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#068: The Rule of 7 for Art Business

Having trouble selling your art and not sure why?

Going from artist to entrepreneur and turning your passion into a profession is easier said than done, but it’s not impossible. If you’re struggling to turn social media followers into sales, then it’s time to learn The Rule of 7.

The Rule of 7 states that a potential customer needs to see, hear, or interact with your marketing message at least seven times before they make a purchase decision. The great thing about this strategy is that it’s largely based on trust and familiarity, which is central to how many independent artists already choose to share their art and stories with their audience.

By learning and applying this tried and true marketing strategy to your own art business approach, The Rule of 7 can help to increase your audience awareness, engagement, and conversion, which is another of way saying getting people to buy more of your art.

Here are seven different ways artists can share their work to drive more sales.

1️⃣ Sneak Peek

Who doesn’t love a soft launch? Sharing sneak peeks of your artwork is a great way to kickstart curiosity with your audience and tease what is coming next.

The easiest way to post a sneak peek is by sharing a small section of the completed artwork.

You can do this by sharing just one cropped image, and then repeat the strategy by sharing more sneak peeks in a future post. You can compile up to 4 cropped portions for a Twitter Post and up to 10 for an Instagram Carousel.

2️⃣ Work-In-Progress Content

Showcasing work-in-progress shots gives your audience a real-time view of how your artwork evolves. Time-lapse videos and sequential photos can illustrate the stages of creation, helping prospective buyers understand the intricate process behind the final product. This approach makes your art feel more unique and valuable.

3️⃣ Artwork Reveal

Posting completed artwork in full is one of the first things that artists and art lovers think of when it comes to how art for sale can be shared… and for good reason, it works!

Sharing an initial artwork reveal is exciting, so communicate that excitement in a way that feels authentic to you. Be sure to share your artwork in the best quality possible.

Take it to the next level by making it personal. Share a high-resolution image of your completed artwork with a detailed caption. Explain the inspiration, story, and emotions behind the piece to give your audience a deeper understanding of your work. This helps create a stronger emotional connection and appreciation for the artwork.

4️⃣ Behind The Scenes Content

Share behind-the-scenes glimpses of your creative process by offering a look into your studio space through photos and videos. This transparency humanizes your brand and builds a deeper connection with your followers. They get to see the effort, expertise, and emotion that go into each piece, fostering a stronger emotional bond and enhancing their admiration for your work.

In the Instagram Reel below, HUG Artist Jayoon gives her followers a look at her crisp and clean studio space as she prints and packs a new order. This short clip reminds her audience that she isn’t just an artist, she’s also a small business operator who can ship her art directly to you.

jayoonart

View more on Instagram

5️⃣ Invite Engagement

Create a post that actively encourages your audience to engage with your artwork. Prompt them to share their interpretations, provide feedback, or relate personal connections to the piece, fostering a sense of community and dialogue.

Prioritizing engagement is crucial for growing and optimizing your organic marketing on social media, as it not only enhances your visibility but also makes your followers feel valued and heard. Each time a user interacts with your post through likes, replies, reposts, shares, or other forms of engagement, it boosts your visibility across most social platforms.

For example, HUG Artist Leah Ibrahim Sams shared the above poll in her Instagram Stories asking her viewers to choose which color variant of their artwork they prefer. Observers are left wondering if all of these variants will be available, or perhaps only the one that was most voted. Both of these questions can only be answered by following Leah and checking in on her posts, which marks in favor of fulfilling The Rule of 7.

6️⃣ Share Your Artwork in Context

Share photos or videos of your artwork displayed in various settings to demonstrate its versatility and appeal. Whether it's showcased in a gallery, a collector's home, or through virtual staging, these contextual images help potential buyers envision how the artwork could enhance their own space, making it feel more real and personal.

This not only boosts the artwork's appeal but also provides practical inspiration, allowing your audience to imagine the art as a meaningful addition to their lives.

7️⃣ Offer Limited-Time Sales

Sometimes, the only thing holding someone back from making a purchase is the belief they’re getting a good deal.

Strategically offering sales and limited-time promotions can significantly help artists convert interest into sales. Here are some examples of when and how to have sales:

• Offer discounts during holidays like Black Friday, Labor Day, or even your own birthday.

• Introduce limited-time sales when a new item becomes available.

• Host ‘last chance’ sales for items that are nearly sold out or need to be cleared from inventory.

• Provide bundle deals where buyers purchase one or more items and receive an additional item of equal or lesser value for free.

Creating a sense of urgency with discounts or exclusive offers encourages potential buyers to decide sooner. These opportunities not only reward loyal followers but also attract new customers who may have been waiting for the right moment.

Closing Thoughts

One of the most challenging aspects of selling art is convincing people that it’s not just a 'nice to have' but a 'need to have'. Embracing the Rule of 7 in your art business goes beyond mere marketing—it’s about creative storytelling, forging genuine connections, and sharing your passion with the world.

From sneak peeks to behind-the-scenes stories and engaging posts, each interaction builds trust and excitement among your audience. By offering limited-time sales and promotions, you create moments of opportunity that inspire action and celebrate your art. Let these strategies guide you, helping you not only grow your audience and increase sales but also forge a path toward a sustainable livelihood.

You’ve got your magic number.
Let’s make the magic happen.

Artist Grants and Opportunities

• ✨ Go Big with Immersive Art in Taipei: Go from the small screen to the global stage with a larger-than-life public media installation in Taiwan.

• 🗽 Summer-time Showcase at the Oculus WTC: Transient Labs & Canvas 3.0 are seeking summer-time themed art for exhibition.

• 📖 Publication Opportunity & Artist Grant: ARCHIV3 is seeking to spotlight digital artists and innovators to spotlight.

• 🖼️ Exhibit Your AI Art in a Gallery: Colonna Contemporary is seeking AI-collaborative artists to display in their physical and virtual gallery space.

• 🌷 Share Art with Impact: Flower Power is curating Adaptive Artists creating art on causes of their choice in social and environmental justice.

• 💰 HUG is giving away $12,000 USD annually in artist grants in support of emerging artists.

This Week’s Art Drops

Did you know that these are just 8 of hundreds of art drops on HUG? Get a full list of this week’s art drops from HUG here.