Before I get to blog post, I've got a little news to share. Next week I'm going to reopen my online course on email marketing. This is how the roll out will work.
The first chance to enroll will be sent to people who are on my email list. If you get this blog via email DON'T WORRY you are already on the list. If you aren't on my email list sign up here. People on my email list will also get a discount on the course.
The second wave of enrollment will be offered to people who visit the blog or follow me via social media. I plan on keeping the course pretty small so I can't promise there will actually be space available, but if it is you'll see it on the blog.
Long story short, sign up for my list, and check your email next week. I think you'll find the course to be of tremendous value and I hope you'll choose to be a part of it.
Now on with the show
One of the biggest obstacles to effective arts marketing is a lack of objectivity. In order to market something you have to be willing to see the project completely, meaning that you see both the pros and the cons. You have to understand why an audience might want to participant as well as ALL the reasons they might not.
This can be difficult because we often get very close to the projects we are doing. This is especially true if you are the one both creating the art and marketing it.
It helps to have a few systems in place to help get that distance from the work and avoid become too much of a fan boy/girl of what's going on.
Everybody's system will be a little different, but it's important that you have one. For me, I find it helpful to be a little "dumb" about the art I am marketing. I don't want to know too much. I just like the basics, i.e. what it's about, who is it in, and when it is. That's it. I don't want to become an "expert" about it because most of the audience I'm looking for aren't experts. I don't want to lose my ability to stand in their shoes.
My approach is a bit extreme, but there are others. Maybe you just have a friend or colleague who is deliberately a bit skeptical about your work. Having someone around who is willing to say out loud "would anybody want to see this" can go a long way toward making your arts marketing better.