Part 6. Creating an emotional connection
In our series so far we’ve been referring to ‘The Hiscox On-line Art Trade Report 2017’ as they discuss the following points being significant in turning our now familiar ‘Hesitant art-buyers’ into art-snaffling, credit card reaching, excited art buyers.
So according to Hiscox another key that opens the door to not only our art buyers wallets, but also their hearts is, in short engagement. The report says ‘More information needed. 79% of survey respondents said they wanted more background information about the artist and the object, up from 76% in 2016.’ Often by very nature of Artists, tooting their own horn or talking about themselves is much harder than any work of art they’ve created. However – it must be done!! On your own Artist website you must have buyer-relevant and interesting information about you as an artist, your journey, any awards, accolades, exhibitions and inspirations are extremely important to getting your potential buyers to become engaged with you emotionally. And let’s face it, the largest proportion of all art sales and what actually makes art valuable in the first place is the artist ability to make someone FEEL something. Our emotional experience and engagement with not only the artwork but the artist, makes one artist more collectable than another.
Next the Hiscox report talks about ‘Buyer education is key. 52% of online art buyers state that content is important to their platform choice (up from 42% in 2016). This suggests that buyers are looking for more than just buying artwork. In fact, they are attributing significant value to the educational experience.’
So now attention needs to be also turned towards educating your buyers in your art and also art in general. With www.buyartnow.com.au we are strongly focused on this education process and create blog articles to support and educate our ‘hesitant buyers’ as well as our confident buyers to grow their knowledge and turn to BuyArtNow as a trusted source for high quality Australian artists and artwork.
These are key elements of any artist’s own website to creating that emotional connection over an online platform. Many artists engage professional copywriters to interview and create well written pieces of information to assist marketing them. Like any good marketing, this can be a valuable investment if it elevates engagement and creates more desire to buy.
Action tip no 6. Does your website engage your prospective audience and create an emotional connection. In your artist Bio does it create a story and emotional connection or is it more of an online resume full of fact and details. Review each piece of artwork – does it’s description talk to the reader about the artist’s inspiration, mood, struggles, victories, or emotions or situation that created this work?
Does your Bio and artwork descriptions on Buyartnow.com.au tell the story and engage as well as possible? If you’re not happy with what you’ve got, then talk to us. We can always help.
Missed the first articles in this series – you can catch up on them here
Want to find out more about becoming a member of BuyArtNow.com – download your free info kit here!