How should I treat my collector list when running a sale or launching new work?

Treat your collector list like VIPs staying at a luxury hotel. The first and most important step of any sale, new release, or art show is to notify your collector list before anyone else gets access. Email them privately and say something like: ‘As a valued collector, I wanted you to see this first before the public. Thank you for your patronage over the years.’ Give them exclusive early access to purchase before you announce anything publicly. This approach consistently results in collectors buying 20-60% of available work before the general public even knows about it. You’re creating scarcity and exclusivity while making your best customers feel valued and special.

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Asked by general teaching · Answered by Patrick Shanahan · art-marketing-podcast · 2021-06-07