John Baldessari, Tips For Artists Who Want To Sell (1966 – 1968)
Glad to see that the mind’s eye remains changed.
Tag: sales
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Marketing vs. Sales
Marketing is sales. There’s no way around it. You’re trying to tell a story so that someone buys your product.
The sales person is also a marketer, but their role is to close the deal which can often be intimidating.
Shoppers today like to walk into a store and use their phone to navigate it. They’ve seen the marketing; they’re aware of the deals; they don’t want to be sold to but rather find products by themselves.
Marketers are salespeople and vice versa. The key difference is that marketers speak softly and carry a big stick while salespeople persuade aggressively or try to trick you. Which is the better customer experience?
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“It’s going be a Iong day.”
That’s one way to set expectations. That belief will almost certainty set you up for pessimism and boredom, which often leads to failure.
No one feels sorry for you. People have their own busy schedules and issues to worry about.
But if you can somehow make yourself feel better, the people around you will be receptive too.
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“Commercial is seen as a dirty word in the creative world, but to make things happen, you have to understand business.”
Some people create stuff with consumption in mind. If you’re goal is to generate instant sales then it may behoove you to create what people want right now.
But if you want to raise eyebrows and stand out from everyone else, you’ll have to ship something remarkable that no one’s seen before.
Innovation can be a lonely process. You may not even grasp the magnitude of what you’re working on. But you ultimately need to test it on others, to market and sell it.
Marketing and sales is part of the creative process. You want people to appreciate your work, pay for it and spread the word. Art is a social experience.
If you’re creative in one thing, you’re probably creative in another and can just as easily combine the two to create something novel.
Don’t worry about the money in the beginning. If you’re good enough, your work will sell itself. But you may need to master the art of persuasion first.
“If you’re an artist, an innovator, or a creative person, this scenario should sound familiar to you. We may go into a career because of our values, our ideals, our art, but the reality of capitalism opposes us. Our dreams just don’t pay the bills. So what exactly is an artist to do?”
Learn the art of sales and marketing. Different game, similar aesthetic tricks.
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Marketing: Less guff, more puff
Technology makes tracking the sale easier but the variety of platforms makes it difficult to track where the impulse occurs:
A marketing manual put out by Google likens today’s customer journey to a “flight plan”, a zig-zagging odyssey of apps, shops, social-media sites and online searches conducted on both fixed and mobile devices and unique to each shopper.