The Art of the Business

A blog dedicated to artists who are serious about their business.

April Workshops April 2, 2010

Filed under: social media,Workshops — Rebecca Coleman @ 6:15 am
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For some, April showers bring May flowers. For me, it brings four (yipes!) workshops:

Social media for Visual Artists (with Kris Krug)
Tuesday, April 13, 2010
4:00pm – 5:00pm
Diane Farris Gallery
1590 W 7th Street

Attention: This event is free of charge and limited to 35 people.
Please RSVP by email to facebook@dianefarrisgallery.com or by phone (604)737-2629 with Stacey.

Social Media and Web 2.0 is the newest and most exciting way to market your art work. But the choices are dazzling: Blogs, Facebook, Twitter, YouTube, Flickr–what’s best for you, and where do you start?

Kris Krug and Rebecca Coleman will introduce you to the new and exciting world of Social Media Marketing. This one-hour workshop will include:

* The theory behind social media and how it works
* A brief introduction to each of the main social media platforms, with examples of how you can use them for marketing your work
* A Q & A period, where Kris and Rebecca will address specific concerns from the audience.

Social Media for Artists
April 17, 1:30-4:30 pm
Richmond Cultural Centre
Art at Work is Richmond’s second annual arts symposium, a full day of professional development workshops and talks for members of the local arts and culture community.

More information

Demystifying Social Media (with Simon Ogden)

April 27
9:30-12:30 (Part 1)
1:30-4:30 (Part 2)
Alliance For Arts and Culture, 938 Howe St
$50 each for members, $75 for non-members

The marketing game has changed. The internet’s offer of instant global communication has given us a new tool kit to reach our customers. To succeed in this new arena you first have to understand its language.

There’s no point in learning how to pull the levers until you know why   you’re standing at the controls. In this morning session (to be followed by an advanced afternoon workshop with separate registration) the facilitators will discuss the paradigm shift in marketing from its traditional forms to the social internet. They will talk about what it means to join a social network, the etiquette required and how to choose the platforms that are right for you.

The facilitators have been using social media platforms such as Blogs, Twitter, Facebook and YouTube with measurable success for several years now, and will pass on the lessons they’ve learned. And they’ll examine the art of communicating and building relationships within this compelling new world.

More information

Teleclass: Can Artists Be Friends With Money? (with Shell Tain)
Tuesday, May 4th (yes, I know, it’s technically in May–but its very close to April 🙂 )
10:15am to 11:15 p.m. Pacific (1:15 p.m. to 2:15 p.m. Eastern)
Registration: at www.sensiblecoaching.com
Fee: FREE…your only cost for this teleclass is your regular long distance call charges.

As creatives, you just want to be creative!  You are passionate about your art, and you want to spend all of your time doing that.  You do not want to spend time thinking about how to pay the rent, how to market yourself, and how to create more income.  If you want to survive, thrive, and even prosper as an artist, you need to get clear about your relationship with money.
§        Does it feel like money is some mysterious thing that no one ever really explained to you?
§        Do you sometimes wish that you never had to think about money again?
§        Does crunching numbers sound about as fun as a root canal?
Money coach, Shell Tain will be with us to point out the money related road blocks that keep us stuck in the mindset of being starving artists.  Shell has a no-number-crunching approach to money that helps us see it in new ways.  You’ll leave this call with some new perspectives and ideas about you, money and about your relationship with it.
Together, these two will lead you towards untangling some of the money thinking that keeps road blocking you on your way to being both a creative and a prosperous artist.

The teleclass format is interactive.   When you register, you will receive a phone number and a PIN.  All you need to do is call the phone number at the time of the call.  When directed, punch in the PIN number and you will be on a conference type call with the other participants.  It’s that easy.

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What’s your perception of value? Pt 2 March 19, 2010

A few years back, I had an eye-opening experience around money. I had an interview to be hired by a small social-profit corporation to to marketing and PR for them for a summer. I got the interview via my network, so these people didn’t know me at all. I did some research around what I should charge, and when they asked me what my rate was, I said, without hesitation, and with some confidence, “$30 to $50 an hour,” which seemed like a huge sum of money to me at the time. And you know what, they didn’t even blink. I got the job, and it paid for a trip to Europe that fall.

A week ago, I put up a post about how people perceive our value, and more importantly, about how we perceive our own value. I was starting to feel out of my depth, but handily, I have a money coach in my network, so I turned to her.

Ladies and Gentlemen, Shell Tain:

RC: If I’m just getting started, how do I know how much to charge for my work?

ST: Well, if I’m just starting out, how much to charge is partially a math question, but it’s never solely a math question. There is some research to be done about what other people charge who are doing what I want to do, and what is the range of charges for this in my geographic community. That’s the math part. Even more important, whether new to the game or an old hand, is creating enough commitment with the charge that someone really shows up. What is the amount that has the client have something at stake, but not freaked out? I once had a couple of very wealthy clients. My normal fee just wasn’t even the cost of lunch for them. They didn’t show up. Where is that tipping point? You always have to experiment to find it, but it’s worth finding.

On the emotional side, money isn’t just about money, it’s about self worth. Yep, self worth. So, somehow I get tangled in that the client is buying me, and putting a value on me, and gosh what does that bring up? So there we are, tangled up when we are asked how much we charge. Here’s an alternative perspective: they actually aren’t buying you, or even what you do, they are buying the results. They are buying how something will be different, better, or complete once you have done what you do. So that’s worth something to them. And it’s something they can’t easily do themselves, or they would have.

So, here’s the technique.

Once you have figured out what the charge is, get your brain firmly around it so it’s easy to say. Then, when the potential customer asks for the fee, state it, clearly, without back tracking and then, (this is the most important part) SHUT UP! Stop talking. Let the silence be there, awkward as it may be. See what they say. Don’t anticipate; don’t make up objections for them. See what they say. They might actually say something like “fine”. They might say “Gee that’s expensive” to which you could say “yes, and it’s worth it”. They might say “I can’t afford that” to which you say “I understand, and what would it be like for you to have the work done?” What you do not do is discount your fees, collude with them about finding the money to pay for it, or add things on. You want them to understand the value. Pushing back on the fee can mean they don’t see the value. It can also mean they just like to bargain.

RC: But what if I loose the customer entirely, because I wasn’t willing to negotiate the fees?

ST: Let me answer an even more important question than “what if you lose the potential customer”, that is “what if I get the customer by lowering my fees?” What’s the cost of that? Well that hard teacher, Experience, has shown me and many of my clients that the costs of discounting fees are many. One really challenging one is that it diminishes your credibility with the customer. That shows up by them criticizing your choices and micro managing you. Another cost is that by dealing with this customer for less money, you aren’t available to the customer who would pay your full fee. And yet another is that if other potential customers find out you discounted they will either want a discount too, of feel foolish for having paid your full fee. What a tangled web this can be. If the idea of standing firm on your price still just drives you crazy I suggest that you create a “one time” special package for some multiple units of whatever you sell. You can offer this to everyone, and limit how long it goes on.

RC: Last words of advice?

ST: You deserve to be paid well, and if you are underpaid, or worse yet, give away your time and expertise, you will resent it. And if you resent it, you are likely to not do as good a job. All that just creates a never ending cycle. Remember, you do well what they can’t, don’t want to, or find harder to do than you. What a gift you bring.

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