Authenticity

Authenticity refers to the truthfulness of origins, attributions, commitments, sincerity, devotion, and intentions. (en.wikipedia.org/wiki/Authenticity)

This week I have been bombarded with facebook friend requests, facebook events, emails and tweets. It's election week and all of sudden everyone wants to be 'my friend'. Now I'm not against shameless self-promotion or advertising, in fact I teach these things at the college. But I definitely don't like campaigns done poorly, without creativity and most importantly where the intentions that are not authentic. Coming into my social network just when you need me means that you are trying to use me, not help me or even like me (let alone really a friend).

Sorry, this is a bit of a rant, but I figure we can all learn from their mistakes. So how do you socially promote what you do and be authentic at the same time?

1. PARTICIPATE, even before you need something. These guys should have joined twitter a year a go and joined in the conversation. If they think I could be there facebook friend, they should have done so a year a go and commented on things I do.
2. ENGAGE the audience creatively, not just by posting that your canvassing went well today. Tell me how it changed your views and what new impact you will have.
3. DIFFERENTIATE between social media channels. Your facebook statuses should not be the same as your tweets. They are two different channels and need to be used independently from each other. That also includes your news on your website, your blog and your email campaigns.

Collaboration is tricky for branding

Well, tomorrow is the end of a special project that I am apart of called Kollaboration Kingston. There's 16 artists working on several projects in small, medium and large scale works of art in all mediums to be shown at the Sandra Whitton Gallery for the month of May. It's been a truly amazing experience in many ways and I can't wait to see the outcome. (to read more about the project go the blog http://kollaborationkingston.blogspot.com/)

What I really found interesting about this project though is not the works of art being produced, but rather, the concept of collaboration and what it means to others and how it works too.

One of my main observations is that collaboration is easy for emerging artists and it's easy and inspiring for established artists. I think it's easy for emerging artists (and new entreprneuers in general too) because they (insert we, as I'm in this category too) haven't developed a hard core clientelle yet. We haven't branded ourselves yet, we still developing that. We still often venture all over the map, trying to find our niche and therefore we are willing to collaborate with anyone on anything, with hopes it may lead us down the path of success. Plus we are still in learning mode.

For established artists (and established businesses too) collaboration is a necessity to feed inspiration. They have been doing this long enough that they need to spice it up a bit. And they have such a dedicated following and clientelle now they don't have to worry about their brand. Their customers will be intrigued and follow them anywhere.

So, that leaves the mid-career artists and entrepreneurs, the ones stuck in isolation. They have struggled to find meaningful collaborations (from my view anyways) as they are at the point in their career that really defines them as an artist. They have a following, but still need to nuture them a bit. They have proven they know their art form, but still risk looking amateur. So collaborations can be very risky for them at this point in their career. What a hard place to be. The good news is that soon they will be so amazing they will all be established artists, with a diehard fan base and need the inspiration of collaboration.

My goal? Go from emerging to established... can it be done?

Tips on Etsy

Early in March I participated in a set of workshops about selling on Etsy. Dianne from DiBAjewellery facilitated the advanced workshop and here are some great tips and ideas that I picked up from her session (some directly from her and others from general discussion).

1. Have an Etsy anniversary event
2. Could what you sell also fit under supply?
3. Update it frequently (throughout the day if possible)
4. Bulk up your shop - lots of inventory gives the appearance of being serious
5. Have various price points available to inspire easy sales
6. Photography is key - it's all the customer has to go on, so make it good. Use all 5 slots, all angles including the back
7. Use full descriptions with lots of detail including both imperial and metric measurements
8. Put your location in your profile
9. Use all 14 tags - ideas for tags include 'international', 'gift', colour, full name
10. Create treasury's
11. Participate in Etsy - forums, blog, labs
12. Detail your policies - ie do your items come from a smoke-free or animal-free environment?
13. Use the announcement section
14. Tools to try www.etsyhacks.com and www.craftopolis.com.

Thanks Dianne for all the great tips!

Don't wait for the postman...

Not yet anyways.

You see I haven't mailed out my holiday cards yet (so if you're waiting for the postman, you may be waiting a while). At first I felt guilty, then I felt defensive, then just resolved to that's how it was going to be. Then I was excited when the idea hit me...

I'm going to send my holiday cards out at the end of January. You know, just when the winter blahs set in. When the excitement of the holidays is long gone and nothing but bills is arriving in the mail. I'm sure I'm not the first to think of this idea, but I think it's brilliant (if I do say so myself).

If nothing else, it let's me off the hook for the next few weeks.

The Anatomy of a Blog

Last week I taught a 'Blogging for Artists' workshop at the Cornwall Artpreneur Conference. Since then a few artists have asked for the information so here are some (can't give away all my secrets at once) on what you should include in your blog posts:

• Controversy is good, make a statement, no politicians allowed (in other words no sitting on the fence)
• Links to other websites and blogs are good
• Images are vital
• Have contests
• Include your customers (comments, stories, photos - with permission of course)
• Post follow up comments (even if they come by email)

For those that missed the workshop I am hosting the same session on Kingston on November 30, 1-2 at my studio. For more info visit my site - www.lindseyfair.ca

The dreaded donation request

Spring is here, and do you know how I know? Because I've been asked to donate some of my beach glass art to everything ranging from animal shelters, homelessness, to youth at risk and some organizations I still don't have a clue what they do. Don't get me wrong, my frustration isn't that I don't think these organizations are deserving, nor is because I think I'm the only being asked because my husband who is not an artist but a small business owner, is getting swamped with similar requests - maybe even more. My frustration is that I don't think they're listening to the same radio station as me - WII FM.

Have you listened to that station? It's the What's in it for me station. As much as we do things for strictly philanthropic reasons, we often have other motives as well. If I am going to help an organization for nothing else then to help, they don't need to seek me out, I'll seek them.

So if someone is seeking my support, then I need them to do some work in exchange. I need to determine what value is in for me as an artist, as a person, as a small business owner. I actually get them to fill out a form so I can judge all my donations equally, keep a file on each donation and make informed decisions. Since I've started to telling other artists I do this, I've been getting requests for copies of my form so here is the gist of it:

Contact Name:
Contact Phone:
Contact Email:
Organization:
Value of item requested:
Event Name:
Event Date:
Location:
Description of Event:
How many people will be attending?
Who will be attending the event?
What other items are being donated?
How does my art fit?
Where else will my name / item be promoted?
Will I receive tickets to the event?
Will I be notified after the event about who received my item and how much it went for?
May I request a reserve bid?
Are you able to pay for any portion of the piece?
Will I receive a tax receipt for my donation?

So don't dread those requests, organize them!

Can't teach a customer new tricks!

Well, my frustration with the new layout of Facebook has prompted this rant. I like my old facebook, not this new one. I used to laugh at people that said this to things, mainly my mother actually, because to me that meant she was 'old'. Unwilling to admit that I must be 'old', I'm blaming Facebook. In doing so though it got me thinking about business choices.

Facebook probably made these changes based on a combination of customer feedback, gut feeling, trends and what the competition is doing (have you seen Twitter lately?). The trick however, is in the customer feedback. In most cases only unhappy customers speak up. And often these people (I know not always) are going to find something to be cranky about no matter what. So, if you make changes just to satisfy them, which may be never happen, then how are you making your other customers feel? If you going to make a change to your art, your business processes (like where your selling your work) then you need to do so in collaboration with your customers - all of them! Especially your champions. Change is hard for anyone, so make sure to have lots of customer treats to reward them!

It doesn't hurt to ask

I've had a few things go right for me lately and friends keep asking me what my secret is for being so lucky. Well, the answer is easy, I asked. I've never been afraid of the word 'no', in fact I often see 'no' as a challenge. So, asking tricky questions isn't that hard and asking easy questions is nothing more than making time to do so.

I wanted a store in Toronto to carry my work, so in late January I started looking around for a few stores that fit with my eco-conscious beach glass jewellery and I emailed them asking if they were interested. A few got back to me and yesterday I delivered some of my jewellery to Green is Black in Toronto. All it took was an email asking the question 'would you be interested in seeing my work?' (see my latest work shown here at Green is Black)

I wanted a celebrity or journalist to wear my work, and more importantly, write about my work, so I looked around and found a perfect fit - Gill Deacon (as you heard about in an earlier post). I sent her email asking if she would be interested, and she sent an email back saying yes. 2 weeks later she blogged about it!

Sure, I may have heard a 'no' or two, but I didn't stop asking questions, I saw it as a challenge. So, start asking questions, you may be surprised with the answers!

Why wait 'til you're dead

My husband I were talking about why many famous artists, weren't famous really until they died. Why is that? I'm sure I can spend hours researching this, but I'm going to tell you my theories instead. I have two. They're both connected and it comes down to marketing and sales.

As an artist, when I'm marketing or selling, I'm not creating. When I'm creating, I'm not selling or marketing. And the scale never seems to balance right on this one. However, if someone else is selling for me, then I can spend my life creating. So think back to those famous dead artists.... they got (just go with me for arguments sake) their lives to focus on their art and didn't deal with the selling side. So, no wonder they were good, they got to practice and create often. And if I've taken anything from Outliers (the book I'm reading by Malcolm Gladwell), is that people succeed because of doing, and doing again and doing again.

The second theory is that it's easier to sell someone else's work than it is your own. So, dead people can't sell their work anymore, so others do. They can focus solely on selling and not on creating. They see it from a buyers perspective not an artists. If you don't believe me here, just go out with a friend and try this theory out.

But, I don't think I want to wait until I'm dead. In fact, I know my family doesn't. So, my goal for this year is to change this theory or at least impact it differently. I'm going to work on selling my work actively, but also trying to balance those scales.

Your product beats your marketing

When I ran Market Me (a marketing company) a few years a go I was very picky with the clients I took on. I knew that not everything was marketable, well wait, everything is marketable, just not sellable. I've seen many people try to use a good pitch or ad to sell a very mundane thing. I've also seen in the art world, artists afraid of selling out, not willing to create anything that people are willing to buy.

I agree there's a fine balance between creating just for the sake of selling and for creating just for the sake of creating. Unfortunately, if you don't have a buyer you won't be able to eat so some compromises do have to be made. And if you get it right, you'll have a profitable balance between the two.

I recently set up a few blogs and it really does come down to what you're selling as to how successful you'll be. I'm sure you've heard the term selling ice to an Eskimo? Well, one of my blogs (http://weddingsundera1000.blogspot.com/) on the first day I launched it already had more subscribers and visits than this blog ever has! It has a better selling proposition or higher demand. It proved to me that it comes down to what you are selling not what you are marketing as I hadn't even started to market it yet.

So if you wondering what you can do to increase your sales - before looking at your marketing campaign, look at what it is you're selling.

Let the plans begin....

Well, it's now more than 24 hours into 2009 and I've got my plans in motion - do you? I've got my revenue goals, my show list, and a 'I'm going to finally work on creating..." plan all outlined in a new book that Santa got me. Every year I start the year off like this. In fact, in the fall I found an old Hopes & Dreams book of mine and it was very refreshing to get to check off the things I put on my TO DO List 10 years a go.

I've also already had 2 requests to help friends sort out their new business dreams and where to start. During those discussions we talked about what a business plan really needs. Many soon-to-be entrepreneurs and artists are overwhelmed with the business plan outlines they find online, in books or remember from school. And honestly, your plan doesn't have to be that complicated unless the business you are in is that complicated. The most important thing is that it's useful and used!

Take 1 hour today and every week for the next 52 weeks to work on your plan. It only needs to include: what makes what you do unique - really unique and better than other options out there; who are your customers and how will you find them (not wait for them to find you); and money - how are you going to make it, how much and milestones. That's it, that's all, now go get started.....

Control...Alt...Delete

In business it's important to know when the best time and place to reach your customers is, whether it's for advertising purposes or for actual sales. Artists for the most part are pretty good at this in my experience. Most artists gear up for December, for Mother's Day, etc. But I think it's also just as important to know the most important times NOT to reach your customers.

I had a great example of when not to. On Christmas Eve as I was getting the dinner cleaned up and pumpkin pie served when my phone rang. It was a telemarketer. Not only that, but a very rude one too. When I asked him to call back at a more appropriate time (I should of just hung up really, but my marketing background obliges me to be nice), he said no and wouldn't let me ask questions either. I finally handed the phone to my husband who after a huge argument hung up the phone. Not only would I not listen to this caller, I will NEVER do business with them: 1. for having the gull to call at the time and 2. for allowing such rude people to put me in a foul mood for Christmas Eve.

They are not the only intruders over the holidays, (and that's how I think of them as intruders when they do it at such inappropriate times), but my unsolicited email went through the roof too! Which is really sad for them since there will be so much of it, I'll just delete it as a block and not read any of it.

So when you're thinking of sending your customers a note, a newsletter, or anything, make sure it is when they are wanting to hear from you. You don't simply want to be 'deleted'.

Be an elf this christmas!

Since the economic turmoil began I've been thinking about what to write about it. Yes it's having an impact on everyone (and I'm sure even you), but do we really have to spend all of our energy in the doom and gloom that the media is highlighting for us?

I say no. Right now, more than ever, we are seeing the true Experience Economy. This phrase is borrowed from a book I'm reading called The Experiece Economy by B. Joseph Pine II. The basic jist of the book is that people will scrimp in some areas of their lives so they can buy luxury items in other areas. In a financial crisis this means that typically people will buy their consumables and what they can cheaply so they can make themselves feel better when they indulge in say...art.

But what does an elf have to do with this (the title of this entry is what I'm referring to)? Well, when people want luxury and pampering, they want luxury and pampering. Santa's elfs would never give a gift unwrapped or without a perfect ribbon and gift tag. And at the same time, those low cost consumbables would never come wrapped or with a fancy tag. So if you don't want to be considered a cheap alternative, make sure to think like an elf and make your art gifts a true indulgence. Let your customers solve their need to feel good by buying one of your one-of-kind, well-worth the cost pieces of art.

Blogging for Blogging

I looked back and I can't believe I haven't written about this already... blogging as an artist. I was doing two presentations today at the college and the main focus of discussion was on blogging. Is it important for business? Why is it important for business? ETC.

The answer is yes it is important for any business but especially for artists. It comes down to people buy from people; especially in the art world. If customers just needed a picture for the wall they would go to a superstore, but if they're buying art, they want the story. Your blog is a perfect place to tell your story. It's a way for customers to connect with you and feel they have a personal relationship with you.

Another important purpose of blogs is authenticity. In Trendwatch's report for 2008, authenticity was rated as the number #2 influencer in buyer trends. People want to know who you are and they want it to be believable, so traditional, biased information like brochures and websites just won't cut it anymore.

So if you don't have a blog - get one! Then let me know and we can connect in the blogsphere! Happy Blogging!

Custom lines is that an oxymoron?

I've been thinking a lot about my jewellery and what makes my beach glass pieces stand out when compared to other beach glass work. I also have been thinking about the responses I got over the summer as I'm preparing for my two upcoming shows(NGB Studio Tour and the Gift Giving show - www.giftgivingshow.com) . So the combined question at hand? It's actually two questions: how do I stand out and be remembered (which leads to repeat customers and custom orders) and how to make it simpler to do so?

Up until now, not only have I always created one-of-kind pieces but only one-offs too. Well. The solution to my questions: lines (beachshuk, perfect pendants, whispy - http://lindseyfair.ca/index.cfm?page=collection). I have created a few lines of work (although each piece will always be unique because each piece of glass is unique), so that people can order something and have an idea of what they are getting, they can compare items in my booth and most of all, when showcasing my work to other artists I have a line that will stand out.

I'm not sure if this is the best strategy, but here's to trying. I'll keep you posted. Let me know what you think about it.

Successfully Sneaky Slogans

Yesterday I presented a workshop for artists in the Cornwall area on Successful Selling Strategies. The group was great; a lot of great energy in the room that I could feed off. I also met a fellow found object artist - Candice Nixon (http://www.meltingpotstudio.ca/). Anyway, back to the story... when I cleaned out my briefcase this morning I found an old napkin tucked in a corner that I kept from our trip to North Carolina earlier this month. The napkin is from the Detroit airport ( a great airport by the way ). I kept it because I loved the slogan on it. It's short, memorable, cheeky, and most of all gives you a mental picture of exactly who they're talking about without saying it out loud. In the workshop yesterday we talked about knowing who your target market is, what your competition is doing and what needs you are filling. This slogan sums it all up in one cheeky statement - doesn't it? It's a very successful sneaky slogan!

Inspriation from the Strangest Places

Last week I was at a Junior Chamber conference in Kelowna (where I bought a great piece of local art from a neat little store called Funktional). During the conference there was an Effective Public Speaking competition and the topic was 'getting inspiration from the strangest places'. During some of the speeches my mind wandered (says a lot for the speakers doesn't it? that's a whole other blog entry!) and started to think about where I get my inspiration from.

At my core, my most basic level of inspiration comes directly from my family. I have an over-active need to make them proud. I remember when I was in college out west and stumbling across a really old hand carved tomb stone that said his name, years and in quotes "..and he was a damn good Irishman." I think that sums it up, he made people proud of who he was. Now I may not want mine to read the same thing (since I'm not Irish) but I hope it will have the same impact.

When I moved passed my core I thought about my art. Why do I create? Why do I choose beach glass? I started jotting notes down and then I realized I was basically re-writing my artist statement. I remember when I first wrote my artist statement it seemed so daunting and difficult, but putting it in the context of inspiration it was all of a sudden easy.

So the next time you're asked to submit an artist statement, start with the question 'where does my inspiration come from?' You may even be surprised with your answer!

Don't leave home without it

I went to a great show opening last night at Sandra Whitton's gallery. It showcased 2 of my favorite local artists -- Carolyn Barnett and Andrea Graham. The other 2 participating artists were fabulous as well.

My mother-in-law and I went together and got talking. Earlier in the day she was meeting some of her friends and trying to describe the type of jewellery I make and what beach glass is. (I've found either people are avid collectors themselves or have no idea whatsoever what beach glass is). They told her that she should wear a piece or at least have a sample in her purse. Good idea... I'll get back to this comment in a moment, but back to the show last night.

So I looked around the gallery and noticed that none of the artists in attendance, including the goldsmiths were wearing their own work. Carolyn was at least carrying a sweater and given the heat it made sense that she wasn't wearing it.

We spend so much money and effort on promoting our work that I think sometimes we often overlook the simple ideas. Your new mantra should be 'don't leave home without it'. Whether it's a small business card size portfolio in your pocket, a piece on (if you're a jeweller) or a sample in your purse (if you carry one). And take that step further, like in my mother-in-laws case, make sure your family and close friends that are willing do the same. Talk about cheap labour! So remember, next time I see you, you better not have left it at home!

What should I be called?

The big question has been posed and I need your thoughts on it. What should I call myself? As discussed in previous posts, I am venturing out in the world as a goulash, a mixed bag of activities, services and products, somehow or other all connected though to the world of art. Should I brand myself and my art as simply 'Lindsey Fair' as my parents named me? Or should I try and find something catchy and unique as a business name that captures it all?

There's definitely an argument for both sides. Seth Godin (one of my favorite business authors) discusses the value of his brand being "Seth Godin", and that he's lucky his parent's didn't name him Mike instead.

As much as I believe I have established a modest brand in my name, I'm pretty sure it's not as strong as Seth's (maybe some day). However, I'm a big believer in being memorable and unique, and I'm not quite sure if Lindsey will cut it.

So what are your thoughts? Should I simply be a piece of white beach glass called Lindsey Fair or a unique bottle topper called..........

The Art of Being Social Workshop

I am presenting a workshop for TIA (Thousand Islands Arts) on June 3rd from 7-9pm. Here's an overview of the session. If you want to attend contact TIA, if you can't attend but wish you could, let me know and I'll let you know when the next one is.

Social networking and marketing online are key to any successful business in today's competitive world, especially for artists! These two hours will be spent going over the basics of online marketing including Facebook, Youtube, Blogging, your own website and yes even Second Life. Come learn how you can profit from the web instead of spending money on it!