Why should I focus on acquiring customers at any price point, not just high-dollar sales?

It doesn’t matter what dollar amount you acquire a customer at—it can be 30 cents, $3, $300, $3,000, or more. You just need to acquire customers, period. A typical artist might sell 13 pieces in a year and think it was great, but that means they only acquired 13 customers—not enough to build a growing business. With a range of pricing (thanks to POD), you might acquire 50, 60, 70, or 80 customers in a year because people can buy at various price points. Someone might experience your creative message, like what you’re putting out there, and buy a coffee mug, sticker, greeting card, or small print under $100. That’s a customer acquisition. Then at year-end when you run a promotion, instead of emailing 13 customers, you’re emailing 60-80 customers. Since it’s easier to get someone to purchase again than to purchase the first time, you’re in a much better position to grow. The range of pricing is a lifesaver.

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Asked by teaching moment · Answered by Patrick · Art Business Webinar · 2026-07-13