Why do artists typically fail at consistency with their marketing?

It follows a predictable cycle, much like New Year’s resolutions. Artists get fired up in January, commit to finally taking their art career seriously, start marketing hard. By February they’re slowing down, and by March the gallery is closed—they’ve stopped marketing entirely. A year later, nothing has changed except they’ve created more art. This cycle repeats. The problem is treating marketing as optional instead of essential, like keeping a retail store’s doors open. Without consistent marketing momentum, the business never grows.

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Asked by general teaching point · Answered by Patrick · Art Business Webinar · 2026-08-12