Roadblock 5: Art School Teaches Your How to Talk To Your Peers Not Your Customers
art school teaches. You had to talk to your peers and not your customers. So one of the things that happens and you guys were actually pretty good about this. I've seen people not be is good about this. But artists are predisposed to talk about technique and process, right, because it's what we care about. So what happens is you dio this work and you're talking about the positive. But they may not be the positives that your customer cares about, so they may not care that they might care. That's metallic because it's cool. It's sparkly, but they might not care how it's put together, for example, so what we need to do is we need to take that first part of the Antichrist, seek as a starting point and start to then see the positives from our customers perspective. So I want you guys to just think back for a second, and I know it's hard for our in studio audience because you don't have notes on what you just told may, but think about how many of the positives you came up with during the ant...
i critique were focused on process or technique. So was it most of them. Was it a few of them? Was it fairly evenly balanced? I think Anna, you did a really good job. Years were really just talking about the subject matter. That was awesome, because that's something that the customer is gonna really Teoh. I think angel, you were some about process and then you did talk a little bit about use. So that's something that's more interesting to your customer. Eso thinking about where that comes from and how much of it is processing technique, Because here's the thing. Your customer doesn't care about your process. This is tough love time here, guys, because I know where makers were artists. We love process, right. It's so fun. Now a small number of collectors might understand and talk about process, but it's not. It's not enough to build a sustainable business. What I see happening in so many fields and metals and jewelry is a perfect example of this is like we want to just keep talking about process. So there's a small pool of collectors who really understand that, and then everybody is fighting for the dollars of that small pool of collectors. But they're not the only people in the world who wear jewelry right or that are the only people who appreciate art. So I want my work to reach the broadest number of people, and it doesn't matter that they don't understand how it's made. And what happens is making someone feel dumb is a really bad way to make a sale. And as soon as you start talking process, you make your customer feel dumb because they don't understand. Think about an experience you've had. Maybe it was buying a car. Maybe it was. You know, I remember going with my brother's girlfriend and some friends to rent their first apartment, and we're like talking about heating. And they're like, like, is it baseboard or electric? And they're like, what, Huh? Like you won't know what questions ask. You don't understand. So think about an experience, really. The sales person. I was trying to tell you all this technical stuff, and you're like, I don't know, just tell me which TV is gonna look like. Have the prettiest picture when I watch European soccer, right, like this is what your customer cares about. And so when people feel dumb, they go away, and so I've heard a lot of people say, like, Well, it's just our job to educate the customer about the process. Nope, nope. It's not. They don't care. Your job is to help them see how your art fits into their life. It's not to help them understand how it was made. It's not to help them feel like they should buy from you because you made it. It's to help them see how it fits into their life. I'm guilty of this, the next person. So I really who recently did a series of emails where I did a sale on these multi stone the Contra composition necklaces. And this is the email that I was like most excited, too, right? And it was about why I'm really running a sale on the new Contra composition necklaces that was basically like I love making them. It's so fun, like I want to make more. So I'm running a sale because hopefully then you buy them and I get to make more right. It's totally true. Nobody bought a necklace from that email. Now, to be fair, I'm not showing you these in the order they got sent out, but still this. Move the needle for no. One. This email is a little bit better. It's a little more customer focused, right? Make it part of your everyday style. You know, here's what it works with that pairs perfectly with T shirts and jeans and printed tops. Basic black, blah, blah, blah. If you don't believe me, you can even go look at this block post where I show you five ways to style it right. This worked a little bit better. This necklace sold, but here's the one that worked the best. This is my subject line. Be prepared for compliments and I talked about and I actually talked about myself. I talked about how I wear my necklace all the time. I worried out to dinner, and I were in line for coffee. But what happens when I wear it is that I get a ton of compliments. That email sold three necklaces have $500 pop or a little more. That's not bad for one email, right? This is what the customer cares about, how they're going to experience your work, how they're gonna feel with it on their neck or in their home. This is what's important to your customer. And so what we want to dio is take the positives that we started working on in the anti critique, and we wanted to develop a series of customer focused talking points that could be used in person and online.