Sell Your Artwork & Crafts Online: An Insider's Guide to the Worldwide Arts Market
By Heidi Rand
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About this ebook
Practical guide for any artist or crafter who wants to sell their work on the internet. This comprehensive book, filled with insider tips and expert advice, cuts through the confusion and multitude of options for selling and marketing all forms of artwork online. The author, Heidi Rand, sells her work directly through her own website, and on her Etsy and ArtFire shops. She gets royalties on her images, designs, and books, through Zazzle, Smugmug, Lulu, and Amazon. She also sells her art instruction books online, and teaches workshops online and in person. She markets and publicizes her work on her blog, Facebook, Twitter, the Patch, and more. Armed with the insider tips on selling and marketing art in this book that Heidi learned over several years, you’ll hit the ground running, with a big advantage over other artists still struggling to wade through it all on their own.
Packed full of hands-on advice:
* Learn the 5 critical skills to sell your art and crafts online, including tips on where to turn for help if you just can’t do it yourself.
* Discover exactly what kinds of websites and venues are right for your artwork and crafts.
* Figure out whether getting your own website is the right move for you.
* Find out about the wide variety of ways to market and advertise your work online, including tips on how to make social media work for you.
* Learn about powerful and free statistical tracking tools to measure your online successes and weaknesses.
* Zero in on what’s holding you back and get valuable ideas to motivate yourself to get going.
Based on Heidi's knowledge of a broad range of art and craft sale venues, and thanks to her extensive experience teaching and consulting with a variety of different kinds of artists and craftspeople, the book goes beyond many other guides that focus only on selling on a few sites, or selling only traditional forms of art. The book includes information and advice for practically any kind of visual artist, whether 2-D or 3-D; fine arts painter or mixed-media collage artist; photographer, seamstress, knitter, sculptor, potter, fiber artist, jeweler, cartoonist, soapmaker, and more.
To help guide and inspire, the book includes profiles of six artists who are at different points on the continuum of selling and marketing their work online, with screenshots of their websites, blogs, social media use, and more. A photographer, painter, writer, printmaker, collage artist, and natural perfumer, they represent the wide variety of media that people are selling and marketing on the internet.
Heidi Rand
Heidi Rand is a photographer and artist dedicated to creating original and unique artwork with innovative techniques. She is constantly amazed and inspired by the beautiful orchids and plants that her husband George McRae grows, and the animals they live with and attract to their garden and pond. Heidi uses her nature photographs and the designs she creates from them in her handmade mixed media arts and crafts pieces. Heidi is an expert in printing directly on fabric and unusual surfaces such as lutradur, metal, and wood, and in using transfer techniques to get her images onto any surface that won't fit through her printer. Interested in going beyond creating art that hangs on the wall in a frame, Heidi designs fabric for textiles and home decor, and loves to think of new ways, both utilitarian and fun, to use her images. Heidi Rand is an active member of numerous local and online arts groups. She has been a photographer for more than 20 years, and is self-taught. She has owned her business, Garden Delights Arts & Crafts, for nearly ten years, and shows and sells her work at galleries and online. Heidi loves to teach others to explore their own creativity and to use innovative techniques and products. She has written three books, Inkjet Printing on Fabric, Inkjet Printing on Lutradur, and Sell Your Artwork & Crafts Online. She teaches a wide variety of workshops in the San Francisco Bay Area.
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Sell Your Artwork & Crafts Online - Heidi Rand
SELL YOUR ARTWORK & CRAFTS ONLINE
An Insider's Guide to the Worldwide Arts Market
by Heidi Rand
Dedicated to my husband George McRae. He's the one with the big hat and a chicken under each arm.
All content and original photographs copyright 2012 Heidi Rand
Garden Delights Arts & Crafts
Smashwords Edition
All graphics included with the artist profiles are copyrighted by the artists. In the order they appear: Kayla Garelick, Carolyn Hess, Toni Wynn, Rich Fowler, Tamara Holland, and Laurie Stern. Thank you all so much for your wonderful artwork and inspiring stories.
Smashwords Edition, Standard License Note
This ebook is licensed for your use only. It may not be re-sold or given away to other people. If you would like to share this book, please purchase an additional copy. If you’re reading this book and you did not purchase it, or it was not purchased for your use only, then please return it to Smashwords.com and purchase your own copy. Thank you for respecting the hard work of the author.
TABLE OF CONTENTS
Introduction
PART 1: Basic Skills: How to Get Better, When to Get Help
PART 2: The Elephant on the Net: Should You Get a Website?
PART 3: Selling on Venues Other Than Your Website
PART 4: A Closer Look at the Different Kinds of Venues
PART 5: Selling Directly Through Online Stores
PART 6: Social Media Marketing
PART 7: Online Advertising
PART 8: Making It Work
PART 9: Measure Your Success: Online Tracking Resources
PART 10: Legalities and Technicalities
PART 11: What's Holding You Back?
PART 12: Get Yourself Going
PART 13: Jump In!
List of Resources and Links
About Heidi
Heidi’s Links
Introduction
How long have you been thinking about selling your artwork or crafts on the internet? What's holding you back? Are you confused by too many options? Do you worry that having your own website will be too expensive, and you're not sure what other venues would be right for your work? Are you unsure how to get photos that best show off your art? Do you dread all of the tasks involved in packing and shipping your art? Are you concerned that your artwork or ideas will be stolen?
In this practical guide I help you discover where your artwork and crafts fit in online, teach you about the skills and tools you need to show and sell your work, let you know where to turn for assistance when you need it, delve into a wide variety of ways to market and advertise your work, and zero in on what's holding you back and how to get motivated.
Just not ready to start selling online yet? I give you plenty of insider ideas and leads to use the internet to promote your art sales offline, whether in brick and mortar stores, art fairs, galleries, through an open studio, or any other venue.
The internet is constantly changing and evolving, but by using the information and tools in this book you'll be set up to spot new opportunities and figure out how they fit into your business plan.
To help guide and inspire you, I've invited along six of my favorite artists who are at different points on the continuum of selling and marketing their work online. You'll find their profiles at the ends of Parts 2, 3, 4, 5, 6, and 8: photographer, painter, writer, printmaker, collage artist, and natural perfumer. Just as you and I have, they decided that ignoring the potential of the online arts market wasn't an option. And their choices about how to present their work, show it for sale, and market it, are as varied as their artwork.
PART 1: Basic Skills: How to Get Better, When to Get Help
The wonder of the internet is that you can reach such a large potential audience and market with a relatively small investment of money. The equipment, at least to get basic results, is not too expensive, and I'll mention free options when they're available. It does take time and hard work to succeed, but the skills you need are things that you can master with practice. The critical skills you'll need to sell visual art online: (1) photography, (2) image or photo processing, (3) writing, (4) word processing, and (5) marketing.
1. PHOTOGRAPHY: The internet is primarily a visual media; having good photos of your visual artwork is the most important aspect of selling it online.
Equipment you'll need:
*For 2-D art: scanner or camera
*For 3-D work: camera, lights or location with good natural light, tripod
What's a good product photograph? At least, show truthfully and realistically what your art or craft looks like. Your primary goal is to provide potential buyers with well-lit, clear pictures of all aspects of the piece.