You sweat over your bio and artist statement.
You make a heroic effort to create interesting content for social media.
You work tirelessly to craft a decent artist talk that will engage an audience.
You curse at the person who told you that it was easy to use iMovie as you grit your teeth through the process of producing your first video.
You meet your deadlines for newsletters and blog posts because, ahem, somebody said you should. (Okay, maybe you didn’t meet the deadlines, but they did go out. You get points for that.)
You Are a Word Collector
You didn’t know it, but if you’re doing even a few of the things I mentioned above, you are a word collector.
Don’t worry! Being a word collector doesn’t entail heavy responsibilities. Nor is it likely that your word collection will make it to the auction block one day.
But that doesn’t mean your collection isn’t valuable. It is! I wonder if you know just how valuable.
If you’re like a lot of artists, you have all of these words that are probably being used only one time.
That’s a shame.
There is so much more you can do with your collection of words.
Leverage What You Put So Much Effort Into
Your artist statement and bio are the backbones of your marketing. They are the primary stories that you use to connect people to your art.
Sometimes they’re excruciating to write. And to get right.
But … man! When you have good stories, they will work hard for you.
You will use your statement and bio not only on your website, but also in grant applications, exhibition proposals, and brochures.
You will be rewarded for your efforts when it comes time to develop:
- A video about your art
- An artist talk for your exhibition
It’s hard to make a decent video or deliver a coherent artist talk without first having those stories in your back pocket.
Speaking of stories, why would you publish some of your stories only on Facebook? Save the social media posts that have stories about your art or your life as an artist. Reuse them on:
- Labels next to the art
- Your website – beside the individual artworks
And, hey, you know that blog post you busted a gut over? Isolate juicy sentences from blog posts and quote yourself:
- As stand-alone social media updates (rather than just linking to the blog post)
- In text next to your art – on your website or on exhibition labels
- Within your artist talk
- In tweets
- In a teaser in your newsletter, with a link to the entire post
Get the idea? Whenever you create new content, slice and dice it to see how many additional ways you can leverage what you wrote.
But What If …
I’m going to stop you right there because I know what you’re thinking. You’re thinking that people will be annoyed seeing the same thing over and over.
Phooey! Don’t spend a single minute worrying about this.
First of all, each time you reuse the language, it will be slightly different because you’ll find new ways to say it or expand on it.
Second, you reinforce your point when people read the same text in multiple places. Don’t assume they remember what they previously came across.
Finally, if they ever complain about your repetitiveness (highly unlikely), all you can do is feel sorry for them. They have entirely too much time on their hands if they’re seeing every post of yours!
How do you repeat yourself? How do you leverage the content you’ve created?