Pricing Your Art to Sell
Recording and 30-page Guide
This product is for artists who want to price their work for retail to sell directly to collectors or to arts professionals. Wholesale and licensing pricing is done quite differently from pricing of originals for collectors and galleries.
By: A.C.T.'s own Aletta de Wal who has written extensively on the topic and is also available for consultation.
Here you will find:
- Why you need a pricing strategy.
- Who sets your price?
- What to include in your pricing strategy.
- When to change your prices.
- Where to post prices for your art.
- How to price your art to sell.
- Seven common pricing mistakes to avoid.
- Ten factors for your pricing formula.
- How to monitor your progress.
- Examples & Stories
- Resources
From Chapter 1: Why you need a pricing strategy.
“In the universe there are only a few absolutes of value: something is valuable because it can be eaten for nourishment or used as a weapon or made into clothes – or it is valuable because you want it and believe it will make you happy. Then it is worth anything as well as nothing, worth as much as you will give to have something you think you want.” Susan Orlean “The Orchid Thief”
Value is what you put into your art making and marketing. Price is what people pay.
The price of everything – not just art – is ultimately determined by what “the market will bear” i.e. what people are willing to pay for what you have to offer. Pricing is shorthand for how much the people in the art market value your work.
The buying public generally sees the value of various media in this order: sculpture, oil, acrylic, watercolor, pastel, mixed media, colored pencil, pencil, photography. Size matters but larger does not always mean higher prices. Art is an emotional purchase. What matters is how much they want your art more than other pastimes and purchases, art included. And part of your job is to educate your viewers on your value so that price is no object.
"Only 14.8% of art is purchased from traditional brick and mortar art galleries. That percentage has shifted dramatically in the past 20 to 25 years when 46% of art was marketed via the gallery route" Art Calendar Magazine, Oct 2004, Heart to Heart column by Jack White.
When someone asks “How much?” you must be ready with an answer that you can express with confidence. Then, without hesitation, you must be able to qualify the price, or you will seem evasive and uncertain. That kills art sales.
If you want to sell your work, you must learn how to price it. There are three reasons to build your pricing strategy:
Pricing your Art & Accomplishments = A Marketing Strategy:
The price that you set for your art sends signals to viewers about your place in the art market, your track record and your sales. If you choose the wrong strategy or make changes too quickly without sound reasons, you may hurt your sales. Your prices must reflect reality.
Pricing to Promote = Positions Your Work in the Art Market:
Emerging artists often have difficulty selecting prices for their art upon entering the market. The best way to start is to research prices being paid to other artists of comparable talent and experience in similar media and subject matter. Mid-career artists and artists in transition may experience gaps in art making or uneven income levels. Recognized artists must find ways to continue to add value to their work in the eyes of their audience.
Pricing to Sell = Perceived Value Matches Audience Budget
You can set any asking price you want, but buyers determine how much you will get. Original fine art prices and sales come from people having disposable income for a discretionary purchase. While artists may feel differently, no one actually needs art. They must want it enough to give you money that could otherwise be used.
In other chapters you will learn why you are in charge of your pricing strategy, and how you go about setting prices for your work.
You'll learn how to take into account the prevaling economy, your track record, and your audience, and why relationships are critical to sales.
You'll learn when to change your prices, whether you are an emerging, mid-career or established artist.
And you'll see the seven most common pricing mistakes that keep artists from selling their art, so you don't have to make them.
Plus, there are lots of examples and stories from successful artists, telling about how they conquered their own pricing strategies and sold more art.
Get it now for $29.95 and stop wondering about hot to price your art to sell.