Guest post by Alyson Stanfield/art biz blog
There’s an epidemic going around.
Don’t panic. If it strikes, you won’t need to rush to the ER or be quarantined. But you will need to take immediate action.
Your physical health isn’t in peril, but the health of your art business is at stake.
The epidemic is SENS – Sloppy Email and Newsletter Syndrome. Let me explain the symptoms so you can self-diagnose.
• Symptom 1: Missing Name
This is the most destructive of all the SENS symptoms. I’ve lost count of how many artist newsletters I receive without the artist’s full name in them. Sure, your first name might be there. Or your last name. Or it might be in the footer. But I shouldn’t have to search for your full name. Go look at the last email or newsletter sent to your list right now. Where does your full name appear? If you scroll down, does it appear again to remind readers of the sender?
Your name is your brand. You have to associate your name with your art.
Can you imagine forgetting your name on a postcard? Or a wall label?
Prescription: Make your full name clearly visible in your newsletters and emails!
• Symptom 2: Image Anemia
At a time when images rule cyber-space, why would you, a visual artist, neglect using images of your art in your email correspondence?
In addition, why would you use tiny images when you have the whole width of the email column to fill? We’re no longer afraid of scrolling, and your email is competing with a lot of other bright shiny objects in our inboxes.
Prescription: Images of your art: the bigger, the better.
• Symptom 3: Text Failure
Take your pick of text mistakes:
Your text is too small … your text is too light … your text lines are too cramped.
Any one of these can make it harder for your recipients to read what you have to say. Together they amount to #failure.
Prescription: Larger, darker text with sufficient line spacing.