BENEFITS NOT FEATURES OF ART
BENEFITS NOT FEATURES OF ART...
This blog is another re-run of a previous blog from a couple of years ago. I get asked over and over how to make a living as a full-time artist, and this is one of the secrets. Of course it is not really a secret because the formula is widely known and followed in the business world. So here is a breakdown of how this mantra of ‘benefits not features’ can be used in our art businesses.
It is well known by professional sales people that a crucial stage of the buying process is …… moving from showing the features of the product or service towards focus onto the benefits to the prospective buyer.
‘Interest is initiated by features, while desire is triggered by benefits.’
But it seems that not many artists know, agree, and fully understand this.
Too many of us, artists that is, spend much too much time and effort showing the features of our art. Features are things like size, medium, artist’s biography, artist’s vision, method of making, etc. These are interesting but they are not benefits to prospective buyers and the reasons for them to buy.