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Category: art career

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Just one bullet per customer, please

Mixing bullet points is a simple marketing error. How many more mistakes am I making in my one-man band?

Apple tree with swing, Carol L. Douglas, available through the Kelpie Gallery.
I spent the last two days doing 2018 planning with Bobbi Heath. While I normally hate business meetings, this one was done in stocking feet, with a woodstove and good food.
A good confab with a peer can net you as much or more than a conference does. Ask yourself these questions first:
  • Are our goals and experiences similar enough to be useful to each other?
  • Are our values the same?
  • Can this person be trusted?
  • Will he or she stay on task?
  • Is he or she able to contribute knowledge, experience or process?
  • Is he or she a creative thinker?

Flood tide, by Carol L. Douglas, sold at Castine Plein Air 2017
I’ve had enough experience with art support groups to know that they often devolve into long-winded stories, pissing matches, emotional support groups, or ego-stroking. They have their place in life, but they won’t advance your career.
The person best qualified as your informal business coach might have no experience in the art world at all. If you have enough knowledge yourself, that can work well, but it won’t help if you’re a newbie in the art world. Someone has to understand the nuts and bolts of how paintings are sold. Having said that, my move to Maine was coached by a business consultant with no art-sector experience.
Bath time, by Carol L. Douglas. I don’t focus on online sales, but this sold on Facebook, and netted me a friend in the bargain.
In her former life, Bobbi was a tech start-up project manager. She knows how to move a small business from concept to reality. I have a different but equally valuable background, which comes from years of slogging in the art market. Most importantly, we trust each other.
The question you and your partner are going to ask is, “Where are we now, and where do we want to be in five years?” The answer should not be, “rich and famous,” but it might include something like “looking more like an artist,” which is, in fact, brand management. You want to be concrete, but not limited.
Setting blocks, by Carol L. Douglas, available through Camden Falls Gallery.
Bobbi’s and my business models are a mix (in different ratios) of the same activities. I need to reset the mix. My mix of galleries/teaching/workshops and plein air events ought to be more grounded in my own geographical location, at least from June through September.
Tracking your own hours can reveal a gap between where you’re spending your time and how you’re making your money.
There is no real planning without data. I have some, but it’s all estimated. Better data might tell me that I’m investing time and energy into the wrong things. The above pie charts are fictitious, but they’re an example of how our work might not be going into the most financially productive things. In some cases, that is by choice. For example, right now I choose not to monetize this blog by selling advertising.
My New Year’s Resolution is to start logging my time just as my programmer husband does. I want to know how I’m piddling my time away.
Most of working your way into a better business model is simple trial and error. I’m especially good at the error part. That’s good for success, in fact, but you can’t be stretched so thin financially or timewise that experimentation sinks you.
Bobbi told me about a recent mailing she did, where she learned never to have more than one offer (bullet point) in an ad. She had two, and they got conflated in her readers’ minds. I realize I’m doing the same thing with my workshop ads. I need to fix this.
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Why do you do what you do?

It is possible to be a successful woman artist and mother, if one has an exceptional husband, good time-management skills, and an iron will.
Daddy’s little helper, 2015, Carol L. Douglas
Yesterday I was reveling in the simplicity of my job. I had planned no deep thinking; it would be a day alone with my brushes.
That never works. “Why do you do what you do?” asked a regular reader.
The easy answer is that it’s the only thing I know how to do. A little honesty compels me to admit that this isn’t entirely true. I can write. I could retire if I want. Clearly, something besides necessity drives me.
In fact, my reader sensed that. “Why do you teach, travel all over the place, produce as much work as you do?” she continued. “Is working at that pace a habit, or something deeper?”
Maternité, 1890, Mary Cassatt. Cassatt, the greatest painter of the mother-child bond, had no children of her own.
Yes, I was raised to work hard, and it’s an ingrained habit. Still, I do take time off. A chance conversation with a Mennonite contractor years ago turned me into a Sabbatarian. He explained what a tremendous gift a regularly-scheduled Sabbath day was. There are a few weekends a year I can’t take off, but in general, you’ll find me working six days and resting on the seventh.
I like painting and I like being on the road. I like the challenge of sizing up new places and trying to reformat them to a 12X16 canvas.
But mostly, I work like this because I can. It’s a pleasure and a shock to be free of day-to-day responsibility for others. Yesterday, I mentioned a Tracey Eminquote about parenting. Here it is in full:
I would have been either 100% mother or 100% artist. I’m not flaky and I don’t compromise. Having children and being a mother
 It would be a compromise to be an artist at the same time. I know some women can. But that’s not the kind of artist I aspire to be. There are good artists that have children. Of course there are. They are called men. It’s hard for women. It’s really difficult, they are emotionally torn. It’s hard enough for me with my cat.
When I first started painting full time, another woman artist told me much the same thing. The evidence supported her statement. Most artists (of either gender) in our circle were childless. Those with children also had wives who supported both their family and their art careers.
Mutter mit Jungen, 1933, KĂ€the Kollwitz. Kollwitz is an exception to rule that says mothers can’t make good artists.
That realization came close to derailing me. I was struggling to make enough time for my kids and art, but the historical reality seemed to be that women with children would always be second-rate painters.
I’m glad I didn’t learn that before the kids were irrevocable. They’re certainly the best work I’ve ever done.
Now that I’m beyond child-care, I think it’s a case where history is not necessarily destiny. Gender roles have changed tremendously in the last century. It is possible for a woman to combine competent child-rearing and any career, provided she has an exceptional husband, good time-management skills, and an iron will.
But the question my reader asked is an important one. There are many easier ways to live. Why do we do what we do?
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Everyone needs a hobby

When your job is what most people think of as a hobby, what do you do for fun?
Lady Standing at a Virginal, 1670-72, Johannes Vermeer

My reenactor friends have an all-consuming passion that I sometimes envy. They shimmy out of their office clothes each Friday, reach for the worn cotton frock or woolen tunic, and spend the weekends trudging through mud, carrying water, marching in the heat, whittling, sewing, slopping hogs, or pursuing whatever other aspect of pre-modern life floats their boat.

I love painting and can’t imagine doing anything else. But twenty years ago when I picked up my brushes full time, I never thought for a moment about what it meant to start earning money in one’s primary avocation. Nobody can focus on one thing to the exclusion of everything else. This is embarrassing to admit, but I have no hobbies, unless you consider cleaning up after the elderly dog a hobby.
When my friend Dennis told me he is an accountant with the soul of an artist, I realized that, in some ways, I’m an artist with the soul of an accountant. So why not take up accounting for fun? I looked into the possibility of joining an investment club. That could be profitable, I thought. Of course, once it’s profitable, it’s no longer a hobby.
Music panels from the Ghent Altarpiece, 1430-32, Hubert and Jan van Eyck
When my kids were young, I took up gardening. This was easy, since I was raised on a farm and had extensive experience with shovel and rake. Gardening is a brilliant hobby for young parents. It allows them to keep a sharp eye on the youngsters without appearing to hover.
As so often happens, that hobby started to balloon. Pretty soon I was planting and maintaining sprawling gardens at the corner church, and schlepping my wheelbarrow over there three times a week.
Today my schedule involves too much time on the road during the peak gardening months. I can barely keep the weeds at bay in the small foundation beds we have.
Before children, I used to play the keyboard and guitar and sing. I wasn’t a complete moron at any of those things. I’d had instruction from well-regarded musicians. However, my first cancer treatment left me with lung problems that ruined my voice.  My piano taunts me from across the room, but after 28 years I doubted I remember much about it.
The Bagpiper, 1624, Hendrick Terbrugghen. I even have the tam!
A few days ago, I sat down and played. I was every bit as bad as I expected, but the funny thing is, in some ways playing the piano really is like riding a bicycle. The keys are all there where I left them. As for my voice, it’s a mess. But my husband doesn’t mind the caterwauling. He just puts on his headphones and turns up the volume while I run through my vocal scales. If I can just remember to never open the windows, we should be fine.
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Rejection

If you get into every show you apply to, you’re not reaching. If you don’t get into any, you need to reassess your process.
Jonathan Submarining is one of my favorite plein air paintings, because of the difficulty in capturing the sailing class on a windy day in Penobscot Bay.

We all know the feeling of not getting into a show we really wanted. It’s really disheartening, especially when you compare your work with that of the accepted painters. I recently discovered something almost as bad: when your friend doesn’t get into a show you were accepted into. I suspect it’s even worse from the friend’s side.

We all know we shouldn’t take it personally, but I don’t know anyone who can do that all the time. Of course we’re going to personalize rejection; that’s only human. But it helps to be businesslike about it. When a business’ bid is rejected, they do not sulk. They lay the groundwork to succeed the next time.
We long to understand what goes on behind the curtain, and sometimes our conclusions are flat-out wrong. A fellow artist recently commented about a show I’ve done since its inception, saying that I was ‘guaranteed a place for life.’ I know the organizers are committed to changing up the talent, and that show is anything but a sinecure. I sweat bullets every year.
Red Truck at Lumber Yard is another favorite that I don’t think translated well into a submission.
An invitational show I’ve done for many years has a ruthless process: they tot up sales and cull the bottom quarter of performers. That may seem heartless, but it does raise the bar.
When you apply to a show, you know the overt criteria; they’re spelled out for you. You don’t know the covert criteria, like demographics. Then there’s the question of style. You ought be able to see if you’re a good fit by looking at the judge’s own work, but that is no guarantee. No good juror picks only painters whose work looks like his or hers.
Dyce Head in the early morning light works as a painting, but are lighthouses a no-no with the cognoscenti? 
Then there is the question of collegiality. Yes, people are biased to like their friends. The best shows are juried at arm’s length, by a juror from another region. But that’s expensive. Sometimes it works for a small show to invite artists they know and like and who they know can sell.
We artists are terrible judges of our own work. I tend to like the paintings that were the greatest challenge or struggle to create. These are usually not the most aesthetically pleasing. The more anxious we are to ‘make an impression’ with our entries, the more our judgment is fouled. I’ve illustrated this post with four paintings that have been rejected by jurors.
There are times when we’re making radical changes to our technique. I’ve found that during those periods, I’m less likely to get into shows than when I’m coasting along doing what I know. Since growth is an important part of art, the last thing you should do is try to retard it. Instead, be patient with the temporary check on your career. It will resolve itself. I once took an entire year off from showing just because I didn’t understand the work I was creating. It was a great move.
Fish Beach is another painting I love but jurors haven’t..
It helps to have a friend you trust with whom you can discuss your submissions. If you keep track of what paintings you submit where, you’re sitting on your own data mine. Compare your successful applications to your failures and see if you can find a pattern. I’ll be interested to hear what you find.
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How to avoid the #1 obstacle to being a good artist

Yes, it’s a lighthouse. Wanna fight me?
Years ago, I was stymied by a large canvas of figures framed by a little house and an orchard. Following the conventional advice of the time, I took it to a well-known artist for critique. “It looks like an immature Chagall,” she said. In trying to fix that, I destroyed the work. 
My mature self knows exactly what was wrong with that painting: I was messing around way too much with glazing. A few decades of maturity have also taught me that orchards and fruit trees are important images to me. There was no cribbing from Chagall.
That critique set me back in my development because the artist looked at my work through the narrow lens of her own education and experience. She had no idea what I was striving for. Neither did I, of course, because I was a callow youth. These things require time and work to become clear.
I get lots of advice in my mailbox. I generally scan and ignore it. But this one irked me: “How to Avoid the #1 Obstacle to Becoming a Professional Artist,” it trumpeted. It went on to talk about how painters need to take classes and critiques and seek feedback from their peers to avoid what the writer calls “illusory superiority”—the idea that you think you’re better than, in fact, you are.
This painting of Beauchamp Point has few fans, but it still resonates with me. That’s because it was pointing in the direction in which I was moving at the time.
In fact, the fastest way to be a mediocre painter is to seek too much advice from others.
I’m all for learning one’s craft within structured instruction—it saves a lot of time and wasted material. Beyond that, however, group thinking should be approached with a certain wariness.
Once you get out of art school, most painting groups are comprised of supportive, kind, and helpful people. But even these tend to reward those whose work looks a certain way and ignore those whose inner vision is radically different from the group’s norm.
If you don’t believe this, just imagine taking your carefully-crafted landscape to this gallery and asking for representation. The art world is all about conformity, while at the same time it paradoxically hungers for individual expression.
A lot of research has been conducted on normative social influences and conformity. Human beings are social animals. To be liked and respected within their group, they tend to moderate their own opinions. Research tells us that group norming is consistent across cultures and gender. In short, it’s everywhere where two or more of you are gathered together. The ability to get a group of people to think and work alike is useful in corporate culture, but not so good for making innovative art.
I once heard an artist I admired sneer at “lighthouse paintings.” Ever since, I’ve approached painting them with some trepidation. Yes, I understand they are overdone for the tourist trade, but they are also powerful symbols and beautiful buildings. There is nothing inherently wrong with them. It irks me that he planted this idea in my mind with a casual comment he doubtlessly doesn’t even remember.
This painting of the Raising of Lazarus was savaged in a newspaper review. It’s not something I’m likely to forget in a hurry.
I can’t count how many times I’ve heard one painter say to another, “Stop! You’re done! Not one more brushstroke!” Of course one can diddle a painting to death, but that process is sometimes necessary for the next observational breakthrough. By saying that to another painter, you’re putting yourself in charge of his or her development.
When I was younger, the exposed background in my paintings often took the form of dark, heavy lines. “That’s your style!” one teacher told me. I’d had enough art-history classes to know that ‘style’ is a transitory thing, and I found those lines frustrating. Later, Joe Peller taught me how to marry edges. What a less-competent teacher took as style, Peller recognized as a technical deficiency.
This is why we should teach and critique with a light hand. Even more importantly, we should accept criticism and commentary with a healthy dose of skepticism. They are no substitute for doing our own hard thinking about our own work.
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Holiday multitasking

"The Cliff under Owls Head," is among six paintings heading to the Kelpie Gallery today.

“The Cliff under Owls Head,” is among six paintings heading to the Kelpie Gallery today.
I have been the assistant to some fine chefs over the years. I usually get fired. “Needs a high degree of supervision,” said one. “Too slow,” said another. So it was with relief that I allowed my ServSafe food service manager certification to expire this year.  (Why I had it is a whole ‘nother story, which I shan’t tell you until the rest of the gang are safely rounded up.) It’s of little use to know that potato starch is a potential food allergen when you have no idea what to do with the stuff in the first place.
Nonetheless, as I sometimes huff, I can bake; it’s just straight-up high-school chemistry. I just don’t do it often. This means I get elected to make the pies at Thanksgiving. Well, that and the fact that nobody wants me in the kitchen on the actual day.
I also make cranberry chutney because the recipe came from my mother’s good friend. Nobody admits to actually liking it, but it wouldn’t be Thanksgiving without it.
I seem to have turned into a matriarch, something I have a hard time reconciling with my youthful sex appeal. Nevertheless, there appear to be some 18 of us gathering in Massachusetts. That means a lot of pies, and I have to make them early.
Paintings waiting on the dining room table.

Paintings rising on the dining room table. No, wait, that’s bread dough that does that.
I also need to deliver some paintings to the Kelpie Gallery in S. Thomaston. Neither pies nor paintings spring fully formed from one’s imagination; they require actual time and effort, darn it. So the question was how to meet both obligations, and the answer was, imperfectly.
By evening, I had six paintings on my dining room table, which were not the complete inventory she asked for. One of them is putting up quite a fight. It’s been sent to time-out until it sees the wisdom of not changing its value structure in mid-painting. The rest look great, and I’m reminded again how a fresh set of eyes see new things in your work.
Pie crusts make me far more nervous than painting. My solution is to become extremely methodical, measuring the lard and butter into individual sets over here, and the flour and salt into individual bowls over there. The trouble is, my bedtime is 7 PM. My ancient food processor knew I was tired and was throwing tantrums. I called in backup: my unflappable husband. He measured while I laid hands on the dough and pronounced it good.
Pies in progress

Pie crusts in progress.
Then I went to bed and debated whether eight pies is really enough for 18 people. This is a recessive Italian gene. One can hide it, just as one can straighten one’s hair, but it still surfaces at the least opportune times.
That had better be enough, I told myself grimly. I need to bake those pies, load our car, and head down the road, stopping only to drop off the paintings and the dog (hopefully in the right places). Have a lovely and blessed holiday, my friends.
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Selling: Pricing (Part 3 of 3)

Keuka Lake Vineyard, 40X30, oil on canvas, by Carol L. Douglas. Priced by the square inch, of course.
This week I’m writing about N., who is a retiree now painting full time. She wants to sell paintings but doesn’t want to be a full-time businessperson. 
The last question N. has to answer is whether she’s pricing her work competitively.
Do you remember our old friend from high school economics, the supply curve? It taught us that pricing is the result of how much supply and demand there is for a product. Where those things meet, there’s what’s called the equilibrium price.
 
Art has regional markets. If you live in a community with an aging population and a prestigious art school, you’re going to have low demand and high supply. That will keep prices low. If you live in a booming new city, you will have more demand and prices will be higher.
Art is not strictly a commodity, however. It has a strong subjective element to its pricing. How valuable a piece of work is depends on how prominent its painter is. One hopes that correlates in some way to quality, but the life and times of Thomas Kinkade teach us that isn’t always so.
Letchworth Lower Falls at High Water, 18X24, by Carol L. Douglas.
I’ve addressed the mechanics of pricing in detail, here. I originally wrote that post for a student who was in a similar position to N.. She ignored my advice entirely, to great success. At a recent solo show, she priced her paintings absurdly low. She sold four paintings. She didn’t make a fortune, but she did earn enough to resupply her paint box for a year, and she doesn’t have a hangover of old work lying around the house.
Letchworth Middle and Upper Falls, 18X24, by Carol L. Douglas
Not that I advise that. Often people think there’s something suspicious about your work being too cheap. They’re right to think that, just as they’re right to suspect the Christian Louboutin clutch they saw on Canal Street might not be the real deal.

Let me know if you’re interested in painting with me on the Schoodic Peninsula in beautiful Acadia National Park in 2015 or Rochester at any time. Click here for more information on my Maine workshops! Download a brochure here.
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Selling: The Venues (Part 2 of 3)

While I don’t generally sell on-line, sometimes someone sees a painting and wants it. This was painted in Castine in 2014 and bought by a collector in New York City.

Yesterday I wrote about N., who is a retiree now painting full time. She wants to sell paintings but doesn’t want to be a full-time businessperson. “Would a blog and Pinterest be a way?” she asked. “I have enough work that I could probably post one painting a day.”

Marilyn Fairman, Brad Marshall and me painting on the shore of Long Island Sound at Rye’s Painters on Location in 2013.
Although I get hundreds of repins from Pinterest I have never sold anything there. I don’t attempt to sell via my blog, but Jamie Williams Grossman can and does with her Hudson Valley Painter. It’s a model of neat, efficient marketing.
Showing work in person raises the ante, because there are high costs to framing and mounting a show. Still, I prefer physical selling to internet marketing.
The auction at Rye’s Painters on Location, 2013.
While art festivals can net good sales, I avoid them as a solo businesswoman; it’s a lot of work to schlep, mount and tear down a show of framed paintings.
Instead, N. might consider entering some plein air events near her home. Restrain your work to common board sizes, and you have a great opportunity to sell without a high entry cost. If the work doesn’t sell you can reuse the frame. The real fun is in hanging out with like-minded painters for a day or two.
Plein air events are an opportunity to hang out with pals as well as sell art. From left, Mira Fink, Crista Pisano, me, Marlene Wiedenbaum, Laura Bianco, Kari Ganoung Ruiz, Tarryl Gabel at Adirondack Plein Air, 2014.
Many buyers want a sense that the work they’re buying has been judged in the marketplace and found worthy. There is no short-cut to this point, but entering juried shows and being shown in galleries are the two time-honored ways of building a resume.
Sometimes people complain that galleries take “too much” for commissions, but that is money well spent. Even if they only sell a few pieces of your work a year, their bricks-and-mortar stores assure buyers of your professionalism, and the sales process is painless.

Let me know if you’re interested in painting with me on the Schoodic Peninsula in beautiful Acadia National Park in 2015 or Rochester at any time. Click here for more information on my Maine workshops! Download a brochure here.
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Selling: Motivation (Part 1 of 3)

Toys in Snow, 11X14, by Carol L. Douglas. I thought I would illustrate this post with the first thing I ever sold, but the truth is that my records don’t go back that far. This painting, however, is owned by the person who pushed me to start teaching.
Yesterday I got an email from N., who’s conflicted. She doesn’t want to spend a lot of time on the business of art, since she has already retired from a successful career. “All I want to do is paint before I can’t anymore,” she wrote.
Nevertheless, her paintings are piling up, and she would like to at least defray her costs. She’s shown without selling, but she understands that visibility is the key to developing a market.
After the storm, 18X24, pastel, by Carol L. Douglas. The buyer remains a loyal collector, but our relationship started at an outdoor art festival.
Before I can advise her about the mechanics of selling paintings, she has to decide if she actually wants to engage in the marketplace. There are excellent painters who don’t, either because they’re either highly introverted or they have other priorities.
Almost all artists take time off from selling here and there. I did that after the crash of 2008. Work wasn’t selling well anyway, and I was feeling the stirrings of a big leap forward.
Nevertheless, for most of us selling and showing are integral parts of the art process. They give valuable feedback on one’s work. They validate that what we are doing is important. They are steps in the dialogue between artist and audience.
The Rio Grande in New Mexico, 18X24, by Carol L. Douglas. This was purchased by a collector of my work, but she never would have seen it had it not been shown in a public exhibition.
I have found that, contrary to expectations, the more time I spend on marketing, the more time I paint. However, marketing does take time—between a quarter and a half of the time I devote to my career. So my recommendation to N. is to plan on living longer, so she has time for both painting and selling.

Let me know if you’re interested in painting with me on the Schoodic Peninsula in beautiful Acadia National Park in 2015 or Rochester at any time. Click here for more information on my Maine workshops! Download a brochure here.