I recently keynoted a conference and spoke on Building An Art Business. I was shocked that I was asked to speak, since you know, I don’t own an art business. But, accepted the challenge knowing that this would be a good platform for me to speak to potential new customers and then funnel them down into paid customers. I gave my talk which was centered around selling not building and it became very evident that the correlation wasn’t there in the art community.
Disclaimer: I have a feeling this post may hurt some people’s feelings and I am not trying to do that. Rather, trying to help recognize where there may be some discrepancies.
This comment came up several times. ‘But Zack, you are talking about a different kind of business, we own “art businesses”. How do we make a living with our art business?’ My answer, ‘the same way you grow any business’. I didn’t understand why an art business was any different than a retail store, online store or restaurant.
The idea of an artist and a business owner seemed like a tough one to sell. But why? And how is art any different than the software developer who just codes or the business that never promotes or the restaurant with the amazing chef but only focusing on his craft of food, not the craft of the business? The struggle is all the same.
They all suffer from the same disease. The ‘I don’t want to be a salesmen disease’. Well folks, if you want to work for yourself, money has to happen. I talked for about an hour and took 25 or so questions. I enjoyed speaking to the group and reiterated how important cash is in life. Here’s a list of my key takeaways.
Entrepreneurial Honesty
As an entrepreneur or business or business owner you must be honest with yourself or your internal vote will sway the wrong way. Being honest with yourself and how the business is doing is extremely important to the growth and vitality to your business. Where I think many go wrong is they start a business because they believe they need to, when instead all they really want to do is focus on their hobby. Think of it like this, if you like to workout and love it, but aren’t making money off it working out, that’s a hobby. Maybe you can create a business model around it, but you can’t depend on that even if you love it.
But, because money is king, you have to work or do something to bring in money. Hobbies are clear, if you love them, but cannot create a business model (the way you make money) then you should not start a business around them.
Handouts aren’t a business model.
If you are going into business to just get grants or fill out an application to get some donations, you don’t have a business model. Many of these attendees focused on how they couldn’t just focus on the art. I reiterated that as a business it’s not always fun. Waiting for some organization to pay for your business is not sustainable. You must find customers. Paying Customers.
You will starve until you sell
The term starving artist came up. To be honest, I had forgotten the term before it arose and as soon as it did it clicked. The art was more important than the business. Which I commend, yet the art can only move for so long, if ever. Just like any other business. If you are not making sales, the struggle is real. I reiterated that any business must sell and sales is tough. It’s about pushing through and being creative to find ways to make money.
Think Small
One example was that of a former media artist who was let go. He took his two passions together; biking and drawing, and started watching cycling on tv and sharing his sketches on Facebook. He grew a following and soon after created a huge buzz. Now his work is being featured in a major bike race in Richmond. Starting small and allowing your followers to grow with you organically allowed this artist to still love what he does, but find a business model as well.
Focus on the Art of Sale + the Art of the Art
Surround Yourself With Others who have done it before
If you surround yourself around people who do not encourage you to do better or who have not been there before, you are potentially surrounding yourself with the wrong people. I recommend finding a small group of people who can help you grow and you can help them as well. Many will call them mentors, but it’s also someone who you can trust to get you through tough times and good times.
Personally, I have two individuals that I bounce everything off of. Why? Because I look up to them and they’ve been there before, if I want to do better or grow, I have found that having them in my pocket is an amazing tool.
Example: If you are new in business, you should find someone who has already started a business or if you want to play professional sports, find a professional athlete. You don’t have to talk with this person every day or every week, but it’s someone who you have the ability to communicate with.
You can Love your work and make it a business
Before you take the leap into starting a business, you need it ask yourself a simple question. Do I love this enough to do it for at least the next 20 years of my life. If you question it even a little, it may not be something you should create a business with. It’s important to love what you do.
At the end of the day, hobbies are okay. We all have them. Don’t start a business out of your hobby, if you just want it to be a hobby.
Join our free Facebook group!
For more tips, tricks, and advice from small business owners, entrepreneurs, and other people growing a brand.
