Marianne Goodell: Fine Art Business Case Study

From Cory: I recently sat down with Marianne Goodell, via Skype, to talk about how her art business has changed since she took the How to Sell Your Art Online course here at TAA. UPDATE: The Youtube video wasn’t working, so I’ve uploaded the audio file for now while we get the video fixed.

Where were you before you started in the course?

Making jewelry since 2001. Most of Marianne’s sales had been mostly by luck, without a repeatable process. She was also making jewelry pieces based on what everyone else wanted instead of according to her own vision.

What were you hoping to get out of the course?

The steps to find out how to sell. Her anticipation was that Cory was going to tell her, “click here, post here, and sell.”

Did what you get match your expectations of the course?

The ultimate outcome did, because I got sales, but the process was nothing like what she thought it would be. On a call, Cory ripped apart Marianne’s website and told her it wasn’t good enough.

Cory encouraged Marianne to dig down into why she was making the art that she was making. He made her build up the mental and business infrastructure necessary to be able to sell on a regular basis.

This, and the idea that not everyone is going to like Marianne’s work, was mind-blowing.

Marianna was also surprised at how personal the class became. She wanted to stay hidden and private. But through the class she realized that she had to put herself out there in order to sell.

Marianne didn’t realize how much she had avoided being in the spotlight. She’s an outgoing person, but she didn’t realize that she needed to be a little more vulnerable than she initially was willing to be.

Marianne now allows herself to be present as herself. Sometimes goofy, expressing herself not only through her art but also through her messaging.

What has happened to your business in the last 9 months?

Facebook: 240 Likes to 1536. This has been very organic growth.

She has true collectors who are asking for new work. They’re proactively reaching out to her about her art.

She stopped selling herself short. Her art is priced according to the value she thinks its worth. She now stands her ground on pricing and people are buying the art.

Marianne’s jewelry is in a local gallery, and has more gallery shows coming up.

Marianne posted a picture of a piece of jewelry and told people she would make more for them if they wanted it. She sold 4 pieces in one day, and continues to receive sales from that one Facebook post. See the story that she posted here:

Advice for others?

Its hard work. Even if you have a system, its hard work. But now I have a direction.

Want what Marianne has? Check out our course: How to Sell Your Art Online.