Posts Tagged ‘inspiration’
marketing creative
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6 Tips For Using Humor In Your Marketing
If you know me personally, or have read my articles before, you know I am a goofball. There is nothing subtle about me or my sense of humor. I’m sure a psychoanalyst could write reams of data about what is wrong with me. I’m blatant, crude, way over the top, off-color, and often offensive.
But that is me and my blog, NOT my work as either a consultant or as a marketing executive in my previous life. Because my blog is personal (as I think all good ones should be) it is the genuine me, burrs and all.
However, when I am working with a client, the suit goes on, the language is toned down, and humor, which defines me as a person, is actually rarely used as a marketing vehicle at all. It kills me, but there are SO many pitfalls if used inappropriately, it is often just not worth the risk for a client.
Sometimes I get lucky and a client and their audience have a very similar tone and market as me. In that rare case, our marketing results are just off the charts, but those cases are few and far between.
Being a guy who places tremendous value in humor, I offer these 6 tips for using humor in your own marketing materials. Use at your own risk.
1. Be Genuine
There are many types of humor: Subtle, sarcastic, slapstick, off-color, clever, etc.
What you need to figure out is which one you are. I am definitely the slapstick, off-color type. What can I say - I realize I am a large child, and fart jokes still crack me up. Compare that to Mikey, a good friend of mine (he hates when I call him that…It’s Mike, thank you.). He has a fantastic subtle sense of humor. He is the type that rarely pipes up, and you really have to pay attention; But, when he says something funny, it is obviously well thought out, and it always frigging kills me.
The point is that there is NO WAY I could pull off Mikey’s type of humor. Because I am so over the top 99% of the time, it would just get lost in the commotion. On the flip side, Mikey would look like a total idiot and loose all respect of people if he tried what I do. You can’t be quiet and mild mannered and then randomly start singing about your love of string cheese in the middle of the supermarket. It just don’t work.
If you are going to use humor, make sure it is your real humor, and not what you think your audience wants. Nothing is more cringeworthy than a joke that receives dead silence. In almost every case it comes from poor delivery, which is usually the result of not feeling 100% comfortable and confident in what you are doing. It works the same way in marketing. If your humor does not match that of your audience, take my advice - Don’t use it.
That was a super fancy segue into our next section if I do say so.
2. Know the audience…WELL
It is so super important to always know your audience when you are marketing. When using humor, it is doubly so. Not all people find the same things funny. Some type of humor (particularly mine) will even turn people away who would otherwise be customers. If your product or business paints it prospects with a broad brush, it is an absolute necessity that you niche out your segments if you want to try a shot a humor. Try your best not to let the segments cross paths.
Why? Because consensus humor is just not funny. If you try to make humor fit every audience, it will not fit ANY audience. If you have ever worked for a large corporation, you know that marketing creative is often brainstormed and approved by a group of marketing execs. I genuinely believe that that type of marketing usually sucks as it is so watered down to reach a consensus that it is also too watered down to earn a customer reaction. The same thing happens with humor.
3. Know how the audience views YOU
I have the luxury of hand picking my audience for my blogs and articles. I have built my sites from the ground up with the same tone and humor the entire time. If you like it, you stay, if not, you leave – and I’m totally cool with that.
When you are working with another business, or as a representative for a business that is not an exact replica of you, this is not the case.
What you really need to figure out is how the audience views you. And that will tell you if the type of humor you are using fits. If your audience perceives you as a “subtle”, then they are probably following you because they are “subtles” too. That tells you that the humor needs to be subtle as well.
Going back to points 1 and 2, if you are not a “subtle” as well, you have two options:
Option 1:. Don’t use humor. or
Option 2: Find a Mikey with a great subtle sense of humor and let him lead the creative.
4. Take risks if you can
The key point of this is “if you can.” This really depends on your type of humor, how risky the material is, and how big the potential upside is.
Everybody knows that the bigger the risk, the bigger the return. I’m finding that out in great detail with my own blog. Whenever I post a article that is a bit offensive and off color, the traffic for those posts usually goes through the roof. My article called “Retards and the Chinese” is a perfect example of this. To sum up, I received a few angry posts and emails about my casual use of the word “retard.” The article that addressed those comments was designed specifically to push peoples buttons and provoke a response. And it really did. But, truth be told, I was biting my nails for the entire week after I posted it. I got lucky, but it could have been a disaster.
The point is that it was a calculated risk. I knew that my audience base was predominately outspoken and thick skinned, so I figured they could take it. I was also very careful to turn the article sympathetic towards me after I ruffled everyone’s feathers. It worked well, but definitely took some time to get just right. I probably rewrote the closing paragraphs about 10 times.
5. Know when to say no
“If at first you don’t succeed, try, try again. Then quit. There’s no point being a damn fool about it” - WC Fields
Sometimes humor is just not the right choice. Yes it is fun, yes it can produce fantastic results, but yes, it can also kill you if done wrong. If you find yourself on the negative side of any of the above tips, then just stop. It’s not worth it.
The key to humor is 100% confidence. If you are not true in your humor, if your audience is not into your humor, or if your audience image of you is not congruent with your humor, then your chances of success can not possibly outweigh the potential risks of using it.
Stick with the tried and true marketing vehicles that have worked for you in the past. They will not get the big results you are hoping for, but you won’t shoot yourself in the foot either.
Also, as a final caveat on know when to say no. Some things are just inherently not funny and should not be taken lightly. I wouldn’t recommend using humor under any circumstances to market when people have been injured physically or emotionally or are truly in need of help.
A great example that comes to mind is the recent Cash4Gold commercial that aired during the Super Bowl (I reviewed it and other ads on my blog recently). It starred Ed McMahon and MC Hammer pawning all their goods because they were broke. It was supposed to be funny. Not only did it not work, but it made me feel bad for the stars. If you think about the underlying context of WHY someone would be selling their stuff to a pawn shop and how desperate their situation must be, I think you would agree that there is nothing really funny about that.
6. Thicken your skin
Jokes flop. Even the best comedians will tell you that. If edgy, they will also offend some people. It’s gonna happen sooner or later. My final piece of advice is to grow a thick skin. Not everything will work the first time. As with stand up comedy, humor in marketing often takes a while to work out phrasing and timing.
At my site, I often push the edge on what is “professional.” After all, I am a serious and professional business person. I have a ton of real experience and have made a ton of real money. But that often does not jibe with the image I represent, especially on first impression.
Most people who stick around past the first article will usually become fans –loyal motivated fans - for a long time, but that does come at a price of losing a good percentage of visitors who just don’t get it or cannot get past the apparent professional/goofy disconnect.
That is a trade off I am willing to accept. I am 100% confident and 100% congruent to my personality on my site, so I can weather the comments and criticisms that I occasionally get. If I were not, I’m not sure I would be able to stomach someone truly thinking I am an idiot and what that might mean to my reputation.
I’ll end with a great quote that sums up a lot of what I do on my own site, and being the spaz I am, my general approach to humor. It’s simple, but says quite a bit.
“I\'m not funny. What I am is brave. “ - Lucille Ball Stay Cool. JJ
About the Author
JJ Kennedy is CEO of Evil Genius Interactive, and editor of Evil Genius TV - Business, Humor, and Observations - From a Fancy Dude
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Thanks for visiting affiliatemarketinglaunchpad!
We hope you will find the arts marketing information that you are looking for.
We welcome you to browse our website and use the search feature if there is something in particular you are looking for.
We"ve included some information on each page for your reading.
A great place to shop for arts marketing products is Amazon. They have more than just books!
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12 Tips for Designing an Artist Website That Showcases Your Art
Summary
Here’s the scoop on what you must know when designing a website to showcase your art, impress galleries, and win over collectors. Learn how to avoid the mistakes most emerging artists make when creating their online portfolio.
1.You need an artists website
Any artist who can classify themselves as either “emerging” or “mid-career” will definitely benefit from having their own website to promote their work. At this stage of your career it is important to be able to have a place where anyone in the world can easily access and view your work.
2.Know who you are trying to impress
Are you trying to engage a Soho gallery to sell your $20,000 paintings or sell $5 prints to children in Korea? That Soho gallery might not be impressed when they see your online-store selling prints and art cards – but on the other hand, you could make a very handsome living if you really knew how to market those art cards.
3.Make your website fit with your overall art marketing strategy
A website is most effective when it is part of a larger overall marketing strategy for your art. This includes mailings, lots of in-person gallery visits and presentations, regular (physical) showings of your work, and developing relationships with the art world. An effectively planned website can greatly compliment and simplify your other marketing efforts.
4.There is a real market for art on the internet
The internet is quickly becoming an accepted place to showcase your art to collectors and arts professionals. They might still want to see your work in person before they buy, but the fact remains: they saw it first on your website! Having an online art presence is very important at this time.
5.Have your own website and a website portfolio service
A website portfolio service (e.g. www.absolutearts.com or www.art-exchange.com is like an online slide registry. For a fee you can upload images of your work together with a bio, artist statement, and resume. They have many visitors and are a convenient way to make your work accessible to potential clients. The down side is that they don’t display your work well, and there is little flexibility in how the art is showcased.
Your own website, on the other hand will require more work to promote, but you’ll be able to present the work in the most beautiful way. Remember the times you’ve been taken into the dimmer room in a commercial gallery? How that art which looked fairly good on the main gallery wall suddenly became something you had to take home? That’s how a good artist’s website should showcase your work.
We recommend both options – they are a perfect compliment.
6. Have a website that collectors and art professionals will enjoy
Here are some common elements which most dealers and galleries would agree on for your website design:
- Keep the site simple and elegant with the focus on the art itself and don’t overpower the art with a site that looks too busy
- Avoid advertising such as banner adds or sidebar adds. If you must have them, put them in a separate “resource” section
- Avoid complex effects like flash movies. In the time it takes to play your exotic entry page, your visitor may have moved on. Include your bio, artist statement, resume, contact information, gallery(s) of your work, contact information, and a pricelist.
Showcase your work beautifully
You need to have visual design skills to create a beautiful artist website. Here are some points to get you started:
- Most Important: Use high-quality, professionally-photographed images. Excellence in, excellence out!
- Keep the website simple and elegant with the focus on the art.
- Create multiple galleries to compliment the work – just as a good physical gallery would do.
- Choose colors that compliment (not overpower) the work. Think of the colors you would use in a physical gallery to showcase your work – neutral colors like crème, white, gray, and good safe choices.
- Think “minimalist” not “busy” for the layout.
- Keep your copy (text) brief. Let the art speak for itself!
7.Bring collectors and galleries to your website
Its no use having that stunning website sitting in hyperspace. Make it work for you! Here are the ways to bring quality visitors:
Search Engines: If your website has been well optimized for search engines, a search on your name or your style of art should bring up your website in the first few pages of results.
Letters of Introduction: A letter of introduction sent to a gallery or dealer is a very effective way to bring a qualified visitor to your website. Better still is to include a brochure or postcard of your work with the letter.
Advertising online or in magazines: For example, if your art is minimalist and modern in style, a banner add on an interior design website focused on the same minimalist ethic could draw a lot of traffic to your site.
You need to be able to sell your work on the internet.
But there are many ways to do it. More important than anything is that you have clear and up-to-date contact information on your website. If a buyer likes your work enough to bring out their checkbook, they will normally be happy to call you to close the sale.
It’s also handy to be able to sell directly from your website, especially if you sell lower-cost reproductions. There are simple and cost-effective ways to do this.
8. Think again before designing your own website.
- Have you really added up the total cost? Here are some questions to consider before you start designing:
- Do you have visual design skills/training?
- Can you wait several months for the site to be ready?
- Can you afford to give up a month or more of your valuable artist time?
- Do you have all the computer software and the relatively-new computer needed to build a high-quality website?
- Are you fully trained in your design software?
Can you answer “Yes” to all of the above? If so, you might think about doing it yourself. Otherwise, hire a designer!
9. Choose your website-designer thoughtfully
The most important thing here is to remember what you are trying to create – a beautiful online gallery space to elegantly show your beautiful work – this is very different from building a high-volume website selling printer ink cartridges and paper rolls!
Look for the ability to design a space to present your work. One way to do this is to find artist websites that you like and then contact the artist to get the name of their designer.
10. Know what you should pay
Artist’s website development prices range from a few hundred to tens of thousands of dollars. Typically, bigger design firms have larger overheads and will be significantly more expensive. On the other hand, Joe down the street can probably build you a website for $200 – but you probably don’t want that website!
At Beautiful Artist Websites we have packages ranging from $700 to $2000 for simple elegant artists websites with different levels of functionality. We can also develop fully customized sites to your specifications with prices based on requirements.
About the Author
Beautiful Artist Websites is a design studio based in Santa Monica, California and Minneapolis, Minnesota. We specialize in the development of beautifully designed artist websites that showcase artists' work to arts professionals and collectors. Our mission is to help you sell your art. That’s it. There are thousands of good designers to choose from – but only a few understand the special needs of showcasing art. We do.We love art. And we are passionate about design.; We aim for premium quality clean and elegant solutions for all your design needs. Whether it’s a website, an artist brochure or artist DVD we can create an integrated look and feel that will capture the essence of your vision as an artist.
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More Herrschners® Blue-Ribbon Afghans (Leisure Arts #4238), Creative Marketing S | |
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US $14.95 | 24d 4h 7m |
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British And Irish Home Arts And Industries 1880-1914: Marketing Craft, Making... | |
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US $48.96 | 23d 23h 23m |
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Marketing and Buying Fine Art Online: A Guide for Artis | |
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US $22.67 | 23d 22h 21m |
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Serious Money: The Art of Marketing Mutual Funds | |
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US $1.00 | 23d 20h 20m |
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Marketing And Buying Fine Art Online: A Guide for Artis | |
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US $13.50 | 23d 15h 50m |
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STATE OF THE ART MARKETING RESEREARCH 1995 EDITION | |
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US $6.00 | 23d 15h 46m |
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The Big Book Of Logos by David E. Carter 2500 Designs Art Marketing Business | |
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US $49.99 | 23d 12h 28m |
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AR 100 Award Show 1993 Marketing-Design Book - Art | |
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US $7.50 | 23d 11h 57m |
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Marketing And Buying Fine Art Online: A Guide for Art.. | |
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US $6.98 | 23d 6h 58m |
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Creative Arts Marketing by Terry O'Sullivan, Elizabeth Hill and Catherine... | |
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US $75.20 | 23d 35m |
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1957 Lithograph Ernestine Livers Art Maxwell Sackheim Marketing Firm New York | |
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US $192.00 | 22d 17h 48m |
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Standing Room Only: Strategies for Marketing the Performing Arts | |
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US $39.43 | 22d 10h 49m |
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MARKETING THE ARTS - FINOLA KERRIGAN DARAGH O'REILLY (PAPERBACK) NEW | |
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US $78.20 | 22d 1h 32m |
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Arts Marketing NEW by Finola Kerrigan | |
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US $71.65 | 21d 21h 3m |
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Art of Marketing for Professional Photographers NEW | |
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US $32.79 | 21d 13h 59m |
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Art of Marketing for Professional Photographers NEW | |
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US $21.58 | 21d 13h 53m |
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Art Marketing 101 by Constance Smith (2004, Book, Il... | |
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US $11.99 | 21d 10h 25m |
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Imagining Marketing: Art, Aesthetics and the Avant-garde | |
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US $77.58 | 21d 5h 57m |
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Creative Arts Marketing, Second Edition Elizabeth Hill/ Terry O'Sullivan/ Cather | |
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US $76.51 | 21d 2h 27m |
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Successful Marketing Strategy for High Tech Firms (Art | |
US $4.39 | 20d 22h 21m |
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SPACE ART 1993 WORLD CLASS MARKETING PROMO 4 | |
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US $1.79 | 20d 14h 16m |
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Art Marketing 101 by Constance Smith (2007, Paperback) | |
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US $17.95 | 20d 7h 48m |
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NEW Arts Marketing - Kerrigan, Finola/ Fraser, Peter/ O | |
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US $54.83 | 20d 6h 10m |
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Marketing the Arts (Praeger Series in Public and Nonprofit Sector Marketing), | |
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US $63.58 | 20d 2h 49m |
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Secrets of Lost Art of Common Sense Marketing - Antin | |
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US $5.00 | 19d 10h 6m |
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The Art of Cause Marketing: How to Use Advertising to Change Personal Behavior a | |
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US $4.47 | 19d 8h 46m |
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Art Marketing 101: A Handbook for the Fine Artist NEW | |
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US $18.77 | 19d 26m |
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Serious Money: The Art of Marketing Mutual Funds, Nick Murray, Acceptable Book | |
US $1.00 | 18d 9h 47m |
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Art Marketing 101: A Handbook for the Fine Artist, Cons | |
US $9.41 | 18d 6h 35m |
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Serious Money: The Art of Marketing Mutual Funds, Nick Murray, Good Book | |
US $4.99 | 18d 5h 44m |
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Applying the Science of Six Sigma to the Art of Sales and Marketing, Michael J. | |
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US $13.99 | 18d 4h 23m |
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! FAST 2DAY UPS ! NEW Art Marketing 101 Paperback 2007 | |
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US $12.16 | 17d 19h 5m |
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ART PEPPER + Eleven Factory Sealed LP W/MARKETING LABEL | |
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US $50.99 | 17d 6h 14m |
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The Crafts Business Answer Book: Starting, Marketing, and Managing Homebased Art | |
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US $28.79 | 16d 10h 33m |
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MARKETING AND BUYING FINE ART ONLINE | |
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US $4.99 | 16d 7h 54m |
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Successful Fine Art Marketing | |
US $21.97 | 15d 23h 55m |
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