“Stock cubes”, she said.
Her friend nodded enthusiastically, but the Spanish shop assistant didn’t get it.
A regular day in a supermarket in a touristy Spanish town.
Two little old ladies trying to get their shopping together.
She tried again, this time more emphatically: “STOCK CUBES”.
Once more, this time gesticulating with her hands, trying to indicate something square: “Stock cubes”.
A voice behind and above them said: “Caldo”.
The shop assistant’s face cleared up and pointed: “Por ahí!” Over there.
The little old ladies thanked me, cleared the aisle, and I proceeded to the cash register.
On the surface it’s just a simple miscommunication.
But if you think about it, much of the marketing related communication we do follows a similar path.
Artist: “I’m a really passionate painter, I work in watercolours”.
Art buyer: “Um, I’m looking for a painting that will make my living room live”.
Artist: “I’m self-trained and I get a lot of inspiration from [insert famous painter]”.
Buyer: “Do you think the colours in that painting will work with my interior design? Here’s a picture”.
Artist: “That one is $450”.
Not that I think your conversations do actually look like that (I sure hope not), but in many cases, the content and form of what we put out isn’t the language that a buyer wants to hear.
For example, using a fun and jolly font on your website: for you, it may be a way to be lighthearted – but for a reader it might signal ‘not very serious’.
And that can do more damage than you think: because like I explained in the January LEAP, there’s a lot of trust and emotional buildup that goes into getting a sale.
Even if they like the painting, and want to pay, the fact that there’s a ‘not-positive’ emotion in them can mean they won’t.
To create resonance, to get people to like and buy, you need to speak the language of the reader.
Stating the same thing over and over again isn’t going to help, if you don’t say it in a way that touches the other person.
Put yourself in their shoes, ask yourself what they are looking for.
Try to imagine what problem someone is trying to solve when they buy from you.
Or even, do a survey and ask questions.
Next, create your website and your email content in such a way that it speaks to those problems.
Remember: even though you the artist are part of the story and the reason for buying, ultimately it’s not about you.
It’s about the buyer who wants to solve a problem and is willing to pay good money for the solution.
Your mission as an entrepreneur-artist is to find out what that problem is, and create messaging that unmistakable shows that yes, with your art you solve exactly that problem.
Not always easy, but certainly possible and absolutely necessary.
Like I always say: art is not a luxury – it’s a necessity.
Find the people who feel the same way and show up before them, in a way that shows that you understand it’s about them.
Anyway, something to think about.
Next, think about getting on board LEAP, which you can do here –> http://martinstellar.com/leap-to-more-sales/