How to Convert Viewers to Collectors
The big picture
So far, my columns have been about establishing the framework of a creator’s online presence. The purpose of this is to provide an organised, easily navigable structure for your online content and communications.
But what everyone really wants to know is how to convert viewers to collectors. This column is a summary and I'll expand on each component in future columns.
So, what turns consumers of digital content into buyers of art?
This answer is twofold:
i) Why do authentic collectors buy art? No-one knows. Buying art is a deeply private decision based on multiple factors including the timing of events beyond anyone’s control. I never ask why people buy my work because I understand that the answer is too personal to disclose – and, perhaps, not even able to be articulated.
ii) The answer everyone wants to know comes from a different set of questions that creators must ask ourselves, not the audience: how can I present my art online so the experience of viewing it is fluid and easy to access via multiple devices; how can I engage the audience by helping them better understand my work (which gives them a richer experience of it); how can I make the process of buying and receiving delivery of my art clear and fair.