting sales, to the uploading of new work and to the celebration of new sales. It keeps collectors and followers up to date on your artistic journey and lets them share in your success and development. An artist’s promotion is often done by people on social media who like your work. It is important to engage with other artists too, supporting each other via shares, comments and likes.

Most sales are a product of a network of social interactions with supporters and it is important to keep busy online. The more one interacts, the more one’s work seems to become visible which in turn helps sales… I also use social media to engage with followers about my work and it’s creation, and this helps too.

TNG: What is the first thing you’d recommend to someone who is trying to get their online art sales off the ground?

EC: Be yourself. By that I mean, collectors are looking for original work, art they have not seen before. They are not looking for derivative work. Novelty and originality are strong selling points. So it is important to develop a style of painting that is distinctively your own.

TNG: You have written that positivity is a key factor in selling art online. Why do you think celebrating success is so important in online sales? 

EC: When I post an image of a painting when it has sold, it invariably gets more likes and comments than when posted originally. Collectors and fans like to know an artist is succeeding. Collectors like reassurance about your qualities as an artist and that they are buying a quality piece that will keep its inherent value (obviously the value may also increase through time). They also like to see an artist developing and to be part of that journey in some way. Buying their work makes them intrinsic to that development.

Sales also confirm a collector’s taste in spotting talent, that it is just not them who sees an artist’s talent.

The Glynn Vivian, Swansea

TNG: What should an artist include in their bio to make themselves appeal more to potential buyers? 

EC: Collectors like to know if an artist has exhibited in “brick and mortar” galleries too and whether you have work in private collections around the world. I have found that a bio should contain pertinent personal information too. In my case, I started painting in a more concentrated manner following a car crash and painting helped me through the post-traumatic consequences of the crash. Painting helps me in my daily life. Some find this inspiring and it helps them understand where I am coming from.

I also mention my own inspirations and how they shape my work and my style of painting. This also gives them insight into where I am coming from in terms of art history.

TNG: How important are high-quality artwork images, and how would you recommend creating these?

EC: It is essential to upload high-quality artwork images. It is important that the images are as accurate as possible in representing the work. Collectors are relying on this when purchasing art online and remotely… I usually photograph on a greyish, overcast day too.

I get frustrated by artists who clearly have used a flash on their camera to photograph work as it can be seen in the bleaching out of the colours on one side of the painting… If you’re not using natural light, then artificially light a painting from both sides simultaneously. If an artist does not take their work seriously enough to photograph properly it sends out a negative message to collectors.

TNG: What’s more important when pricing works – a wide range of prices to appeal to all wallets or a consistent price that emphasises the value of the work? 

EC: Both. My first slogan was ‘Quality Art At Affordable Prices’ which had a range of prices from £30 to £900. As my work has sold over the last 8 years, my prices have incrementally risen. My most expensive painting is £2500, as I still want more people to feel that they can buy art, that it is not an elitist activity, everyone can and should own art as it is so uplifting and adds such value to one’s life. It is a gift that keeps giving.

I would offer a range of prices based on size of canvas used but have enough small, reasonably priced paintings to get sales going and to boost confidence. It is a great feeling selling art. It motivates you to do the same again.

It is important that prices rise in line with sales, however, and work should be priced accordingly.  Make incremental changes every time you sell and prices will keep going up but not in a way that discourages sales.

Art by Emma Cownie

The two artworks below, Suburban Cottage and With a Road Running Through It, were created using a minimal style that Emma has been developing over the last 4 years. We asked Emma to tell us a bit more about each piece.

Suburban Cottage by Emma Cownie. Image courtesy of the artist.

Suburban Cottage – “This is an urban minimal oil painting of Sketty, a middle class suburb of Swansea in Wales.  “Urban Minimal” was a deliberate attempt to simplify my paintings in a style similar to the American Minimalists. Much of my work has been influenced by American realists and minimalists. Urban minimalist paintings were painted in accordance with my ‘rules’ for composition and painting:

  • No cars
  • No People
  • Bright light. There must be shadows – at diagonals if possible.
  • Simplified forms – there must be little detail in the final painting. I found this the most challenging ‘rule’ to stick to.

“I wanted to explore the interplay of the geometry of shadows and man-made structures – the tension between the 3D buildings and the 2D shadows, the simplified blocks of colour.”

With a Road Running Through It by Emma Cownie. Image courtesy of the artist.

With a Road Running Through It – “I painted a series of paintings of cottages on the island of Goal, off the coast of Donegal, Ireland. I tried to paint in a style similar to that of ‘urban minimal’. These ‘rural minimal’ pieces pared paintings down to the basics. Minimal texture, simple but interesting compositions, strong light and  shadows, all intended to create a sense of the still, the quiet, a moment in life that is both now and eternal.”

Article by Toby Buckley.

To learn more about Emma Cownie and her work, be sure to check out her website: https://emmafcownie.com. You can read more of her advice about online art sales in her article on Medium. 

Toby Buckley

Read the original article here 

The Net Gallery

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Six Hundred Sales!

I can hardly believe it myself! On Tuesday I sold my 600th painting via the online gallery www.artfinder.com. My sales total had been stuck on 599 what seemed like an unbelievably long time – it was a week in fact. I have actually sold more than that either directly or through other online galleries. All of those paintings were unique too.  I have never gone in for mass producing generic scenes. I believe that novelty keeps my work “fresh”.

My work may explore certain themes such as the Brecon Beacons, Gower Woodlands, Swansea people, the Gower coast, but each painting is an individual. Each painting is of a real specific place or of real people. Perhaps that shows a failure of imagination on my part, I don’t know.

Although I may have had periods when I have felt a bit “flat”, such as after an exhibition, but so far I never actually run out of inspiration. This is partly due to the world around me constantly inspires me but also, more importantly,  because of the unfailing encouragement, inspiration and support provided by my artist husband, James Henry Johnston (known to his friends as Seamas – pronounced “Shay-mas”).

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Seamas

Seamas founded our Art business in the midst of one of the most difficult times of my life. I had developed PTSD after a car accident and this contributed to a breakdown. Painting was an essential part of my recovery (and still is). Not only did he give me crucial emotional support through an incredibly  difficult time, (all whilst sitting his Psychology finals) he set up a website and put some of my paintings on an online gallery called Artfinder. To our delight I started selling. Like many artists, I find the marketing side of the business challenging at times. I was terrified that people would be rude about my art and that would then affect my fragile confidence. Happily that has rarely happened.

So in those early days Seamas acted as “shield” and would write all those upbeat posts on Facebook about sales and upcoming exhibitions. He would also work on direct sales, face-to-face and online, negotiating terms with collectors. I have only really come to appreciate the sheer amount of time and effort he has put into promoting my work since I started working as a full-time artist and had to tackle platforms like pinterest and instagram. That term “full-time artist” is a misnomer as it might give you the impression I spend all say in the studio. I spend at least half my time working on social media and marketing.

Artfinder has been a massive part in being able to make that leap and become a full-time artist. Being self-employed is full of ups and downs, it’s very much “feast or famine” so to look back and see 600 sales over 5 years is quite amazing. Long may it continue. I was going to end this by quoting Samuel Butler, Victorian novelist and satirist who said; “Any fool can paint a picture but it takes a wise man to be able to sell it”, but I want to rephrase that with “Any fool can paint a picture but it take a genius to sell it.”

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Tenby Tide
Tenby Tide  Large professional quality signed and mounted print £45

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