February 2011 - The Art of Selling Art

"The Art of Selling Art"

by Jeffrey L. Linthicum

In 1985, at the age of 15, I hung my first art show at the Eileen Brown Gallery in Yellow Springs, Ohio. Located in the lobby of the tiny town's local community theater, the space was a small, white-washed alcove with stained, industrial carpet and a rickety podium for a guest book. My father, an engineer, helped me hang the show, employing everything from tape measures, straight edges and plumb lines, to surveying equipment and at least one phone call to the Corps of Engineers. Or at least that's how it seemed to an anxious teenager. Standing back to admire our handiwork, my father patted me on the back and, instead of offering a warm pep talk, warned me not to have any expectations. Actually, he said, "You may not sell anything, Jeff. Well, I suppose, someone might want these for their... bathroom. Don't get your hopes up."

I was devastated. The collection of eighteen, framed and matted, ink drawings featured abstractly-rendered, semi-nude, female forms depicting various verbal cliches. With titles like, 'The Pen Is Mightier Than The Sword' and 'Younger Than Springtime', I was convinced that the cleverly conceived and tightly-rendered, tongue-in-cheek series would 'Sell Like Hotcakes' - another of the titles from the show. I wanted to hang this art on my own walls, so how could anyone not want this or at least admire it?

Thankfully, my father knows more about hanging art than selling it. I sold nine of the pieces during the three-week run of the play, more art than the gallery had sold during any single season since they'd opened. I would go on to hang many group and solo shows throughout Ohio and Texas, eventually running my own gallery in Corpus Christi for three years. I am thrilled to report that I have continued to enjoy a solid sales record through it all. So, when I am asked for advice on selling art, I can't help but think back to that first show, for one simple reason. The most important, basic guidelines for selling art, I learned at that tiny gallery in Yellow Springs, Ohio.

I was lucky, in 1985, to land a show at a venue with a great deal of 'artsy' traffic. Theater-goers had little else to do before the show and during intermission, offering me a captive audience of ticket-holders. I quickly learned that hanging art in unconventional, 'non-gallery' spaces was a great way to get my work noticed. Corpus Christi's monthly Downtown ArtWalk very smartly pairs retailers, restaurants and nightclubs with artists, allowing their work to be seen not only by art buyers and collectors, but also by folks who wouldn't normally attend a traditional, 'stuffy' art show. Newbie artists would be well-served to pay close attention to what is hanging on the walls in their local eateries, boutiques and service establishments. An empty wall at a deli or gift shop could become an opportunity to get your work seen by the masses.

Had my father not been there, this fifteen year old would probably have 'eye-balled' the hanging of his first show. But, I quickly learned that the presentation of the work is just as important as the art itself. Precision in hanging will go a long way in lending your work an air of importance and professionalism. The most common hanging mistake? Hanging art too high. A good rule of thumb is to find the center of the piece and hang so that this center point is located fifty-two to fifty-five inches from the floor. And, regardless of the style or medium you work in, you will always be better served by simple framing. Most buyers will reframe their purchases to suit their own decor and all of your best efforts to 'guild the lily', by showing it in an ornate frame with colorful matting, will be wasted. Keep it simple.

When my father suggested, all those years ago, that I should keep my expectations to a minimum, I was hurt. I assumed he meant that no-one in their right mind would ever pay for my work. Thankfully, at the time, it was too late for me to do much about it. When I began to sell those ink drawings to total strangers, I discovered that, while my work may not appeal to everyone, somebody out there is going to love what I create as much as I do. Just remember, the more people that see your work, the more likely you are to find that market of admirers. Don't ever edit your creativity to try and please others. Create what you love. That way, if you never sell a thing, at least you'll be able to surround yourself with walls full of your own beautiful creations.

Of course, the finer points of selling art are infinite. But remember these basics and you'll be well on your way to making a sale: Create what you love. Present it simply and professionally. Get your art out there for the world to see. There is no 'rush' in the world like creating something that someone else finds so intriguing, beautiful or important that they simply can't imagine living without it.

Jeffrey L. Linthicum is a graphic designer, illustrator and fine artist who contributes to publications that include The Houston Press, My Table Magazine and The Houston Classics Cookbook Series. He splits his time between Corpus Christi and Houston and sells his original artwork nationwide.