How important is consistency in marketing, and what happens if I take breaks?

If you owned a physical gallery, you’d keep the doors open minimum 5-6 days a week because rent would be due. You would never put up a ‘closed’ sign for extended periods saying you’re burnt out or too busy. Keeping the gallery open is a proxy for consistency in your marketing. You must stay consistent or no one will discover you—there are no magical breaks or lucky discoveries. Life happens to everyone, and some periods will be better than others for marketing, but you cannot turn the closed sign and keep it closed for months at a time. Most artists treat marketing like a New Year’s resolution—starting strong in January, falling off by March, then repeating the cycle the next year. This pattern ensures you’ll never build momentum.

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Asked by general teaching point for all artists · Answered by Patrick · Art Business Webinar · 2026-06-24