If you're an artist - whether your medium is photography, painting or sculpture - postcards can prove a good marketing tool to get samples of your work out to potential clients and patrons. Postcards are definitely cheaper than other forms of marketing. It's also highly personal - ideal for promoting intimate items such as works of art.
How would you go about it?
1. Highlight Your Best Work
Pick representative pieces of your work. Choose the specific photographs or paintings that you feel will make the best impression on those you're marketing to. Use these chosen items as the main image in each postcard.
If you're a painter or sculptor, it might pay dividends to have a professional photographer come in to take a flattering photo of the art pieces. After all, even the most profound works of art may end up less than stunning when captured by an untrained lens.
2. Use Plenty Of Text
Like other forms of selling, marketing your work to art dealers and collectors will require you to pitch for a sale. While it's nice to think that your best pieces can sell themselves, most contemporary artists who manage to make a living out of their art know the importance of selling their work.
Use the small space in the front of the postcard and the wide area of the back panel to create a persuasive copy for your case.
3. Make It Personal
Postcards are an intimate medium. Use conversational language and informal tones when crafting your message. Direct mail is loaded with junk messages - separate yourself from the herd.
4. Let Them Know Your Accomplishments
When you're an unknown artist trying to make a dent in a seemingly unwelcoming space, it pays to list as many testimonies to your brilliance as you can. Choose your most prominent awards and most notable accomplishments along with a testimonial from a well-known artist, if you can manage one, to solidify your position.
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