Questions Blog Series - Question 7: How do you find your niche?Finding your niche is essential in order to make money. Have you said thisyourself (or know of people who have said this...) “I have thisgreat piece of artwork or craft, now how do I go about selling it?”I hear this all the time especially on message boards because fartoo often people put their cart before the horse.
I heard a great concept/exercise from person named Gary Halbert that bearsrepeating to help illustrate the importance of finding ones niche.Suppose you get an opportunity to open a restaurant – a burgerjoint let's say. What is the one thing you want most of all?While most people will think about good location, money, an awardwinning burger recipe, and plenty of parking, they are all missingthe boat. The true answer is starving crowd! Without people wantingto buy burgers, you have nothing. So what does this mean for craftartists? Sell what people want, not what you love to make.
The best way to find your niche is by keeping your eyes open and noticecurrent trends. To find trends start by looking at currentmagazines, ads, t.v. shows (notice what people are wearing in realityt.v. shows or how home make overs are decorated), as well as whatpeople are tweeting and stating via facebook.com, online socialnetworks.
A big road block Americans are struggling against is the state of oureconomy, however it isn't stopping people from buying gifts fornewlyweds, consumers seeking unique birthday gifts for friends andfamily, and purchasing souvenirs to bring home from their travels.Artists who are able to capitalize on the following list of populartrends, they will not be affected by the economy:
Garden art
Photography that specializes in inspirational nature landscapes
Accessories that enhance tech gadgets
(cellphone charms and handmade purses that have pockets for iPhonesor mp3 players)
Functional and aesthetic art for the kitchen
Anything remotely related to aromatherapy
Jewelry and other fashion accessories
Eco friendly/recycled art
(Note: this is just a few of many - some may or may not agree with me - make your opinion known via the comment button!)
It is clear everyone has different tastes and an opinion about everythingwhich makes it difficult to stay ahead of what people are wanting tobuy. There is one thing that Gen Y'ers to the baby boomers cannotresist, and that is offering one-of-a-kind art or crafts to feed ontoday's consumers who showing off their individuality. Teenagers aswell as their parents and even grandparents eat it up when given theoption to customize a new car, cell phone, music on their iPhone somuch so that this can continue into art forms we all create now.Letting art show patrons know you can do a custom order if they don'tsee a color or style they like – great for jewelry makers, fiberartists, even those who work in clay. Have you ever noticed thatphotograph prints tend to sell more than framed art? Chances are itis because customers like to put their own touch on the artwork andframe it themselves so it will compliment the place where it will bedisplayed in the home.
Another trend I see is how people love and take pride in finding bargains.It isn't so much about getting something for nothing, but knowingwhat they are buying is worth it. The more authentic an artist canmake their “individuality” mark on their work the more peoplewill buy it. For example, some 2D artwork that sells for $1,000 ormore is highly desirable among buyers who have a hard time findinglarge pieces of art for their home and no other artist is offeringat the current show, hence a niche is formed. This is why I feeloffering all kinds of work at different price breaks will aid craftartists in catching multiple big fish in the small pond that is artshows as we know it. While we can't discount our work and putourselves in financial ruin, we can offer things like free shippingon orders say $100 or $500 or more, offer lifetime guarantees onpieces where if they are ever damaged you (the artist) will fix it noquestions asked, or another ideas is to offer a discount on wholecollections say a necklace, bracelet, earring set. Some artists findhaving a clearance section to sell outdated work where the old priceoi slash with a discounted price visible via a different price tag isalso a great way to land a sale.
The more resistance to change artists have, when it comes to keeping upwith trends, the harder they are making it for themselves in the longrun. While we as craft artists don't have to follow every trend outthere it is sometimes a necessary evil that comes with running acraft business where our primary focus is to sell what we make. Ihope these ideas and tips will open some doors to new ways of makingones art or craft more marketable. Please stay tuned for the nextquestion in the series focusing on how to prevent creativity burnout.
