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I think I’m having a midlife crisis! Over the past few weeks I have developed an unhealthy and possibly slightly weird obsession with getting a camper van.
It all started with a retro turquoise VW camper which one of my favourite galleries uses to advertise their business. It is parked outside with the gallery name on and gives out a jaunty air of summer happiness.
Since seeing this vintage Volkswagen beauty, my campervan obsession spread like wildfire through 70’s Scooby Doo style Toyota Hiace motorhomes, VW T25’s and the “clearly named by a lunatic” Mazda Bongo. I can be found on the Internet at 4am comparing mileage or in the corner of a carpark pawing at camper bodywork and interrogating the owners on miles per gallon economy.
To be honest it’s all got a bit sad…
Mr Artonomy has taken on a resigned look and has taken to disowning me when I dash off to look at my latest find. He has more sense than to get in the way of one of my obsessions.
But where he sees a rusty money pit and possible dangerous descent into being a middle aged couple with a flask of tea, I see a life of wild adventure on the open road. I see Friday night spontaneous escape. Sleep under the stars cushioned from the elements by German efficiency. I see waking up on a beach to the roar of the ocean and running joyfully across the sand with my tousel haired children for an early morning dip. I see festivals and sun. I see magical childhood memories being made and I WANT A CAMPERVAN.
So “what on earth has this got to do with selling my art you sad middle aged woman” I hear you cry.
Well it’s all to do with “features” versus “benefits” which is an important marketing concept to get your head around and one which very much applies when you are selling your art in a gallery or online.
What I would ACTUALLY physically be buying (features) would be a rusty old van which drinks petrol like a fish, has a weird tent instead of a roof, contains more Formica than is natural and probably has an onboard potty.
However, what I am REALLY BUYING IN MY HEAD (benefits) is a romantic notion of freedom, escape and being at one with nature.
Painting the picture in your collectors head.
If a camper van sales man comes up to me at this point and starts telling me about engine size I won’t be too interested in an immediate sale, but if he paints a picture to me of the free and magical campervan lifestyle in my head and how his vehicle will help me achieve it I will be handing over my hard earned cash to him quicker than you can say “split screen VW”
And that, my friends, is the secret of selling anything, be it sprockets, cars, t shirts, jewellery or paintings. You have to discover the deep personal magical inner desires of the buyer and show how your painting can meet that desire.
Collectors buying an escape.
A great example of this is the gallery I talked about who own the gorgeous blue campervan that started this whole blooming thing off. They are located in a beautiful Welsh seaside town and sell a lovely selection of work, a lot of which is based around the sea or countryside. Their customers aren’t just buying a painting. They are buying a memory of being relaxed on holiday, of picnics on the beach, pub lunches, an escape from work and getting on better with their husband. The bottom line is they buy the painting to capture this feeling and FEEL BETTER ABOUT THEMSELVES. They are buying an escape.
So when you are considering where or how to sell your paintings, remember the magical dialogue that will go on in your buyers heads. Try to imagine what it will be and promote your work accordingly.
Me? I’m off to check AutoTrader for a pre-loved VW.
Let me know what you think in the comments…
Image by Barkaw under Creative Commons licence