Question 7: "How do you price your work?"

I am currently in a blog series proposing questions an aspiring full time professional artist ask a current full time professional artist so that they have a better idea of getting from where they are to where they want to be professionally. It’s a really tricky and sometimes difficult thing to make it as an artist. That’s the bad news. The good news is that there are people out there somehow actually doing it, so…don’t reinvent the wheel — TALK to them. Every artist I know personally would be very happy answering questions. So find the artist you’d like to grill, make and appointment and get some advice.

Among the questions I’m proposing is this one I’ve been asked a lot: “How do you price your work?” If you’ve read my blog here, you know I’ve talked about this a lot, so I won’t wax on too long here but some points need to be repeated.

Just last week, I was approached by a gentleman that offered me just over 20% less than my posted price on one of my paintings. This doesn’t bother me at all when people do that. I know a lot of artists set a price for a piece of their work and hope they can get as close to that price as possible. This has trained people to view an art purchase the same way they’d buy a car or a house (i.e. you make a low ball offer, then negotiate). But that means the posted price means nothing and is just there to start the conversation. That is not the way I price my artwork because it feels really arbitrary.

The way I was taught to price my work way back in the day is to let sales themselves dictate the pricing. I price according to the size. So I take the square inches of the work, multiply it by my going rate (and that rate is solely dictated by my sales).

My goal is to sell my work as quickly as I paint it. If I get a big backlog, I know my prices are too high. If my work sells too quickly (I can't have empty studio walls), then my prices are too low. This year, I needed to slow down sales (just slightly) in early spring so I bumped up the price per square inch just slightly. That slowed sales down a bit, but I've actually had to raise prices again in June because they were still selling too quickly.

So that's how I price my work. I don't really take offers because I have a very good idea of what the paintings will sell for. Again, different artists handle pricing different ways, so it’s definitely worth asking around and seeing what works best for you. This works best for me because it’s really easy to defend the prices I have posted when that price is actually based on something concrete like sales rather than something arbitrary like “this is what I’d like to get for this piece”. As a client, I can disagree with what you’d like to get for that piece, but…I can’t disagree with sales.

Question 6: "What are the positive points and negative points about having an 'open studio'?"

For someone looking make a living by selling the artwork they create, this is really a very important question to explore. It’s important to note that not all artists are cool with the idea of an “open studio”. I happen to absolutely love the idea because I absolutely love selling my paintings and if I my studio door isn’t open, no one will see them and if no one sees them, no one will buy them. Let me give some background information that might be helpful to anyone considering having art sales as their full time career.

For years, I created paintings. I couldn’t help myself. I have been an artist since I was a kid and I love painting. The thing is, you can’t just graduate art school and then send out your resume to someone that’s posted an ad on craigslist: “Wanted: Artist to create paintings. Salary commensurate to their experience. Benefits included.” That is uh…NOT how it’s done. The question of HOW to get your paintings in front of potential buyers is the question every artist out there is asking. I have found that the best answer to that question is to adopt an “open studio” model and to definitely find other artists willing to do the same thing in the same part of town you’re in.

Years ago, a metal sculptor opened a studio in a run down part of Asheville (i.e. the low rent district). Over time, more artists opened studios nearby. Once a year, they’d all open their studios to the public and they soon discovered that there was a huge public interest in not only seeing the artwork, but in meeting the artist and watching them work. Somewhere along the line, as more and more artists also opened studios nearby, they began to adopt a full-time “open studio” model. In other words, if you were visiting Asheville, you could run down to the low rent district practically any day of the year and wander into a studio, watch the artist weld, blow glass, paint, etc. and buy direct from the creator. Then they renamed the area of town “River Arts District” (because it sounded so much better than “low rent district”). Eventually, over 220 artists created studios in the district and they’ve pooled their funds for national advertising to promote the district as a tourist destination.

It worked.

Because I have a studio in Asheville, I don’t have to do the art show circuit. I don’t have time to. People from literally all over the country (and the world) explore the River Arts District in Asheville. Because of that, I have paintings hanging in homes and businesses in most of the states of the US and in England, Ireland, China and India. It’s kind of crazy.

“Because I have a studio in Asheville, I don’t have to do the art show circuit.”

So that’s the upside. The downside is that you have to be there with your door open. But to me, that’s a small price to pay for being able so easily to actually make a living doing what I’d do for free anyway! I mean, nearly everyone else I know has a job that requires them to be in an office or store or factory or whatever. Even if you telecommute and work from home, you have to actually be committed to the task your profession requires of you, so it’s really no big deal to adopt an “open studio” model and commit to being there. And especially now, I have three other artists in my studio space and they cover days I’m not in. That makes it a whole lot easier when it comes to days off or time to travel.

But the other downside (not for me, but for some) might be that if an artist has an open studio, people will watch you create what you’re doing and will be asking you questions through the whole process. If that sounds like hell to you as an artist, this is NOT the business model you should adopt. I happen to love it because I actually get to know the people who purchase my work.

So bottom line is, it depends on your personality — whether you’re okay being around people or whether you need solitude. Personally, I’ve found it’s much more “balancing” to be around people (and this is coming from an introvert), but…that’s just me. Everyone is different. But if you’re okay with people, and you can find other artists who would consider opening studios with or very nearby you…I think an open studio is absolutely the best way to actually sell your work.

I have so much more to say on this but this posting is probably long enough. If you’re interested in more information though, just post it below, and/or email me at stclaireart@gmail.com. If you’re an artist trying to make a living selling your art, I am happy to help any way I can.

Question 5: "Would you mind critiquing my work at some point?"

Of all the questions I would suggest an aspiring artist ask a professional artist, this is probably the most important and the most risky. Don’t get me wrong, a professional artist probably wouldn’t mind at all offering advice, but unless you are really humbly asking for honest advice, all you’ll most likely get is “Oh, now that’s really nice. Very nice”.

Nice.

“Nice” does not help. You need someone to really critique it. Okay, it’s nice but…how can it be improved? This kind of advice is difficult to give someone if they don’t really seem like they’re open to suggestions and when that’s the case, it makes me really sad. I’m sad, not because my opinion isn’t valued but because they are not going to improve as an artist unless they listen to critique. I’ve been doing art all my life but still, nearly every painting goes through the gauntlet of my wife Joys’ critique. Often, I’ll really like something I’m working on and when I ask her what she thinks, (what I’m really asking is “how much do you absolutely love this?”) and she looks at it and says, “it doesn’t grab me”.

Instant deflation. And that’s a very good thing.

Then, as she tells me what she sees, and IF I’m listening, I begin to comprehend how what I perceive as perfection can even be made better, and THAT is a very good thing. When I listen to criticism, my work is much more likely to sell faster, and since this is my job, I want to sell me artwork as quickly as possible.

“how much do you absolutely love this?”

The unfortunate thing I’ve found is that many artists never think of asking for critique. I always interpret that not as “they’re too good for critique” or “they don’t care what people think of their work”, but clearly as “I’m too fragile to be criticized”, and this means that they care way TOO much about what other people think of their work. So my advice is to ask for criticism and to listen humbly. Your personhood, your right to breath this air is not what is in question. Nothing is at stake except this painting, and you want to make is as close to perfection as possible, right? So get help. Because no one individual has the corner on perfection, it can already be assumed an artist will make mistakes and will need advice. We’re just like everyone else. I hope I’m making this clear. If we use our talents and abilities to prop up our self image, then we’re USING those abilities as a means to an end, rather than simply enjoying those abilities as an end in and of themselves.

So risk it all. Take a deep breath and just ask. “What do you honestly think of this?”

Question 4: "Would you recommend art school, and if so, how would you find the right one?"

Question 4 is obviously connected to question 3. I would suggest following up on question three (“Did you go to art school?”) with this one because it may well be an artist would or would not recommend art school. That statement may sound bizarre to some people. I mean, if you want to become a lawyer, you go to law school; if you want to become a doctor, you go to medical school. So…if you want to become an artist, you go to art school. Yes?

Maybe.

The creation of artwork is a craft. A good art school can be really helpful. I went to art school and had a blast. But upon graduation, while I could paint, I had absolutely no idea how to get a job as an artist. Art school, as I explained in my answer to Question 3, taught me the rules of art, however, I had already learned many of those rules in the private art classes I took. Look, back in the day, if you wanted to be an artist, you found an artist and asked to be apprenticed by him (or her). That’s how it worked. That would probably still be the very best way of learning the craft, but at least here in America in the 21st century, we value our own individuality and privacy too much for this to work I think. But however impractical and improbable to find, this (asking to be apprenticed by an artist) would be exactly what I would recommend as the very best way to learn to paint (or sculpt, or whatever).

Short of apprenticing, a good art school is a great option. But if I were looking for the right art school, I would get a really good portfolio of work together and apply for as many scholarships as possible. Honestly, I want to spit expletives and pull every last hair out of my head when I hear some art student graduated with a painting major and is now 100K in debt and six months later is waiting tables at TGI Fridays. That…happens…often. I also know people that got full scholarships. Yes, that also happens. Go that route.

The other option though would be to get another degree that might be helpful propelling you as an artist (like a degree in marketing, business, computer illustration, etc.) that would give you skills for an actual job upon graduation. At the same time, either minor in art, or enroll in private art classes. This route gives you two things: 1) a marketable career that can support you while you inch your way into the art career you actually want (being a professional artist) and 2) continued art training. Do NOT just relegate art to a hobby. Keep it always as the goal. It took me decades to be able to reach the goal of being a full time artist, and I WENT to an art school and graduated with honors. But like I said, what I was NOT taught was HOW TO START an art career.

So learning new techniques, getting used to having your work critiqued (very important), being challenged and stretched as an artist…a good art school can do that. But there are a few other options that can do exactly the same thing. Be open to options.

Question 3: "Did you go to art school? If so, where?"

“La Mer”

It has honestly surprised me how many people have asked me over the years if I’ve gone to art school or if I’m self taught. That question kind of makes me laugh because even artists that go to art school are self taught. If they’re any artist at all, they will spend the rest of their lives teaching themselves as they try new techniques and tackle new challenges. Just this last week, I ripped the canvases off of two good size pieces of mine and started all over. I know some folks will think that’s sad but it’s not at all sad: it’s growth. It may have been an experiment gone wrong, nevertheless you can’t help but learn from any experiment you work on, so although it was a frustrating thing to have to do (and humbling!), it was nevertheless successful. The pieces I’m working on as “round 2” are turning out SO much better than the previous “round 1”. That is a good thing.

But I digress. I would suggest that if someone were considering art as a career, I would absolutely suggest they ask an established artist whether or not they went to art school, and if so, which one and did they feel the experience prepared them for their future career as an artist.

I have strong feelings about art schools, because they can be really great or really a complete waste of money and time. A visit to the school and their student gallery will usually tell you all you need to know. If all the artwork is off the scale bizarre that will tell you something. If an artist wants to sell their work to the general public, then they need to consider what the general public would purchase. For instance, I once saw an “art piece” in a museum that was a clothes drier with lint balls coming out of it. That was it. I heard a guy behind me whisper to his wife, “that’s art??”. Really good question. I think sometimes that if art can sell, it ends up in a gallery. If it can’t sell, it ends up in a museum. I know that’s a horrible exaggeration but that’s how it feels sometimes.

My point in bringing that up is that if an art school doesn’t train the students in the “rules of art” (yes, there are rules), and if they’re just encouraged to express themselves with no guidance, the students will not be equipped to actually produce sellable art. They basically enrolled in an art therapy program, but I would recommend a would be professional artist hunts out a good school that will teach them technique and hammer the rules into them. Rules can be broken, but you have to be really skilled at how and when to break them. That requires learning.

Question 2: "How long have you been selling your work professionally?"

When you're training to be an artist, whether that's informal training (on your own or as part of a group) or more formal training (i.e. art school), there are things you need to find out in order to best plan your route from Point A (art as a hobby) to Point B (art as a career). I've come up with twelve questions to start with. There are probably many more questions but these are a few I thought of that are meant to at least get you going in the right direction. 

If you've been reading these posts, you know I've answered the first of twelve questions in my last post. Here, we tackle question 2: "How long have you been selling your work professionally?"

The answer to this question can be stuck in the same mental box as the answer to the first question. The answer to the first question I proposed will give you an idea of how long this person has been doing art. The answer to this second question will tell you how long they've been SELLING art. Both questions are background questions. They are meant to orient you as the interviewer to the artist you're speaking to so you know how to weigh what they will share as they answer the rest of the questions. I don't mean this as a rude or "judgemental" exercise. I just mean that if someone has been marketing and selling their work for years, they will probably know more about how to market and sell artwork than someone doing it for eight months. Again, this is just to give you a way to know which answers (when you get conflicting answers from different artists) should be given more weight. That's all. 

“…if I was depending entirely on the income from selling my paintings in galleries, I’d be a starving artist”

Personally, I've been selling my artwork for about 25 years now. I started selling in a gallery in Orlando, Florida (where I was living at the time) and it was a heady thing realizing people would actually part with their money in order to purchase one of my paintings. It was awesome. In the beginning, my questions were all about how to get into another gallery. I'll talk more about that later, but I've learned that if I was depending entirely on the income I get from selling my paintings in galleries, I'd be a starving artist. Galleries are helpful because they give you "vacation money" (extra funds you can just look at as fun money) but there are other outlets to tap into for more of a steady income stream. Again, more on that in answer to a later question. For now, just know that getting into a gallery was where I started, and the day I was told they wanted to represent me at the gallery was truly an amazing and exciting day. That's a good start but...it was not the end. More on that to come.

Question 1..."How long have you been an artist?"

When an emerging artist thinks through the question “How do I get from where I am (a novice) to where I want to be (a professional), I have suggested interviewing artists and asking pointed questions. Most artists I know would be very happy (and even honored) to be asked for their assistance. If you’re an emerging artist, please take advantage of the willingness of the artists around you to advise and encourage you. With this in mind, I have suggested that an easy place to do all this is Asheville, North Carolina simply because we have over 200 artists all working within a square mile of each other, and they have open studios, so they’re totally used to people coming into their studios and observing them work. Believe me, we answer a LOT of questions. So come to Asheville and meet as many artists as you want to meet! Pick your favorites and then…ask if you can make an appointment to ask them some questions. This is key. This is telling the artist that you respect them. That is always a good idea. So once you have that appointment, I am suggesting twelve questions that should help you gain the basic information you need to move forward. For each of the questions, I’ll explain why I’m suggesting it, and then also answer each question myself (in case that might help anyone out there).

Question #1: How long have you been an artist?

The answer to this question sort of informs the weight you should give to all the other answers. I say that just because you probably will get more pertinent information from someone who has some years behind them. This doesn’t mean that someone who has just made the transition from art as a hobby to art as a profession won’t have helpful information. That person may well have the most helpful information for you, but asking how long they’ve seen themselves as an artist just gives you a good basic idea of who you’re talking to.

Personally, I’ve been an artist since I could hold a crayon. I’ve always drawn and painted as long as I remember. I made the transition from art as a hobby to art as a career about sixteen years ago now. I inched into the career as a part time artist (painting about half the day) and working at my “real job” half time, and then when I was earning the same with my artwork as I was earning at my “real job” when I did that full time, then I quit entirely and painted full time. That felt like the smartest way to do it because…what if I quit my job and painted full time and no one bought my paintings? I had to know this would work (as best I could) so I took advantage of the fact that I could cut down to half time at my previous job. That significantly decreased the nail biting when I quit and went to painting full time.

If you have any questions related to this, please feel free to ask here. I’ll do my best to answer all the questions you might have. Thanks!

So, you're thinking about art as a career?

A client of mine recently told me his high school aged daughter was interested in pursuing art as a career and asked me if they could visit Asheville and have me offer her some words of wisdom and encouragement. I love that. So yes, that meeting is set up for the family to come up the hill to Asheville and I'll try to be as sage-like as possible. 

In thinking about what I would suggest a young artist (ANY young artist) should do as they explore career possibilities, my first suggestion has to be to visit the River Arts District in Asheville. This is a really unique place, in that there are now well over 200 artists all within a square mile, with studios open to the public. I would suggest they spend the day exploring, and make a list of their favorite studios. Then maybe the next day, go back around and ask their favorite artists if they could set up an appointment to ask some questions. I don't know ANY artists here who would have a problem with that. In fact, everyone I know would be more than happy to help and more than honored to be asked. The artists in Asheville are actually selling their art to the public, and since that's the goal (I assume), their input and suggestions would be really invaluable. 

…everyone I know would be more than happy to help and more than honored to be asked.

So, if appointments are made to basically interview the artists, the questions asked are important, so I decided to come up with a suggested list of questions to ask if someone is just beginning to think about creating art as a career. Here is that list:

1) How long have you been an artist?

2) How long have you been selling your work professionally?

3) Did you go to art school? If so, where?

4) For a high schooler interested in pursuing art as a career, would you recommend art school?, if so, how would you find the right one? 

5) Would you mind critiquing my work at some point? (But don't ask that question unless you're really open to hearing criticism.)

6) What are the positive points and negative points about having an "open studio"?

7) How do you price your work?

8) Do you advertise? If so, what seems to have worked well for you and what hasn't? What percent of your budget goes to advertising?

9) How do you manage the business side? 

• Where do you have your art supplies?

• How do you keep track of inventory so you always have what you need?

• How do you keep track of sales tax?

• Do you accept credit cards? What’s involved with that?

10) Do you have your work in galleries? How do you find the right galleries?

11) Where do you get inspiration for your work?

12) What do you do if you get a mental block? 

I'll be forwarding these questions to my clients and their daughter in a couple weeks, but I thought it might be helpful to anyone else who is considering art as a career to spend a blog entry for each question. So, stay tuned. Soon to come...my own answers to all these questions, hoping to help anyone who is interested to make the jump from being an amateur artist to being a full time professional artist. 

"What inspires you as an artist?"

This week, I had the privilege of spending some time with one of my clients up in Pittsburgh, PA. I really enjoy the social part of what I do. The actual creation of artwork is very much a solitary “in my headspace” kind of work, so balancing that intense introvert time with some extrovert social time is a very necessary and wonderful thing. During that time shared, my client Josh asked me a question: “What inspires you as an artist?” I gave my short answer, but I’ve been thinking about that question for the last few days and figured it would help if I wrote down my answer.

When I take the time to really think deeply about what fans creativity in me — what inspires me to create, I keep coming back to one primary thing: When I paint, I basically am attempting to play God. I am trying to create a perfect world, albeit just in my artwork. I know that’s just me. There are so many artists both now and through history who don’t look at their artwork like I do. There are artists like Goya who used their work to shock the viewer as he attempted to use his artwork to display the really horrors of war. He was amazing. But I wouldn’t want a Goya hanging on my living room wall. It would creep me out. Please hear me — I’m not devaluing art that is like that. I can see the value and really do appreciate the fact that because art can “get into the soul of the viewer”, art created to provoke or instruct or shock the viewer is an absolutely valid way to use art. That’s just not me.

When I paint, I basically am attempting to play God.

I am busy trying to Eden. No big deal, right? That sounds really crazy or immensely egotistical but that really is at the heart of what I’m doing. With my artwork, I’m trying to imagine a world where there is always beauty, where this is no war, no death or sickness or sadness, where there are no power-hungry politicians or narcissistic leaders. A world where swords are not beaten into plowshares because swords never existed I the first place. That’s the world I am trying to create with my artwork: the world I’m looking for. When people have looked through my gallery and say, “I love your work. There’s just something really calming about it”, I smile to myself. “Calming about it?,” I want to say. It’s Eden. That place still calls to us. I suspect we’re all trying to create that perfect world, and stumble all over ourselves and everyone else because we’re attempting to create a place that by definition is perfect, and we are not. How do we make a world where there is no selfishness when we are selfish, or a world where there is peace and tranquility when there is war inside our own heads?

The answer to that question deserves a very long book and not a blog post. But if you look back at my artwork posted here on my website, you can see that longing, that reaching out to a world I wish was real, which (maybe???) CAN one day be real? Until it is real, my goal is to live my life as if it were real...To treat people the way I would treat them were we to be living in one of my landscapes so to speak. I’m not very good at that because I’m a very selfish person and hurt people as often as I encourage them. But no matter how old I get and no matter what my life path has led me through to date, I cannot shirk the longing for that place. That place I’ve never seen or fully experienced, but I’ve felt it so very close from time to time. And those brushes with the sublime, with the utterly holy — that is what fuels my creativity. THAT is why I paint what I paint.

Should I buy a completed painting OR commission a painting?

I have had several people over the years ask me a familiar question: “What pieces do you have done right now that are in my budget?” I can appreciate that question, but that really limits what the next step my perspective client takes next. I mean, maybe I happen to have the exact size and subject matter they’re looking for. Maybe, but not usually.

I then present the option of commissioning a piece from me, but about 70% of the time, the person who would be willing to purchase a completed piece from me seems hesitant to commission a painting, which is a shame. The already completed pieces of art on my studio wall are there to show people what I’m capable of creating. If one of those pieces speaks to them, that’s awesome, but primarily, I want those pieces to get people thinking and dreaming.

“When I paint, no matter what I’m painting, I’m in my happy place.”

So is buying a completed painting or a commissioned painting better? Well personally, I like both. But I really like working on commissioned pieces. Here is why:

1. You can match the size to perfectly fit the budget. I charge by the square inch, so the size determines the budget. If something is more than the budget can support, we can just shrink it a bit so that the bottom line total is something you can live with.

2. You can pick this exact subject matter for the piece. I’ve had the privilege of painting scenes I’d never think of painting and trying to sell in my Asheville studio. People have asked me to paint a scene based on their rafting excursion amidst antarctic icebergs, canals of Venice, mountains of New Zealand, and so many other awesome places. This is what makes my job really interesting and challenging!

3. I don’t charge any more for commissions. I charge the same per square inch rate for a commission as I do for a completed piece.

4. You can get creative! I currently have a perspective client that found a sky they like from one photo, the background from another photo, the mid ground from another photo and the foreground from yet another photo. The colors and lighting don’t go together perfectly as is, but I’ll deal with that. That’s my job.

5. I ship anywhere in the lower 48 states free of charge, which saves you paying any sales tax if you live outside North Carolina.

6. I completely guarantee your satisfaction with a commission. If you’re not totally happy with it, I’ll start it all over again, and keep going until you ARE happy with it. I’ve never had to do that before, but I always stress my willingness. I don’t want anyone worrying about purchasing something they end up not liking. I also send a photo near the end of the painting process for my client to take a look at and request tweaks if needed. I’m always happy to tweak a piece upon request, and keep tweaking until they’re totally happy with it.

7. Upon request, I allow people to pay over time at no added interest. When the last payment is received, the painting is shipped.

I love painting. When I paint, no matter what I’m painting, I’m in my happy place. And it continues to be such an amazing honor to be asked by people to paint something specific for THEM. I absolutely love that. So…if you have an idea and if I happen to have just painted something that matches that idea perfectly, awesome. Talk to me about a purchase. But if you have a specific budget or size or subject matter in mind, talk to me about a commission. I would love to work with you on whatever project you dream up! It’s my job to make sure you never regret that decision.