As this blog series is nearly complete I want to make sure these last two questions are really insightful. One of the reasons I started this blog – not just the blog series, is through being frustrated seeing how some craft artists, both new and seasoned vets, consistently make many mistakes preventing them to reach their full potential. So, I thought I would take it upon myself and help those looking for help, ideas, and advice – hopefully everything up until this point has met your expectations! This question is one where I want to highlight common mistakes craft artists make.
Question #39 What Are the Top 10 Mistakes Craft Artists Make?
In no particular order, here's my top 10...
1. Underselling yourself and your work. While many feel the only way to grab customers attention is to have super low prices because the biggest competition are the Big Box Companies. Know this – YOU ARE NOT A BIG BOX CO.! The best way to compete is to offer great quality craftsmanship at a price fair PROFITABLE price. You have costs and you're only satisfied if you earn just the bare minimum, you will never earn a profit and stay in business as you have costs to recoup such as booth space, supply expenses, credit card processing fees, travel expenses, shipping fees, etc. This can't be done if you undersell yourself.
2. No website. A website, not an Etsy account or blog site, is crucial in this day and age to attract buyers. A website answers the who, what, when, where and most importantly the why's of your work. Costs of starting super low espeically if you do it yourself say with places such as weebly.com, squarespace.com, intuit.com, and many others. Choosing to not have a web presence drives business away from you and into the laps of your competition.
3. Set up your art fair display for the first time at your first show. Given the option, would you rather be stressed out trying to figure out how to set-up a new canopy or figure out proper placement of your tables or have a well thought out plan of action on how to set up your art fair booth? This is a no brainer – the efficient and fast way is my choice. The best way to do this is by practice setting up in your back yard once or twice. Also don't forget to be flexible with your display some shows offer odd space dimensions.
4. Dressing inappropriately. No, I'm not referring to dressing suggestively, but direct this to those who pay no head to forecasts and dress too casually. Know what the weather report will be like during the whole day of the show. For example, if it might turn cold, have a jacket or sweatshirt handy. The best advice here is to dress for both professionalism and comfort.
5. Ignoring customers. Most don't realize this but, customers hate it when they see you on a cellphone, reading a newspaper, texting, socializing with craft neighbors or old friends, etc. and ignoring their needs. Customers will not interrupt a person who is preoccupied – they just simply leave. One memorable experience I had was with a jewelry artist who chose to read a newspaper the whole period of a show. I stood in front of him staring for 5 full minutes at this guy who was hiding behind a newspaper and not once did this person look up or make any effort to ask if I needed any help. Don't be this guy as every missed selling opportunity is money lost.
6. Inconsistency. Craft artists who are inconsistent when pricing work – say one item has a web price, show price and gallery price – buyers will question the quality of your work. At the same time customers doubt the quality of an artist's work when one piece of high quality fiber art is perfect, but another is frayed or a photographers prints are faded due to exposure to the sun or due to poor quality paper. Quality control speaks volumes when an artisans work that is consistent will have more repeat buyers.
7. No Goals. Without having goals you cannot measure success nor find the ambition to strive to do better. Goals don't have to be financial goals, like some believe. Some simple goals include learning more about your target audience through online research, re-organizing a studio, apply to a different type of art show – say Renaissance Festivals, sign-up or explore social networking, or start an educational podcast. My most recent goal was to reorganize my whole workshop (photo included with this blog) as it was something always put by the way side. Seeing it get cluttered and disorganized hurt my business, but implementing the goal allowed me to get a rid of countless supplies that were just hanging around never to be used and have all items in one place making work flow more effeciently.
8. Wear Your Heart On Your Sleeve. Artists, by nature, do not take rejection or criticism well. My favorite motto? It's nothing personal, just strictly business. A rejection letter from a juried show could mean the medium had been filled. A store/gallery may say they are not interested in carrying your work, but it could mean they just don't have room for one more thing, it won't fit the clientèle that normally comes in, or they just aren't buying as sales are down due to the economy. Don't take comments too personally, but find opportunities to grow from advice and suggestions given.
9. Be Fake. Customers, sales reps, art fair jury members - all these people can pick up on exaggerated sales numbers, handmade vs. made in China and so on. The same can go for artists when finding out info about art fairs they hope to apply to. Buyers are attracted to those who exhibit the 3 H's - honest, helpful, and humbleness. People really want to know why you like one piece over another or how something is made to see if you really know your stuff or possibly to see if your work comes from China. In other words, know your stuff and if you don't know, be honest and say, “I have never been asked that, I really don't know... but I do know...” changing the topic to take control of the situation.
10. Plain Jane. Nothing is more boring than a uninviting, plain booth display. Utilizing eye popping colors, shelving, highly visible large format photography (albeit jewelry or silk scarf on a model, a child hugging a handmade doll, an elderly person taking comfort in a warm handmade quilt...) or display theme will engage attract people verses repel them. You bought the space you can either make it look like something at a flea market or like a high end mini boutique people can't wait to enter and shop.
Have you made any of these mistakes? Have you learned from any of these mistakes? Do you know of other mistakes people make not mentioned in this blog post? I want to hear them! Share your thoughts on this topic using the comment button. Thanks for reading this not so quick blog posting. Take the time to catch up on older Questions before the last one becomes available – you won't want to miss it. - Michelle Sholund, www.quickcraftartitips.blogspot.com and www.bythebaybotanicalsonline.com .
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