Earn More on Every Art Sale

By Carolyn Edlund

Thinking of running a sale or discounting your artwork? Use these strategies to earn more on every sale instead.

What is your art worth? Basically, what people will pay for it. And that depends in great part on what they perceive the value of your work to be. As the artist, you have the power to increase perceived value and sell at a higher price, rather than lowering your prices in hopes of catching bargain hunters. Let’s take a look at some ways to add value to your art.

Present your work beautifully.

When you are selling art online, the viewer must depend on photographs to give them as much information as possible about the art under consideration. Your photos must show your art to its best advantage. Outstanding images give the impression that your work is professional – and people want to buy from professionals, not amateurs. Make sure all your artwork photos are sharp, clear, and well-lit. This shows that you respect the art you create, and the viewer should also. And doesn’t your art deserve that?

Share multiple views. 

Have you ever noticed that merchandise listings on big ecommerce sites show a lot of pictures of each item? If you are shopping for shoes, you may see half a dozen photos of every style. Each image provides more information, helping you to virtually try those shoes on. Likewise, every image that you share of a piece of art helps your shopper gain a better understanding. Detail shots give them an up-close perspective so they can appreciate the fine materials, complex surface or intricate nature of your work. The augmented reality function in Artspan’s suite of tools places your art in a room to give an accurate look at the scale and impact. Each view you share works to create an overall impression of the value of the work, and its desirability.

 

 

 

Write descriptions that resonate.

It has been said that when people buy art, they are buying the story behind it. And if you think about it, there is a lot of truth to that statement. Just as we share visual information through great photos, written information is best told as a story that includes the viewer. Talk about the inspiration behind your work. Use words and descriptions that emotionally reach out to the potential collector. Evoke memories, connect with their lives and what they experience. Will your whimsical abstract painting brighten their room and set a positive mood? Will your handmade clothing make them feel surrounded in luxury? Words can convey an increased value and make your art irresistible to the buyer.

Include a Certificate of Authenticity

A Certificate of Authenticity may list the title, medium, materials, year of creation and the artist’s signature. It verifies that the work is an original. Certificates are often used by galleries and auction houses to prove the provenance of a piece of art, but artists can use them as well. These documents are important to collectors, and add the “wow” factor when included with a gift of art. It takes little effort to create a Certificate of Authenticity form, but it can boost the perception of your art as a valuable investment.

Offer limited editions

This strategy is often used to justify a higher price by artificially creating scarcity. It gives you a way to leverage your originals, while keeping prices as high as possible. Increase the value of reproductions even further by offering a certain number of them that are overpainted or embellished and include an original artist signature.

Add words

Just as colors and images resonate with our right brains, recognizable words and symbols add another layer of meaning and connect with the left brain. These can immeasurably enhance the experience of your work and make strong connections with collectors.

Add functionality

Likewise, a piece of art that is functional adds value and another reason to buy. A painted kimono that can be worn or displayed on a wall is an example of this. A finally crafted heirloom rocking chair is another. One artist who made delightful wooden jigsaw puzzles transformed them into tabletops, adding legs and selling them as furniture. His prices skyrocketed. Consider how you might also be able to take advantage through adding function to your work.

Special touches

A poem inscribed on the bottom of a thrown ceramic pot, a beautiful silk lining in the pocket of a handmade jacket, or words painted on the reverse of a canvas are examples of special touches that add value. These "secret" extras can be designed to make it even more appealing to own your art because only the collector knows they exist.

Invite commissions

There is nothing more personal to a collector than a specially commissioned work of art made just for them. If you desire to work with clients to create pieces that fulfill their vision as well as your own, you might be a good candidate to offer these services. Commissions, of course, are more expensive than art that is in your inventory. What is the price for a commissioned work? That depends on your customer’s budget. Create packages that offer increasing price tiers depending on what you do. Are you painting a family portrait? Framing it? Delivering and installing it? Appearing at an unveiling cocktail party where they can show it off to their friends and have them meet the artist? All these optional services add to the value of your work. Imagine a wealthy collector who wants nothing but the best. Then consider the premium services you have to offer them. Charge accordingly!

Increase your high-end

Many artists understand the importance of spreading their price points to cater to different sized pocketbooks. But don’t look at this only in terms of reducing prices to make modest sales. What is the most expensive piece of art you have for sale? How can you spread your prices upwards to hit a higher price tier that will attract people shopping at that level?

Don’t assume that everyone has a limited budget or is looking for a deal – or even that they only want to purchase one piece of art. Artists who offer aspirational pieces or special collections of very expensive work often find buyers who can afford it. This can greatly increase your earning potential and introduce you to a new market of affluent collectors.

Want to learn more smart pricing strategies and increase your income? Carolyn Edlund, the founder of ArtsyShark.com, is an art-business sales strategy expert, business consultant, and the author of the online course Pricing Strategies for Artists & Makers (Click here to learn more). This course includes pricing and markup formulas, ways to reduce costs and increase margins, advice on raising prices, ideas for leveraging your work and more. Purchase this course and own it forever; log in any time for self-paced learning. Use coupon code ARTSPAN20 to save 20% now.

About Artspan - Artspan fosters a community of contemporary emerging artists. Each artist website is independent but also part of Artspan.com. Sell to buyers who go directly to your website plus sell through the Artspan Marketplace.  Learn why more artists choose Artspan to showcase and sell their work here.

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