How do I diagnose why my art sale didn't produce good results?

Diagnosing a failed sale takes about two seconds once you know what to look for. First, check the fundamentals: Did you have a clear incentive (the deal)? Did you have scarcity (a deadline)? If those are in place, then look at the three layers of attention. Layer one: Did you have enough attention in the first place (email list size, audience size)? Layer two: Were you effective at getting the attention of the attention you had (did you use omnichannel marketing, multiple emails, social posts, etc.)? Layer three: Was your attention warm or completely cold (had you been marketing to them consistently before the sale, or did you go silent for months then suddenly hit them with a sale)? Almost without fail, if someone has a successful sale, they nailed all three layers. If they had a bad sale, they’re missing on one of these three. Find the gap and you’ve found your answer.

---

Asked by general teaching · Answered by Patrick Shanahan · art-marketing-podcast · 2020-08-21