I've talked before about art as a "luxury good". The word luxury can be a pretty loaded one and can create a lot of negative emotions. To deal with that it's useful to look at one definition of luxury:
Something that is helpful or welcome and is not always available.
Sounds like art to me.
And when it comes to marketing luxury it is important to understand that HOW you buy is as important as WHAT you buy.
Consider two matching bottles of wine. You take one and put it on the shelf of your local grocery store. You take the other to a fine restaurant.
The grocery store marks it up 5%, the restaurant marks it up 500%. What's the difference? The fine restaurant influences HOW you buy the wine.
The waiter, the white cloth, the way the wine is talked about, the way it is poured . . . that's what the person is buying.
So here's the question, what's the buying process for your art? How can you make the process of buying more interesting, personal or surprising?
If you're a poet selling a book, can you make the "thank you" email you send be delightful?
If you sell tickets through a box office do they have the tools to deliver good customer service?
Once people enter your venue, how are they treated?
Note that none of this has anything to do with the art itself because that experience is unpredictable.
But you can influence the buying process. That's the good news. Give some thought about how that can be done.
Quick Note: I've received a lot of interest in doing a e-course on email marketing so I'm going to send out some details. People on my email list will get the information on the course first and get it at discount. Plus you'll get my blog posts and other content sent directly to you. Click this link to join the list.