What does consistency in marketing actually mean for an art business?

Imagine you owned a physical gallery on the main street. You would open the doors 4-6 days a week, get out of bed, go down to the gallery, and make sure it was open. What you would never do is unlock the door, grab the open-closed sign, write ‘Sorry, artist burnt out, closed for summer,’ and lock up and leave. Keeping the gallery doors open is a proxy for the consistency of your marketing. If you owned that retail gallery, you’d have to open the doors when you didn’t want to get out of bed, when it was inconvenient, when your friends were calling you to go get a beer—because that’s what you do when you run a business. Yet I see people keep their metaphorical gallery doors closed for weeks, months, sometimes the entire year because they’re not marketing consistently. You have to keep the doors open. You have to keep marketing consistently. This is non-negotiable if you want to succeed in this business.

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Asked by general teaching point · Answered by Patrick · Art Business Webinar · 2026-08-19