What are the three layers of attention that determine how successful my art sale will be?

Layer one: How much attention you have. The size of your email list, social following, and overall audience directly impacts your sale results. If you don’t have a significant following, set lower expectations. This is why lead generation matters all year long—without it, you won’t have effective sales. Layer two (the most frustrating): How effective you are at getting the attention of the attention you already have. It’s like catching a fish in the ocean, bringing it home, putting it in your backyard pool—then having to catch it again. You can’t just send one email and expect results. You need omnichannel marketing: hitting social media, sending multiple emails, using retargeting for non-openers, potentially using direct mail, doing personal outreach, and coordinating all channels together like troops on a battlefield. Layer three: The temperature of your attention—cold, warm, or hot. Not all attention is equal. If you haven’t been marketing consistently and suddenly hit people with a sale after months of silence, that’s cold attention and won’t convert well. You need to warm up your audience throughout the year with ‘romance marketing’—marketing without always having a sale—building goodwill in your piggybank that you cash in during sales.

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Asked by general teaching · Answered by Patrick Shanahan · art-marketing-podcast · 2020-08-21