What should I understand about how many people are actually ready to buy when they see my marketing?

Out of a thousand people who see your ad or marketing, maybe one person has their hand up saying ‘I’m ready to buy art from you right now.’ Just one. Most artists mistakenly think there are hundreds of people in that group ready to buy immediately. Understanding this changes everything. Not everyone who sees your marketing or walks into your store (physical or digital) is ready to buy an original, commission, or even a print at that moment. That’s why having additional products and multiple price points matters so much. Someone might not be willing to spend $2,500 today, but with Mother’s Day coming up and a cool $50-60 item in your store, they might pull the trigger on that. The point is to have options that meet people where they are in their buying journey, not just where you wish they were.

---

Asked by an artist with unrealistic expectations about ad conversion · Answered by Patrick Shanahan · art-marketing-podcast · 2021-03-06