What's the most overlooked opportunity in growing an art business?

The most overlooked opportunity is increasing average order value (AOV) and generating repeat business. Most artists and photographers are laser-focused exclusively on acquiring new customers, which is actually the hardest and most expensive part of growth. Meanwhile, AOV and repeat business often take the least effort because you already have the customer’s attention. When someone is already buying from you, showing them additional options or higher-value products requires minimal additional effort compared to finding a completely new customer. Similarly, a past customer who had a good experience is far easier to sell to again than finding someone new. These two levers—AOV and repeat business—are criminally underutilized, yet they offer some of the highest returns on effort in your entire business.

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