Why is consistency in marketing so critical for artists, and what does that really mean?

Think of your marketing like an art gallery on Main Street. If you owned that physical gallery and were paying rent, would you ever just flip the sign to ‘Closed — Artist Burned Out, See You in Three Months’? Never. You’d keep the doors open consistently, at least 5-6 days a week, all year long, because that’s how you expose yourself to potential buyers. Your marketing is that same gallery. You cannot go dark. Every time marketing stops — no email capture, no emails sent, no social posts, no campaigns — you’re closing the gallery doors. You never know what day or time someone might discover you, connect with your work, and become a collector. Life will happen, some years will be better than others, and that’s okay — but you cannot play the game of ‘I’ll start marketing when…’ You must stay consistent. Consistency is the only thing that moves the needle over time. Some years you’ll have more time and energy than others, but you can’t completely stop, or days turn into weeks, months into years, and nothing changes in the business.

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Asked by synthesized from teaching · Answered by Patrick · Art Business Webinar · 2026-06-15