There is a popular theory amongst marketing experts to meet what they call customers “pain points” to help bring your goods and services into the market place. It goes something like this, someone needs help with their social media. You can write blog posts that help them understand the inner workings of Facebook (good luck) and then make a chart so they know what size images to use for Facebook. You can even create cute icons so they can add buttons to their website. We see this all the time regarding diets, yoga, and just about any how-to video ever created. Meeting someone’s point of pain and helping them. Filling a need in their lives. Enter an artist and their work. What “pain points” do their customers have and how does that play into an artist’s marketing plan? Let’s take art for products out of the equation because I could tell you that when you buy a phone, you need a case to protect it. Pain point, “I don’t want to break my new phone.” You could even say, “I want my new phone case to be super adorable.” Pain point, I want at least a few compliments when I use it. Do you see how getting inside a “pain point” of a customer can be really beneficial in how you market your work? It definitely has merit. I find many creative people often do not think of their customers at all so anything thinking beyond what they are producing in their own corner of the world is a really good thing. So let’s narrow our discussion to fine art, not for a “useful” product, but just for the sake of being. You could run through the basics, saying, “People need art for their interiors.” Hello, can you paint me something that matches my couch? That is just painful for everyone. Anyone who has studied art history as asked themselves if Henri Matisse was ever asked that. Anyhoo… I would like to insert my marketing theory that you think about your customers “joy points.” Storytelling with art has been going on for centuries. Artists often find themselves in a dilemma with how or why they are telling their particular story, they often feel it just needs to be told. I think that this can be called “joy points.” Often an artist needs to show the world how they “SEE.” Just like a filmmaker creates a complete vision to show who he sees a scene playing out, a visual 2-D artist can do the same thing. They have a driving need to tell a story or show people how they see. Any person in a creative field can do this. Does that criteria meet a “pain point” for marketing purposes? I would have to say not always. I honestly believe your work can tap into the emotion of joy in another person. It can be a mood, a setting, something that makes you remember something or an image that makes the viewer “SEE” differently. So my marketing tip today is to understand the “joy points” of your customers as well. Understanding that your view of an umbrella may be a good joy point for someone. We have all used umbrellas and sometimes in the hushed rain, we see the first signs of Spring, we get a romantic feeling, we think of childhood or we just take joy in the shape of them! That can be a really good mental space to create from and market from.
What about you? Do you put yourself in your customer’s shoes? Does it help you market your work?