The Art Marketing Podcast

You sent the email. You posted the painting. Crickets. Your art isn't the problem. Nobody saw it. This episode is about the one idea the pros live by that almost nobody outside marketing has heard of: being everywhere at once.
Want to join Patrick for a live webinar? He hosts one every Monday, Wednesday, and Friday. Register here: asf.today/webinar
We picture the world stopping for our message. The email gets read, the post goes out like an emergency alert, everyone visits our profile. Reality is a crowded inbox and a warehouse full of posts. Once you see that gap, saying it again stops feeling annoying. You're finally being heard. Stick around to the end: there's a big announcement.
In this episode:
Mind the gap: what we think happens when we hit send or post, and what actually happens, across email, Instagram, and Facebook
A flood warning, twenty stucco workers, and John Wick: what a real "everybody gets the ping" moment looks like, and why your post isn't one
The spotlight effect and the Barry Manilow T-shirt: why we badly overestimate how much anyone notices what we do
Nobody sees the frequency: real numbers from the Art Storefronts email program, and why sending more didn't drive people away
Everybody big has always done this: a London ad man in the 1880s, Coca-Cola "within arm's reach of desire," WWII war bonds, and how movies get launched
Effective frequency in plain English: more than once, more than you think, spread out, in a bunch of places
Spread beats cram, and why three noticed exposures takes far more than three sends
Messi alone versus the whole team: you already have a roster of players, you're just leaving them on the bench
The full roster: every player an artist or photographer can put on the field, online and off, including the ones you forgot you had
One message, every surface, each platform in its own voice, and a simple staggered launch week
Find Your Team: the free prompt from this episode. Paste it into ChatGPT, Claude, Gemini, or Grok. It interviews you about what you have to work with, online and offline, shows you every player on your roster (and which ones are sitting on the bench), gives you creative ideas for each one tailored to your art, and lays out your first week. No marketing experience needed. Get it here: artmarketingpodcast.com/find-your-team
The big announcement: the Art Marketing Podcast finally has its own email list, just in time for the show's 10th birthday. It isn't a "new episode is out" list. It's built to be one-to-one, not one-to-many. Join at artmarketingpodcast.com/join
This week's homework: count your oars. List every surface you own, online and offline. Then pick one piece and put it on all of them this month.
Related episodes:
Q4 Prep for Artists — why now is the time to get this right
A Greek Warship, a Horse Named Sally — a full multi-channel sale, start to finish
The Artist's Guide to Instagram Live — one more player, even if you hate being on camera
The Long Game — Why Your Website Will Still Be Working in 2055
Comment on Spotify or YouTube: how many players did the prompt find on your roster, and how many were you actually using? I'll answer every one. Nobody saw it. So say it again, somewhere new. Your art will thank you.
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https://linktr.ee/artmarketingpodcast

No scripts. No polish. Just artists being real.
On the Art Marketing Podcast, Art Storefronts sits down with working artists and photographers to talk about what actually happens behind the work: the wins, the flops, the pricing decisions, the slow months, and the moments that changed everything. Unfiltered conversations for artists who want the truth about building a creative career.
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https://urlgeni.us/spotify/GDwR
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https://urlgeni.us/applepodcast/Qhatu
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You've nodded along to the story lesson all year and kept firing the art gatling gun. So I'm done teaching it. This episode, I become it.
Want to join Patrick for a live webinar? He hosts one every Monday, Wednesday, and Friday. Register here: asf.today/webinar
I've never recorded an episode like this one. Three proofs that the art doesn't change, the story does. Then I run the experiment on myself, on you: the mini life story I've avoided telling for nine years. At the end, one question. How much more do you have in common with me now than you did forty minutes ago?
In this episode:
The two failure modes after every "yeah yeah, I get it": nod and revert, or one post and revert
The art gatling gun. Art, art, art, one shot fired forever. What I see when I open your profile
My hedge: the artist who did the exact opposite of everything I teach, to the tune of $347K, and the softball story about copying a fence-clearing home run
What happens on a webinar when one artist opens with their story instead of their awards: the whole room asks for their Instagram
Mona Lisa: respected, not famous, until a Louvre handyman walked out with it in 1911. Story added, value explodes
Banksy: signed originals at $60 from an unmarked Central Park stall. Eight buyers all day. Story removed, value collapses
Joshua Bell: a $3.5M Stradivarius in a DC Metro station, 1,097 people walked past. Context removed, excellence disappears
How Elon Musk interviews: "Tell me the story of your life." Your art is the résumé. The story is the interview. Every collector is Musk
I asked AI what my listeners actually know about me after nine years. It's embarrassingly thin
Then the story: Hawaii, Pearl Harbor from a front yard, Boston Latin and MIT, Janis Joplin as the backyard band, an IBM under the Christmas tree, a john boat off La Jolla
Scott and the nametag, the dog you end up walking, and the claw machine: every facet you surface opens another lane to your art
"But I'm not interesting." Rare lanes are small, common lanes are enormous. Painting at 5am in half the garage is a bin with millions of people in it
This week's homework: make the list. Every facet of your life someone could glom onto, the mundane ones included. Pick one and put it in front of your art this week. You don't know what's going to work. You do know art, art, art isn't.
Resources mentioned:
Hello, My Name is Scott by Scott Ginsberg — the nametag guy
Banksy's Central Park stall, October 2013 — go look at the picture
Related episodes:
The Artwork Didn't Change. The Story Did. — where this year started
4 Prompts That Pull Your Story Out — if you need help making the list
The Coffee Shop Test
The Algorithm Doesn't Care About Your Art — memes are the fuel, this is the sorting machine
When a Buyer Asks for ode

A buyer asks, "Can you do any better on the price?" Most artists feel their stomach drop — like they just lost something. I don't accept that premise.
Want to join Patrick for a live webinar? He hosts one every Monday, Wednesday, and Friday. Register here: asf.today/webinar
It's my strongly held belief that more art gets sold at a discount than at full price — especially at higher price points, especially in person. Once you know that, everything changes. You can prepare for negotiation, and you can negotiate on your terms. Last episode we covered the maths of pricing your art for Q4. This one is what happens after the price is on the wall: the rules, the tradecraft, and why the buyer who negotiates is the best thing that ever happened to you.
In this episode:
The premise I refuse to accept: that entering a negotiation means you're the one losing
How I learned to reject a premise — the story of why I haven't been offended in decades
A car dealer, a real estate agent, and Thomas Crown — why negotiating an art sale is different from every negotiation you've seen
The one metric (new customers acquired per year) and the long game: you're not playing a one-shot game, and that changes everything
Sun Tzu was right — the battle is won before it starts
Your three rules: know your floor, have a range of pricing, and never give something up without getting something in return
Why negotiation is the greatest thing that's ever happened: it signals intent
My Craigslist career — over a million dollars of cars, boats, and gear, and what the "$7,500 cash, I'll pick it up today" guy taught me
The serious buyer drives over to look at the car — for an artist, that's the phone call or the Zoom
Get out of the DMs: every step from message to email to call to in-person gets more real
The asks list: what to trade for instead of dropping your price
Q4 is coming — which means sales are coming, which means negotiations are coming
This week's homework: write your asks list before Q4. Know your floor on every piece and be comfortable with it. And decide right now what you'll ask for the next time someone asks you to come down.
Related episodes:
How to Price Your Art for Q4 — the maths this episode builds on
Advanced Pricing Strategies for Artists and Photographers — the pricing opus, including the original negotiation rule
Discounting Your Art or Photography. Should You?
Why Your Website Will Still Be Working in 2055 — the long game

Getting ready for this episode, I re-read everything I've ever taught about pricing art. Four years on, the rules haven't moved an inch. That's not a confession — that's the point.
Want to join Patrick for a live webinar? He hosts one every Monday, Wednesday, and Friday. Register here: asf.today/webinar
Pricing your art comes down to one metric: new customers acquired per year. Everything else — the range, the non-wall-art, the bell curve — works backward from that number. This is the full pricing refresher pointed straight at Q4, plus four pricing plays I've never taught on this show before, each backed by real research.
In this episode:
Why "nothing new under the sun" is the best news your art business ever got
The one metric — new customers acquired per year — and the Slack channel of $10,000 sales that proves it
"But Patrick, I only sell to high-net-worth individuals" — the pushback, and the street-cred riff
The socioeconomic bell curve: price points from under $100 to prestige. It's all just maths
Gift buyers price the occasion, not the art — roughly $628 of gift budget across 8 gifts. Call it a $75–80 slot
The catalog test where the $39 dress outsold the identical $34 dress — nines are the costume of cheap
Originals end in zeros, mugs end in nines — but get precise inside a negotiation
Stepped editions: the documented ladder that opens at $4,000 and hits $17,500 at 95% sold
The January price increase — real December urgency, zero discounts
Gift cards as taste-risk insurance for the buyer scared to choose for someone else
This week's homework: walk your store like a gift buyer. Is there something at $25, $50, $100? Is anything merchandised as a gift? Does every slot on the curve have a price?
Resources mentioned:
Art Storefronts
NRF Holiday Survey — the $628 gift budget
Deloitte Holiday Survey — budgets flex, the gift list doesn't
Stanford: It's the Thought That Counts — price doesn't buy appreciation
The $9 Price Endings Experiments — the $39 dress study
Magnum: Understanding the Fine-Art Market — stepped pricing
Related episodes:
Advanced Pricing Strategies for Artists and Photographers — the magnum opus this episode re-hits
The Gallery Test — should artists list prices on their website?
Q4 Prep for Artists — the race this episode trains you for
The rules are the rules and the maths never lie. Set the range, cover every slot, put non-wall-art in the lineup, publish the ladder — and let Q4's gift buyers do what they came to do. Acquire as many new customers as you can this season, then market to them for the rest of your art-creating life. Your art will thank you.
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