What does marketing consistency mean in practical terms for an artist?

Think of it this way: if you owned a retail art gallery in a mall or on Main Street, would you put a sign in the window saying ‘Sorry, closed for summer, artist is burnt out’? Of course not. You’d keep the gallery doors open six to seven days a week, nine to five. That analogy reflects your level of consistency in marketing. You would never close the art gallery door, yet that’s what everyone does with their marketing. They start for a couple of weeks or maybe a month, then they turn the sign from open to closed. They ignore it for three to six to nine months or even a year, then wonder why nothing is happening with their art business. You would never do that if you owned a retail gallery. The consistency of your marketing is the entire ballgame. You have to keep the doors open all year, every year.

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Asked by artists struggling with consistent marketing · Answered by Patrick · Art Business Webinar · 2026-05-29