By Greg Katz

Fortunately or unfortunately there are no designations, certifications or licenses when someone decides to become an “artrepreneur”.  Anyone can begin creating art and yet without having some sense of the business world many artists will become one more mark on the tally sheet of failed businesses keeping the statistics for entrepreneurship in the hole.

When entrepreneurs are creating their businesses they often find that their customers rely on them for their expertise.  How many artists do you know who are experts about art?  I find it amazing that when I present lectures to artists on building their businesses how few can name a prominent artist in their medium.  It’s discouraging to believe that each artist believes everything they create is being done for the first time…that’s just narcissistic.

What does it take to be an expert?  It takes a desire to be fully engaged in the business you’ve chosen.  It requires that you take an interest in the art world outside of your studio.  It mandates that minimally you learn about those who have been successful in the art form you have chosen.  It’s frightening to think that artists believe they are the first in their artistic lineage…that’s delusional.

The artists that I know who are successful have a good foundation in their technical skills or “hard” skills as well as a great foundation in their knowledge base or “soft” skills.  It’s important to create a balance between the two because the knowledge base about the art world is what empowers you to sell your work.  It’s what provides you with the information and the power of engagement to keep your potential collector in an active dialogue with you and increases the likelihood that they will make a purchase.  If you can’t elaborate on your art and your personal evolution, and the person doesn’t buy the piece on the spot you’ll lose them because you can’t keep their interest.  How will you keep your buyer engaged more than three seconds?

When we are able to align our artistic vision with those who have gained national or international success the buyer is able to see a greater vision of the work.  They are able to put you, the artist, in a context that allows them to elevate the meaning of the work.  It gives the buyer the ability to take your story and make it a part of the art they are buying.  I can tell you from both personal and professional experience, if you have a story about your work and its evolution, the buyer will tell that story to everyone who sees the art.  This is how your buyers/collectors become outside sales agents for you without having to pay them a salary.