It’s Not What’s On The Wall Dummy!
Anthony and I were recently in a clients place of business, which just happened to be an Art Gallery.
An artist was busily helping gallery staff put up his latest works (wildlife photography) which included a photo of a tubular sea anemone and a close-up underwater shot of a whale.
We got talking with the artist when someone asked him how he got the shot of the sea anemone.
“It was in a tank,” he said.
That was a bit disappointing…..I was hoping for a tale of a great escape from this creature of the deep.
“And what about the whale?” someone else asked.
“It’s not where I shot them, it’s what’s on the wall that counts,” he said.
With any marketing the story is critical. With such a subjective and emotional eliciting thing as artwork the story is often more important than what’s on the wall.
You need to make a connection with your audience, your public, your buyer. That’s often easier done by telling your story rather than showing them the final product.
People buy on emotion. Sure, your product might do it but I’ll bet your story could do it better.