Why is video particularly important for higher-priced artwork?

The higher the price point, the more buyers need and want direct communication before purchasing. They’re not going to part with significant amounts of money—$1,500, $2,500, $10,000 or more—without some correspondence to understand what they’re getting and to feel confident and excited about the purchase. Video provides the most efficient and effective way to have these conversations, answer questions, show the work in detail, and build the trust necessary for high-value transactions. It allows you to demonstrate quality, discuss options, and create the personal connection that high-end buyers expect.

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Asked by general teaching point · Answered by Patrick Shanahan · art-marketing-podcast · 2020-10-29