The reason I counsel artists to publish a newsletter and do 3-4 regular mailings a year isn’t to empty your pocketbooks. It’s because it really pays off.
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At my recent art marketing workshop in Salida, I noticed that Carla Sonheim was on the list of attendees. I was excited and just knew she had been a client. So, I went back to the hotel the night before the workshop and looked up Carla in my database. No, she hadn’t purchased anything from me or participated in my classes. How, then, did I know her name?
As it turns out, Carla (who set me straight the next day), had been leaving comments on my blog. Not only that, she had sent me the most darling catalog of her work last year. It was just photocopied in black and white, but it was clever enough that I had it in my notebook of sample artist marketing material–AT the workshop. Coincidence? I think not! Carla had cleverly put her name in front of me for over a year. Never mind that I didn’t know her work. She had created an air of familiarity and I was excited to meet her and see more of her work in person.
Image: Check out Carla Sonheim's Christmas cards on Etsy.