What Can You Learn from The Office about Selling Your Art
I’ve been re-watching episodes of The Office this summer. Like many people, it’s one of my all-time favorite tv shows. Last week I caught “Business School”, an episode which contains one of my favorite scenes. In fact, according to An Oral History of the Office podcast, I wasn’t surprised to hear that this is a fan-favorite scene. Watch the video below where Michael comes to Pam’s art show and brings her to tears.
“This is our office and we sell paper!”
People purchase art that makes a connection with them.
Is it surprising that a typical office building illustration could be a precious piece of art for someone? In this case, Michael’s ego had just taken a beating after hearing from business school students that the paper business may no longer be relevant. The illustration of “the office” meant a lot to him. Art is a unique commodity. It doesn’t follow traditional economic rules of selling. People will purchase art that they never intended to own if it strikes the right chord with them.
I have some personal anecdotal evidence in helping my artist father, Robert Yonke, sell his art. At a bluegrass music trade show, I saw a woman moved to tears who purchased a painting of turkeys that we had displayed to fill a space in his booth. It was not a likely sale at that particular event. But, It reminded her of the turkeys on the farm where she grew up as a child. In a similar situation, I saw another customer get very emotional over a painting of a barge that he ended up purchasing. It reminded him of the barge that his father worked on.
People purchase art that is authentic.
It means that you understand or connect with what you are creating yourself. Notice how Michael recognizes his window, his car, and Pam’s car.
Create what you want.
This doesn’t mean that you have to create art to please all people. If you’re going to sell it, though, you have to figure out how to present and get your art in front of the audiences that might best connect with it.
A final word. Don’t forget to price your art! Don’t be surprised when someone decides to purchase your work. Be prepared!
Get in front of people who connect with your work.
Would you like to learn more about how to get in front of audiences that love your work? Sign up for the Create! Sell! newsletter where I will be announcing some exciting webinars and workshops starting this fall
