How to Communicate Again and Again, and Never be Mistaken for Tinned Meat

Almost every week I end up in a conversation, where someone – artist or other type of business owner – tells me:

“You can’t send emails every day!”

Like my buddies at Tilpy, for instance.

(I don’t think I’ve mentioned them yet.

They are a Swiss startup, and they’re building a platform where photographers can sell their existing photos, by way of contests.

Sort of a crossbetween stock photo platforms and 99Designs.

Pretty genius idea, if you ask me.

Stay tuned for the launch notice next month, if you have good photos that you know are worth money)


I told them to get active on social media, and start curating content that is relevant and useful for professional photographers.

You know: photo tips, resources about how to run a business, instructions and lessons from experts – all the good stuff that a photographer can use to grow their business.

But no, they said. “We don’t want to spam our followers”.

And well they shouldn’t, obviously.

But if you choose the right kind of content, it’s not spamming – it becomes ‘tips and tricks from a friend’.

Think about it: If someone struggles with a problem, don’t you think they want to hear tips and tricks every day, all the way to the point that their problem gets solved?

Imagine a person with back pain, and it just won’t go away.

You could give them ideas and exercises and recommendations all day long.

Provided the problem bothers them enough to really want to get rid of it, of course.

And that’s the trick, see.

If they don’t want to rid themselves of the problem, they don’t want to hear any tips at all anyway.

Which means they’ll also never buy a product or service to help them.

And that’s not an audience for a business – that’s just the kind of person who prefers to suffer and/or complain, rather than do something about it.

And then there’s no reason to communicate with them: it’s tiring for you, and a nuisance for them.

But people who do have the motivation, and are willing to learn and try things – those folk will want to hear tips all day long.

And, that’s the kind of person who can get to a point where they buy help.

For you as an artist it’s the same, just in a different context.

An art buyer has his or her own motives for spending money on art.

It’s your job to figure out what those reasons are.

And then to communicate with people about how your art solves the problem they have.

Even if buying art isn’t the same thing as getting a massage, buying a frame or song or sculpture solves a problem, just the same.

A lack of meaning in life, an empty wall, a desire for beauty, or even the satisfaction that the buyer is able to splurge thousands on art, knowing that they’re supporting the artist.

Whatever the reason is, whatever the problem that gets solved, you’re the person who can solve it.

And if only you communicate about that with your audience, you get to actually deliver (meaning: sell) that solution.

And if you do it right, it’ll never be spam to them.

Just make sure that your writing and marketing is value in and of itself.

That way you can easily email every day.

Or even twice a day.

Don’t believe me?

Well, you’re reading me, right?

And you’re still here, even though sometimes I send emails twice or even three times a day.

If that annoys you, then I’m probably not the guy who can solve your problems and my tips aren’t useful to you.

But if you do read these missives, and you do get value out of them, then that’s proof that the right message for the right person can be sent every single day.

And you can do the same.

If you want me to guide you in how to create those right messages, for the right audience, here’s where you can sign up –>



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