8 Strategies for Selling Linocut Prints (or Any Other Kind of Artwork)

Are you a linocut printing aficionado or well-established artist looking to take your small business to new heights? Or perhaps you're just starting out on your linocut printing/art-making journey and you're looking for some tips to help you on your way toward starting a small business selling your art. Either way, you've come to the right place! Since 2020, I've been teaching myself to the art of linocut printmaking and sharing my process through Instagram and TikTok. In this article, I'm going to explore some of the best ways I've found to turn your art-making into a small business selling your art. So grab your notebook, carving tools, paintbrushes, or knitting needles and let's get started!

1. Show Your Work on Social Media

First things first, let's talk about social media. Social media platforms like Instagram, Pinterest, and TikTok can act like a virtual art fair for your business. Not only can you showcase your work to potential customers and supporters, but you can also connect with other artists and art enthusiasts. Aaaaaand you get the joy/frustration of diving into the world of hastags. Using relevant hashtags and keywords will increase your visibility, attract new customers, and make you the target of innumerable spam messages from Insta-bots 😜

"Kleon suggests that people are longing to be invited into the day to day work of creators and to catch a glimpse of all the labour that the goes into what we do."

How do you get started building a social media following? I would suggest starting by following the insights offered in Austin Kleon's short book, "Show Your Work." Kleon eloquently encourages creators and artists to share their creative process and insights. The book provides practical tips and strategies on how to share your work and build a following. It encourages creators be be transparent about their process in its messiness, mistakes, pitfalls and victories, accomplishments, and final results. Rather than solely presenting a polished finished product, Kleon suggests that people are longing to be invited into the day to day work of creators and to catch a glimpse of all the labour that the goes into what we do. Social media provides an accessible platform to show this work from lino-carving and printmaking process videos, to 'pack an order with me' videos, to finished product photos and reels. Share and show it all!

2. Participate in Community Art Fairs and Markets

Speaking of art fairs, participating in local art fairs and markets is a great way to showcase your work and connect with potential customers in person. It's also a great opportunity to network with other artists and art enthusiasts. Who knows, you might even make a new friend or two! 

If you're a queer artist or maker in the Toronto area, I would highly recommend checking out the Toronto Queer Market (@torontoqueermarket), The Flamingo Market (@flamingomarket.ca), and The Welcome Market (@the.welcome.market). Each of these organizations has regular in-person markets that specifically welcome LGBTQ+, women-, and BIPOC-owned small business at accessible rates. Plus they're run by some pretty bad-ass, wonderful people. Not all markets are created equal and learning the culture of community markets is a steep learning curve, so seek the advice of other artists and makers before diving in!

I've found that community art fairs and markets help motivate me to continue making art. They provide an opportunity to soak in people reactions to my work, to talk about my creative process, and to experience the queer joy, pleasure, and connection that energizes all of my work with Queero Gear. In person markets can involve a big investment of time, money, and labour, but when you find the right fit, these can be your biggest profit-makers and best opportunity to connect with new customers and supporters.

The easiest way to run a market booth is carrying a minimal cash float and a square reader or square terminal. Square offers an easy and accessible POS system for a low processing fee (2.65% on Visa and Mastercar transactions) that takes the anxiety out of taking and processing orders in person.

"I've found that community art fairs and markets help motivate me to continue making art. They provide an opportunity to soak in people reactions to my work, to talk about my creative process, and to experience the queer joy, pleasure, and connection that energizes all of my work with Queero Gear."

3. Create a Badass (Cohesive & Eye-catching) Online Store

But what about those customers who don't live in your local area? That's where an online store (or stores) comes in. Having an online store can allow you to reach customers from all over the world, and who doesn't like the idea of having a global customer base? Make sure your website is professional-looking and easy to navigate, and don't forget to provide detailed information about your products.

There are many solid options out there for building your website. While it's on the pricier end of things, I've adored using Shopify to build my online store because of it's accessible interface, customizability, and because its build for selling products online. Other options include WooCommerce, Squarespace, BigCommerce, Magneto, etc. 

Let's take a moment to talk about Etsy... While a personal website is going to provide the lowest transaction fees, unless you're an expert at SEO, the easiest way to get international attention is through Etsy. Etsy's processing fees are outrageous (amount to about 20% per transaction), but this can be resolved by raising your prices on Etsy by 20% and including business cards and referrals back to your own website in each fulfilled order. That said, success on Etsy is also largely determined by SEO strategies - so be sure to educate yourself on how the search algorithm works and keep an eye out for future blog posts on Etsy SEO strategies. Personally, while I've moved away from Etsy as my primary sales platform I still use it to find new customers in the US and to sell some of my more niche items that don't sell well in person. 

4. Network with Other Artists & Makers

Networking is key when it comes to growing your small business. Consider attending local art events and community markets and look for opportunities to connect with other artists and art enthusiasts. Building relationships with other artists and art enthusiasts can lead to new opportunities and collaborations. Plus, it's always fun to hang out with like-minded individuals. 

Treat thy vendor neighbour as you would like to be treated... 🤣... but really! Just be a decent human being!

I'm an introvert so I find networking a daunting, if not impossible task. My strategy has been to use community markets as an opportunity to connect with at least one other artist or maker. Most community markets will have you set up beside another maker or you may perhaps even be sharing a tent. During slow periods, take the time to ask your neighbour about their work, ask for advice or insight into what's been working or not working for them, and go out of your way to be courteous, kind, and memorable. Treat thy vendor neighbour as you would like to be treated...  🤣 ... no, but really, just be a decent human being! Offer to get them a coffee, help them with setting-up or taking down their booth, talk about how awesome their work is in front of potential customers, and show an authentic interest in their work and process. These small things go a long way toward developing connections and community. 

5. Consider Limited Edition Prints

While this tip may be specific to printmakers of varying stripes it is a fantastic way to increase demand and value for your work. You may even find that you start attracting the attention of art collectors. Plus, it's a great conversation starter/sales pitch when someone asks about a specific print and you can say "that's a one of a kind piece". 

I've found the most success in a mix of open edition and limited edition prints. My multi-block or reduction linocut prints are almost always limited editions, as well as any print that takes more than 20+ hours to carve. While the former is a practical measure, the latter is my attempt to elevate and highlight the value of my work and to distinguish handmade printmaking processes from digital reproductions. 

Having products with a variety of price-points is a vital component of a successful sales day at a community market.

For smaller, simpler designs (and some of my more pop-art, gift-focused pieces) I keep them open edition in order to lower my price-point and keep a variety of options in stock at all my markets and shows. Lower-priced open edition prints can be a great way to invite customers and supporters to follow your work and perhaps invest in a limited edition print in the future. Having products with a variety of price-points is a vital component of a successful sales day at a community market.

6. Offer Custom Orders & Commissions

Customers love feeling special, and offering custom prints services is a great way to make them feel that way. Customers can request specific designs, colors, or sizes, and you get to create a unique piece of art tailored to their taste. It's a win-win situation! 

While Queero Gear doesn't currently take commissions or custom orders I know many artists and makers that have made this their bread and butter. If your a part-time artist like me, I'd encourage you to stick with creating work that brings you joy and to prioritize your own artistic goals. If you're a full-time artist or maker however, custom orders and commissions can be a reliable form of income at a higher price point that can be so impactful for the customer. 

7. Create a Mailing List...and Use it!

Creating a mailing list of your customers and potential customers is a great way to keep in touch and build a loyal following. Use it to send out updates, promotions, and special offers. It's also a great way to let your customers know about any upcoming art fairs or markets you'll be participating in. Online platforms like Shopify offer the option for customers to opt-in to these mailing list communications. This is one area of promotion I struggle with hardcore - but don't be like me! Don't miss the opportunity to share new products and promotions with a customer base that has already expressed interest in your work! It's a no-brainer!

8. Collaborate with Other Artists and Businesses

Finally, collaboration is so important when it comes to growing your small business. Collaborating with other artists, brands, or businesses can be a great way to create new opportunities and reach new audiences. Plus, it's always fun to work with new people and see what creative ideas they bring to the table. 

Since starting Queero Gear, I've had the joy of being supported by a collective of Toronto Queer Artist and Vendors and have developed partnerships with local Toronto business like Grapefruit, Glad Day Bookshop, and Frame Maker II. I was also over the moon last year to receive an invitation to sell framed prints with Circus of Books in Los Angeles.This partnership with such a historic queer business has been incredibly life giving and affirming for me and allowed me to share my work with an entirely new customer base. 

 

Final thoughts

In conclusion, growing a small business selling artwork takes time, patience, and persistence. Utilizing social media, participating in art fairs and markets, creating an online store, networking with other artists, creating limited edition prints, offering custom prints/commissions, creating a mailing list and collaborating with other artists, brands or businesses are some of the best ways to increase your visibility and attract new customers. Remember to be consistent, creative and authentic in your approach, and above all, have fun!