How do I educate customers about different print media types?

Most customers have absolutely no idea about the various media types available—they don’t know the difference between art paper and canvas, many don’t know metal printing exists, and most have never seen or held an acrylic print. The only way they’ll learn is if you educate them. Order samples of every available option in a range of sizes—art paper, canvas, metal, acrylic. Create a physical display case of these samples that you bring to shows, include in your studio, or bring to client meetings. Let customers see them, touch them, hold them up to light. Explain what makes each option unique, how they look in different settings, and which are ready-to-hang. Don’t assume you know which options customers will prefer—let them decide by showing everything.

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Asked by general teaching · Answered by Patrick Shanahan · art-marketing-podcast · 2019-06-06