This article is by Keith Bond, Regular contributing writer for FineArtViews.  You should submit an article and share your views as a guest author by clicking here.

A question was posted by artist, Paul Bond (hmmm…I wonder if we’re related?):

“Got a question, I see all kinds of stuff on selling paintings or prints the artist has made . . . put the expense (time) into a painting, then hope, sooner or later, someone wants to buy that painting, or a copy of it. What about the other business model, such as portrait painters or muralists use, how can such an artist get hired to do what the client would like?”

In short, the question raised is how to get the collector to put money down before you create the art instead of afterward. 

Sell --> Create

Vs.

Create --> Sell

From my point of view, the larger marketing picture is exactly the same in both models. The most important things you need to do to market yourself and your art are exactly the same regardless of which model you use. All of the advice on marketing existing work is applicable to artists seeking commissions. Because you aren’t really marketing the art, you are marketing yourself.

Market Yourself

This principle is so important.  There have been hundreds of articles on this topic. Go back and read them again. Then do it. Share your story. Communicate with your collectors. Build your fan base.

You Can Control Your Career

As artists, we have greater power and opportunity now to take our career into our own hands. Galleries don’t need to be part of the business model (but can be). Art directors and design agencies don’t need to be part of your strategies (but they can be). Most important, however, is that you take control of marketing yourself. Don’t rely on anyone else to do it for you. You can network and market via social media. You can blog. You can send newsletters. You can send postcards. Build your mailing list and USE IT! You need to take control and market yourself. Court your potential and existing clients. Nurture them.

Let Them Know What You Can Do For Them

If you do seek commissions, let that be a major part of your story in your marketing. Share how you can fulfill the clients’ needs. Let them know how you can create that unique work of art just for them. Use your blog, your newsletter, your website, your twitter posts, etc., to let your collectors know what you can do for them through your commissioned work. 

Do you see a pattern here? It doesn’t really matter whether you sell then create or create and then sell. The important task is to find and nurture your fan base – your collectors.

Also, make sure your website prominently and clearly states that you work by commission. 

Other Considerations

There are things to consider with commissions that aren’t always necessary if you create the work for yourself. These are the business items. You will need to establish a way to communicate with the collector about what they want to commission. Travel may be necessary. Take that into account and price your work accordingly. Contracts may be necessary. Payment schedule and delivery dates need to be addressed. You may need to submit sketches and possible revisions. The list goes on and on.  

For some commissions, such as public art or art for corporate collections, you will need to do a bit more. You will need to submit a proposal tailored specifically to the project.

Conclusion

Since only a portion of my work is commissioned work, I may be missing some important things. But by my experience, I got the commissioned work the same way I have sold any other painting: the clients first became fans of my work. I am able to fulfill a need that they have. For some clients my available works fulfill their needs. For other clients, I fulfill their needs through commissioned works.

Commissions aren’t for every artist. But it can be very rewarding. Either way, take your career into your own hands through your own marketing efforts. If you do a lot of commissions, please share your insights by commenting.

Best Wishes,

Keith Bond