What is the secret to effective marketing for artists?

There is no secret—that’s the secret. Effective marketing comes down to two things. First, focus your limited time and energy on high-return-on-investment (ROI) marketing activities. Based on extensive data, we know which activities actually drive sales and create success in artists’ businesses. Second, once you identify those high-ROI activities, it’s simply a game of consistency. Do them consistently over time. The two biggest problems are that artists chase shiny objects instead of doing the high-ROI work, and then they quit after a little while when those shiny objects don’t work. Focus on high-ROI activities, do them consistently, and you win. There is no magic formula beyond that.

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Asked by general audience · Answered by Patrick Shanahan · art-marketing-podcast · 2020-08-05