Top 17 Common Misconceptions Artists Have About the Art Business and Marketing

 

I’ve been getting a lot of messages from fellow artists about the business and marketing side of things. A lot of you seem to have the same questions and concerns. So, I thought, why not answer them all in one blog post? The business stuff can feel pretty confusing, so I figured it’s time to address them all in one place. That's what this blog post is all about.

Please feel free to comment, guys!  Share your experiences, and add your thoughts about the marketing and art business. 

 

 

 

 

 

1. ART SHOULD SPEAK FOR ITSELF

 

Alright, let’s get real for a sec, guys. A lot of us artists, especially when we're just starting out, think our art should sell itself. Wouldn’t that be great? But here’s the reality - even the most stunning art can sit there gathering dust if no one knows it exists. It’s super common to think your art should speak for itself, but trust me, it doesn’t work that way.

As Joe Girard wisely said, "The elevator to success is out of order. You'll have to use the stairs, one step at a time." So, we need to put in the effort to get our art out there and get noticed.

 

In today’s competitive world, having great art isn’t enough. You’ve got to put yourself out there. Share your work on social media, hit up art shows, and maybe even set up your own website. People need to see your art to appreciate it.

And don’t forget about networking. Get to know potential buyers, other artists, and influencers who can help spread the word about your stuff.

 

 

 

 

 

2. MARKETING IS JUST FOR COMMERICAL ARTISTS 

 

Okay, let’s squash this myth right now.

Some artists think that marketing is only for commercial artists or that it somehow makes them less authentic. Seriously?

The truth is that marketing is all about connecting your art with people who will love and appreciate it. It doesn't make you any less of an artist; it just helps you find your audience.

 

Think about it - what’s the point of creating amazing art if no one ever gets to see it? Marketing helps you reach those people who will truly value your work.  And guess what? Marketing is for all artists, no matter what style or medium you work in.

 

So, don’t let anyone tell you that marketing isn’t for you. Use it as a tool to get your art out there and into the hands of people who will cherish it. And, you might even discover that marketing is just as fun and creative as making art, even if it does give you a bit of a headache sometimes - I gotta admit!

 

A commercial artist here means - those artists who create art for businesses, such as designing logos, advertisements, or websites. For example, an illustrator creates artwork for children’s books, a graphic designer makes logos and posters for a company, etc.

 

 

 

 

 

 

3. YOU NEED A BIG BUDGET FOR MARKETING 

 

Another common misconception is that marketing requires a lot of money. Well, some folks think you need a big budget to market your art. Sure, having a budget can help, but there are tons of cost-effective or even free marketing strategies out there. Social media platforms like Instagram, Facebook, and Pinterest are awesome for showing off your work without spending a dime. But you can also use ads on those platforms to get more eyes on your art. You don’t need a huge budget; you can start small and adjust as needed.

 

Building an email list and sending out newsletters? You can do that for little to no cost, too. And don’t forget about good old-fashioned networking. Attending local events or creating an open studio, and mingling with other artists and potential buyers are great and inexpensive ways to promote your art. So, don’t let the lack of a big budget hold you back. Get creative with your marketing, and you’ll find plenty of ways to get your art noticed without breaking the bank. 

 

You don’t need a big budget to sell your art. What you need is to promote smartly. Try different strategies and figure out what works best for you. It can take some time, but if you’re consistent and know what you’re doing, it will pay off.

Paid ads do work, but if you think they’re the only way, think again. You want organic, consistent followers, not just a temporary rush. 

 

 

 

 

 

4. ONLY ART GALLERIES CAN SELL ART

 

Many artists think that art galleries are the only way to sell art. I understand why you might think that, but it’s not the full story. While galleries can be a fantastic way to showcase and sell your art, they’re definitely not the only option available to you. Social media can also be a powerful tool for connecting directly with buyers and collectors. You can share your art, tell your story, and engage with your audience in a very personal way.  

 

And, of course, you can learn to promote and market your art yourself. This means you can sell your work without needing to split 50% of your profits with galleries. By becoming your own art dealer, you have full control over your sales and marketing strategy. 

 

 

 

 

 

5. YOU CAN'T BE BOTH AN ARTIST AND A BUSINESSPERSON

 

Some artists believe they can’t handle both creating art and managing the business side. However, many successful artists are also savvy businesspeople. It’s about finding a balance that works for you.

Learning basic business and marketing skills can significantly boost your career. There are plenty of resources available, from books to online courses, that can help you develop these skills.

 

 

 

 

 

6. ART MARKETING IS MANIPULATIVE 

 

When you market your art, you’re not just selling a product. You’re sharing a piece of yourself, your creativity, and your vision with the world. It’s about communicating the value and meaning of your work to potential buyers. When people understand the story behind your art, they’re more likely to connect with it on a personal level and appreciate it even more.

 

There are different ways to approach art marketing, and you can choose the methods that feel most authentic to you.

You don’t have to be pushy or manipulative. Instead, focus on sharing your journey, your inspirations, and the process behind your creations.

Use social media to give people a behind-the-scenes look at your work. Write blog posts about your artistic process. Send newsletters that update your followers on your latest projects.

 

Learning some marketing skills can significantly boost your artistic journey. It can help you feel more confident in promoting your work and reaching out to potential buyers.

 

 

 

 

 

 

7. PRICING ART IS PURELY EMOTIONAL OR PURELY MATERIAL AND TIME-ORIENTED

 

Many artists think pricing is all about emotions, while others believe it's purely based on materials and time spent.

The truth is, it’s actually a balance of both.

 

When you price your art, it's important to consider the cost of materials. This includes everything you’ve used to create the piece, from the canvas to the paint, and even the brushes. But that’s just one part of the equation. You also need to factor in the time you’ve invested. Your time and effort are valuable, and they should be reflected in your pricing.

 

However, it’s not all about the tangible aspects. The emotional connection you have to your art -  also plays a role. Your art carries a piece of your soul, your creativity, and your unique perspective. It’s this emotional value that makes your art special and appealing to buyers.

 

So, how do you find the right balance?

Start by calculating your costs and time. Then, look at what similar artists are charging. This will give you a ballpark figure. But don’t forget to add that emotional touch and also you need to evaluate your skills. Think about the uniqueness of your work and the story behind it.

 

As artist Pablo Picasso once said, "The purpose of art is washing the dust of daily life off our souls." Your art has the power to move people, to inspire them, and to bring beauty into their lives. This emotional impact should be part of your pricing.

 

In the end, pricing art isn’t about choosing between emotion or practicality. It’s about finding that sweet spot where both come together. By blending these aspects, you can set a price that truly reflects the value of your work.

 

 

 

 

 

8. NETWORKING ISN'T IMPORTANT 

 

Some artists feel that their art should be enough to build their career and that networking is unnecessary. But, networking is super important in the art world. 

When you connect with other artists, gallery owners, collectors, and art lovers, you open up a world of opportunities. You can learn new techniques, get feedback on your work, and even find people to collaborate with. 

Networking doesn’t have to be a big, formal thing. It can be as simple as joining local art groups, attending art shows, or just chatting with people who love art. Social media is also great for this. Comment on other artists’ posts, share your work, and engage with your followers.

 

 

 

 

 

 

9. ONCE YOU HAVE A GALLERY, YOU'RE SET

 

Getting representation from a gallery is a significant achievement, but it’s not the end of the road. Sure, having a gallery backing you is fantastic, but it doesn't mean you can sit back and relax. You still need to put in the work to promote yourself and stay engaged with your audience.

 

First, think of your relationship with the gallery as a partnership. Collaborate with them to market your work effectively. Just because your art is in a gallery doesn’t mean it will automatically sell. You need to be proactive. Participate in exhibitions and attend events. This not only increases your visibility but also shows your commitment to your art career.

 

Engaging with your audience is very important. Social media is a great tool for this. Share your journey, your process, and behind-the-scenes looks at your work. People love to see the artist behind the art. It builds a connection and makes your work more relatable.

 

Building your brand is another important step.

Your brand is your unique artistic identity. It’s what sets you apart from other artists. Keep working on your style, your message, and how you present yourself to the world. Consistency is key here. Make sure everything from your social media posts to your business cards reflects your brand.

 

Here’s a motivational quote to keep you going: "Success is not the end, failure is not fatal: It is the courage to continue that counts."

So, don’t see getting a gallery as the finish line. It’s just another step in your artistic journey.

 

 

 

 

 

 

10. YOU MUST BE ON EVERY SOCIAL MEDIA PLATFORM

 

Many artists feel pressured to be active on every social media platform. While being visible online is important, it’s more effective to focus on a few platforms where your audience is most active. Quality over quantity is key.

 

You don’t need to be on every social media platform to be successful. It's a common misconception that can lead to burnout and stress. Instead, focus on the platforms that are most popular with your audience and where you can showcase your art effectively.

 

For example, Instagram is a great platform for visual artists. It's popular with Millennials and Gen Z, who are very active on social media. Instagram allows you to share high-quality images of your artwork, behind-the-scenes stories, and connect directly with your audience through comments and direct messages.

 

Facebook is still popular with older generations like Gen X and Boomers. It’s a good place to join or create groups, share longer posts, and build a community around your art. Plus, Facebook's event feature is great for promoting art shows and exhibitions.

 

TikTok is huge with Gen Z and younger Millennials. It’s perfect for short, creative videos. If you’re comfortable making videos, this could be a fun way to reach a younger audience and show your creative process.

 

Pinterest is another great platform, especially for artists who create home decor, fashion, or DIY art projects. It’s popular with a broad age range, mostly women, and it’s a fantastic place to share your art and drive traffic to your website or online store.

 

Twitter can be useful for artists who are good with words and like to engage in conversations. It’s great for sharing updates, connecting with other artists, and participating in art-related discussions.

 

Focus on the platforms where your audience is most active and where you enjoy engaging, but do it consistently.

 

 

 

 

 

 

11. SELF-DOUBT IS UNIQUE TO BEGINNERS

 

Lots of new artists think they're the only ones dealing with self-doubt and that annoying imposter syndrome.

You might be sitting there thinking, “I’m just starting out, of course I feel like a fraud!” But guess what? Even the big shots in the art world feel this way too.  

 

Self-doubt is just part of the creative process. You don’t really want them there, but sometimes you gotta deal with it. 

 

One way to handle it is by building a solid support network. Surround yourself with people who get what you’re going through and can lift you up when you’re feeling down.

 

Also, don’t shy away from seeking feedback. It’s not always easy to hear, but it can be super helpful.  It’s nice to get some validation from others who see your talent and potential. And by the way, even the greats had their moments of doubt. 

 

"I have written eleven books, but each time I think, '"Uh oh, they’re going to find out now. I’ve run a game on everybody, and they’re going to find me out."  -  even Maya Angelou, a celebrated author and poet, experienced imposter syndrome. It’s a common feeling, but it didn’t stop her from achieving greatness.

Don’t let it stop you, either.

 

 

 

 

 

12. ARTISTS DON'T NEED A BUSINESS PLAN 

 

Some artists think that business plans are only for traditional businesses.

Without a business plan, you might get lost or go in the wrong direction.

One big part of your plan is setting clear goals.

Goals help you know what you want to achieve. Make sure your goals are specific, which means very clear and detailed. They should also be measurable, so you can track your progress, and achievable, meaning they should be realistic for you to reach.

 

For example, instead of just saying, “I want to sell more art,” you could say, “I want to sell five pieces of art this month.” This way, you have a clear target to aim for, and you can see if you’ve met your goal by the end of the month.

Having these clear goals helps you stay focused and motivated. It’s easier to work towards something specific rather than just a vague idea.

 

It doesn’t have to be complicated. A simple plan that outlines your goals, target audience, marketing strategies, and financial projections can make a huge difference.

Without it, you might feel lost or unsure about your next steps. With a plan, you’ll know exactly where you’re headed and what you need to do to get there.

 

It’s also helpful to break down your big goals into smaller, more manageable steps. This makes them easier to achieve and keeps you motivated. For example, if your big goal is to have a solo exhibition, you could break it down into smaller steps like finding a venue, creating a portfolio, and promoting the event.

 

Having a business plan also helps you measure your progress. You can see what’s working and what’s not, and make adjustments as needed. It gives you a clear picture of your success and helps you stay on track.

 

 

 

 

 

13. YOU CAN'T MAKE A LIVING AS AN ARTIST 

 

And this is my favorite myth: "You can’t make a living as an artist." This one is a classic, straight from the "old times" archives.

 

It’s like a dusty old book your grandparents kept on a shelf, right next to "Eat Your Vegetables" and "Go to Bed Early." This misconception has been around forever...

 

Back in the day, people believed that artists had to starve to create great art. It’s the romanticized image of the "starving artist," living in a tiny, cold studio, creating masterpieces while scraping by on pennies. I was told by my parents that an artist's life is a poor life. They didn’t allow me to study art, despite my constant painting, doodling and dreaming. Instead, I ended up with a master’s degree in political science. But guess what? I also pursued my passion and got an art and design education, which was my absolute favorite.

 

Many artists have stories like mine. They start with a "practical" career, only to realize that their heart is in their art. They make the switch, and guess what? They find success. You don’t have to choose between a fulfilling career and financial stability. With the right approach, you can have both.

 

It’s definitely possible to make a full-time living as an artist.

You have to understand that success doesn’t happen overnight; you need to learn, stay persistent, and put in a lot of effort. It’s challenging, but it's definitely possible - many artists achieve a good income every month.

I’ve seen it time and time again. Many artists are not just surviving but thriving. They’re selling original pieces, prints, and merchandise. They’re teaching workshops, offering commissions, and diversifying their income streams. Some are even making a very good living from their art.

 

I want to share a secret -  You have to treat your art like a business. That means learning the ropes of Art Marketing, Networking, and Financial Management. It’s about finding ways to monetize your passion and being open to multiple revenue streams.

 

I know it can be challenging and frustrating. But wait for a moment -  you don’t have to do it alone. There are countless resources, courses, and communities out there to help you navigate the art world. And if I, someone who was pushed towards a completely different path can find a way to make art a central part of my life, so can you.

 

So, let’s debunk this myth once and for all. You absolutely can make a living as an artist. It might take some efforts, a bit of creativity (which you’ve got in spades), and a willingness to learn, but it’s entirely possible. 

 

Feel free to share your thoughts, experiences, or any questions you have in the comments.

Many artists believe that it's nearly impossible to make a living from their art. While it can be challenging, it is definitely possible with the right approach.

Diversifying your income streams, such as selling original pieces, prints, and merchandise, teaching workshops, or offering commissions, can help you create a sustainable income.

I invite you to check out on mz Blog  "Artist Spotlight Series." Here, you'll find inspiring stories of artists who are successfully making a living from their art. It's proof that you can do it too!

 

 

 

 

 

14. MORE MARKETING AUTOMATICALLY MEANS MORE SUCCESS

 

More marketing doesn’t automatically mean more success. It’s a common misunderstanding. It’s not just about the quantity of marketing; it’s about the quality - it’s not about how much you market, but how effectively you do it.

 

First, you have to know your audience.

Who are the people that love your kind of art? What are their interests?

When you understand who you’re talking to, you can tailor your marketing ways to really connect with them.

So, it’s much more effective to spend time understanding your audience - those who truly appreciate your style and might actually buy your art. Once you know who they are, you can create marketing messages that speak directly to them.

For example, if your audience loves nature-inspired art, focus your marketing on how your work brings the beauty of nature into their homes.

 

Next, quality over quantity. It's better to have a few really good marketing campaigns than to bombard people with constant ads. Make sure your posts, emails, and ads are engaging and show the best of your work. High-quality photos, interesting stories about your pieces, and behind-the-scenes looks can make a big difference.

 

Lastly, track your results. Pay attention to what works and what doesn’t.

Are people engaging more with your Instagram posts than your Facebook ads?

Focus on what brings the best results. So, instead of just doing more marketing, focus on doing  smart marketing.

 

 

 

 

 

 

 15. MARKETING IS ALL ABOUT SELLING

 

Marketing is often misunderstood as being solely about selling, but it’s much more than that. Sure, selling is a part of it, but marketing is really about creating relationships and communicating value.

 

Marketing involves the art of storytelling. It’s about sharing your journey as an artist, the inspiration behind your work, and the unique qualities that make your art special. When you tell your story, you connect with people on a deeper level. They begin to understand and appreciate the meaning behind your work, which naturally leads to sales.

 

It is is also about building trust. By consistently sharing your process, thoughts, and progress, you show your audience that you’re genuine and passionate about what you do. This trust encourages people to support you, whether by buying your art, following you on social media, or telling their friends about you.

 

Another key aspect of promoting is listening to your audience. It’s not just about pushing your work out there; it’s about engaging with your community. Respond to comments, ask for feedback, and be part of the conversation. When people feel heard and valued, they’re more likely to become loyal fans and supporters.

 

Communicating about your creations also involves educating your audience. Help them understand the value of your art and why it’s worth investing in. Explain your techniques, the quality of your materials, and the thought process behind your pieces. When people are informed, they’re more confident in their purchasing decisions.

 

 

 

 

 

16. TRADITIONAL MARKETING METHODS ARE DEAD 

 

Let’s clear this up, guys.

Traditional marketing is still very much alive and kicking. It can be super effective when done right. Things like print ads, flyers, and even good old word-of-mouth can still bring in new fans and customers. 

Having a beautifully printed portfolio or business card can make a lasting impression. People love tangible stuff they can hold and keep.

Local newspapers and magazines often feature artists. Getting a spot in one of these can boost your visibility and attract new art lovers from your community.

Sure, digital marketing is huge, but combining it with traditional methods can really broaden your reach.

 

 

 

 

 

 

17. EVERY ARTWORK NEEDS TO BE PERFECT 

 

Perfectionism can be a major obstacle for many artists. The pressure to create a masterpiece every time can be paralyzing. It's important to remember that not every piece needs to be perfect. This mindset can lead to stress and prevent you from enjoying the creative process, as well can actually hinder creativity and productivity.

When you worry too much about being perfect, you might avoid experimenting with or trying out new techniques, which are really important for growing as an artist.

One way to overcome this is to set realistic expectations for yourself. Understand that not every piece will be a masterpiece, and that’s okay. Each artwork is a step in your journey as an artist. Accept that you will make mistakes and imperfections as part of the learning process. 

Another helpful strategy is to set goals that focus on progress rather than perfection. For example, instead of constantly striving to create a perfect painting, aim to learn a new technique or explore a new theme in your work. This shift in focus can reduce the pressure and make the creative process more enjoyable.

If you want to learn more about how perfectionism affects artists and how to overcome it, check out this blog post "The Secret Killer of Artistic Creativity". 

 

 

 

 

 

FINAL THOUGHTS 

 

Navigating the art world isn’t a walk in the park, guys, but trust me, with the right mindset and strategies, it’s very possible to achieve success and also a good income.

If you need more tips, guidance, help, or just a bit of inspiration, go check out the other blog posts and digital guides on my page. I’ve got a bunch of helpful stuff waiting for you.

 

Before you go, I’d love to hear from you!

What’s the biggest challenge you’ve faced in your art journey?

Please share your thoughts in the comments below. Thanks!