Here’s a small style guide with my personal suggestions for a few different ways of promoting yourself and building your brand.

All of the fonts listed are free to download, though some might need a small additional fee (ranging $2-$5) if you’re intending to use the font commercially. Always make sure to refer to the creator’s policy to see what is allowed.

Your logo

10 free fonts for creating an artistic but readable logo

The Archistico Font by Emilie Rollandin

Mom’s Diner by Luedecke Design

Matryoshka by Denise Bentulan

Peekaboo by Shelby Wright

Knits and scraps by Cumberland Fontworks

Handy George by Lomig

Fox Connection by Skyhaven Fonts

Kerata by Beycan Çetin

Le bain au milieu de la fin d’après-midi vers 17:49 by Tn2

Kraboudja by Monsieur Joey

Your messages

5 free fonts that are easy to read and are perfect to be used on headings for flyers, business cards, posters, etc.

High Fiber by The Cumberland Fontworks

Alright Scrapbooky by Denise Bentulan

Geo Sans Light by Manfred Klein

Autumn by Denise Bentulan

Quicksand by Andrew Paglinawan

Using color

When using color, make it a rule of thumb always to use a dark colored font on a light colored background to keep your reader’s eyes happy. When creating your logo, choose a set of colors that work well with your work and try to find a common thread in all of your pieces in terms of mood and color temperature.

In the worst case of not having the foggiest idea on how to pick the right colors, try this:

Pick any of these for the foreground (font) colors:

And use them to match light, neutral background colors like these:

That will be a good start to get your creative mind take over the rest of the work and create a compelling brand for your art. One last piece of advice: always keep in mind to stick with whatever you choose and be consistent. This way people will start to recognize you by the fonts and colors you use and get you noticed wherever you are.

Related lessons:

Your logo and appearance (members only)
Do you have a nice design ready for your business? Can anybody recognize you by the way you design everything you do? Create a visual branding and stand out from the crowd.

Being an artist is so much more than working in the studio creating art. To effectively manage the business side of your art, you need a way to organize a multitude of details. It is easy to become overwhelmed with these details and find yourself spending more time keeping track of them than you do in the studio. If you need to, put up a sign where you do your marketing that reads: “There is no need for marketing if there are no paintings to sell.”

So, what kinds of details are you trying to keep track of in your head and how successful are you at it? Here are some critical pieces of information that you must be able to access quickly and easily.

Art:
- Title
- Size
- Media
- Selling price
- Cost to frame
- Year created
- Shows and competitions it appeared
- If it is sold or available
- Who bought it: name, address, phone, email

Art competitions and shows:
- Name of competition
- Contact information
- Entry deadline
- Cost to enter
-If it’s juried or anyone can show their work
- Online show or a physical location
- Which paintings you entered; which were chosen
- Date paintings are hung
- Date you need to pick up remaining artwork
- Paintings that sold
- Any awards or ribbons received
- Reoccurring competition or one time; if reoccurring, make a note in your calendar so you can apply the next year

Marketing:
- Blog posts written and any images included to avoid duplication
- Articles submitted
- Newsletters: when published with a table of contents
- Date email or snail mail sent
- Responses to each marketing effort

Experience has shown that trying to remember details like these while living a full, productive life is virtually impossible. Information is lost and has to be recreated. Potential buyers ask questions you can’t answer. Art show deadlines are missed along with the possibility of sales. So, what is an artist to do?

Software
The best way to capture the details of your life as an artist is with a database program. FileMaker has a program called FileMaker Pro. It’s available for PC and Mac, and is a good option. There are 16 templates to get you started with the ability to change them to meet your needs. Some of those templates include: Contact List, Inventory, Projects, Invoicing and a Product Catalog where you can enter your artwork along with a photo of it. Creating new templates isn’t difficult if you have some patience.

FileMaker has another product called Bento designed for the Mac, iPhone and iPad. It has 35 pre-designed templates and Internet access to over 1,000 templates created by users. Bento can be synced to your iPhone and iPad so you always have access to your information. Although it takes some time, creating a template in Bento is also not difficult.

Setting up a database is an ongoing process. As you use it, you will find areas that need tweaking. However, once you get everything set up, you will wonder what you ever did before you consolidated all of your data into one software program. No more tearing through the studio trying to find the scrap of paper you used to write down the deadline to enter a show and no more searching for a file that wasn’t put away properly. Database software will keep you organized so you have more time to create your art.

Related lessons:

Getting organized (members only)
Give yourself and your creativity a head start by getting organized and creating a clear plan on how to stay this way (this time you will stick to it!).

Photographing your art (members only)
Photographing your art the right way can make a huge difference for you and your art. Take professional shots of your art with these clever tips and tutorials.

When you’re first starting out as a freelance artist marketing your work can seem overwhelming to say the least. There are a lot of factors that can make it challenging and one may be your own pocketbook. They say you have to spend money to make money, but as an up and coming (and financially strapped) artist that can be hard to stomach. So where do you start?

Luckily there are several avenues that can get your work seen without draining your bank account. There are also many steps to take to maximize the money you do spend on promotions. We are living in an opportune time for massive marketing ventures on a small financial scale. Yay for us.

So here are a few things to note:

1. Social media is your best friend. While most of us are probably aware of the benefits of using social media like Facebook, Twitter, and LinkedIn to promote our work, the key is to use them in the best way possible (don’t tweet endlessly about that french toast you made for breakfast and expect to have people clamoring to see your portfolio).

I’ve found the best approach is to think about forming relationships through these outlets instead of thinking of them as giant platforms to get people to look at your illustrations. Although it is important to get eyes on one’s portfolio, forming personal connections and long term correspondence is the ultimate goal and the best way to actually create opportunities for work. Ask about what people do, get to know them. Start there. Being genuine can get you a lot farther than, “Hey everyone, look at my work!!!” #I’mdesperate

2. Email promotions are a godsend. I’ve been pleasantly surprised to see that many publishers, art directors, etc. accept email submissions (some solely accept them over snail mail). Many give the option of either email or postal submission and it’s up to you to decide which is best. Be sure to follow submission guidelines carefully (always note the size of files the recipient requests – no one wants their inbox full of 30mb files) but this can be an excellent way of connecting for absolutely free.

3. Don’t be a hermit! Look for social gatherings for artists and consider joining a critique group. You never know how personal connections you make will impact your career for the positive. Again, focus on building relationships here. Many events like the ones hosted by SCBWI are at a low price and can introduce you to loads of other artists and potential employers. You don’t have to wine and dine anyone, just go with the intention of getting to know a few new faces and their work.

4. Scrutinize your mailing list. Take time to go through every name and company with a fine toothed comb. If you have been getting the cold shoulder from someone for a while put them on the back burner and hone in on the clients who have the most potential to give you assignments.

5. Funnel a percentage of every profit you make from your art sales into future promotions. It may be tempting to take your first couple of checks and go get that new wardrobe (okay, maybe give yourself this) but you’ll be glad when you have a built in budget to rely on. Think long term and you can’t go wrong.

As artists, most of us pride ourselves on our creativity. Having small starting funds to build a career is just another problem to find a creative solution for. We are lucky we have so many resources available to us that make low cost marketing a possibility. So get going! Send those emails and meet some new faces. Work is waiting!

Related lessons

Define your character (members only)
Not sure how to define yourself as an artist? Taking this lesson about defining your artist ‘character’ will make a lot of things clear for yourself and your fans.

I don’t. I’m not a morning person at all.

For a long period of time I used to have my creative hours in the middle of the night. I would get inspired in the evening and would not be able to go to bed until I finished that one sketch or wrote out that one genius idea that popped up in my head somewhere after dinner. The mornings were completely the opposite; I would look at a blank sheet of paper for hours and hours panicking more and more for every unproductive hour that passed.

We all have different times of the day where we feel most productive, but as life changes, as well as our responsibility towards other family members, it can become quite tricky to keep going in an irregular schedule. Sometimes we really have to get up in the morning and start being productive, whether we like it or not.

What really helped me shift my productive hours to the morning was finishing small rituals directly after waking up. No matter how small, repeating certain small tasks (‘rituals’) in the morning will give your mind a sense of achievement and pride, which will result in feeling more productive once you hit the studio or get ready to sketch up a new idea. To me this means listening to a motivating mp3 in the morning and taking time to drink a cup of tea before doing anything else. To you this might mean reading a few paragraphs in an inspiring book, meditating after the kids have gone to school to get your focus back to you, drinking a cup of coffee while reading the arts section of the newspaper, and so on.

Knowing that you will achieve these small rituals every day will train your mind to get active and feel a sense of achievement, even before you checked off that huge to-do item on your list for the day.

What small rituals can you think of that would increase your productivity in the morning?

Related lessons

Getting organized (members only)
Give yourself and your creativity a head start by getting organized and creating a clear plan on how to stay this way (this time you will stick to it!).

Most popular topics that go viral on the internet are quite unpredictable and usually seem to happen out of the blue, but a great way to predict what will be most talked about is looking at certain special days of the year. Apart from the obvious ones like Christmas and Valentines day, which you should absolutely leverage as well, there are many more days celebrated throughout the year everywhere in the world. There is a day for just about everyone and everything. Look at what artist Michele Banks did a couple of days ago when she found out that day was about raising awareness for malaria:

See the tweet on Twitter – Visit Michele’s Etsy shop

It really can be as simple as that and it gives you a better excuse than just your average ‘look at my art!’ tweet that you would normally send out.

What topics or special days can you think of right now to link your art to?

Related lessons

Getting press attention (members only)
Are you newsworthy? Guess what: everybody can be. In this lesson, you’ll learn how to create newsfacts around your art and have the press quickly pick up on it.

Every day marketing tactics (members only)
Use clever marketing tactics you can use in your every day life to get more attention to your art without spending too much time on it.

Twitter for artists (members only)
What benefits can using Twitter offer to you and your art? A lot – let’s set up a system that allows you to have more time and see your fanbase grow day by day.

We all have people that we would LOVE to work with, right? Whether they be someone who is the tip top of their field, or someone whose work you admire. I’m an advocate of contacting these people and seeing how you can work with them.

I have contacted several of my ‘idols’ and for the most part, have had a good response. I have, at the very least, gotten my foot in the door somehow. Even just by getting them to look at your work, you have made an impression that will be in their mind somewhere for future reference. So if they do like your work, and they suddenly think… ‘Oh, I really need an illustrator…’ they are most likely more inclined to go for someone who they have had contact with instead of trying to search around for someone that fits the bill.

The Who & The What

So firstly, make a list of who you want to work with and what they do.
E.g, I’m an illustrator and I love natural science and nutrition too. So I would pick George Mc Gavin (Entomologist and presenter for the BBC natural history unit), and Sarah Britton (Wholefood chef and nutritionist).
You can take a look at all of the things you’re interested in and pick out people you admire from those interest groups.

Secondly, envision how you could work with them. I envisioned myself illustrating some of George’s fieldwork, any new species they had discovered. I envisioned myself creating illustrations for some of Sarah Britton’s articles. Get clear on this matter, and make sure that YOU believe that you can do it. Don’t put your idols on a pedestal, realise that they are just human beings too. The worst that can happen from emailing them, is that they won’t reply. Honestly, no one is going to waste their time writing you a reply, admonishing you for writing them a sincere letter.

Getting In Touch

The email itself should be formal but from the heart. If they can’t see how passionate you are about the project you are proposing, then they probably won’t be excited about it either. Get excited about the project you are proposing, and then sit down to write your email. Your passion will shine through.

Structuring the email is advisable, as you need to put your point across well. I always structure my emails in this way:

Above all, be sincere and believe that your work is of value to yourself, and others. Because it is!

Don’t be scared or feel like you are not worthy of working with these people. Like I said, they are just people. By contacting them you are not imposing yourself too much, and you will either get a good or neutral response, or nothing at all. There is nothing to lose!

Related lessons

Making important connections (members only)
When you’re looking for a great start for your creative business or you’re just finding ways to get more people to see your art, making these important connections is a clever step to take.

Building and keeping a fanbase (members only)
Learn how to build a fanbase and, once you have one, how to keep people engaged and take benefit from this precious group of people.

Write your favorite affirmations on some sticky notes and stick them where you can see them – in your studio, at your desk, in your car… be creative!

- I will not let my inner voice influence or interrupt my working process. I work from the heart.

- I have enough confidence to talk about my art and sell it.

- When people compliment me on my art they mean it – they are not just being nice. My work is good.

- I am a full-time artist by heart and I will make it work no matter what.

- All I need to succeed as an artist is already within me now.

- I am excited to share my new artwork to people I don’t know.

- Because I take action on my creative success every day, I will make it work.

- With every piece I create, I grow as an artist.

- There is an audience for every artist and I am determined to reach mine.

What are the affirmations that work for you when you feel down? Share them in the comments below!

Mistake #1: Ignoring your competition
If you haven’t done your homework and you’re not regularly looking around at what your competitors are doing, you have no comparison at all regarding what you could charge for your work. Check out what artists with similar experience and materials are charging, but always make sure to look at what they’ve sold, since this gives you a good indication of what people are buying and what they’re willing to pay for it.

Mistake #2: Not knowing who your buyers are
With no clue on what your specific audience is, knowing their experience and budget will be based on guessing and hoping, and that is certainly not what you would want to do. Check out the demographics of the visitors in your local art gallery, your current client database, your personal network and who the visitors on your blog or website are.

Mistake #3: Forgetting where you are
Are you selling your art through an art gallery, selling it yourself on an online marketplace or putting them up for auction at eBay? Every venue has a different approach with a completely different audience and marketplace. Take the factors of your surroundings in consideration when pricing your art and you won’t make the mistake of over- or underpricing.

Mistake #4: Limiting your collection to a certain size and medium
Artists who broaden their horizon by offering small prints of big artworks and different sizes with different pricetags will not only build a larger client database, but they also create a chance for them selves to connect with people with a small budget, who could possibly become serious collectors later on.

Mistake #5: Selling too early in your career
When you’ve just started out as an artist, don’t be too eager to sell too soon in your artistic career. When your work isn’t quite ready yet for the public and you feel your prices are getting too low before they eventually sell, just wait around for a while until you have the experience and confidence to price your work professionally.

Mistake #6: Charging the same amounts for commissions
It is flattering to get a request for a customized piece of art, but when you take into account the time that is spent on discussing the work and having it match the taste of your client, the price of a commission should be higher than your regular works. Don’t be afraid to charge more; most people will be willing to pay more for customized work.

Mistake #7: Hurting your hourly rate by working ineffectively
Taking a close look at your workflow and determining where you could add some improvements to save yourself some time, will increase your hourly rate since it will take you less time to finish a piece than before.

Mistake #8: Undervaluing your work in order to sell more
No matter how badly your sales have stalled, always think twice about lowering your prices and therefore undervaluing your work. Not only will the value of your artwork decrease, you will also upset your current client database and collectors by showing them your work is going down in value instead of up. To solve the problem of a sudden lack in sales, try adding more value to the work by taking a second look at it or increase your marketing efforts.

Mistake #9: Offering too many discounts
While offering a discount on your prices is a good substitute for permanently lowering them, offering too many discounts may hurt your business because of the expectations people will start to have. Why buy a piece from you now when they can wait a while until a new offer comes around? Having your buyers wait around before buying is never a good idea – they often will get on with their lives and forget about the purchase at all.

Mistake #10: Being too emotionally attached to your work
Don’t overprice a piece of art because you don’t really want to let go of it. Becoming too emotionally attached to a piece can mess with your pricing system as it will confuse your audience and yourself. Don’t be afraid to let go of your work – there will be a new favorite in your collection soon.

Related lesson:

Pricing your artwork (members only)
Let’s dig a little deeper into pricing by choosing the best pricing strategies and testing pricing formulas that will help you determine the value of your work. If ‘materials + hourly rate * X’ doesn’t quite work for you anymore, this advanced lesson is just right for you.

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