As a visual artist, the process of creating something meaningful and beautiful is what drives you. But when it comes to promoting your work, finding the right balance between self-promotion and being genuine can be a challenge. You don't want to feel like a pushy salesperson or risk turning off potential customers. So, how can you market your work to your audience in an authentic way? In this post, we'll explore inspiring examples of artists that lead with authenticity.

Know Your Audience

The key to marketing authentically is to understand your audience. Who are they? What do they like? What motivates them? Knowing your audience will help you tailor your marketing messages to their interests and needs — in a way that is also consistent with who you are and what you stand for. By doing this, you'll be able to connect with them on a deeper level and build a relationship based on trust.

Amanda Reid is a modern calligrapher, workshop instructor and the founder of Calligraphers of Color, an inclusive online community that provides resources for and highlights minority calligraphers and their businesses. Amanda is also a a Doctor of Physical Therapy and has a Masters in Athletic Training. She knows her audience well, and has found a way to merge her two passions, wellness & creativity, to create products and services such as calligraphy courses and calligraphy & engraving services, while also sharing her health and wellness knowledge with her community.

Be Genuine

When it comes to marketing, authenticity is everything. Be true to who you are and what you stand for as an artist or designer. Don't try to be someone you're not, and don't try to sell something that you don't believe in. When you're genuine in your marketing efforts, people will take notice and appreciate your honesty.

Lisa Congdon is fine artist, illustrator and author known internationally for her colorful drawings and hand lettering. Lisa shares her personal story on social media, including her struggles with anxiety and depression. By being honest and genuine, she has built a strong connection with her audience. She also shares her triumphs in and outside of the studio, so the way she relates to her audience is all about striking a balance, and always being real.

Adam J. Kurtz is an artist and author who creates relatable and humorous illustrations. He is open and honest about his experiences with mental health and the ups and downs of being a creative person. By being genuine, he has built a strong following of fans who relate to his work and personality.

Share Your Story

People love a good story, and every artist or designer has a unique story to tell. Share your journey and the inspiration behind your work. This will help people understand your art or design better and connect with it on an emotional level.

Mari Andrew is an artist who creates poignant and relatable illustrations. She often shares personal stories in her artwork, such as her experiences with heartbreak and grief. Her vulnerability has helped her connect with her audience on a deep level.

Showcase Your Work in a Beautiful Way

As an artist or designer, you know that presentation is everything. When marketing your work, make sure to showcase it in a beautiful way that does it justice. This means using high-quality images, showcasing your work in context, and making sure it's visually appealing.

Heath Wae is an Australian artist whose practice traverses painting, sculpture and installation. Heath creates immersive, poignant works which explore psychological and physiological shifts in the human consciousness through ideas of interconnection, duality and timelessness. His Instagram feed includes carefully curated installation views that highlight the quiet, meditative quality of his works, and that contribute to an overall carefully-considered and paired-back aesthetic.

Be Helpful

Marketing isn't just about promoting your work; it's also about helping your audience. Share tips and advice on how to use your products or how to create similar pieces themselves. By being helpful, you'll build trust and establish yourself as an expert in your field.

Ana Sofía Castañon is a Mexican artist currently living and working in Saint Brieuc, France. She says her family’s love for nature and the ocean took them to a small village in France close to the sea, where they are enjoying ‘traveling light, learning new languages and immersing themselves in the local culture.’

Ana Sofía’ is primarily known for her watercolor skills (she teaches a watercolor class on Skillshare), although she was trained as a graphic designer and has a degree in Fashion. Through her Instagram account, the artist often shares glimpses into her daily art process, which often reads as an illustrated travel journal. One of the things that makes Ana Sofía’s account a great follow is her penchant for freely sharing detailed information on her materials, which encourages followers to enjoy experimenting with materials and sources of inspiration themselves.

Flora Bowley is an artist who teaches online art courses. She provides her students with a wealth of resources and support, such as tutorials, feedback, and community forums. By being helpful, she has built a loyal following of students who return to her courses again and again.

Offer Value

When marketing your work, don't just talk about the product or service you're selling; offer value to your audience. This could mean sharing your knowledge or expertise, offering discounts or promotions, or giving back to your community. When you offer value, people will appreciate it and be more likely to support you.

Ana Victoria Calderón is is a Mexico City-based artist and author of 3 books, who is known mainly for her watercolor, ink and acrylic illustrations. When Ana is not in her studio, painting, she’s managing her online sales, licensing her art to amazing companies and teaching workshops around the world and online. Before she launched her third book “Creative Watercolor and Mixed Media” Ana offered a free online watercolor and mixed media class to encourage pre-orders. Also, Ana is bilingual and regularly publishes Instagram posts in both English and Spanish for her international audience.

Use Social Media Wisely

Social media is a powerful marketing tool, but it can also be overwhelming and intimidating. Use social media wisely by choosing platforms that align with your brand and message, posting consistently, and engaging with your audience. Don't feel like you have to be on every social media platform; instead, focus on the ones that work best for you.

Catalina Estrada is a Colombian pattern designer and illustrator based in Barcelona. She is known for her unique visual language and illustrative style, which she describes as a reinterpretation of Latin American folklore, with its use of vibrant color and pattern, mostly inspired by the rich flora and fauna of her home country.

Catalina’s clients include Paul Smith, Coca-Cola, Microsoft, Camper, Nike, Levis, Smart / Mercedes Benz, Paulo Coelho, Unicef, the municipalities of Barcelona and London, and the Government of India, among others. Catalina Estrada’s designs can be found on wall paper, bed linen, cushions, handbags, travel goods, umbrellas, school products, and many other products around the world.

Catalina focuses the bulk of her social media efforts on Instagram, where she expertly showcases her latest projects and provides links to help promote her work and generate traffic for her clients at the same time.

Joy Cho, Founder and Creative Director of Oh Joy, is a designer who offers a variety of products and services that provide value to her audience. This includes online courses, books, and a wide variety of products through licensing arrangements. Joy uses Instagram to share her latest work and connect with her audience. Over the years, she has cultivated a strong following on Instagram, and has been able to build a successful business that supports her design career.

Be Patient

Marketing is a long game, not a short one. Don't expect overnight success or instant gratification. Building a loyal fan base takes time and effort, but it's worth it in the end. Stay patient and keep working towards your goals, and you'll see the results over time.

Gayle Baker is an illustration artist who began freelancing shortly after graduating from the Academy of Art in San Francisco. She says her friends took bets on how long she’d last, and 30 years later she has led a career full of recognition and success. By being patient, working hard and continuing to create, she has built a strong body of work, an impressive portfolio of clients, and a loyal following. Check out her retreats!

In conclusion, marketing and promotion doesn't have to feel uncomfortable if you approach it with the right mindset. By understanding your audience, being genuine, sharing your story, showcasing your work in a beautiful way, being helpful, offering value, using social media wisely, and being patient, it’s definitely possible to promote your work in a way that feels right to YOU.

Remember that marketing is about building relationships with your audience and sharing your passion for your work. When you approach it from this perspective, you'll be able to connect with people on a deeper level and build a loyal fan base that will support you throughout your career.

So make a genuine effort to share your work in a way that feels authentic and true to who you are as an artist or designer. You have something unique and special to share with the world, and there are people out there who are waiting to discover it.