What does marketing consistency really mean for an art business?

Think of it like owning a retail gallery. If you owned a physical gallery, you’d keep the doors open 6 days a week (or 4-5 days if you’re in Europe) no matter what. There would be days you don’t want to go in, days you want to vacation, days when life happens—but you’d open those doors anyway because that’s what running a business requires. The same applies to your marketing. You can’t put up the ‘closed’ sign that says ‘artist is burnt out’ or ‘closed for summer’ or ‘life happened, back in two weeks.’ You need to be consistently posting on social media, sending emails, doing in-person events, capturing email addresses. Momentum is real, and when you go dark, you lose it. The business won’t grow without that day-by-day consistency. Most artists fall into a New Year’s resolution pattern—start strong in January, slow down in February, quit by March, then nothing happens all year. You can’t build a successful business that way.

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Asked by synthesized from teaching · Answered by Patrick · Art Business Webinar · 2026-07-10