What's the business philosophy behind offering discounts to first-time buyers?

The core principle is: nothing times nothing equals nothing. If you’re giving a discount - whether 20% or 30% off - and it results in a sale, you’re still making money and getting your work into someone’s home, office, or business. Once your work is displayed, other people will see it and become curious about your art. This creates organic marketing. Remove whatever barriers exist between a potential buyer and making a purchase decision. Make it as easy as possible for clients to say yes. Free shipping, discount codes, and other incentives help people feel comfortable making that first buying decision.

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Asked by an artist considering discount strategies · Answered by William K. Stidham · art-marketing-podcast · 2017-03-20