Q&A: Customer Focused Product Description
Lesson 22 from: Art School Rehab: Finding Success Without Selling OutMegan Auman
Q&A: Customer Focused Product Description
Lesson 22 from: Art School Rehab: Finding Success Without Selling OutMegan Auman
Lesson Info
22. Q&A: Customer Focused Product Description
Lessons
Class Introduction
02:48 2Reprogram The Art School Mentality
05:35 3Roadblock 1: Art School Makes You Feel Guily about Making Money
09:22 4Exercise: Get Comfortable Charging More
18:41 5Q&A: Pricing
13:42 6Student Examples: Pricing
23:33 7Roadblock 2: Art School Gives You the Luxury of Working Slowly
12:34 8Exercise: Develop a Process for Getting Past Decision Paralysis
15:08Exercise: Develop Your Bread + Butter Product Line
07:47 10Student Examples: Brainstorm Ideas for Bread + Butter Line
08:35 11Q&A: Bread + Butter Line
05:27 12Roadblock #3: Art School Teaches That You Shouldn't React to the Marketplace
11:39 13Student Examples: Identify Opportunities Based on Marketplace Reactions
08:31 14Q&A: Identifying Market Opportunities
07:56 15Roadblock 4: Art School Teaches Your Criticism Not Confidence
05:34 16Exercise: The Anti-Critique
02:46 17Student Examples: The Anti-Critique
08:35 18Roadblock 5: Art School Teaches Your How to Talk To Your Peers Not Your Customers
06:19 19Exercise: The Customer Focused Anti-Critique
05:16 20Student Examples: The Customer Focused Anti-Critique
17:47 21Student Examples: Customer Focused Product Description
22:34 22Q&A: Customer Focused Product Description
05:40 23Roadblock 6: Art School Does Not Teach You How to Run a Business
17:09 24Exercise: Identify What You Need to Learn to Succeed at Business
04:05 25Student Examples: Business Road Map
28:15 26Reshaping Your Post Art School Goals
12:04Lesson Info
Q&A: Customer Focused Product Description
all right. So these air to kind of related questions? I think so. How would this work for strictly visual arts? So this being we did the product are not ready product descriptions that were much more customer focused. So the question is, how would this work for strictly visual art without a usability factor? Also, how can you hit a correct balance between writing sales copy for fine art on and then some of asking, Can we see an example of this process for art, like painting or photography? So the first thing that I want to talk about with that exercise is that not everything has to be communicated through words. So, yes, you're gonna write product descriptions, but there's a lot of people who are not going to read them. Let's be honest, right? The same thing happens on social media, especially on Instagram. Now that they truncated how much text you can see, they're gonna look at your picture that you're gonna click like or not, and they're going to move on. Most of them are not going t...
o read. So some of these kind of usability factors with fine art you can convey visually so if we look at the example of and his piece that we talked about in the last segment, and one of the things that came up was where people thought they could see it, so that would be in a dining room or an entertaining space. So one of the best ways to communicate that is just to photograph the work in a space like that. And if you can't actually photograph it, there are. I think there's some APS and there's some services online. And do not ask me for their names off the top of my head because I don't remember where you could actually basically pull stock images that you can put your art into. So there are services like that now if you can't do the actual photography, but that's a really good way to communicate that. And then you can keep your sales copy really short and hit on those keywords. So in the case of Anna, do you ever with some of the key words? Were Anna that kind of came up when they were describing yours? There was like that Alison Wonderland feel. What else did they talk about? Um ah, kids and adults loose the track discussion unexpected the story giving coming back to the storytelling in it. Okay, so in words, right? So you could literally say something like, you know, like this whimsical, unexpected piece of art would be perfect to display in your dining room. It gives your friends a conversation piece. Have you're sitting around at your you know, monthly wind gatherings are, you know, however, something that calls tomorrow, like the girls later the couple. Tonight, however, you want to call that to my whatever sort of audience or story. So something like that and then you just give the details worked on paper, this size, whatever. So you can keep it fairly simple and focus on a lot of that by creating is really compelling visuals. And that's how you really use that usability factor. And the thing I will say with painting or photography or any kind of fine art is that you don't have to do this kind of like usability photo shoot with every piece. So I think that they're probably some of you who just heard me say that. And you're like Meghan does a lot to have to, like, photograph every piece of art in somebody's home or in somebody situation. You do not have to do that. You can do that selectively with a few of your pieces on the rest, you can just post Were you highly the piece? You kind of use that descriptive language. And then you use those more kind of in use photos on your social media profiles on Facebook on instagram on Pinterest. That's a great one for that. For fine artists is actually showing that on Pinterest that tends to do a little bit better than just even images of the art. Because what you find there is that people like pin them, but they don't actually think, Oh, this is the thing. Aiken, by giving them those little visual cues that it's something they can buy really helps. So you do that with a handful of pieces, but you don't have to do it with every piece. But don't let that stress you out, all right? And and actually, since you're our since years of the fine art pieces, that kind of clear that up for you about how you would handle that. OK, perfect. All right, so let's take a look I think we have a comment. We have another question. Perfect. Okay, so I have a line of earrings using handmade components rather than pre made charms. This makes them a little higher price than what people are used to seeing. How do I communicate this value without talking about the process of hand making each charm? So, Jessica, this is a really great question, and you sort of don't. So I realized that this is not probably answer you were hoping for, but I can tell you that I am in this exact same position. I do not use any pre made components. Every piece that I make is handmade, but I don't talk about that with my customer, because again, it's not really what's important to them, and it's not going to change how they feel about the price. So instead, you really want to focus on. You either use language like unique special. You can talk about how things how you're not gonna find things like that. Highlight the differences in it, but really talk about how it's gonna make them feel talk about this idea that they're not cookie cutter, that they're, you know, someone who is an individual. Using language like that brings it to a point of the customer and how they're gonna feel wearing it instead of thinking about OK, The value is in the making because even though you're labour has value, the value to the customer is not in that it's in how they feel when they're wearing it. So that's really the point of focus. And when you do that, you can charge way more than when you're trying to justify the every component is made by hand.
Class Materials
Bonus Materials with Purchase
Ratings and Reviews
Usha
This class was so good - it's not just for people who went to art school, but anyone who has (or wants to have) a creative-based business. Megan's lessons break down the overwhelmingness of roadblocks and gives you tangible tools to get past them, shift your mindset, and shows you how to focus. There were so many elements to this class that were helpful, but overall I think if you feel like you're stuck, you overanalyze every decision, and feel like you want to move forward but don't know how, this class is for you. Thanks Megan, for helping me work on a plan to move me past my hurdles.
Kiki B
What a great class! Megan has helped me to really understand what my business goals are and how to achieve them, and has given me heaps of confidence to boot. This is going to be a great year for my creative business!
Kim S. Joy
I have owned this class for awhile and just decided to start it.... well I should have watched/taken this class years ago! I did not go to art school but follow that mindset. This was amazing. So much to learn and unlearn. The pricing and raising your prices what just what I needed. Thank you Megan for another wonderful class.