March 19, 2024

Sales and Marketing Advice for Florida business

What art will teach you about marketing and sales

Passion and emotion have a place in the business world.

Ron Stein | 4/20/2015

They say art is in the eye of the beholder. Here’s a question for you: is that from the artist’s perspective or the audience’s point of view?

Let’s step back a bit further. Art comes in many different forms -- paintings, sculpture, music, dance, photography, literature, drama and comedy performance, and even the circus.

Add to that that the countless performers and artists who introduce their own unique twist to each medium.

Some people will stare at a painting and wonder what the heck the artist had in mind. Others will look at the same piece and instantly say, “wow, that’s intense, I love it!”

Art creates an emotional link between the artist and the audience. It has meaning and in many cases is personal. It affects the viewer or listener in some way.

Or not!

No single form of art connects with everyone. And, there isn’t any one performer that is universally acclaimed.

Certainly artists must be knowledgeable about their craft -- the “product”. Just as importantly, creative people need to have an understanding of the audience they are trying to reach.

Otherwise, they’ll be starving artists.

It’s just like your company, products, and services. Successful artists and businesses have much in common -- a solid grasp of marketing basics and customer behavior as well as a good plan of action.

Art provokes emotions and creates surprise. We’ve all walked around a local arts and crafts show to enjoy the day in the park. Then it happens. You have absolutely no intention of buying anything, yet you see a piece of pottery that has an odd shape and swirling colors -- it “talks” to you. You have no idea where you’ll put it in your home or even if the dimensions work. These facts were secondary to making an emotional purchase decision, yet you convince yourself it’ll work. It’s the same when people purchase from you. As much as you believe that the features and benefits you offer outshine the competition, the truth is that people decide on emotion and justify with facts. Really knowing the people who make up your segment of the market will help you to create offerings and messages just for them.

Successful artists don’t try to be all things to all people. Once, while in a gallery I came upon a bizarre abstract painting. It was no more than a bunch of geometric shapes splashed with blotches of color here and there. I asked the gallery owner what the artist was symbolizing -- he said, “it represents whatever the audience thinks it represents.” Well, I didn’t think it represented anything! There are two lessons here. First, focus on your core competencies and markets and don’t believe for a second that everyone needs your product or service. Next, don’t leave it up to your prospects to “get it” -- your job is to have a clear message and key value proposition. Oh, and understand enough about your specific market to sprinkle in some emotion. By the way, I happened into that gallery about three months later and the same strange painting was still there.

Smart artists build connections and move people to act. There’s a chance that if the painter of that abstract painting was at the gallery that evening they may have sold their work. By engaging the audience they would have opened up a two-way dialog. Maybe something about the artist’s story would stir an emotion and provide the gallery visitor a reason to care about the painter and their unique methods. Perhaps after learning a little about the visitor the artist might point to another work they’ve completed that is more in line with what they collect, leading to a sale. Base your story on facts wrapped in emotion to catch prospects’ attention. That will begin the process of liking you and your offerings, which will ultimately grow into trust and a purchase.

People are excited to go to galleries, experience works of art, and meet artists in person. If artists want to eat on a regular basis then they’ll show up too, with a passion for their creations and ready to connect.

Your company should strive to offer the same excitement too.

Give your prospects a reason to care about you and your company. Engage people and let them see that your company is passionate about helping people find solutions. And always provide an authentic experience that showcases your expertise and passion. Because your competitors can’t do that.


Ron Stein is President of FastPath Marketing (www.marketing-strategies-guide.com) and the author of the Rapid Impact Marketing & Selling Playbook. As a speaker, coach, and consultant he works with small business owners helping them to accelerate the path between their vision and the actions needed to reach, win, and keep customers. Ron is the creator of the FastPath to More Customers Now! 7-step marketing system based on more than twenty years as a successful business owner, corporate CEO, business development executive, and salesman. He is also a mentor at two nationally recognized business accelerators. Ron offers one-on-one and small group mentoring, conducts seminars, and consults. He can be reached at 727-398-1855 or Ron@FastPathMarketing.com.

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