Rule #11

27 10 2011

Never stop marketing yourself

Marketing isn’t a part-time effort. If you have read any entrepreneurial books lately, this should come as no surprise. It’s probably the number one thing that stops people from opening up their own business. You have to market yourself—all the time.

Oh, did I hear you say that’s what you want an agent for?  I hear this comment very often. The problem is that if you don’t think you are not cut out for marketing, think again about being an entrepreneur of any kind. I mean, how will you get an agent if you don’t market yourself to them? How will you stay on top of your agent, once you have one, if you don’t understand how your agent does their job? How will you know the agent is doing the best job possible, if you don’t understand the industry and how marketing your art to manufacturers actually works? How will you sell the agent on your latest collection?

Agent or not, you need to educate yourself on the ways to market yourself to your primary and secondary target audiences; that’s marketing talk for manufacturers (#1 audience) and consumers (#2 audience).

Definitely put a plan together on how you’re going to market yourself. You need to allocate time regularly to marketing your fabulous art and product designs. Think about tradeshows; your website; manufacturers; retailers; art submissions; presentations; sales calls; social networking; publicity. These are all things you need to be thinking about, and integrating into your marketing plan.

As a guide, sales need to represent at least 60% of your time. This may be one of those deciding factors, which will help you choose whether you want an agent, or you want to do-it-yourself. If you’ve got marketing skill sets, and you can definitely divide your time between creating and marketing, then it’s much more lucrative to do it yourself. The number of artists who are choosing self-representation is really increasing. But it’s certainly not for everyoneWhether you have an agent or not…you STILL need to market yourself!

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