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.

Guest Register

Whenever possible, have a guest register easily visible. Use a register when you have open studio events, home shows, museum exhibits (where permissible)  or outdoor shows where you have a booth, etc. From my experience, most people still need a verbal invitation or reminder to actually sign the register.  Simply say something like, “Have you signed my guest register yet?” or “Please sign my guest register before you leave.” If you have something similar to the following format on your guest register, it makes it really easy for people to sign up for your newsletter AND your snail mail list.

If you find yourself without your register, use your sketchbook or something similar. You will need to verbally encourage both email and snail mail information. 

An example: I was recently at a show in Sonoma, California. I didn’t realize the format of the venue, so I wasn’t prepared with my standard guest register. So I purchased a nice faux leather journal and put it on an easel next to my display area. As I visited with people, a natural progression of the conversation often led to an invitation to sign my guest register. Since the prompts were not already there, I asked them if they would like to receive my email newsletter or join my snail mail list or both. 

Web Site Category

It goes without saying that you should have a place on your website for visitors to join both lists – especially your email newsletter. Try a variety of incentives to encourage visitors to sign up. A few examples:

Give-a-ways or Drawings

Once in a while I offer a drawing for a free painting. Everyone who signs up for my email and snail mail list is entered. The cost on my end is minimal and I have gained literally hundreds of potential clients this way. Some have led to sales, and some have led to workshop students. And all are interested in some aspect of my work, which may lead to future opportunities.

I have also offered a gift certificate or voucher of some dollar amount to be applied toward a future purchase. They sign up; I mail them a gift certificate. They then have an incentive to consider purchasing a work. As Clint once said in a past article about vouchers, “It burns a whole in their pockets.”

I know of other artists who make bookmarks out of cut up paintings that didn’t work. They give these as a gift.

Yet others offer a small original work. The value of the work must be appropriate for gaining a new potential client. Only you can decide how much you are willing to give.

Some offer gift cards, postcards, posters, etc. The options are endless. Try a variety of incentives.

During Conversations

During some shows (such as an invitational Gala or similar) or other situations (perhaps while you are plein air painting), you won’t be able to have your guest register handy. But as you talk with people, invite them to receive your email newsletter updates. Then pull out a small pocket sized notebook or journal for them to write their name, address, and email in. A word of caution: use appropriate ethics when a gallery is hosting a show for you. Discuss the issue with the gallery owner prior to the show.

Other Correspondence

Perhaps you have snail mail info for clients, but no email. Send a note card or postcard (with your artwork, of course) and a personal note inviting them to subscribe to your email newsletter (explain how). Or if you have email info for people who aren’t subscribers, send them an email invitation with a link to an example AND a link to your subscription page. Don’t simply sign them up. Mention whatever incentive you are offering.

There are many, many other options. The short of it is, when in a conversation, simply ask. In all your online and other marketing efforts, point the potential clients to your website and provide incentives to sign up.

Best Wishes,

Keith Bond