From Cory: When Martin pitched this guest post to me, I thought it was a good illustration of a principle that we’ve been teaching here at TAA for a long time. Storytelling is important. Here’s Martin’s take.
Question for you: Why actually do people buy art?
Most people would answer along the lines of status appeal; or cultural appreciation; or aesthetic awareness and so on. Valid reasons.
Then there’s the more utilitarian type of motivation to buy art: The need to liven up a street or a room; or a need to provide a visual and emotional breath of fresh air for employees.
Maybe simply something to make your house more beautiful or fill that empty space under the staircase.
But all those reasons are sort of secondary.
Behind all those, there is one central, umbrella-type reason, and it’s a psychological thing that’s deeply engraved in our subconscious. Has been since ancient times.
Let me illustrate with a story
Years ago, I was a traveling bespoke tailor.
I made extremely luxurious and very costly suits by hand, and I flew to Brussels and Amsterdam several times a year to attend my clients.
I’d never considered marketing my suits in London though, because there are literally hundreds of tailors there.
Given its proximity and the level of wealth there it would have been fun to find clients there, but it’s essentially the tailoring capital of Northern Europe.
Nobody was going to fly me to London to get a suit from me.
And yet, one day a London banker mails me: “Martin, I want a suit. When can you visit London?”
So I flew out there, measured him up, and took a deposit for a fine two-piece.
When business was done he invited me to have pint of ale and some steak-and-kidney pie.
As we enjoyed the comfy quirkiness of an English Pub, I asked him why he had selected me, instead of one of the many London tailors.
He told me:
“I’ve tried a few tailors in London – some ok, some less ok. I felt like trying someone new, and I liked your story when I read your blog. That’s all, really.”
Of course, I had it easy: I used to be a monk, and I learned my craft in a monastery. Not everyone has a story like that.
But still, aside from that story: my suits were of a price and quality similar to many other tailors, and each of them was a far easier option for the guy.
And yet, it was my story that pulled him over the line.
Makes you think, doesn’t it?
So What Really Drives People to Buy Art?
The answer is simple and logical:
People buy art because it makes their lives and themselves more interesting.
People have a deep need to enrich their lives, to have interesting things to talk about with others.
We need stories in our lives, because stories make our own story more interesting and more fun.
We really, really need to have something to say.
Now before you think I consider art comparable to Kardashians (or Biebers or Hiltons or whatever) in any way: I don’t.
Art is art and it’s of enormous social and cultural value.
Disposable pop culture by contrast has nothing to do with art.
They do share one thing though: They are both incredibly popular, each with their own audience.
Simply because human beings need to have interesting and remarkable things in their lives.
And that need is so deeply rooted, that for some people even Kardashians will do.
Maybe You’ve Never Been a Monk, But I Guarantee That Including Your Story in Your USP Will Sell You More Art
Really, it doesn’t matter who you are, where you come from, what you’ve done or what your story really is: you need to tell it, in some way or form.
Whatever part of it you tell, in whichever way: it’s incredibly important that your story shows in your Unique Selling Position.
Even if your story is in itself not all that unique or remarkable, you need to tell it and I’m about to explain why.
This is important: Don’t think for one moment that your story isn’t important or remarkable enough.
Your story is important. It is remarkable.
Not because of what that story is, but – and this is the crux of the whole idea – because your story makes you more human. Telling your story makes it easier for people to identify with you.
You become more relatable to others when you have a story, any story (as long as it’s true of course).
People will be more endeared to you; people will like you more because of your story.
And that is the great importance of it all: As the good folks at Copyblogger keep telling us: People need to know, like and trust before they decide to buy something.
Your story largely takes care of that liking part. Trust me.
Even if you feel that your story isn’t spectacular or doesn’t matter.
It’s your story.
It matters. It helps people like you more; it helps build trust and engagement.
Your story helps you sell your art.
Tell your story.
Author bio: Martin Stellar is technically a copywriter and marketing consultant, but really he’s one of those people who can’t help trying to motivate and inspire people. He blogs at www.martinstellar.com, where much motivating and inspiring takes place, and he’s usually good fun on twitter.
What a great article ! And it comfirmed my feelings about ‘the story’. Thank you so much Mr. Stellar and Cory .
Rue McDonough
Hey Rue, thank you bunches for the kind words, very glad it rang true with you.
I can’t be the only one who cringes at the thought of sharing my personal story with others. Our stories that influence our art aren’t always happy. Maybe I’m just not brave enough to tell it yet.
Gee Veronica, of course we don’t want to tell unhappy stories. But good stories can help a lot. I just sold a large print of a photo I took on a trip to Cape Cod last year, a picture of vibrant moss covered green rocks I came across on the beach on a beautiful warm afternoon, great clouds in sky and wonderful light. This seemed to really resonate with the buyers so they bought the framed print.
I certainly would not share my unhappy stories or feelings or thoughts in public, but positive and interesting stories can really be helpful.
Interesting way to put it, Stan: In the description of that picture, you’re actually telling a story. Great example, thank you.
While I do agree that sharing your story is important – and it is easiest to tell the truth – the Internet seems to be the place where people share only the beautiful bits and pieces, and hide the ugly ones.
I have, at times, posted quite openly about difficulties in my life, hampering my creating flow. I’m not so sure people liked me more because of that. They might have felt for me, yes, but that’s no basis for business, is it?
So, Martin, I can’t help but feel I need to PLEASE the reader, and in order to do so, present them with a “picture perfect” story.
I don’t think you have to present an ‘all is well’ perfect image. Take Gwenn Seemel as an example. She openly talks about her challenges with Endometriosis. It’s all about crafting the story – you can share and be honest, and still make a connection with people.
I’ve seen artists share stories about everything from child abuse to loss of faith.
Cory is quite right: There’s no need at all to paint a picture of perfection or make it seem like your story is all roses.
Writing about struggle or difficulties can be useful and valid, but it’s more difficult than telling a ‘this is my motivation’ story.
Ultimately, the question is always what you decide to tell, and then: how to present that story.
The way you craft your story (or parts of it) determines how people relate to you.
Subtle, difficult, tricky. Worth it though 🙂
Hey, Veronica – Thank you for saying this.
No, you’re not the only one who would cringe, and that’s – sadly – understandable.
Having said that, I didn’t mean to make it sound like ‘the dry facts, your story, tell it’ is what everyone needs. Some things are best left unsaid, and that goes for everyone’s story.
Still, everyone will have parts of story they could share. Finding out what we can share might be difficult, but I believe the result is worth the effort.
Veronica, there is a saying “a weak heart seldom wins a fair lady”. Tell your story and set yourself free. Nobody is perfect…not even me (there I said it). Take it from Nike slogan “Just Do It”.
Exactly, but some people that can relate to that “not so happy story” might feel so connected in that very way.
Very well put. I’ve always had a bio and short spiel to give someone who wanted to know a little about me (the artist) but your piece points out that it’s more than that. I’m going to do something more in depth than my little one page bio. Thanks.
Awesome Cody. You can weave your story throughout your marketing and your art.
You’re welcome, Cody. Glad it opened up a new way of looking at your story for you.
This was really helpful! We all likely have something that we can share that will resonate with our collectors. I could say I have been drawing since a young age – all artists say that. Instead I can say I have loved animals my whole life and that led me to becoming a veterinarian and that what I learned doing that heavily influences my animal focused art – much more interesting I think? Thanks for getting me to think about this!
Hey Marquee – excellent example, thank you.
It’s about what you decide to say, and then how to say it.
If you think about it, literally everyone will have things they can talk about – without having to embellish anything and without having to talk about bad stuff.
But I do understand it’s harder for some than for others, and I know that in most cases, getting to terms with your story (be it positive or negative) can be a lengthy process.
I also like marque’s example. I am reminded hearing a local owner of a art and design store talk about the sales process and use the term “value added”, throwing in something to enrich the sale experience. If Marque tells of the long standing interest in animals resulting in becoming a veterinarian then this story adds value to the sales exchange. Then if a buyer purchases some animal art the buyer may always remember that story when they pass by the work on their wall and think of Marque.
This is something all artists can utilize without being pushy or over selling. They are just sharing something of themselves connecting them to their art.
Very well put.
And it’s not only value added to the sales exchange: to a degree it also adds to the perceived (or experienced) value of the piece.
I agree completely. A great example is the “All Creatures Great and Small” book by James Herriott. Since he had been a veterinarian the book had more “street cred” with both publishers and readers. I think all artists can find something like that in their own story!
Asbsolutely, and I think we should all look for parts of story that we can use. People LOVE stories 🙂
Martin, I enjoyed this post. It confirmed my inclination to tell stories through and about my art. So I took you up on it, and although this post is long, it was fun to write.
http://blog.joannedaschel.com/?p=394
Way to go! That is actually a great example of how to use stories. Your writing isn’t half bad either.
The only thing I would recommend: If you can create a reference to art at the beginning of the story: your readers come to read about art, so ‘cows’ might not say enough for some people, won’t give them enough reason to read on.
Just a caption to go with the image would also work.
Otherwise: great stuff, keep it up!
What an amazing thread! I finally saw how important the Story is and how to use it.
The best Pearl for me was “Weave your story thru your marketing”.
Many thanks to all of the above contributors. You have inspired me.
Awesome James! Look out for our upcoming course on Content Marketing, which is all about weaving your story throughout your marketing.
Great news, James. Glad you got switched on, because stories matter. A lot.
Hi, Well my story starts with the love of drawing as a child in fact at school it was the only thing that I was good at. For many years I had a wish to draw and paint but didn’t until my daughter left high school and travelled overseas. She gave me her paints and said have a go Mum. It is my passion now and I love to paint people and bring out their character, or children. I am starting to creative my own art not just copy. I have ideas all the time now and love painting.
I like that you have come to this point in your life of choosing to become creative instead of just copying what you see. There is a whole new world in there (your heart and your head) which is yours and yours alone that you can now share with us all. I am so excited and happy for you. A huge thumbs up from me!
That’s a great story, and what’s even better is that it’s a fantastic basis to tell an ongoing story about the processes you go through, as you delve deeper into creating.
My story is about feeling that a horse chose me to rescue him, so I did. I had no clue what I was getting myself into, but I had always loved horses and thought, “How hard can it be?” Answer? Depending on the horse, it can be very challenging. Three trainers later, all I knew was what didn’t work, and I ventured out to find an opposite approach. It worked like a charm. Today, we’re best friends. In addition to being my teacher of emotional intelligence, he’s my muse for a series of “coffee table storybooks” I’ve written using his voice as the narrative for my photos. I’m also creating equine art and an inspirational blog, targeted to women who, like me, found themselves “with horse,” later in life. So far, the journey is a beautiful adventure!
Perfect story. Are you using it as part of your branding and presentation?
Yes…both for the blog at artofequus.com and for the book at http://bit.ly/ArtfulDodgerBooks
Thank you for this motivating piece Martin. I have a blog which I post to on a daily basis with the remit of posting my reflections of the day. This consequently ends up being a bit of a public diary, but without the grumbling! My daily posts provide something of a story for any avid readers out there, but I don’t have much of a personal bio for people to read if they’re just passing. You’ve got me thinking and I’ll be adding something soon.
You’re very welcome Laura, and thank you for chiming in.
Daily storytelling – love it 🙂
When I paint a painting, I am telling a visual story. When I blog, I am telling a personal story supported by a visual concept (my painting). Does it help me sell my paintings? I don’t know for sure and only time will tell that. Have I sold any painting? Yes. The thought of telling my story does not make me cringe at all. I like to tell my story so those who want to know (the truth) will have a deeper understanding for what I do and “why” I do it. I want people to know what my painting is about from me rather than a from a third person who may have a bias. Over the years I have made peace with one fact that the only person I can make happy is myself, that life is too short and time is too limited to be spend on pleasing people around me. I enjoy sharing my personal stories and speak my mind because I am quite comfortable in my skin and I have a conflict free and a loving relationship with myself. http://roopadudley-artblog.blogspot.com/
Great going there on the clarity and the self-confidence, Roopa. I wish all artists had some more of that.
I enjoyed this post. You are so right, we all have a story and we all enjoy hearing/reading a story. Plus, you got me to look up a word. LOL. (I didn’t know what a bespoke tailor)
My art is not the same as anyone else’s style. If I explain it to you then you will call it what you will and you will not call it art. The reason it’s art is because I say it is. I’m the artist.
Art can come from beauty or it can come from pain and still have beauty. Not all stories need to be fairy tales – that would be boring. Be creative with your stories as you are with your art. No matter what the story is, it ended happy – with your art.
Good points. I often create an “about me” page detailing my journey and life as an artist too then in a few months erase it because it’s too personal… I will try to incorporate more stories on the postings of my pieces though. It’s tough!