Thank you Scott

02/25/2011 00:37:00

Scott -

I am so happy to hear your wife is enjoying the store. Thank you so much for writing us to let us know! That really means a lot since we put a lot of time into trying to get those marketing materials together. This blog was talking about the importance of bios and how much they can affect a person's experience - you have made the point better than I could have - thank you very much!!!

Tips for Writing Your Bio

01/24/2011 23:19:00

Tips For Writing Your Bio

You know you need the bio. Embrace it. Treat it as the art it will become. Don't rush it, it represents you. Think about it and do the best job you can.

You can always change it.

1. The first tip - understand the importance of the bio and how it can impact people's perception of you and your art and ultimately - your sales. Many artists just put something together to fulfill the need, but you can do more harm than good with a poorly crafted bio.

2. There are many formats & lengths for an artist bio. You may have to have some basic information that is presented in a few different ways to accommodate retail environments, juries for shows, media requests and so on.

For the purposes of this blog, I will focus on a retail environment.

Request a format of an accepted bio - often a gallery owner likes to keep the bios formatted (I know I do). See if you can get a sample or two as well. This will help to visualize what it should look like.

3. Most bios include a photo of the artist. Most of the bios I see, feature the artist on vacation, with their pet(s) or family members. Nice. However, that is just the easier path. The truth is - we should really have a photo of us at work or in our workshop.

What we are trying to accomplish in the bio is to romanticize the art of jewelry making. Perhaps you use antique techniques, were taught by a grandparent or create only at 3 in the morning - people want to think you are that dedicated, tortured with genius artist that is creating these masterpieces they have the option of buying.

Most of us do not take these kinds of pictures - but we should. Set up a photo shoot for PR use and take a picture of you:

- in your workshop - facing the camera

- at work in your work space

- close-up of your hands working on a project

This will be much more impactful when put with your items. For example - you work with wire: Showing you with a spool of wire and then your hands close up, creating swirls - that is placed with your creative wire work - people can almost see your hands forming the wire. There is a real connection - almost as if the mind connects the experience and they feel as if they have seen you at work.

I liken this to going to Venice and watching the magnificent glass artists on the island of Murano. When you are there and see how these pieces of art are created you HAVE to take a piece home with you.

People love learning or seeing something new and interesting - give it to them.

What do you think would be more impactful - you walk around an artisan gallery and see a number of collections of artists' work - and their bios. Most of the bios offered a picture of the artist and the fact they love color and the ocean - while a few explained the process used in their art or related an experience that impressed the reader.

There is no doubt the bios that shared something interesting were the winners and the ones people will remember - and most likely ask for as a future gift.

I will go further to make another - and very important point: give the men something to look at and be interested in! As a gift store that features jewelry, our customer is 96% women ( I am guessing of course - but it is mostly women!). When a man does come in the store, he is either there to buy a gift or is with his wife/mother/sister/girlfriend/co-workers - and has to make the best of it. Often, they wander around a bit and look at their watch. That is when I steer them toward our "man friendly" items and begin to capture their interest and tell them a few things that will make jewelry a little more interesting. For example, we had an artist who made beautiful pendants out of Fordite - cabochons made of layers of paint scraped off the walls of the Ford car plant (it was the over spray from painting the cars - years of over spray layered upon each other - very cool). Brian did a great job of explaining the process and it never failed to capture their imagination - or interest. I sold quite a few pieces to men who thought it was cool - and thought their wife would too. I will say this as well - if you are a dichroic glass artist - you should definitely have a card with the properties of the glass - it is fascinating to all - especially men, and will help generate sales.

4. Be romantic. I mean - romance the reader. Enchant them with your undying desire for creation. I exaggerate of course, but only slightly. One of the the best bios I have seen to date, was from a professional artist who has traveled the world and creates and teaches in the U.S and Europe. She intertwined her background and creation process with imagery of castles and folklore that intrigued her - and the reader as well! She came across as that romantic artist - and it immediately elevated her work in their eyes. They connected with her. Many wanted to own a piece of her art - but many could not afford her.....

I know her bio was impactful because when people did not take the time to read the bio - her work did not get as many comments - if they did read the bio - 9 times out of 10, they said how talented she was "a true artist" I heard over and over again, and they lingered and gave the work the respect it deserved. If I had a camera on her display - you could have watched it for yourself!

So how do you accomplish being romantic? Sounds so strange right? Maybe you can write of the feel of the metals and textures you use to create your jewelry. You could talk about how the light dances over the stand of gemstones - or how taking an item with a "past life" was re-created into something new - reborn!

This is the part that gets personal - it reaches down into your soul and extracts the passion for what you do - and attempts to share that with your customer.

I see so many people who have a connection with an artist that makes something - like sea glass jewelry - out of items that hold meaning for them. Speaking of the joy of finding a "gemstone sparking like a diamond in the sand" can resonate with someone who has always loved to collect glass - maybe she did it with her father who has passed, but she is not an artist and all she can do is keep it in a pretty jar and incorporate into the decor.

5. Don't make it too long. You will run the risk of sounding full of yourself, which is what I think we are afraid of in the first place.

Again, the format will help you. In general - I would say if you took a 8 1/2" x 11" piece of paper and fold it in half horizontally, your bio should stay within this space to be impactful. You can use the whole sheet of paper (8 1/2" x 11") if the format allows - but then I would double space the lines and use more than one photograph.

6. Include any professional affiliations, mentors, special training or expertise that sets you apart from the novice that just took a class last month and thinks they are an artist. I have seen some artists list their affiliations or certifications under their picture or along the bottom, rather than in the body of the bio. Others, have romanticized their time spent with a master in the field and include additional training and exposure to things most will never experience. How you approach this is totally up to you - and will probably change over time.

Here are some things you can talk about:

- when did you get started

- who influenced/influences you

- what motivates/inspires you

- Why are you drawn to the art form you have chosen

- What is it about the materials you use that inspires you

- What is your creative process - what does it take for you to create one item

How does your art positively influence/impact your environment/our world (if applicable)

- the region of the country/world you create in - your environment could be a facinating component of your work

Remember - bios should be like snowflakes, no two are the same. Within the acceptable format, SHINE!!!! Be unique!!!! Tell us how creative and wonderful you are!!!

It Starts With You

01/24/2011 00:48:00

Welcome to my new blog!

I am very excited to add this very special feature to the website.

I have a unique perspective. I am a full-time artist. I make a living selling the jewelry I make.

I am a store owner. I run an artisan co-operative that features the work of very talented local and regional artisans.

I have an extensive background in marketing, public relations, sales and served as the Director of a Chamber of Commerce.

My business background has been the key to my success. I know what they do in the corporate world - and it works. I tackle my day to day operations as if I were still in a corporate environment - expecting results from my efforts and evaluating what I do.

This blog is dedicated to artists.

I have seen so many artists over the years, both professional and just starting out. We are kindred spirits.

So many talented artists struggle when it comes to marketing their work - or more to the point, themselves.

We can be shy and introverted. We aren't always good at tooting our own horns - I know I always want the work to speak for itself. I truly believe the cream rises to the top, but have learned more of what motivates customers to buy - and knowledge is power!

Customers Love A Story

I am beginning this blog with .......the artist bio. Yep. The dreaded bio.

It is a must have. Let me explain.

We are in a very unique time. Americans are turning away from cheap items made in China and looking for something Made in America. Handmade is even better.

If you are an artist that is looking to display your items in a retail environment, you need to create your bio.

First of all, the bio - placed with your work, stakes your real estate in the store. It should be our goal to lay claim to a presence in stores in our regions/country. Once you have a presence in the store, when your merchandise is beginning to run low, the store owner is more likely to re-order to keep the area looking full. If you were merely mixed in lets say with other jewelry in a beautiful jewelry display case, you might get lost or worse yet - disappear when your last item sells.

As a shop owner, I am very aware of displays that are getting empty and re-order what I perceive to be "holes" in my inventory mix.

Once you have captured the customer's eye, you need to build your brand. Customers will buy from an artist over and over if they like what they make and have had a favorable reaction when given as a gift. To be sure you build on the power of the bio, make sure you provide small business card -sized bio cards that go with every piece of your work when it is sold.

This is very, very important. This take-away card will further promote you as an artist as well as provide a "story" for the store/gallery to sell.

That brings me to the main point of this first blog: Customers love a story - tell them one.

If you can be memorable in some way - you are halfway there.

Make it easy for the store to sell your "story" and you will be successful.

Read more about the impactful bio in my next post -

Jewelry Artist Blog

Thank you Scott

Tips for Writing Your Bio

It Starts With You