Marketing for Artists

Marketing for Artists

In this episode of “Marketing for Artists,” we talk with Miriam Schulman, a successful artist, author, and business coach. With her book Artpreneur, Miriam has helped countless artists and creatives build thriving businesses and take their marketing to the next level. In this conversation, Miriam shares her expertise and practical tips for promoting art online and growing your audience and Sarah brings in the elements of Humane Marketing.

After witnessing 9/11, Miriam abandoned a lucrative hedge fund to become a full-time thriving working artist. Featured in major publications including Forbes, The New York Times, Where Women Create, Art of Man, and Art Journaling magazine. Her artwork has also been featured on NBC’s “Parenthood” and the Amazon series “Hunters” with Al Pacino. Now, her book with HarperCollins Leadership, Artpreneur, has been released in January 2023.

"One thing I like to tell my clients is emails are really love letters to your audience. And that is the best way to nurture a relationship." – @schulmanart @sarahsantacroce #humanemarketing Click To Tweet

In today’s episode, Miriam and I talk about Marketing for Artists as well as:

  • The definition of art
  • Why creative artists struggle most with marketing
  • How embracing your inner weirdo and honoring what comes easy for you
  • Why talking about the problem doesn’t work for artists
  • Miriam’s love for email marketing
  • Why art matters
  • And so much more

Miriam’s Resources

Miriam’s Website

The Inspiration Place

Sarah on Miriam’s Podcast

Find Miriam on Facebook

Find Miriam on LinkedIn

Find Miriam on Twitter

Sarah’s Resources

(FREE) Sarah’s One Page Marketing Plan

(FREE) Sarah Suggests Newsletter

(FREE) The Humane Business Manifesto

(FREE) Gentle Confidence Mini-Course

Marketing Like We’re Human – Sarah’s book

The Humane Marketing Circle

Authentic & Fair Pricing Mini-Course

Podcast Show Notes

We use Descript to edit our episodes and it’s fantastic!

Email Sarah at sarah@sarahsantacroce.com

Thanks for listening!

After you listen, check out Humane Business Manifesto, an invitation to belong to a movement of people who do business the humane and gentle way and disrupt the current marketing paradigm. You can download it for free at this page. There’s no opt-in. Just an instant download.

Are you enjoying the podcast?  The Humane Marketing show is listener-supported—I’d love for you to become an active supporter of the show and join the Humane Marketing Circle. You will be invited to a private monthly Q&A call with me and fellow Humane Marketers –  a safe zone to hang out with like-minded conscious entrepreneurs and help each other build our business and grow our impact.  — I’d love for you to join us! Learn more at humane.marketing/circle

Don’t forget to subscribe to the show on iTunes or on Android to get notified for all my future shows and why not sign up for my weekly(ish) Sarah Suggests Saturdays, a round-up of best practices, tools I use, books I read, podcasts, and other resources.

Raise your hand and join the Humane Business Revolution.

Warmly,

Sarah

Imperfect Transcript of the show

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Ep 161

[00:00:00] Sarah: Hello, humane marketers. Welcome back to the Humane Marketing Podcast, the place to be for the generation of marketers that cares. This is a show where we talk about running your business in a way that feels good to you, is aligned with your values, and also resonates with today’s conscious customers because it’s humane, ethical, and non-pushy.

[00:00:23] I’m Sarah z Croce, your hippie turn business coach for quietly rebellious entrepreneurs and marketing impact by. Mama Bear of the Humane Marketing Circle and renegade author of marketing like we’re human and selling like we’re human. If after listening to the show for a while, you’re ready to move on to the next level and start implementing and would welcome a community of like-minded, quietly rebellious entrepreneurs who discuss with transparency.

[00:00:52] Works and what doesn’t work in business, then we’d love to welcome you in our humane marketing circle. If you’re picturing your [00:01:00] typical Facebook group, let me paint a new picture for you. This is a closed community of like-minded entrepreneurs from all over the world who come together once per month in a Zoom circle workshop to hold each other accountable and build their business.

[00:01:15] Sustainable way we share with transparency and vulnerability, what works for us and what doesn’t work, so that you can figure out what works for you instead of keep throwing spaghetti on the wall and seeing what sticks. Find out more at humane.marketing/circle, and if you prefer one-on-one support from me.

[00:01:37] My humane business Coaching could be just what you need, whether it’s for your marketing, sales, general, business building, or help. Idea like writing a book. I’d love to share my brain and my heart with you together with my almost 15 years business experience and help you grow a sustainable business that is joyful and sustainable.

[00:01:58] If you love this [00:02:00] podcast, wait until I show you my mama bear qualities as my one-on-one client can find out more@humane.marketing slash. And finally, if you are a Marketing Impact pioneer and would like to bring Humane Marketing to your organization, have a look at my offers and workshops on my website@humane.marketing.

[00:02:31] Hi, friends. Welcome back. Happy Spring. Today’s conversation fits under the P of product, and if you’re irregular here, as always, you know that I’m organizing the conversations around the seven Ps of the Humane Marketing Mandala. And if you’re new here, big warm, welcome. Uh, you probably don’t know what I’m talking about, but you can download your one.

[00:02:53] Marketing plan with the humane marketing version of the seven Ps of [00:03:00] marketing@humane.marketing slash one page. That’s the number one and the word page. And this comes with seven email prompts to really help you reflect on these different PS for your business. It’s kind of the foundation of your business and your market.

[00:03:17] So today I’m talking to New York based Miriam Schulman about making art your product. I’ll tell you more about Miriam in just a second, but first I want to give you an update about the Humane Marketing Circle, our community. Um, I wanna tell you that bringing in in a young community facilitator was one of the best moves I’ve ever made.

[00:03:40] You know how it is. You have to invest in something in order for it to grow, but investing at the stage where you know the income is just not there yet. It is always scary, but. My gut was telling me, you know, this is the right thing to do and I’m just so excited to [00:04:00] be working with Eddie now, um, who’s our community facilitator and, and carer and, uh, net weaver, that’s how he, uh, refers, um, to himself as.

[00:04:11] So besides adding a second monthly call that’s hosted by three of our ambassadors, we, uh, have also transitioned in January to a new online platform. Uh, it’s on Cajabi not Mighty Network, and we’re really loving it. It feels like Cajabi is kind. You know, is, is one of us, it feels like us, not perfect, but very playful and kind.

[00:04:39] It’s kind of like, I think of it as the little sister of Mighty Networks with big dreams. And so after every call, Eddie, um, is giving us a challenge to complete. So either something that deepens our connection with other members. Because that’s a big priority for us, is [00:05:00] that members are interconnected.

[00:05:02] That’s the definition of a community, right. So, uh, Eddie helps us with that and puts a challenge up on our, uh, cajabi. We call it our water hole, our place, you know. Kind of nicer image than just a water cooler. So we call it our water hole. Uh, the place where animals in Africa get together in the morning and drink.

[00:05:24] So, um, he puts a challenge up there and helps us, uh, connect with each other. Or it might also be a, a challenge that helps us with our marketing and our. Business. So, um, yeah, if you’ve been thinking about joining for a while now is really a good time because it’s time. In May I’ll be doubling the monthly rates.

[00:05:47] Uh, besides the monthly calls and the active online community, you also get one live 90 minute workshop on a marketing or business topic, as well as all the recording. And we will soon [00:06:00] also probably be, be adding a third call per month. So yeah, I feel like stepping into my personal power and it’s, it’s time to raise the, the rates, but there is still time to join us at the current monthly rate, which is $37 per month.

[00:06:17] So have a look at the details at humane.marketing/circle and also look for the circle inaction link, uh, on that page. On that circle in action page, you’ll see some excerpts from our calls and testimonials and all of that, um, kind of real behind the scenes info. Thanks so much for checking that out. All right, Miriam Schulman.

[00:06:44] My guest today is an artist, author, and host of the Inspiration Place podcast. She’s helped thousands of creatives around the world develop their skill sets and create more time and freedom to do what they love. Her [00:07:00] signature coaching program, the artist incubator teaches artists to go from so, so sales to sold out collections.

[00:07:09] After witnessing nine 11, Miriam abandoned a lucrative hedge fund to become a full-time thriving working artist featured in major publications including Forbes, the New York Times where women create Art of man and art Journaling. Her artwork has also been featured on NBC’s Parenthood ND Amazon Series, hunter Hunters with Al Pacino, and now her book with Harper Collins Leadership Art Printer has been released in January, 2023.

[00:07:42] In this episode, we talk about the definition of art and how art may not just be what we think it is, uh, why creative artists struggle most with marketing and what to do about it, how embracing your inner weirdo [00:08:00] and honoring what comes easy for you. Frees you up and actually lets you do the marketing, uh, that is aligned with you.

[00:08:09] Why talking about the problem doesn’t work for artists and what to do instead about Miriam’s love for email marketing, why art matters and so much more. So let’s dive in and talk to Miriam about making art your product.

[00:08:28] Hey, Miriam, so good to speak to you today. I can’t wait for this conversation about art.

[00:08:35] Miriam: Well, thanks so much for having me, Sarah. It’s, it’s an honor to

[00:08:38] Sarah: be here. Thank you. So I was just, we were just recording an episode for your podcast and, and now, um, you know, I’m on the other side of the mic and I’m excited to Yeah.

[00:08:50] To kind of pick your brain, uh, around art and entrepreneurship because as we just discussed offline, they have a lot to do with each other and it really [00:09:00] depends how you define art. And so I think maybe that’s a good place for us to start. Why don’t you. Tell our listeners how you define art. Yeah, that’s

[00:09:11] Miriam: a, that’s a great question.

[00:09:13] Um, so my book is Entrepreneur, but the truth is, in the way we’re gonna define art, every entrepreneur is an art preneur and vice versa. So, when I started writing the book, it’s not, it was very, it had to be very clear. This is not just for visual. And it’s not. And then we made the definition very broad.

[00:09:35] Could be your art, could be writing, it could be um, music, it could be dance, it can be ceramics, it can be fashion. But once you make that definition, definition so broad, your art really is whatever product that you’re producing. And so all I’m doing in this book is teaching people who cons. Don’t believe that [00:10:00] business lessons apply to them.

[00:10:01] I’m showing them. Mm, yes, they do. But the thing is, there’s a lot of people who don’t define themselves as artists who maybe look at marketing advice and they’re sitting there if their arms crossing, oh, that doesn’t work in my industry, or, that doesn’t apply to me when actually it does.

[00:10:16] Sarah: Yeah. Yeah. I I I was just gonna say, like, what, when I was thinking, when I, I was preparing for the episode and I’m like, well, art and marketing.

[00:10:27] It’s not usually a good marriage, right? People are who are artists, they’re like, yeah, that’s not for me. Or, or maybe they do wonder, well how do I sell my art? But what they see out there, they always feel like that doesn’t apply to me. And so you’re saying the same thing. That’s what you’re seeing usually

[00:10:49] Miriam intro: from artists.

[00:10:50] Why is that? Well, you know what, I, I get a lot of pushback cuz I, I like to say, you know, anybody. With a, who wants this can do it. [00:11:00] Anyone with a dream can do it. And so what the pushback I get is, yeah, but what about talent? Mm-hmm. And here’s the truth, Sarah. Marketing trump’s talent every single time we’ve all seen, um, not so good artists.

[00:11:17] Succeed or you know, ones where like, huh, you know, we all seen that. And the same thing is true in, in business marketing is gonna trump every single time. Like the, you know, if you don’t, people don’t know about you, they can’t buy your product or service.

[00:11:34] Sarah: Right. It’s, it’s that just saying, you know, you stay the best kept secret.

[00:11:39] It’s like, yeah, you’re really good, but nobody knows about

[00:11:41] Miriam: you. Exactly. Exactly. So, and there’s a lot of examples in the art world. So there’s this, uh, American artist. Is he, he may not be American. Damien Hurst, is he American or is he from London? Okay. You don’t, it doesn’t matter cuz you don’t know who he is.

[00:11:56] It’s fine. Um, he sold [00:12:00] a shark in formaldehyde for like a million dollars. Now is that talent? You know, it’s like, I don’t think so. So that is just a marketing stunt and people who are creating, um, like NFTs, like there was this guy who made this huge gold cube and put it in, uh, central Park to sell as an N F T.

[00:12:22] Was, is that talent? No. It’s a big marketing stunt, right? So,

[00:12:29] Sarah: yeah. Yeah. Yeah. Why do you think then that creative entrepreneurs struggle most with, uh, um, marketing or, or what part of the marketing do they struggle with?

[00:12:42] Miriam: Yeah. A a lot of it is is the mythology for artists in particular. There is that whole idea of they, they’re taught you can’t sell out or like, you’re not a true artist if you are trying to market, which is complete BS because we have a [00:13:00] history going back to Michelangelo, where he was very much interested in the commercial side of things.

[00:13:06] I mean, he’s not just pa uh, sculpting and painting whatever he felt like. He didn’t wanna paint the Sistine Chapel, but the Pope said, yes you do. Here’s the money I’m gonna pay you. So he, he did projects for monetary reasons, so it’s not a sellout to create art that’s marketable that the, the market wants.

[00:13:26] So that is a big thing that holds people back. But I also see. And Sarah, tell me if you see this too for, for women in particular who are socialized and, and I don’t mean only some women are socialized this way. I think all of us women are socialized this way. We’re socialized to play small, to not desire money, sex and power.

[00:13:50] I think it’s, that’s probably more true in the US with the, because of the tradition of Puritanism, this is how our country was founded by. Though [00:14:00] that very conservative religion, so Right. Um, not to play small, and whether you’re looking at images of thin women, the, the message that women are getting is not to take up space.

[00:14:13] Mm-hmm. And that it’s wrong to want money. So that plays a significant role because people will continue to sabotage themselves if they don’t believe that it’s okay. To desire money and success and to play role a bit a role and be visible and be big. So that is gonna sabotage people if they’re trying to stay quiet and small when they have, and, and also be visible at the same time.

[00:14:43] It just, they don’t work together.

[00:14:45] Sarah: Yeah, I hear you. That I’m sure there’s a, there’s something on that belief level, right? Um, I also think it’s like, so. Right. Like I often talk about the right brain and the left brain. So I really [00:15:00] also think like creative’s brains are wired differently and they’re, um, you know, there’s so much in the creativity that when they are then seeing, uh, you know, marketing advice that is very structured and follow steps and, and they’re like, this is how you do it.

[00:15:19] That’s when they get turned off. They’re like, no, but I wanna. Me, I just wanna, you know, it’s kind of like almost rebellious, maybe. Artists seem to be more

[00:15:29] Miriam: rebellious in a way. Yeah, I I, I can see why you would say that. I think for, for, at least for me personally, I found a lot of the marketing advice out there, a turnoff, because it was coming f like it was very bro marketer.

[00:15:43] It was like, okay. Right. Exactly. You know, these very. Um, hustle style, whereas the best marketing in the world is being your true, authentic sell, right?

[00:15:54] Sarah: Yeah. So not in your book, you have this line, embrace your inner weirdo, right? [00:16:00] Yeah. So tell us more about that. What you, what you mean by that. Okay,

[00:16:04] Miriam: so the word weird, the original definition comes from Scotland, and it meant fate or destiny.

[00:16:11] And then you may recall in Macbeth there were the three witches who were called the weird sisters. So then the meaning meant something associated more with faith, the supernatural. And as time went on and the supernatural became vilified, The word weird took on that negative connotation. So to be weird is really to embrace your destiny.

[00:16:39] To embrace what’s really special about you. So I, I say love your inner weirdo and be a weirdo in the most affectionate way possible.

[00:16:48] Sarah: Hmm, yeah. You also say, um, like one of the examples you mentioned in that chapter is share your values and. You know, that’s a [00:17:00] huge part of humane marketing as well. It’s like, share your worldview.

[00:17:04] Share what matters to you. People don’t typically see that as marketing. They always think, maybe especially artists, they think, oh, you have to talk about, you know, this art piece or this book. I’ve written a book and now I have to constantly talk about this book. Not true. If you share your worldview and your values, that is part of your marketing.

[00:17:28] Miriam: Oh, for sure. So there are a lot of artists who are afraid of speaking out. So I live in the US we have very divisive politics, and they’re worried of losing business if they have. One point of view and they express a view that me, other people might get them upset. So for me, I’m very progressive. I have a lot of liberal views.

[00:17:55] I’m not worried about alienating people who are [00:18:00] conservative. Yeah, I may alienate some people. There are some diehard conservatives though, who like I’ve had some words with and they’re still following me. But people respect that more. And what happens if you don’t share your values, they’re gonna assume.

[00:18:15] So right before we hit record, Sarah was asking me, so you just had an election, what do you think? And I don’t know if you were like trying to see where I was at on that political

[00:18:25] Sarah: No, I knew from reading the book, I knew. Okay, right.

[00:18:27] Miriam: You read my book. But, but let’s pretend you didn’t now. And I said, oh, I, you know, and I gave a very witchy, rashy response.

[00:18:34] You, you may as assume, you might assume that I don’t care about politics when, meanwhile, I care very deeply about the unraveling of, of women’s rights and what I see happening. So it’s important to dive deep into that. I was very impressed Billy Eilish, um, went on record, uh, on Instagram, telling people to vote and why this was important.

[00:18:58] Yeah. Other people [00:19:00] say vote, but only if you agree with me. You know? But, uh, yeah, it’s, it’s, it’s really nice to see some people who have big platforms not being afraid of alienating people and the ones who are very big on all parts of the political spectrum. Are not afraid of being polarizing because you can love me or hate me, but there is, when you’re in business, there is no money in the middle, and when you’re trying to please everyone, you’re just striving for mediocrity.

[00:19:34] Right.

[00:19:35] Sarah: Yeah. Yeah. It’s so interesting. Um, I just, I, I follow Guy Kawasaki, uh, you see who he is. Um, he’s, he’s kind of the, you know, past Apple and then Canva. Um, he’s just a spokesperson now, pretty much. And he just really shares his political views and just, I think before the elections he put, he’s active on LinkedIn or that’s [00:20:00] where I see him.

[00:20:00] And he, he was saying, you know, Uh, your influencers, what are they saying right now? Are they saying, you know, go vote and, you know, here’s what’s really happening because go vote. That’s kind of an easy out as well, because that doesn’t really share your worldview. That’s correct. Um, so he was, you know, being more specific, um, or so, so artie’s influencers telling you who to vote for and why it.

[00:20:27] Or are they telling you the latest car they bought or you know, which mansion they’re staying at and all of that kind of stuff that we’re so used to from the bro influencers. Right? Yeah. And I thought that made a lot of sense. That’s exactly the worldview that we’re interested in and we’re not so interested in, you know, the latest car you bought and all of.

[00:20:49] Miriam: Yeah. Yeah. And there’s actually a very significant, um, population that the data shows, they’re called the conscious consumers that they do shop with. They do vote with [00:21:00] their pocketbooks. Of course. Yeah. So they’re checking, you know, you know, and they don’t all have the same causes that they care about. You know, some people care more about sustainability of a brand when they’re shopping, some care more.

[00:21:12] Inclusion. I know that when I receive a clothing catalog, if it’s all white women, I throw it out now like I’m, you know, they don’t care enough to show, have diversity in the catalog. Um, I, I don’t shop there. So there is a, a, a large percentage of people who. This is their values matter. And what matters is that the brands are doing it in an authentic way.

[00:21:36] Not like, oh, so this is gay Pride week and here’s your rainbow smoothie, or whatever, because they people can see through that. It’s how you’re showing up all year long. That’s gonna matter.

[00:21:47] Sarah: Yeah. Yeah. And the, the reason again, we’re bringing this up is, Oftentimes creatives don’t realize that that’s part of marketing.

[00:21:57] Um, that’s right. Yeah. And it’s, it’s not just the, [00:22:00] you know, follow these three steps to market your art. It’s, it, it, it’s. A whole package. That’s the other thing that you mentioned in your book, um, is honor What Comes Easy for You. And I love that. That’s kind of like my motto for life, right? Um, and so you have a, a funny gardening story in there.

[00:22:19] Uh, would you mind sharing that? I think that’s such a good example of, of how that works. Yes, yes.

[00:22:25] Miriam: Okay. So I, I live in New York City. I’m staring at a brick wall right now, but we do have a, a farmhouse two hours away. It’s in the Catskills in New York. And my husband started a garden, um, when we first moved there, and we, he went to the nursery and he spent.

[00:22:42] Oh, I don’t know, a couple hundred dollars on plants, like these starter plants. And then when we were at the counter, he just grabbed a couple of seed packets. So the seed packets, we just scattered in the plants. You know, it made a mess in the back of my car with the dirt. I wasn’t happy about [00:23:00] that. And we spent a good back breaking afternoon, putting in these starter plants.

[00:23:07] Well, a couple, whatever, whatever the time span was later. The seeds were doing really well. It was like Jack and the bean sprout, like all these, like these stalk came up and we had beautiful string beads. The starter plants on the other hands, like all the bugs ate them. So it was like, here’s a situation where.

[00:23:27] The seed packets were the easy way to go and they actually were the easier the, the best result, whereas this harder, more expensive thing didn’t work out as good for as well for us. But we do this a lot in our business where we try to make things so hard and we have something that comes easy for us and we think that couldn’t be as valuable.

[00:23:46] Right.

[00:23:47] Sarah: Yeah. I just love that story, I guess, because I, I also, I’m not a big fan of gardening, but my husband is, and yeah, I would just totally throw some seeds

[00:23:56] Miriam: out there. That’s right. Well, it was like the sunflowers came from seeds. [00:24:00] The green beans came from seeds. Um, we tried something else this year. I forget what it was, and it was like, yay

[00:24:06] Sarah: seeds.

[00:24:07] Yeah, exactly. And it’s funny how we often. You know, it’s kind of a metaphor. Plant a seed, and I love that also for marketing, where you might just have a conversation and you’re not actually pushing it and trying to sell them something, but in your head, you know, I just planted a seed, and this might turn into something bigger that you weren’t even expecting.

[00:24:33] I love the metaphor of seeds as well, so yeah, that’s a beautiful metaphor

[00:24:38] Miriam: that you, the way you just

[00:24:39] Sarah: used it. Yeah. Yeah. Um, another thing that I know that you love is email marketing. So it seems like you really built your business based on email marketing, so, Maybe you, because right now I feel like people are still understanding.

[00:24:57] Okay. Yes. Uh, email [00:25:00] marketing is a good strategy, especially with all the talk about social media going down the tubes and Twitter disappearing and all of that. So how does one start an email list today? Um, you know, starting out as a creative, how do you actually get people’s attention? Because I do feel like.

[00:25:22] A lot out there. And I know that my people, they’re like, yeah, but there’s so much also crap out there that I feel like I give my email and I get this one pager that is not even valuable. Um, so what would you say, what would you tell creatives how to get started?

[00:25:40] Miriam: Well, let me just start with that last example you gave just because you had a, you meaning the listener had a bad experience with somebody’s Jan.

[00:25:49] Email doesn’t mean you have to emulate that. Right. You be that bright spot in someone’s email where they look forward to opening your emails or they love the [00:26:00] freebies that you’re sending them. You, you be, you, you make a, you can, you’re the one who has control over that and can make a difference. Right.

[00:26:07] One thing I like to tell my clients, or what I talk about in the book is emails are really love letters to your audience. Mm-hmm. And that is the best way to nurture a relationship.

[00:26:18] Sarah: Right, so, so when you work with clients, when they ask you, well, so how, what do I create? You have some great examples of what creatives created as a download, as a free

[00:26:33] Miriam: Yes.

[00:26:34] This, this was a very important chapter for my audience because there is so much advice out there for people who are weight loss coaches. You just give them a cheat sheet or a menu and they like, I have no idea what it is that they want, and they come up with things. That really have nothing to do with what they’re ultimately selling.

[00:26:55] Like I’ll see artists have screensavers or something. It’s like, yeah, but you’re not [00:27:00] selling that. So that is not, and also people don’t want your screensaver. They want their kitty as their screensaver or their kid or their doc. So, The, the things are pe again, this is where people make it way too hard for themselves.

[00:27:13] So for, for my audience who are selling products, one of the best things to give away is just early access. So you don’t even have to create something. And this does work. So a good example of this is in, in April when the war first br, when the war first broke out in March and then Easter in April that year.

[00:27:34] Uh, Stanski eggs, which are Ukrainian eggs, I don’t know if you you’ve seen them, but they’re very intricate, intricately painted eggs. This was cut out of the preview book that you got, by the way. I think we put it back in for the final version. It doesn’t

[00:27:51] Sarah: be, you see? Yeah. So there, I thought you were tricking me, but No,

[00:27:54] Miriam: no, no, no.

[00:27:55] Yeah, so we, we had it in, we cut it out, we put it back in. [00:28:00] So there, there was this artist creating eggs and she sells them for over $200. And they’re, they’re absolutely gorgeous. These very intricate, and they’re made by, um, using I think like a toothpick and putting boutique on to make these fine lines and doing these, the dipping process.

[00:28:21] So she was completely sold out at these prices. Now people are gonna wanna join her email list just to find out when they come back in stock. Wow. So people who are creating one of a kind things, this is something that is a reason. If you’re selling a service like a class, it’s re, it’s a reason enough that people wanna be on the wait list when, when it opens up.

[00:28:44] So that’s like the easiest place to go. Uh, if for, for the visual artists out there, I love the giving them a post, people, giving people a postcard with your art on it. That does require. The person giving you their email [00:29:00] address to also give their postal address, which is more of a commitment, but that means they’re more serious about your art.

[00:29:06] And again, everything that you’re giving as your lead magnet needs to be a free taste of whatever it is that they’re ultimately gonna buy. Hmm. So that’s why I said a screensaver doesn’t work. Um, artists who give away coloring pages, that only works if you’re selling a coloring book if you’re trying to sell something else.

[00:29:26] Not a great idea. Yeah.

[00:29:28] Sarah: Yeah. Okay. Um, I’m just trying to figure out how, you know, the, the Etsy website, how does that play into the whole I’m an artist and I’m selling my art because Etsy, it’s, its stand. Website and I see a lot of creatives putting their art up there, but, but then how would they, yeah. How would.

[00:29:53] Still build an email list and then say, yes, absolutely. It’s now available on Etsy. Yes. Something like that. Okay.

[00:29:58] Miriam: Yeah, so that, [00:30:00] that is why I encourage clients to build their own website because if you’re gonna have to drive traffic anyway, you might as well drive it to your own site. Yeah. The artists who do well in Etsy are driving traffic fair.

[00:30:16] Yeah. And then Sarah, do you want me to circle back to the lead magnet thing? Because we can also discuss what lead magnets work? Well, if you’re not a visual artist, like what I use in my own business, please. Okay. Yep. Let’s do that. So, of course there’s the free masterclass, but one thing that I, I’ve done that works really well is transcribing the masterclass and turning that into an e.

[00:30:37] Without the sales pitch, but basically giving the same exact content. So think about all the different content that you’re giving them. How can you repackage it and give the same experience? Whether that is a masterclass, some people prefer to read the book, right? You know, like whether it’s Terry Potter or the movie.

[00:30:55] Like some people rather read the book than see the movie. Right. So, [00:31:00] yeah, to give them different experiences. Yeah,

[00:31:03] Sarah: I like that. And then I guess, you know, for. I don’t know if you’ve set that up, but the free chapter for the book is usually what you do when you have a book. Have you set that up? I haven’t

[00:31:15] Miriam: set that up yet, but I probably should.

[00:31:16] You should. Yeah. I know I probably should. I have to talk to my, uh, yeah, my

[00:31:21] Sarah: publisher about that. Yeah. I, I feel like people, you know, they, they like, uh, uh, free down download of the first chapter and then decide of course on Amazon. Usually you can kind of see the first couple of pages, but it’s not, it’s not the whole chapter usually.

[00:31:36] Yeah, so it’s helpful too. You

[00:31:38] Miriam: wanna hook them in. So yeah. What is it that you can give away that will hook them in and want more of what you got?

[00:31:43] Sarah: Yeah. Yeah. Now, uh, just yesterday in, in my Humane Marketing Circle community, we talked about actually having freebies without getting people’s email, there seems to be a trend [00:32:00] of.

[00:32:01] B, because people kind of feel like, well, it’s not really free if I have to give my email. And so my people, they’re like, oh, I want them in my world, but I don’t. I want to have options. I want to have maybe one thing that they can just download for free and then come back for more. What do you think about this strategy?

[00:32:24] Miriam intro: Well, you’re taking a big chance that they’re not gonna ever come back again. It’s kind of like a one night stand.

[00:32:31] Sarah: Yes. Like it, but it could be, you’re so good on this one night stand since we’re going with this example, that they wanna come back. Right. Because

[00:32:41] Miriam: they’re like, they’re really, that’s the problem that I see with, with TikTok.

[00:32:45] It’s like the death of and, and reels on Instagram too, but, but we’ll just talk about TikTok. It’s the death of the scroll. Mm-hmm. Yeah. So, and I know entrepreneurs are spending a tremendous amount of time creating content for. [00:33:00] TikTok, social media and social. But, but especially those videos, they take a lot of time.

[00:33:04] Now, if you’ve been on the consuming end of those videos, you know that before you get to that end of that video, they’re already making you push up to the next thing. Mm-hmm. So I found that I can have thousands of views on, on a reel with nobody going to my profile. And I had an artist who created a viral reel.

[00:33:24] She got 45 thou, 45,000 views without. Um, like maybe a couple followers, but nobody going to our website cuz you can see the stats. Now with TikTok, the followers there are completely meaningless. You can have, um, you can follow someone and never ever see their content ever again. So somebody who has millions of followers, that’s not a relationship with millions of people.

[00:33:48] It’s kind of a meaningless metric, right? I would be very wary of trying to build a relationship where you can’t, you’re not in [00:34:00] control of getting in touch with them ever again. Hmm. Yeah.

[00:34:03] Sarah: Okay. It’s interesting, uh, and I totally agree with the, with social media, people spend so much time on there and oftentimes entrepreneurs are exhausted and, and, you know, to go back to the do what’s easy, well, social media nowadays is not easy anymore.

[00:34:21] No. It’s not really want to get something out of it. So, um, I think it’s important to, to say that not enough people. You know, say the truth, how it is, and it’s not easy to build a following or, or nevermind a following, just a business, uh, on social media today. So in your opinion then, what’s the best way, where would a, a creative, uh, an artist, an entrepreneur start when they’re just starting out their.

[00:34:51] Miriam: Well, bill, bill, that email list, and I wanna circle back to a question you did ask, but I don’t think I really answered. It’s like, well, how and where do you start? Mm-hmm. [00:35:00] And there are only three ways to build your audience. There is what I call your universe. So your universe is anyone you come into contact with, whether it’s in person or online.

[00:35:13] Then there are other people’s univers. So that could be like what we’re doing now. Sarah, I’m on your podcast. You came on mine. Right. So that’s basically, other people call it earned press, earned publicity. Mm-hmm. And then, which is free. And the third category is paid publicity. Mm-hmm. Or paid platform. So those are, there’s, those are the three ways.

[00:35:39] And they’re really, I don’t think there is any other way other than those three areas your platform. Other people’s platforms and rented platforms. Mm. Yeah.

[00:35:49] Sarah: I, I like that. It, I mean, I know that, but it, explaining it this way, it feels like, okay, if you’re just starting out, You gotta start in your [00:36:00] own universe.

[00:36:01] Yes. Cause you don’t have the credibility yet to go, or you can start with the paid, but that’s also correct. Yeah. Yeah. Um, but you don’t really have the credibility yet to go out there and say, okay, can I be on your podcast? Or can that co Or not just credibility, but maybe also confidence.

[00:36:19] Miriam intro: Well, actually, let me.

[00:36:21] Circle back so you can get, um, free, free press. And I did that even in the very beginning. But you need to start local. Local. Okay. Yeah. Okay. So you can’t jump, jump the ladder. It’s like, it’d be great to be on Oprah. Right. But yeah, there’s different levels. Exactly. Like there’s things like, you know, I would love Brene Brown to invite me to her podcast, but you know,

[00:36:45] Sarah: Yeah, yeah, yeah.

[00:36:46] It, yeah, it just kind of goes the same with anything in life. It’s like, oh, am I on this level or Yeah. Am I evolving to future levels? Yeah.

[00:36:56] Miriam intro: And, and that’s why we should talk about something, which I don’t think I talk about in the book at all, but [00:37:00] who knows? Maybe if I write another book, who knows. Um, so that’s why I spend so much time building what I call relationship capital, because the way to get the.

[00:37:12] To expand outside of your universe and get some of those earned opportunities is by building relationships, which is why joining communities like yours, Sarah, is so important. Like those relationships, yeah. Can help you. And I never have regretted investing in paid programs, paid masterminds, because those networks have been hugely.

[00:37:36] Yeah,

[00:37:37] Sarah: don’t you agree? Oh yeah, totally. So much so that, you know, the partnership is the seventh p of the Humane Marketing Mandala. Uh, because I really think partnership is the way to, to market and, and, you know, collaborate with others. And, and what you just said as well is there’s different levels within partnerships as.

[00:37:59] [00:38:00] There’s the free levels, which is peers, and then there’s the paid levels, which is mentors and coaches, which again, it’s just like these unwritten rules. You probably can’t go to, you know, ask, uh, Brene Brown if she would, you know, feature you or something because there hasn’t been a paid relationship for some things.

[00:38:21] There just needs to be a paid relationship for them to pay attention to you. You know, they have so many people they could be paying attention to.

[00:38:30] Miriam: Yeah. And, and one thing that I think is very important, especially now with um, let’s just say it like it is the demise of, of easy social media, right? Is I think it is a very important to have your own platform because it’s one thing to, uh, to, to get media.

[00:38:49] But it’s much better if you are the media. Mm-hmm. Yeah. If you have a YouTube channel, if you have a podcast, and by the way, blogs are coming back. I have been reading people’s [00:39:00] blogs posted on in. LinkedIn. That seems to be the new thing. Have you noticed that too? That trend? Everyone’s like running to LinkedIn lately.

[00:39:06] Sarah: Oh yeah. No. I’ve been on LinkedIn for, for years like that.

[00:39:11] Miriam: I’ve been there, but I haven’t been like consuming the way I started to. It’s like, well that’s a good article. Like as people are actually putting some quality things there. Yeah, so that’s be be the media. If you want opportunities, give opportunities.

[00:39:25] Mm-hmm. People like, if you are one of Sarah’s coaching clients, invite her to your platform. Right. Am I putting you on the spot? Is this gonna be edited?

[00:39:37] Sarah: N no, no, this is all good. No, we’re not editing the, well, we are editing the, but I’m not cutting anything out. Okay. Cause this is, this is a Cuban conversation, so, yeah.

[00:39:47] Yeah. No.

[00:39:48] Miriam: So lemme, instead of putting you on a spot, I’ll just talk about myself. So when I joined Masterminds and I started a podcast, I had my, my first guess was my business coach, right? Then I [00:40:00] could say to my business coach’s friends who were like, kind of jumping a level here. Mm-hmm. You know, they weren’t my level, they were my business coach’s level.

[00:40:07] Right. Hey, Jason Van Orden was a guest on my show and I’d love to have you on as well. So now this is already giving me credibility because my business coach. Said yes to me on my podcast, which was an easy yes for me. So now somebody says, oh, well if Jason was on it, I’ll do on it. And then I went to the third person, Hey, Jason was on it and such and such was on it.

[00:40:29] Would you like to come on it too? So it’s like, this is how we build that ladder of credibility is starting with your own network, starting with peers. And then you can add, just go up those, uh, go up that ladder with baby steps. Yeah,

[00:40:45] Sarah: that’s so. I feel like you, you just said blogs are coming back and I, I was also thinking art is come, coming back.

[00:40:55] I really feel like, you know? Yeah. So, so maybe the question would [00:41:00] be like, why does art matter now more than ever going forward?

[00:41:06] Miriam: Yeah. Well, because we’re going through such an existential crisis in the world, and art is what gives us meaning.

[00:41:13] Sarah: Mm-hmm. So good. And, and, and that would’ve been a nice ending, but I wanna come back to that, to that one point you made when I was on your show about the, you know, in marketing we always talk about these pain points and Oh yeah.

[00:41:29] And you have such a good point about. Well, I’ll let you explain

[00:41:33] Miriam: it. Okay. So this is like, it’s not that marketing doesn’t apply to creatives. It just may be the way you’ve been taught. It’s not the right way. So we’re talking about the bro marketers and a lot of them also they say find the pain point and twist that night.

[00:41:49] Exactly. Like if you heard it, that’s what, but that’s what they say. Yeah. All right. So, but the problem is when you’re, when you’re selling something that gives people pleasure, like [00:42:00] let’s say, I’m the producer of Harry Potter. I’m not gonna market the movie by saying, well, their pain point is their bored.

[00:42:08] Watch Harry Potter. It alleviates boredom. You don’t do that, right? So, or, or, or what’s, what’s the pain point of the Oreo cookie? Nothing. We just want it cuz it tastes good. Right? So, And that doesn’t mean that your art has to be all rainbows and daisies. Cause there’s plenty of art that is dark and goth and emo, and people get a lot of pleasure from that.

[00:42:31] But instead of worrying about what people’s night sweats are, what their pain points are, what’s keeping them up at night, you gotta think what are their wet dreams? What is it that they, they really want, what they really desire? Mm-hmm. Yeah. And sell that pleasure.

[00:42:49] Sarah: Mm. Yeah. And, and that ties in with why art and pleasure is so important right now is because, you know, who wants to open their email and, and, you [00:43:00] know, Find out how much they suck and how much their life is miserable and because they’re not this and that, and not enough.

[00:43:07] No. Like, like you said, we’re living in a crisis, so we, we want positive reinforcement, not negative reinforcement. And I think all the right brainers, that’s what they’re bringing to society right now. Yeah. Yeah. Wonderful. Well, do you tell people where they can find your book in, in your website, and all of.

[00:43:30] Miriam: Okay, so if you like this conversation, you will also love. Sarah on my podcast, the inspiration plates. I’m not sure who, I don’t remember who is coming out first. Me neither. But yeah. But you can find the inspiration plates if I’m, if she’s not there yet, just hit that plus sign or the follow sign and you’ll get it very soon.

[00:43:50] Cuz we had an amazing conversation, which was completely different, I think, than what we talked about today. Mm-hmm. And my book Art is available. There’s a lot of [00:44:00] pre-order goodies, so I hope you’ll check that out. Art. Dot com.

[00:44:05] Sarah: Wonderful. Entrepreneur book all in one word.

[00:44:08] Miriam: Yeah, that’s, that’s the website to, to get the book Or just search Entrepreneur.

[00:44:13] But you get bonuses when you go to my page, so there you go. It’s all about the, it’s all about the freebies.

[00:44:19] Sarah: I always have one last question, and that is, what are you grateful for today, Miriam? More this week? Oh,

[00:44:25] Miriam: that is such a beautiful question. Did you tell me ahead of time? I would have to answer.

[00:44:29] Sarah: No, I did not.

[00:44:31] I put you on the spot because we all have to have something that we’re

[00:44:35] Miriam: grateful for. I, I am very grateful for my family right now. Um, I’m grateful that I have a husband who lets me be weird. Um, I’m grateful for, for my children who don’t give me too much angst. They’re adults, by the way. And, uh, yeah, I’m very grateful for my family.

[00:44:52] Wonderful.

[00:44:53] Sarah: Awesome. Thank you so much for

[00:44:55] Miriam intro: being. And I’m grateful for, for this opportunity too. Let’s just, let’s [00:45:00] just say that too.

[00:45:01] Sarah: Thank you. If you’re an artist or a creative mind, I bet this conversation resonated with you. So do take some time to find out more about Miriam and her work@schulmanart.com and check out her book called The Art Printer.

[00:45:19] Wherever you get your books, if you go to schulman art.com/prophet, you’ll find, uh, Miriam’s, uh, free download. It’s called the Artist Profit Plan Guide, and it helps you dig deep to go beyond the starving artist mindset to uncover what’s really sabotaging your success. So again, go to schulman art.com/.

[00:45:45] And finally, you can also look up her podcast. It’s called The Inspiration Place. And if you look for episode 239, that’s the uh, show where I talk to Miriam about humane marketing. So again, [00:46:00] look for the Inspiration Place podcast. And if you wanna hear me on her show, that’s episode 239. And if you’re looking for others who think like you, then why not join us in the Humane Marketing Circle?

[00:46:15] You can find out more at humane.marketing/circle. You find the show notes on this episode@humane.marketing slash 16 one, and on this beautiful page, you’ll also find a series of free offers. It is my Saturday newsletter, the Humane Business Manifesto, and the free gentle mini confidence mini course, as well as my two books. [00:46:41] Marketing like we’re human and selling like we’re human. Thank you so much for being part of a generation of marketers who cares for yourself, your clients, and the planet. We are change makers before we are marketers. So now go be the change you [00:47:00] want to see in the. Speak soon.[

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