What do you remember the most out of your life? You remember great stories. They could be events that happened to you personally or a story of someone you know. People remember great stories and that is why storytelling marketing is crucial for the growth of your art business.
If you want people to remember your art you will have to give them a story that goes along with your art.
The Portrait of Dr. Gachet
You might be familiar with the famous painting the Portrait of Dr. Gachet, by Vincent van Gogh. Theo, Van Gogh’s brother was searching for a place for Van Gogh to live after his release from an asylum. Theo sent his brother to Dr. Gatchet’s second home, from a recommendation that he received.
The first impression that Van Gogh had of Dr. Gatchet was not a positive one. He wrote to Thoe, “I think that we must not count on Dr. Grachet at all. First of all, he is sicker than I am, I think, or shall we say just as much, so that’s that. Now when one blind man leads another blind man, don’t they both fall into the ditch?”
Two days later Van Gogh wrote to his sister Wilhelmina, “I have found a true friend in Dr. Gachet, something like another brother, so much do we resemble each other physically and also mentally.”
You will want to consider sharing a story about every piece of art that you have created. The story does not have to be long, it just has to be rememberable.
Business and Storytelling Marketing
The internet has changed the way that people are shopping and the way that businesses are marketing. Before the web, marketers would have to rely on sharing a story on newsletters, flyers, billboards, newspaper ads, radio, television commercials and infomercials.
People learned about products and services in a different way before the web. If no one could recommend a product or service, the trust was in a few sentences on a small ad in the newspaper, radio or television commercial.
Businesses started to realize that the powerful marketing words such as new, remarkable, free, and amazing began to lose their strength. Every product became remarkable, amazing and the best.
Everyone likes stuff for free, but infomercials overkilled that marketing strategy.
Do you remember Ginsu knives? Those commercials and infomercials are still a running joke for my friends and me. “Not only will you be purchasing the best knife in the world but if you act now you will get another knife for free… But wait that’s not all you will also receive…..” And it went on and on. I believe that the knives were 100 % money-back guaranteed (another great marketing strategy) not including shipping and handling, which I think was equal to a mortgage payment.
Power of Jingles
Do you remember the jingles that commercials had back thirty years ago? They were brilliant. Those jingles would have people humming and singing all day long. I could not tell you one commercial I can remember throughout the year now unless it is just after the Super Bowl commercial hype. Times have changed. People no longer have to sit through commercials during their favorite sitcoms. So many people will just record an episode that they are interested in watching so that they can fast forward past the commercials.
So how do businesses spread their word today? For a business to succeed, they have to change with the times. They have learned that people are searching for content. Jingles, free Ginsu knives and newspaper ads are things of the past.
It is about building trust, and storytelling does that. People can go online at any given moment to find content and reviews about a product. Even social media plays an important role. If someone sees a friend “like” or engage with a companies post, they to will begin to trust that company.
Here is an example of a great story that creates emotion. Dawn Liquid Detergent told a story how they are “Saving Wildlife.” It was a beautiful story that was well executed. The jingle was spot on while the text brought home the story, “Even mothers can’t protect them from oil spills. That’s why rescue experts go to Dawn.” The jingle, the video of the animals, and the story made Dawn Liquid Detergent the talk of the time. Now when people think of Dawn Liquid Detergent, they think about saving wildlife.
How does this pertain to your art business? Storytelling marketing will be the difference between you being noticed online or being lost in cyberspace. You will need to share your art journey with the world on a consistent basis.
How to Share Your Story?
There are many ways that you can share your story. The first step is to write a great story that people can relate to. If people can not relate to a story, your thoughts will be lost in the wind.
The next step is to have your story connect to your art. If your art has a story that people can connect with, your art will always be remembered. The people that have heard the story will also share your story with their friends.
The final step is to share your story with everyone.
Places you can share your story:
- Art listing
If you have a hard time writing I have read and highly recommend Ann Hanley’s book Everybody Writes: Your Go-To Guide to Creating Ridiculously Good Content.
This book has helped me tremendously throughout my writing journey. I can honestly say that I do not know where my writing will be without reading Ann’s book.
I would love to hear your thoughts if you have read this book.
To grow your business and your brand you will want to consider writing stories about your art. You could write what inspired you to create the art. You can share how creating the art made you feel. Share your story with the world and your art will be remembered.
Storytelling marketing is a powerful strategy that all successful businesses are doing well.
More articles that you might find interesting:
- 10 Reasons Artists Should Start Blogging
- Art Marketing Basics: Pillar Content Generates Traffic
- Art Branding Basics for Artists
Do you need help starting and building your art business? I would love to help and coach you through your journey. Start off with the FREE course “How to Write Goals.”
Visit Nevue Fine Art Marketing Courses. Courses are being added monthly.
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