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 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 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!

"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.

"How do you Price Your Work?"

I remember when I was a kid, I wanted to be an artist and so, like a lot of would-be artists, I went to art school. They taught us about art history, how to create a dynamic composition, color theory and pretty much everything an artist needs to go out and create a masterpiece. “Pretty much everything” is the key phrase here. The one thing they never mentioned was how to price and sell our artwork. I totally understand that you can’t cover EVERYTHING an artist needs to know in an art school but uh…that little detail seems kind of important.

Over the years, I’ve worked with artists that set their prices based on different criteria. I’ve worked with one artist that set a price of $500,000 on some of his pieces. To him, that’s what it was worth. Then he’d tell people not to be intimidated by the price on the tag, that he’d work with them. He’d follow them out of the studio asking “What do YOU want to pay for it?” I am not making this up. I didn’t see him sell many paintings by the way, which is too bad because I thought he was an excellent artist. He just was never told how to price a painting. His prices were completely subjective.

I don’t price my work that way. I was taught in the beginning of my art career to price by the size; by the square inches of the piece. This way, the only subjective point is at the very beginning — where you start. The first piece I finished for sale in my very first studio in Asheville was at $2.25 per square inch, and I was really excited because my paintings started selling. Then they were selling TOO fast. I couldn’t keep up with it so…I raised the prices to $2.50 per square inch and that slowed sales down just enough. A year later, I had to raise prices to $2.75. I’m now at $3.35 and inching toward $3.50.

The important thing to note is that the ONLY time I arbitrarily set my prices was at the very beginning. But even then, I looked around at what other artists were charging for their work so I had SOME idea of the ballpark to be in. Since then, sales entirely set the price. If sales slow, I keep prices steady, and I’m not above lowering the rate. When, over some months, I see that I’m selling faster than I can paint them, I bump everything up slightly. Understand, I am not bumping prices so I can make more money. I’m bumping prices because a professional artist HAS to have paintings on their wall that are for sale. I pay a premium on studio rent, and if I have empty walls, you might think that’s a good thing because I’m selling my work. But empty walls is ultimately disastrous to an artist’s career. New studio visitors will not consider buying a piece of art that is not there. I HAVE to have a studio full of paintings in order to make a living in this profession. And that means I simply let the rate of sales dictate the price.

Pricing this way is also the easiest way to defend my price to someone who questions why the heck I think this or that piece is worth the number I have on the tag. But really, I DON’T “think” that piece is worth anything in particular. My sales are what set the price on the tag. You can argue with me, but you can’t argue with sales.

So if today, I were to complete a painting that has a price of $500,000, the size would be around 25’ x 42’. Dear reader, if you by chance have a wall that is crying out for a 25’ x 42’ painting (and a 500K budget), please contact me today! Short of that, I will keep painting sizes that I can sell. :)

An Artist in Italy (Part 2)

Pacentro, Italy

I was talking to someone the other day and mentioned I’d just gotten back from visiting Italy, and he then asked me about the crowds. “It’s so touristy!” he said. “I want to go somewhere less crowded”. I get that, but the problem is not that there are too many tourists in Italy. The problem is that all the tourists are looking at the same instagram feeds while planning their itinerary.

One awesome thing I tried when planning my itinerary was how to work around the “Instagram affect”. So I googled “Less visited parts of Italy”. I discovered one of the least visited regions (by American tourists) is the region just east of Rome: the region of Abruzzo. So I checked it out. It looked beautiful — Lots of cool hilltop towns and lots and lots of mountains begging to be hiked and explored. So then I googled “most interesting places to see in Abruzzo”. And that sort of planning made for a wonderful time for us. Planning the itinerary this way, we discovered one of my very favorite towns (perched on a mountainside) called Pacentro. It was a friendly place for tourists, but not overrun by tourists at all. I heard no English conversation at all. If there were visitors, they were mostly Italian.

The problem is not that there are too many tourists. The problem is that the tourists are all looking at the same Instagram feeds while planning their itinerary.

This town is ancient, with narrow, stone streets winding their way up the mountainside to the castle. In the old part of town (where we stayed), there were no cars allowed on the streets (hard to fit a car on a 6’ wide “street”!) Joy and I loved this place. In the morning, we’d open the windows and hear the jovial conversation of neighbors. When we’d come back in the evening, we’d grab something to cook at the local (very small) grocery store and then go back home and cook dinner. But then — in Italy, after dinner there is a ritual: the passeggiata. This is when the whole town walks around and meets their friends at one of the cafe’s for a coffee or a glass of wine. Joy and I walked across town to the small park overlooking a large valley below, and then slowly made our way back home, passing the main piazza filled with people sitting, chatting, and laughing quietly. Understand, this is not a nightly “party”. They’re not at all being loud. They’re just all seemingly enjoying each other. In Pacentro, I heard no TV on at all. As an American, if I were home at 8:00 PM, I’d be watching Netflix. Instead, these people were sitting around the fountain in the piazza, sitting on doorsteps, sitting in outdoor cafe’s — all just spending time with each other. This seemed really beautiful to me. I’m an introvert, but even I could recognize the beauty in this ritual. I loved Pacentro.

So the first and one of the most important lessons on trip planning was this: find the most beautiful of the less visited areas of wherever you’re traveling to. Planning like that scored big time for Joy and I. The last week of our trip, we threw out all this reasoning and lived to regret it big time. More on that next.

An Artist in Italy (Part 1)

This is one of the photos currently becoming a painting! I took it on an amazing hike we took just east of Pacentro, Italy.

Five years ago, I visited Italy, and ever since, I’ve been trying to figure out how and when we could get back there. Italy is not for everyone, but it’s definitely for me. Upon returning from Italy in 2017, I begin learning Italian. I was serious. I began discretely passing on little news articles to Joy about Italian villages offering homes for 1 euro. Joy has become very good at rolling her eyes.

Despite the realization I would never relocate to a hilltop village in Italy, Joy and I were finally able to visit again in early September of this year. Upon arriving in Rome, we headed directly east to Abruzzo, and then south into Puglia. Oh, Italy did it’s work on me, and I’m so glad. I’ll never really be the same.

If you’re still reading this, you might have realized that this blog post has little to do directly with “art”, but my experience there had a lot to do with creativity and life in general, and that all informs the artwork I do. I feel the need to write down my thoughts. So if you’re reading this, be aware this is going to be more of a journal entry than a typical blog post.

So, here we go:

What I learned from Italy, Part 1

First of all, and probably most importantly, Italy completely confronts my tendency to feel like I’m in control of my life. In Italy, Italy controls your life. From the first moments after picking up our rental car and wondering how the heck to get out of the airport (the signage was not AT ALL clear on this), the American in me threatened to bristle and think “well why don’t they have better signage???” (i.e. “why don’t they do things like Americans?”)

Literally, countless times every day, Joy and I were confronted with the fact that life is just really approached differently in Italy than in the United States and that is exactly why I wanted to visit this place again. I can’t tell you how emotionally healthy it felt to just take a deep breathe, sigh, and say (over and over again like a mantra), “I want to do this or that, but…we’ll see.” You’d have to know me to understand that that just is not me. My kids would probably all agree I have a Type A personality (which is why I need to visit places like Italy). See, in Italy, all my plans had to be held very loosely in order to enjoy the place at all. I had every day pretty much all planned out, but Italy dictated that I hold those plans in an open palm, and to be open to practically anything changing those plans. At that point, I was confronted with a choice: I could either really dig in my heals and fight it and wish I’d gone to Germany or England instead, OR give into it and roll with it, letting Italy shape me like I was a lump of clay on a potters wheel and Italy was the potter. I chose the latter and I’m so glad I did.

Italy was absolutely exhausting and absolutely wonderful. I probably almost died there, and unrelated to that, I took home a souvenir that made me more sick than I ever remember being in my life. But I’m ready to go back. I love that place and have lots of stories and reflections I want to share.

Next time.

"What is it like being an artist these days?"

“Le Canal du Midi”

This week, I was talking to some studio visitors and they wanted to know a bit about my background and how I came up with my technique. I’m used to questions like that, but then they asked about what it’s like being an artist today. And I thought that was a really good question. Pre-COVID (remember those days??) that would have been a relatively easy question to answer. Being an artist is fun! I can (and have) done other jobs. This art thing is not a “job”. This is life. Painting for me is “life-giving”and I absolutely love it. Having a studio in Asheville, North Carolina where I can share my artwork with literally thousands of visitors every year is amazing. What an awesome privilege. How many artists around the country would love the chance to create their art within such an awesome community of artists here in Asheville? Pre-COVID, that would basically have been my answer.

Now, two years into the pandemic and feeling fairly hopeful about all that, my answer honestly is more contemplative and sober. These days, with wars and political discord and cultural polarization, I honestly have gone through weeks feeling really superfluous being an artist. I mean honestly, when the economy is tanking and all the headlines are depressing, it’s really easy to feel like what I do is unimportant and not really “necessary” to anyone but me.

But even during the darkest days of COVID and during this economically “uncertain” time, I make sales. I don’t understand, but I am still making sales and breaking my own records. I am confused and absolutely full of thankfulness. My clients are so, so encouraging and especially during the last couple years, I’ve really received that encouragement with a sense of thankfulness and awe. One 2021 client in Oklahoma said “especially now, I need artwork on my walls that makes me feel what your painting makes me feel. They take me somewhere else. Thank you!”

“I am confused and absolutely full of thankfulness…”

This is so encouraging and really humbling. I am feeling now like I need to take every painting, every creative project really seriously. This work I do isn’t just to create something that looks nice on a wall. What I want to do is to affect people. During times of uncertainty, grief, fear, frustration and anger…if I can, I’d like to create something that brings a sense of peace; something that will inspire imagination and curiosity in the viewer. I want to create something that will “take them away” to a peaceful place if only for a few minutes. If ALL of us did that, this world would be an awesome place to call home.

I can’t change the world for everyone. But if everyone changed the world for one person, that would really be something. I try to do that with the only thing I know how to do well…art. What do you enjoy doing? How could you use that to encourage the life of one person this week? You up for that? If so, I’d love to know any details you’d like to share. I think this planet, these people (broken though we are) are really worth investing in. THAT is why I do art now.