pick a direction then do it loud

August 26, 2008  in  Art as a profession       Related posts:  

For the past few weeks, I have been working on my marketing plan, trying to figure out who I want to market my art to, and how I want to do it. It’s a slow process, and a task I have been putting off for many months. Part of my problem is that I am easily distracted by cool marketing ideas. I fascinated by all the wid new ways people are exploring to sell art online. Creating a fan base via Facebook or Twitter. Photo-a-day blogs. Selling art on eBay. They are all so intriguing, I can’t help but wonder if one of them might be a ticket to success.

This fascination comes from my days as the creative director for Yahoo!. This was back in the early days of the internet, when our survival was based on coming up with the next big thing. There were no rules back then, so we’d try everything and anything… and it was a blast. But unfortunately, that dynamic doesn’t work as well when you are a one-person business. I don’t have the time or the energy to try every cool new idea. Not only do I have to market my art, I need to make it, produce it, sell it…. everything. I can’t dedicate all my time to coming up with innovative marketing ideas or pursuing every interesting new tactic. Instead, I need to come up with a marketing plan that is focused and achievable, even if it is (shudder) boring.

As usual, Seth Godin read my mind and wrote this in his blog today:

…do your best to pick a direction (hopefully an unusual one, hopefully one you have resources to complete, hopefully one you can do authentically and hopefully one you enjoy) and then do it. Loudly. With patience and passion. (Loud doesn’t mean boorish. Loud means proud and joyful and with confidence.) No flitting, no waiting for proof. Just consistent, overwhelming performance in pursuit of a vision you believe in.

The problem about trying every new marketing fad is that it doesn’t give you the time or energy to do any of them well. So the first task of my marketing plan is to focus. To put aside all the fascinating ideas that I love exploring, and just finding a path that I can realistically do. Then to follow that path as best as I can, as authentically as I can, as loudly as I can. Success comes from how you do something, not what you do.