Mastering the Art of Selling: A Creative Guide to Merchandising Your Visual Masterpieces

Patrick Shanahan: Hello everyone. All right, on today’s episode of “Art Business Mornings,” we will discuss how to market your art or photography, the methods to do it, the importance of doing so, and why you should commence immediately. Do you have your cup? Oh, don’t leave me solo after a long holiday break.

Nick Friend: Mm, ah! Coffee is delightful after a nice holiday, isn’t it?

Patrick Shanahan: You bet it is. Time to get back into the routine. We need to re-engage, right?

Nick Friend: Absolutely. Welcome to another episode of “Art Business Mornings,” the program that guides you toward creating a six-figure annual art business.

Patrick Shanahan: We’re addressing the starving artist dilemma one artist or photographer at a time. Now let’s kick things off. Of course, merchandising is the topic, but I want to start with assumptions, okay? This is a question for you, Nick. Have you come across the name, Jerry Delson?

Nick Friend: No.

Patrick Shanahan: Until my little Google search this morning, neither did I. Apparently, he was an Emmy-award-winning writer who has this piece of wisdom attributed to him. It goes like this: “Never assume because when you assume, you make an ass of you and me.”

Nick Friend: (laughter) I love it. That’s a great line.

Patrick Shanahan: Why? Because we frequently do this, right? We presume things are universally understood in the art and photography fields. And I’ve discovered, you’ve discovered, those presumptions can be perilous, okay? That line is a reminder to refrain from any assumptions. Instead, our responsibility—yours, mine, ours—is to educate comprehensively, from beginning to end, okay? We don’t want anyone left behind, period. We must never assume knowledge is universal. It simply isn’t, and it goes even deeper than that. Are you prepared for this? It dives deeper into that thought. This advice does not only pertain to us; it applies to you too, artist or photographer. Avoid making assumptions. Refer back to my earlier quote on that. Your customers are typically not visual thinkers, okay? Presenting a flat, two-dimensional image isn’t sufficient, okay? Hence, don’t presume your customer comprehends the subtle variations between media types. Don’t think your buyer can easily visualize your artwork displayed on their wall. And the analogy I frequently use. I love to pose this question, Nick.

Nick Friend: If I just hired you to be a knife vendor, going door to door selling knives, what would you take with you to the door?

Patrick Shanahan: I might actually bring the knives.

Nick Friend: Yes, you would bring the knives. Exactly. So why do so few artists do the same with their own artwork? So, what I’d like to do, and again, I’m not going to assume anyone knows the expertise you’ve accumulated over the last 20 years. Hence, we’re going to require an introduction and explain why you may be someone worth listening to in this specific domain. I want to highlight the top five media types you absolutely need to have, and I want to stick to the basics, the straightforward version.

Patrick Shanahan: But first, what have you been doing for the past 20 years?

Nick Friend: Me?

Patrick Shanahan: Yes.

Nick Friend: Oh, building companies as an entrepreneur.

Patrick Shanahan: Which one specifically?

Nick Friend: Oh, Breathe in Color.

Patrick Shanahan: What’s their focus?

Nick Friend: Breathe in Color produces fine art canvas, photography paper, art paper, metal—everything for high-quality photo and art reproduction.

Patrick Shanahan: Thank you. So you might possess some insight and knowledge regarding the different media types that an artist or photographer should have at all times to effectively convey the differences, to successfully market their work, to present the finished pieces, to go door to door and genuinely possess the knives. Right? So I think we should proceed with your list of five, the top five, right? Let’s start with number one.

Nick Friend: Okay, number one. We’ll start with the lower price point and move upwards, right? Photo paper, right? I consider it optional because it’s the least expensive option, okay? Photo paper can be categorized as glossy, semi-gloss, or satin. They mean the same thing. There’s matte, metallic—it’s your choice. Okay, but select one type of photo paper. Don’t have two, just one, and it’s optional, okay?

Patrick Shanahan: By the way, as I present this to you, which one is the watercolor and which one is the textured? Or I can’t even tell. I can’t specify.

Nick Friend: We’re discussing photo paper. Which one is glossy, which one is satin? You can’t tell. It’s challenging to distinguish. And the consumer typically doesn’t mind, you know what I mean? The artist or photographer may care, so choose the one that you feel best represents your work. That’s the one you should offer. The photo paper will always have the lowest price point. So if you want to avoid having that lower price point, steer clear of the photo paper. Then we move on to the fine art paper. Here I am showcasing this one, nine and a half, nine and a half square. It doesn’t have to be massive. It doesn’t need to be, right? But I can display it. This is the framed version, obviously, ready to hang. Nice little stoppers, looks great on the wall, simple black frame, right? They could present this. Or if you prefer just the flat paper print, that’s also an option, right?

Patrick Shanahan: Exactly.

Nick Friend: Exactly, and for your single photo paper offering, you should provide it, because if you select luster photo paper, it features a slight pebble texture. It’s very subtle, but distinct from glossy photo paper, which is completely smooth, right? Hence, it’s beneficial to have that distinction so you can clarify the uniqueness of that specific substrate, as you chose it. You believed it compliments your art or photography well. And that’s a way of promoting that particular paper, okay? I should also point out that media type number two, as it’s also a paper and you have those framed, would be fine art paper, alright? This is a tier above the photo papers, okay? You will either have watercolor paper or a smooth fine art paper, one of the two. You might have a Varita paper, one of those specialty papers. Personally, I wouldn’t recommend them. I think they’re overpriced. But that is your individual choice; just select one, not a smooth texture?

Just have one or the other, one fine art paper. So, up to this point, you’re going to require one photo paper, optionally, and then you must have one fine art paper. All of the additional items that I am about to mention are going to be compulsory, understood? Okay. So one photo paper, one fine art paper. Now let’s proceed to canvas.

Patrick Shanahan: Collectively, that was the first item. The basic version is one. If you want to have different varieties, that’s fine, but you can manage with one. All right.

Nick Friend: You’re starting to delve into it. Yeah, if you begin to provide more options, it leads to confusion. So I suggest you just stick with one. That’s it. Okay, let’s discuss canvas, here we go. Yes, number three, which is canvas. So there you have it. Gallery wrap, right? That’s a gallery wrap. Ready for display. You’ve got the little, you know, rubber circles on the back. Look at it, like he’s properly merchandising it right there. Okay? Now you have one, again, folks, you have one canvas. You don’t have a glossy and a satin, you know, and a matte, just select one that suits well, and you have one canvas.

Patrick Shanahan: This one measures eight by twelve. Not large, not large, right? It looks quite appealing, doesn’t it?

Nick Friend: Looks fantastic, ready for display, ideal gifts. You know, I’m fond of it. So, I basically just mentioned paper number one. Canvas number two because I have a top five list, but anyway, I’m a bit scattered.

Patrick Shanahan: Yes, so photo paper and fine art paper should be distinct.

Nick Friend: Okay.

Patrick Shanahan: Because they are not the same. For the reasons I outlined, all right, now we enter metal or aluminum, which is similar. All right, metal can also be available with a white glossy finish. That’s currently the most sought-after option. It also comes in a semi-gloss. You can get it in a matte finish or a brushed aluminum. A brushed aluminum reveals the metal completely. And once again, I would simply choose one. I would select the white glossy for now. If you feel the satin is preferable because the white gloss appears too shiny for you, then fine, opt for that.

Nick Friend: Yep, Elusive Visions on Instagram. That was an eight by twelve. Mary J. Welsh inquires about the quality of canvas prints. Doesn’t really matter, does it? Just select one, right?

Patrick Shanahan: Yeah, I’m uncertain about what she’s asking, Marilyn on that, but if you’re inquiring like with Art Storefronts, regarding our automated fulfillment, we provide every quality level. We have the luxury quality, lasting a hundred plus years, you know, archival without yellowing or fading, with the highest levels of color gamut, D max, which represents the black density and resolution, all the way down to the decorative art alternative for individuals who are, you know, creating more poster-type art or want a much lower-cost high-volume option. And then in this situation, when you’re selling live as I am right now, it’s extremely challenging to discern the differences, incredibly hard to recognize the variations.

Nick Friend: It’s impossible, indeed.

Patrick Shanahan: But the primary premise of this just ship it concept, and I should emphasize this because it’s significant, is that if I genuinely conducted a survey, if I had some means of executing a poll at this moment, and I asked, what percentage of our audience consisting of artists and photographers, including our customers, possess all the media types and can merchandise as I can at this moment? It is not a large percentage.

Nick Friend: Very small.

Patrick Shanahan: If it’s 10%, I would be astounded. It’s likely 5%, and the sole reason it’s even 5% is due to many photographers having various pieces displayed in their homes and they could probably take down enough to cover the entirety. What’s next?

Nick Friend: Acrylic. Yes, I adore acrylic, it’s my personal favorite. Yes, it just pops. It’s stunning. You can see it right there. Available in several thicknesses, right? So that’s like an eighth of an inch, I believe. Then you could also get it in a sixteenth or a quarter inch. So yes, there are multiple distinct alternatives. But again, I mean on that one, you should just select one. If you desire to have two due to the thickness, that’s perfectly acceptable. However, it’s essential to offer acrylic, must have it. All these items are mandatory. They are not optional, you guys. They’re not optional. I’m going to explain why once we finish.

Patrick Shanahan: Okay. Beautiful though.

Nick Friend: Yup, high price point. So as we transition from metal to acrylic to wood, now wood is next, right? Observe how gorgeous this is. You’re venturing into higher price points. The reason these items are mandatory, you guys, is that if you encounter someone who may have considered a canvas print but ultimately opts for a metal or acrylic version of the same image, you effectively just upsold that individual without making any effort. The same applies to wood, same applies to wood. Because wood isn’t inexpensive either, right? It’s stunning. Wood is extraordinary.

Patrick Shanahan: If you’re listening to this podcast rather than watching it, you should probably return to view the video, just so you can see something. I want to add something with that. Do I need, Nick, a fancy camera for merchandising, and what about zooming in? Oh my goodness, look at how challenging this is. That’s for Instagram. This is for everything else. Look at how exquisite. Observe the detail when you zoom in. See if my camera can focus on it.

Nick Friend: Yeah, show the sides as well, so they could perceive like, yeah. Like you could notice the thickness of that wood. It’s stunning. You get a really good sense of the color. That’s stunning on Instagram. Yes, precisely.

Patrick Shanahan: So there it is, wood.

Nick Friend: So yeah, no, you don’t require a camera. You don’t need anything extravagant. Just utilize your phone, that’s all. Or your desktop or your laptop camera, completely adequate. You don’t need anything else.

Patrick Shanahan: Unless you have additional comments, I have the always challenging questions that are already surfacing that I know we can commence addressing. Or do you have further remarks?

Nick Friend: Yeah, let me just reiterate the overall point here, right? I mentioned earlier, like these are obligatory, right? Because there are many individuals out there who, you know, are seasoned painters and photographers who either have their own printer or rely on a local printer or something similar. And all they provide is perhaps one photo paper or maybe they only offer fine art paper and canvas. And they’re overlooking the options of metal, acrylic, and wood. Okay? For all of you out there who find yourselves in that position, do you have any idea how many people I have disproven on that front? We’re talking dozens, if not hundreds, of artists and photographers who were like, no, I don’t believe my work really looks appealing on that or whatever perfectionism notion they have in their mind. Or they simply didn’t recognize that if you don’t provide all these media types, you limit your potential market opportunities to this. And let me explain why, because there are interior designers all across the country, all around the globe, that have specific design styles. Like it’s very modern, okay? For example, a friend’s home of mine features only metal. Another residence showcases only acrylic, a doctor’s office has everything in wood, a hotel filled with wood, right, the whole building. If an interior designer encounters your artwork and thinks, this would be ideal for this hotel, but it doesn’t match the design because…

everything has to be on wood; you’ve just forfeited the sale. Alright, you’ve indeed forfeited the sale. Therefore, you must ensure that you’re presenting what the most sought-after media types are in terms of design, alright, for equipping residences, enterprises, hotels, okay? Nationwide and globally, to avoid confining yourself. Quite simple. You need to accomplish that, alright? This is partially why I firmly advocate for automated fulfillment, especially for anyone creating their own prints and handling that, I’m just like.

Patrick Shanahan: Clarify what that means. Let’s not make assumptions. And by the way, you also linked this with the assumptions you mentioned, right? Do not assume that you comprehend what your buyer desires, do not assume that your buyer is aware of the distinctions. You must clarify it and allow them to determine if you will offer metal or wood. Let them make that decision. You are not wiser than the market.

Nick Friend: Precisely. So, to clarify, there are individuals who possess their own printer and produce their own prints at home. Yet, you’re restricted to using paper and canvas. You cannot produce metal, acrylic, or wood, right? These are different substrates that do not pass through a conventional EGF printer, right? That involves a completely different procedure. With metal, it’s dye sublimation, right? Wood dye sublimation. Occasionally there’s direct UV printing, but those require printers costing multiple hundreds of thousands of dollars. Thus, you’re limited to just those few types. They happen to be the lowest price point items, canvas and paper, while the highest are metal, acrylic, and wood. So you’re missing out on all of that, but we’ve also had Art Storefronts members who have exclaimed, oh my goodness, am I truly going to offer metal? Like, you know, and we responded with, yes, you are. Yes, you are. They express, but I’ve never sold any metal before. They literally set up their site, and their initial sales, like the first couple of sales, are all metal. They’re like, Oh my goodness. I can’t believe what I’ve been overlooking. If I had sold those on canvas, I would have received like 30 to 40% less revenue and profit from those individual orders, right? But they’re also astonished, just thinking, what am I doing? What island am I on? Where did these ideas in my mind come from that led me to believe I shouldn’t have offered these items, right? Just poor, poor, poor information. Thus, you’re confining yourself, missing out on a vast market when you think you’re doing yourself a favor because you have your own printer at home, creating these canvas prints or paper prints. It’s utterly absurd. And you’re managing your own shipping, and you cannot compete with the hundred million dollar firms that have the best shipping rates with FedEx, UPS, and USPS globally and domestically, right? And their packaging expenses. So if you’re handling it solo, like you’re just squandering all that opportunity. And you’re wasting your time. It’s a low ROI endeavor.

Patrick Shanahan: Low ROI endeavor.

Nick Friend: Yes, low return on investment on your time, a complete waste. You should focus more on what we’re discussing—more, more marketing, marketing, marketing, marketing. It’s the only avenue where you’ll see a return on your time investment. Anything that isn’t marketing should be considered for outsourcing or figuring out an alternative way to accomplish it. Because when you’re on that computer, you know, tinkering with all this stuff, or driving around town shipping prints and handling boxes and packaging, I want you to recognize your business isn’t expanding.

Patrick Shanahan: Thus, a number of questions arise, but we are on, this is number 12, I believe, of the “Art Business Mornings” show. We’re in motion, and I loved that we touched upon several themes early on. There are two tangents I want to explore before the questions. Firstly, what are we consistently trying to achieve with our online art sales? We aim to replicate the retail one-on-one art gallery selling atmosphere as closely as possible. When you stroll down Main Street, what does an art gallery showcase in its window? It displays art. It features the finished product. What about a clothing store? Alright, it exhibits clothes on mannequins. Okay. What about any other novelty shops? What do their window displays consist of? The actual products that you can observe; you can enter and physically engage with them. Okay. You know, if you’re considering couches or blinds or perhaps remodeling your bathroom. What do they display? They showcase swatches, right? They allow you to see the fabrics and the swatch books. They’ll open a swatch book for the tiles and let you examine the tiles and feel them. So why would it differ when you’re attempting to accomplish this? The primary question that arises. You’re going to place an order. You’ve bought in. You’re agreeing with us, and thank goodness for that. You’re clever, I knew I liked you. You need to get these top five, let’s say six media types, right? The two different types of paper, the canvas, the metal, the acrylic, the wood, right? The primary inquiry that always arises, the first question, what sizes should I acquire? Okay, now this one is crucial. When I display these sizes, notice how I’m presenting this in a live video showcase format. And it’s quite simple. It’s pretty straightforward because they’re small. When you sell in a live photo video context, this is relatively easy, right? Guess what? I can easily place all these in the car, alright?

Nick Friend: Excellent point.

Patrick Shanahan: I can lean them all up against the side of the car, alright? So do not feel compelled to go large. You do not need to go large, alright? You do not need to go big. This represents the just ship it approach. That said, we ought to highlight what the prestigious offerings appear like, right? When you elevate the quality, but you don’t have to elevate it right away, but we might as well showcase it, let’s showcase it. You’ll have to narrate since I won’t have the audio on this.

Nick Friend: Are you retrieving the large acrylic?

Patrick Shanahan: Yes.

Nick Friend: Fantastic. So this is a gigantic acrylic print. Well, it appears to be, I’d estimate a 24 by 36, that looks about right to me. I’m gauging it. But yes, look at that beauty. The light’s just reflecting off of it. It’s just stunning.

Patrick Shanahan: Observe how challenging this is to execute on live video. It’s advantageous to have them.

Nick Friend: Indeed, it is nice. Yes. You display the edges. You exhibit the back. If someone is seeking that sort of size and they’re aiming to purchase it, I mean, focus closely on the corner if possible. Oh yes. That’s remarkable. You can see all the details in there. It’s really impressive.

Patrick Shanahan: This is genuinely impractical for the live video.

Nick Friend: I also truly appreciate the notion. I think you’ve got to be vehicle compatible, right? (laughs) Vehicle compatible. Everyone will assume I’m referring to a phone. I’m referencing the car. I think that like, okay, we have demonstrated, we’ve demonstrated at Art Storefronts, numerous, numerous times. And folks, here’s a fantastic tip. If you haven’t encountered this before, we’ve shown as many times that if you hand deliver a piece of art, like you achieve a sale locally, like on an original or something similar, and you’re going to take it over to your client’s residence or place of business, there are substantial upsell prospects. We had a painter who did precisely this, sold an original, went and delivered it, and brought along four more with her. And she sold all of them. She sold all of them. She transformed one original into five sales on the spot just by

bringing them along in the vehicle with her, alright? So if you’re marketing a print, you know, or if you’re offering any product, and you’re going to deliver something, you should be well-prepared, alright? Because these individuals may never have encountered acrylic, metal, canvas, and all these various mediums. I assure you that. Okay, I assure you that. They might have seen a canvas previously, most individuals have, right? They might not recognize the term gallery wrap. But when they see it, they might say, “Oh yes, I’ve observed those in restaurants and such.” But when you present them with the metal and the acrylic and the various options and place the product in their hands, allow them to feel the canvas, allow them to touch the unframed paper and discuss it. I mean, you have an opportunity right there to upsell immediately. And even if you don’t upsell, even if you don’t, okay, your aim is to transform a buyer into a collector. They now have a clear understanding of what you’re providing. They have tried on the ‘clothes,’ so to speak; they are aware of what fits and what they will desire next. All they require is an image, right? All they require is an image. They’re likely to think, “Oh wow, I adored that metal; that will be my next piece.” You know, “I just need an image,” right? Hence, you should also bring along a printed catalog. You should also come with a printed catalog that you can flip through because you might be taking orders on the spot.

Patrick Shanahan: Now also, you know, I often think of this game with two wine corks where you position them like this and spin them out. It’s kind of a simple parlor game. The key to the game lies in your initial hand setup and your intended finish, alright? And that serves as a really, really strong reminder. How do you wish to conclude as a photographer and artist? On the wall. That’s where you need to end up, right? So when you arrive at someone’s residence to deliver the artwork, and they’ve never seen what acrylic would look like in their environment, and you say, ‘You know what, no worries, I have my gloves. Let me just take this down. We’ll set this one aside, and you can position the acrylic and see what it appears like,’ right? You’re sowing the seeds for what’s achievable. And you will not possess this capability, okay, if you lack the various media types. That is question number one that surfaces. Question number two that comes up all the time is whether all of the images should be the same one, right? Or utilize different ones. It’s irrelevant. It doesn’t matter. You get a sample order in; use a mix of your images, or use all the same. It’s of no concern to me, okay. The next inquiry, should you always have them available? Yes, do not sell them. They are necessary for you. If you are marketing knives, this is your sample kit. You must possess them, okay? So don’t sell them unless you can procure another original immediately, right? What if you create originals? Okay, well, it seems you already have them. Begin merchandising. You have no excuses, period, right? What if you genuinely dislike a specific media type? I receive that question frequently as well; it does not matter. Do not presume you are wiser than the market. Questions about quality. The quality is irrelevant. You need to have these items. This is what you offer, period. Full stop, don’t overthink it. You need to adopt the just ship it version. We need to clarify how we can assist them, customers versus non-customers. And again, regarding the sizes, I simply recommend acquiring them, right? If you do not have them, you are not in the game. Full stop. That’s the rationale behind this being termed the just ship it version. You can enhance afterwards by adding more media types, adding extra sizes, and doing whatever you like there. But if you do not have them, you are not in the game. And let me tell you, it’s effective everywhere, alright? What do I mean? Selling one-on-one on a video call. Maybe you’re conducting a Zoom call. Perhaps it’s a FaceTime or a Messenger chat with a prospective buyer. One-on-one works exceptionally well. Selling live to a group, selling live in a group video; you are covered. And, oh, by the way, to everyone who is stressing, I don’t know what to do in my live videos. I’m not confident. I can’t speak. I just granted you permission to discuss media types. Educate yourself. Speak about them. Get familiar with the terminology. There you go. You’ve got content for weeks. Selling in person, you’re all set. You’re all set. Oh, you’re a photographer. Can’t believe that, Nick. You just hired him to photograph your whole family. Where is the table set up with all the different media types?

Nick Friend: It’s never there.

Patrick Shanahan: It’s never there.

Nick Friend: It’s never there.

Patrick Shanahan: It’s never there. Never once has a photographer I’ve engaged, and I’ve engaged quite a few to capture pictures of my children.

Nick Friend: I have three little girls, you know, holiday photos and such.

Patrick Shanahan: All the time, absolutely.

Nick Friend: Never once have they arrived with samples, and I would have purchased them on the spot, right then and there.

Patrick Shanahan: On the spot.

Nick Friend: Yeah.

Patrick Shanahan: Look, you don’t have a table. You have a trunk; you’ve got a trunk in the car.

Nick Friend: Don’t even give me that table excuse, alright?

Patrick Shanahan: Yeah. You must have that all sorted out. Yes. And so, let’s rewind a bit and return to a question you posed earlier, which is why has no one been doing this? You know, I believe this is a significant point here, folks.

Nick Friend: A fatal assumption. A fatal assumption.

Patrick Shanahan: Yes. This reflects all the erroneous beliefs and flawed thought processes that artists and photographers have carried for decades, if not centuries, right? Because we’re attempting to resolve the starving artist dilemma. This is an age-old issue. There aren’t many left. There aren’t many ancient problems remaining in this world, folks. This is one of them. And that’s the mission of Art Storefronts, you know, but when I dissect this, I know that this will resonate with you because we have to navigate through so much nonsense in this industry, peeling back layers of nonsense from artists and photographers so they can actually stop engaging in the wrong practices, right? And it stems from this idea that everyone’s just following blindly. Like I’ll just upload my images to Fine Art America and Saatchi Art, and how are you like Saatchi Art and Fine Art America and Redbubble and any platform that has ever existed in the history of the universe. And I’m just going to follow these followers off the cliff because I assume that’s what I’m meant to do. Then I create a generic website, right? That’s intended to sell items like on Shopify, Squarespace, Wix, WordPress, any of these platforms that are fundamentally used to market swim fins, golf equipment, toilet paper, you know, hand sanitizer, right? Generic items that you don’t need to be showcasing. Like if you’re selling toilet paper, you do not need to be engaging in what Patrick and I are discussing, although it would likely benefit you, but you truly don’t have to, you know? You don’t need to display the front of the roll, the side of the roll, and all of that, right? But art is entirely different. Art is a high friction item, high friction. That implies that when someone is contemplating purchasing a piece, you know, or is possibly in the market, there are numerous inquiries that arise, numerous obstacles that must be overcome. Will it be the right size? Is it the required media type? Will the colors blend seamlessly with my wall?

You know, will this appear appealing in the space where I intend to display it? All these factors complicate the art sale significantly online. It’s among the most challenging items to market digitally, no doubt about it. It truly is, isn’t it? Thus, when it comes to this, you can see why it’s crucial to actually possess your product and present it to individuals in person, so they comprehend precisely what they’re purchasing. It’s just basic reasoning, yet for some unknown reason, what’s commonly occurred in this field is that everyone merely adheres to these generic e-commerce frameworks where it’s like, “Oh sure, I just need to upload my images on my site and then wait for customers to arrive.” Or upload them to a site and expect customers to show up.

Nick Friend: It would be disheartening if I visited your Instagram account and it was nothing but two-dimensional image after two-dimensional image, endlessly repeating.

Patrick Shanahan: Precisely. You are violating this principle. You’re completely missing the mark, right? Given that, your Instagram profile, Facebook, and such should showcase images of you with all these various media types. Not only should you do videos, but you also need to include photographs of each item. You understand what I mean? So as people scroll through, they can see, “Oh wow, there are numerous types of products available from this person,” right? It’s not merely two-dimensional, just image, image, image, image. Thinking that’s the entirety of the game is misguided. It’s not, folks. You have to exhibit your product. Otherwise, you’re forfeiting so many opportunities.

Nick Friend: Are you joking? I mean, I’m married, right? My wife always carries a purse. If I were in the beginner phase, trying to figure things out and doing a bit of a faux-it-till-you-make-it, I would likely have a few of these items tucked away in my wife’s oversized bag, perhaps in a fine hotel, take something off the wall, put yours up, snap a picture next to it. Cheers, Four Seasons, right? You know? You’re at a friend’s house or a trendy place, quickly taking something off the wall. You know, at a wealthy friend’s residence with beautiful decor hanging around or something similar. Another happy customer, right? There are just countless ways you can present it, but you’re not in the arena if you don’t have the darn samples, period. End of story, that’s all there is to it.

Patrick Shanahan: Yeah. Yup, don’t inquire about what the next marketing strategy should be or how to efficiently run your Facebook ads when you literally don’t possess your own product to demonstrate to others. Just consider that. Let’s revisit the knife sales representative. He’s the door-to-door knife seller who lacks a knife sample kit. He’s out there, and he’s thinking, “Maybe I need a marketing consultant to assist me,” or “Should I consider running Facebook ads to boost my sales since I’m not generating enough income going door to door?” And it’s like, well, wait a minute. Show me how you’re going door to door. And he’s got no knives. He’s got no knives, and he’s searching for every other solution to what he thinks is the actual issue with his business. He doesn’t recognize that the most fundamental aspect, the product itself, is precisely what he needs to showcase, and that’s the element that will transform his entire situation, you understand?

Nick Friend: You’ve got to make this happen. That’s exactly why we need to push this. Moreover, all your customers who are joining now and will be participating in office hours in a few hours are going to receive another dose of this, as we can’t cease until this is resolved. There’s not a single scenario where you aren’t prepared if you’ve addressed this. You know, you’re going to their residence, they’re visiting yours, you’re hosting friends, throwing a party. People will realize you have these items available. You can showcase these things. I’ve spoken to countless individuals weekly. They are contemplating starting out, seeking the next step. Everyone tells me their photography, their art is fantastic, yet they haven’t attempted to sell it yet. If you haven’t done this, you aren’t being earnest. You need to get serious. Surely, you can’t be serious. Yes, I am, and please don’t call me Shirley, all of the above, right? You need to have this settled. You have to finalize this. Therefore, throughout the day today, I’ll be revisiting this entire topic with customers. I’m going to challenge, I’m going to press. I’m going to poke with a stick because everyone must engage in it. It’s the pivotal factor that will change everything once you do. You’re in the game when you do this. So I would propose that we allow individuals who aren’t customers to place an order to get this completed. The sizes can be small. What’s that site? What’s the website where they can order prints? It’s asfprints.com, like Art Storefronts prints dot com. asfprints.com. If you’re not a customer and thinking, “I have no idea which printer to utilize,” you generally need to have a printing service. I would recommend that you utilize this. Why? Because you’ll upload it. You won’t do anything else. It will arrive right at your door. You won’t waste any time driving to the shop, contemplating the sales pitch from the print shop staff. You’ll need none of that. You know the six types. I’m going to change this to the top six media types. Obtain one of each, and you’re in the game, okay? You’re in the game. You have to engage in the game. You must at least accomplish that for customers. We will discuss this during the office hours. Everyone needs to get in the game. And, oh, by the way, what’s on the horizon? The perfect moment to have samples that you can market, perhaps the most significant time for art sales throughout the entire year. It’s not optional.

Nick Friend: It’s not optional. Level that playing field.

Patrick Shanahan: It’s essential because you’re going to encounter individuals who will inquire, “What is the metal material like? I’m unsure.” You need to arrange a call with them, a Zoom meeting or whatever it may be to finalize that sale and say, “Hey, here’s the metal, here’s the wood, right? Which one do you prefer?” And additionally, Art Storefronts members, we have a special discount code for you to receive a hefty reduction on the samples specifically for the sample order, alright? We will disclose that today in the workshop. We mentioned it a few weeks back, but we will reiterate it today. So all Art Storefronts members, don’t go to asfprints.com and make a purchase. We have a specific discount code just for you before you proceed.

Patrick Shanahan: We discount, you discount. You know what’s even more intriguing, and I’ll catch you off guard for a moment. So you just acquired some art, a long-time customer and friend. You’ve seen that artwork a thousand times in various formats, two-D on a website, two-D here, two-D there. What was your experience like when it actually arrived? When you picked it up, examined the details, and felt those originals? How significant was the difference?

Nick Friend: It was an enormous difference. I immediately reached out to the artist I bought it from. I said, “Man, here are three aspects you didn’t mention regarding your originals while you were showcasing them live and merchandising them.” These are the details that completely astonished me when I received the originals. For example, I’m observing them right now, right? His signature is done with a gold pen. Just a stunning gold signature. He never once spoke about that. He never mentioned it. You think that everyone is aware.

Patrick Shanahan: Don’t assume.

Nick Friend: Never assume. You believe the way he presented the originals would lead one to make assumptions

like he would be like, this is an original, this is an original, you know, and that’s pretty much all he would state. It’s this, and you assume that everyone present understands what that truly signifies, right? No, no, no, no, no, folks. Every time you’re like, this is an original. There’s only one of these ever made. There will never be another, and I’ve signed it with my own hands, you know? And here’s what’s unique about these originals. The edges of the paper are deckled, you know? You have to clarify why the original surpasses a print, you know? And it does, it truly does, okay? It always does. It’s incredibly special, you know? So I instantly reached out to him and told him, like, dude, you need to display these things. You need to talk about these pieces. Like you’re really missing out on an opportunity. He’s still marketing them, which is fantastic because he’s actually merchandising. But he could definitely elevate it even further. The better you become at it too, the better you become, you know where this leads, right? The higher the prices you can command.

Patrick Shanahan: Oh, you better believe it. The more assured you are, the more oohs and ahs, your head will be filled with.

Nick Friend: He should have included closeups of that signature. Okay, ’cause when you purchase a print, it’s not signed since he doesn’t offer limited editions. He’s only got open editions and originals, right? And then, and then the other aspect too, here’s, this is classic. You’re going to love this, right? He has a framer. He has a specific method that he suggests these things should be framed, right? What is he not displaying on his video?

Patrick Shanahan: The frame.

Nick Friend: Yes. And the reasoning behind why he does it that way, and it’s astonishing. It’s floating within a matte. Okay, it’s floating within a matte with a black matte and a black frame. So right after you purchase it, he’s like, “Hey, here’s exactly how I recommend framing it if you seek my opinion.” And he’s got it like right there, like on a sheet, you know? And I’m like, once again, another aspect that he hasn’t shown. But if you reveal the entire item, you’re going, “Whoa, that thing looks fantastic.”

Patrick Shanahan: It sounds straightforward, and it is. You could get this entire sample order for like, what, a hundred and fifty bucks, a hundred bucks?

Nick Friend: Yeah. Probably between a hundred to a hundred and fifty bucks. Right? And that’s it. And you’ve got like your complete sample order. And if you wish to spend less, you can. Opt for eight by 10s instead of eight by 12s or whatever. You could reduce it. There’s an easy method that you could likely acquire them all for 75 bucks, right, and you’ve got everything now.

Patrick Shanahan: It’s a simple, if this, then that chart. Do you have samples of your work on various different media types, yes or no? If the answer is no, you know what to do, right? If the answer is no, you know what to do. Don’t waste time on a Facebook ads course, okay? Don’t start doing SEO, okay? Don’t work on your website; halt all of it, stop it. Get this sorted. You need the capability to sell, the capability to merchandise, it needs to happen. We aren’t going to stop until every single one of our customers and all your devoted fans who follow that aren’t, get this done. It’s the simplest thing to do. You are a knife salesman. You must possess knives.

Nick Friend: How many blog entries you’ve written, how much you’ve stressed over how you price your artwork and what niche you should be in, and you know, all this different stuff like or what technology you should be utilizing or which CRM to use. Like, should I boost my Facebook posts? Never do that. Should I be engaging in SEO? Should I be doing this or that? And it’s like the essential aspect of actually having all of your products available that you’re selling, ready to go, so that you can showcase to others, you know, is entirely overlooked. Unbelievable. If that’s the case for you guys, if that’s you, if you’ve completely missed on that for the last year or two or three, like you really have to comprehend. You have to truly understand, you are not on a good path. I’m just telling you that. The sources, wherever you’re acquiring your advice and information from, be cautious because you’ve been neglecting one of the most fundamental things in the world. If all you did was launch a website and simply uploaded your images, and you never had your actual products in your possession, you’re expecting people to purchase products you may not have even seen yourself probably. You know what I mean? More often than not. You’ve got these media types available, you know, and you’ve never even seen them. You’ve likely never presented them to anyone else, right, in person. And you lack samples ready to go. You have significant issues with how you perceive your business and the source of your information. And I believe that this is the root of the problem. There’s always an issue behind the issue, right? And I’m always examining that approach or I’m thinking, if you’re the knife salesman going door to door and you’ve been conducting your business, you know, without the knives like, “Hey, I want you to buy this set. And the individuals are like, “Can you simply show me the knives?” “Nope, I have them in this catalog.” Here, I’m flipping through it. What do you think? Visit my website.

Patrick Shanahan: You know how difficult that would be to accomplish?

Nick Friend: Exactly. Like if you’re that individual, what are you doing? What are you doing?

Patrick Shanahan: Oh, you’re running uphill; I would just exit the game. I mean, quit the game. Look, it’s been an assumption for much too long. We are peeling these layers of the onion back one artist and photographer inquiry at a time, and it’s becoming strikingly evident. Step one, determine if you are an artist or a photographer. Step two, if you are, acquire samples full stop, nothing else. Don’t initiate a social platform. Don’t do anything. Obtain the samples. And you know what the most rewarding part is, the low-hanging fruit that’s awaiting when you begin this, the reactions you’ll receive, particularly in person, when you can showcase them and people can hold them and they can touch them, all the rest of it, not to mention the content touches it offers you. Your live art presentations will enhance. Your flash promotions will improve. Your in-person sales will boost. Your confidence will surge, like attempting to purchase something off of a two-dimensional image. Absolutely not. Absolutely not. So that’s what I have. Do you have any announcements?

Nick Friend: Yeah. Oh, we should mention, I mean, we’re back after a holiday weekend, but we should remind everyone if you’re new to Art Storefronts or you want to learn more, your next step is to request a demo, okay? We have extended the summer special to join Art Storefronts prior to the peak art selling season of the year, which is approaching in Q4, right. October, November, December, and the marketing needs to commence in what, we’re looking at about 22 days is when you need to initiate your marketing to truly maximize the potential of Q4. So the timing is ideal. And so yeah, if you’re interested in, you know, saving on an Art Storefronts membership and enhancing your game, your next step is to request a demo, okay? Click the link in the description of this post. Or if you’re on Instagram, the link is in the bio, click it, fill out the form; it takes like 20 seconds. One of our team members will reach out to you to learn more about you, take a look at your art, understand your goals, and see if you’re a match. Then they could show you everything that we provide in terms of the proper art gallery website we deliver, as well as the ongoing art business consulting exclusively for members.

Patrick Shanahan: Reduce buyer products, begin merchandising.

Nick Friend: Indeed, and what do we have scheduled for tomorrow? What do we have lined up for tomorrow?

Patrick Shanahan: We have the art business workshop for non-clients, your opportunity to come in, clear your obstacles. Get started on the right track.

Nick Friend: It’s at no cost. For anyone seeking complimentary art business consulting, we have a session tomorrow, alright? It’ll take place at 11 a.m. Pacific, one central, two Eastern. Alright. Ensure you join our email list. Like our Facebook page to receive notifications. You need to subscribe to our email list to access the Zoom meeting. So be sure to visit artstorefronts.com, join our email list. And we will send you a Zoom link via email tomorrow morning. Then you can join a session with many others. We ask that you bring your primary challenge. The foremost question you possess, the issue that you feel is inhibiting your progress, and share that with us. We’ll assist you in clearing those obstacles, okay? These sessions are fantastic. How many participants do we have? We gather about 80 to a hundred people per session, artists and photographers alike, yes.

Patrick Shanahan: It continues to increase.

Nick Friend: And individuals are remaining for hours on end. They come back, you know, four, five, six, seven times. Each artist’s inquiries are incredible, and you gain so much insight from the various challenges everyone faces. So yes, the complimentary art business consulting session is tomorrow, 11 a.m. Pacific, one central, two Eastern.

Patrick Shanahan: Alright, on that note, I want to express my gratitude to everyone for tuning in. Please don’t forget to grab your samples.

Nick Friend: Obtain your samples. Showcase your products.

Patrick Shanahan: Begin merchandising. Q4 is approaching. Thanks for joining us. Have a wonderful day.

Nick Friend: Thank you, everyone.