Why do people want to buy from artists they feel connected to?

People want to do business with people they know, like, and trust—people they have things in common with, who remind them of someone or something they love, who inspire them, or who make them laugh. Every human being is unique, shaped by their experiences into an interesting person. You don’t have to be interesting to everyone; you just need to find your tribe. The internet has made it possible for even the most niche, quirky, or specialized interests to find communities and followings. Whatever your unique interests and personality traits are—even if you think they’re strange or uninteresting—there are people who will connect with them. But they can’t connect if you never reveal anything beyond your art.

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Asked by an artist wondering why personal connection matters · Answered by Patrick Shanahan · art-marketing-podcast · 2025-08-20