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00:00:00 – 01:01:11
The webinar, led by Jonathan Michael and featuring artist An, focuses on transforming the mindset of artists from perceiving their work as a mere job to treating it as a business. An shares valuable insights on debunking the starving artist myth by stressing the creation of a business plan, understanding one's creative purpose, and defining a value proposition. Personal stories illustrate how art can address emotional needs, such as An's journey of overcoming anxiety and bringing happiness to others through her paintings.
Key themes include the importance of building confidence, pricing artwork through market analysis, and creating a unique personal brand. Artists are advised to clearly articulate their mission, niche down to align with their target market, and maintain authenticity in their narratives to attract clients. Practical business tips include leveraging existing networks, following up with interested parties, and prioritizing a written business plan as a living document.
Motivation issues and fear of rejection are addressed by focusing on understanding customer pain points and converting interest into sales. Examples like Jenny McGee's abstract art for emotional legacy highlight how personal stories can resonate deeply with audiences, creating meaningful connections and driving sales. The video concludes with a mention of course offerings and discount opportunities, underscoring the commitment to professional development for artists.
00:00:00
In this segment, the webinar, led by Jonathan Michael, features an artist named An, who aims to debunk the myth of the starving artist. An emphasizes the importance of treating an art career as a business rather than a job, advocating for the creation of a business plan. She highlights the significance of knowing one’s creative purpose, understanding the problems one aims to solve, and defining a unique value proposition to better market one’s art.
An shares her personal journey of overcoming anxiety and depression through art, which ultimately led her to discover that her paintings brought feelings of happiness and calm to others—a problem her art addressed. This discovery helped her define her target market.
An advises artists to focus on understanding their “why”—their mission and the problems they wish to solve—which in turn will help them prioritize their talents and resources effectively. She argues that knowing these foundational aspects will streamline their focus and enhance their success as creative professionals.
00:10:00
In this part of the video, the speaker addresses the relationship between focus, confidence, and taking action to build confidence over time. They elaborate on pricing artwork, emphasizing the need for a thorough market analysis, akin to getting an appraisal before selling a house. This includes examining similar works and understanding the market landscape. The speaker also discusses the importance of creating a business plan to ensure consistent sales, even for commissioned or sporadically sold art. The conversation transitions to tactics for new artists to stand out, emphasizing that artists need to create value beyond their art, rather than relying on the art to “speak for itself.” They stress the importance of understanding and serving a target market and dispel the illusion of being magically discovered. Finally, they clarify that while a unique voice and style are essential, artists must also convincingly demonstrate their value to potential buyers or representatives.
00:20:00
In this segment, the discussion revolves around the importance of personal branding and effectively communicating one’s mission and values in the art business. It’s emphasized that mastering one’s craft is merely the entry fee to any business, including art. Success hinges on both sales and marketing. The host advises that artists need to clearly understand who they are, what they stand for, and the mission they are on. An example given is of a portrait painter from Memphis who, by niching down to children’s portraits and understanding her personal mission to value children for who they are, positions her business authentically and creates a powerful narrative that resonates with potential clients. Additionally, it highlights the necessity of knowing the ideal customer and their values, further aligning the artist’s mission with their target market’s concerns.
00:30:00
In this part of the video, the speaker emphasizes that everyone has to start somewhere and it’s crucial to begin with the fastest path to cash. He advises artists to follow up with people who have previously shown interest in their work and to utilize their existing network. Making a prioritized list of contacts is suggested for organized outreach. Social media presence is important, but the speaker notes that expensive art is often sold in person, suggesting hosting events or trunk shows to attract buyers. He addresses questions about handling business tasks, recommending managing initial sales independently before considering a manager. He discusses practical ways to get help, such as using freelance platforms or bartering services. He stresses the importance of having a written business plan and approaching it as a living document to avoid feeling overwhelmed. A one-page plan can be a good starting point, but it should be continually iterated and detailed. The plan should be viewed as a compass, helping one navigate towards their goals while adapting along the way. He concludes by highlighting the importance of writing things down to understand and address gaps in knowledge and planning effectively.
00:40:00
In this segment, the discussion revolves around how artists can stay motivated when their art, despite receiving compliments, does not sell. The speaker offers an analogy comparing admiration for Tesla cars that do not translate into purchases, suggesting that compliments should be taken as assurance rather than a measure of success. The key issue may be that the artist hasn’t reached their target market or connected with their audience’s specific needs (pain points). The conversation also covers the importance of converting interest into actual sales, emphasizing guided conversations, understanding customer problems, and directly asking for the sale. It highlights overcoming the fear of rejection and not taking it personally if the art doesn’t sell. The speaker advises focusing on the value beyond the art itself, using the example of selling the idea of a child’s portrait as a way for parents to celebrate their child’s individuality rather than just selling a painting. Authenticity in this approach is crucial for success.
00:50:00
In this part of the video, the speaker addresses a question about how abstract art can solve a problem by sharing the story of Jenny McGee, an abstract painter who began creating art as a legacy for her children after being diagnosed with cancer. The key idea is that Jenny’s paintings were a means to communicate love and leave a lasting memory for her family, which resonated with others facing similar emotions. Jenny’s work also inspired unique commissioned pieces, like a painting derived from a groom’s declarations of love for his bride, leading to emotional unveilings and referrals. Similarly, the speaker discusses a musician who embraced his gospel roots and created “voice church” gatherings, which became joyful, inclusive events. Both examples illustrate how connecting with the essence of one’s art and personal story can solve emotional problems and create meaningful experiences for others. The segment concludes with information about a course offering, providing a link for applications and a discount code.
01:00:00
In this part of the video, the speaker discusses how participants can receive a discount by mentioning ‘Jonathan’s t-shirt live plan’ in the application form, resulting in a 10% discount and savings of around $200. Additionally, the speaker informs attendees that a follow-up email will be sent in about seven days, including a recording of the webinar and a link to Anne’s course with the discount. The segment concludes with expressions of gratitude to Anne and the participants for their engagement and questions.