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Home » Archives » October 2006 » Utilizing Postcards and Newsletters—Cheaply

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10/12/2006: "Utilizing Postcards and Newsletters—Cheaply"


I’ve written this section under the assumption that you’re not yet in a gallery. If you are in one, just follow their lead on this issue; they’ll likely know how to handle it. If they don’t, just have them read this blog, or my book. Please note however, the blog’s free.

Postcards, like copies of articles, are a very useful promotional tool. All you need is a well-photographed image of a strong work to produce one. Most printing firms, and postcard companies, can help you with layout. I tend to prefer companies that specialize in postcards, since they’re often the cheapest.


On the front of the card the most important thing of course is the image, and the quality of the reproduction. Assuming that you do have a good image, you have two choices: put your name in large letters above the work, with title, medium and size in smaller print below; or print the front as a full bleed and put all the information on the back. In my gallery, until an artist is established, we always put their name on both the front and back. This helps clients to understand, at a glance, who did the work. Later, after you’ve achieved global fame, you can opt to have the name on the back only.

On the reverse side, whether or not you print anything on the front, you’ll need your name in large letters, and beneath that the contact information. If there is room for a brief bio, then that can go beneath the address and phone number. For the front, use the format I’ve laid out above, or in the book if you like. But whatever format you use for the reverse side, please be careful to not place your address in the lower section of the card; if you do, the postal computers may read this as the mailing address, and send it back to you. In fact you must leave the lower 5/8 of the entire card blank.
You do not need to have a major show under your belt to qualify for printing postcards. You don’t need to have landed a significant commission, or to have sold the work pictured. You don’t even need to be established. All you do need is one or more pieces that you feel represent you at your best.

The same applies to newsletters. Of course in order to warrant printing a newsletter, it’s best if you can provide your readers with some actual news. Don’t worry if your career isn’t that advanced yet; those things will come in time if you’re dedicated. Besides, the bulk of all newsletters are composed partly of fluff. Their only purpose, really, is to inform prospective clients and galleries that your career is advancing. You don’t care to write one? Perhaps you’ll eventually join a gallery that already does, and that will include you. But whoever writes it, make certain it’s brief, based in fact, with crisp images and an impressive layout.

The point is, whether you utilize postcards, newsletters, or both, the printed word, when married to impressive images, is a powerful combination. By handing these to prospective clients, you’ll find that you look established, and feel established. I advise you do this early in your career. It will become a good habit, and a worthwhile one, especially when dealing with the public at art fairs and juried shows.
What about those art fairs? When will I discuss them, how to get into them, and whether they’re worth the bother? Soon enough.


AUTHOR BIO
Paul Dorrell is a novelist and gallery owner. He founded Leopold Gallery in 1991. As an art consultant, his clients include H&R Block, G.E., the Mayo Clinic, and hundreds of others. His guidebook for artists, "Living the Artist's Life," took him on a tour of 60 cities. He's been interviewed on numerous NPR stations, in dozens of newspapers, and now teaches career seminars for artists. He's also a writer for "The Artist's Magazine."

Replies: 43 Comments

on Thursday, October 26th, J.R. Whyte said

Paul (and other artists, except the other JR - Please do not confuse me with him).
Good reading, comments and tips. I am 60 years old, am a graduate of Ringling School of Art (Sarasota, FL) from the early 70's. I have done creative work since I was a kid, and work mainly in acrylic on canvas, woodcuts, scratchboard, and colored pencil. Over these many years I have sold quite a few pieces, but not anywhere enough to make a living at it. So.. I copped out and worked for a living, mostly in Promotions. I NEED to paint...to Create! I am running out of time to enjoy any chance to taste the flavor of being somewhat, or really successful as an artist. Even after all these passing years of creating artworks, reading, studying, absorbing as much as I can about getting into the world of being an established artist, I am still floundering around, with no set guideline as how to advance out of obscurity. I do not have a website, so I cannot direct anyone bothering to read this to a place where they (you)can see my work. I have been told, now by hundreds of people I should be having one-man shows, be hanging (my work, not me) in homes and galleries everywhere, but I am not. I am a 100% disabled veteran, living on a VA pension, putting me at just about poverty level. I don't have the money to have lots of printing done, to do quality mail-out's to galleries, to have slide sets made of what work I have at my house-studio (fortunately, I am able to sell most of the work I produce locally, to and through friends and word of mouth), so I only have 5 or 6 pieces around at any one time.
Okay...Enough of that. I need help from you guys and gals. I need some "First things first" help, mostly on how to approach potential buyers, galleries (my dream!), get some attention - some name recognition, etc., etc., on an extreme budget. I know there is no "sure thing", but I cannot afford to take a lot of costly chances.
I may have rambled on, but I am sincere - Please, someone help me with some thought processes to get me going in the right direction... I really need your help. Sincerely, J.R. Whyte (

on Tuesday, October 24th, Paul Dorrell said

Brad: No one notices when I'm crazy either, but not because I live in the country; I'm that way all the time. Congratulations on remaining 39. How odd. I've been at the same age for 10 years now.

Brenda: Rare is the case, unfortunately. Art fairs. Hmmm. Think I'll cover those next.

on Sunday, October 22nd, Brenda Harness said

Great information, Paul. I went to an arts and crafts fair recently, and I noticed quite a few artists in my neck of the woods have already picked up on the postcard idea. I wonder how many up-and-coming artists who attended paid attenton to that fact?

on Sunday, October 22nd, Brad said

Paul,
If you check back... Well I'd like to make the 40th entry to this blog, and wish it represented my age. Still, when I think about it, I was 39 for 2 years, literally (out of forgetfulness), and so, I totally missed the sensation of being 40. I've fantisized over it all the more since becoming 54 this year... I realize now when you lose a year in life's chaos - it's time for a change. I did, and moved to the country. Now no one notices it when I am crazy and that's a good feeling. I hope your installations go well. If you get any good pics - include them down the line...

on Friday, October 20th, Gene said

Man, this guy JR really has a problem with himself.

on Wednesday, October 18th, jr said

oh paul,
please don't try to evade the issue again by clammoring something about showing identity.

living the artists life ....sounds like a coco beach tango! or rumba!

on Wednesday, October 18th, jr said

so paul....the comfort issue...better to ignore it eh?

repeat for Paul:

"If the struggles are in the past, then you are not challenging yourself".

"Does a comfortable life lead to boring art?"

I'm asking no else but Paul these questions. He brags about his book so much he should have the answers!

on Tuesday, October 17th, paul said

Jose: Very well put, but then your eloquence always does blow me away.

Brad: Yes, a waste of energy and intelligence. But I feel we are each at different incarnations, and that when you encounter a juvenile mind, you must be tolerant. I mean, we've all been there before. The sad thing is, so many American artists actually think they have it tough. Sh--t. Go to sub-Saharan Africa; that's tough.

Kathleen: You freaking genius. Use that coffee company's promotions for all they're worth. Maxfield Parrish, by the way, got his launch in a similar gig. You're in good company.

General: we're installing art for the next two weeks at the new H&R Block headquarters. Go to www.pauldorrell.com if you're curious about the installations. Some are pretty massive.

on Tuesday, October 17th, Kathleen Heger said

I have teamed up with Thousand Hills Coffee Company www.thousandhillscoffee.com, and they include one of my postcards with each on-line coffee order.

They are a small coffee company that purchase their coffee beans directly from Rwanda and then their company's profits go back to Rwanda to help build and support tuition-free middle schools.

The painting that you see on my website's homepage is the oil painting that is included with each coffee order.

By working with Thousand Hills Coffee Company, I am reaching an audience that I would never have come in contact with on my own. I have also shown my paintings at their company's coffee tastings as well. It's been a wonderful and truly inspiring experience for me.

So...all you coffee lovers, purchase your coffee from their company, help support a great cause and receive one of my postcards! ;o)

Hi Paul! As always, great blog!

on Tuesday, October 17th, Brad said

Paul,
I don't know why people are so wrapped up in self-depreciating exercises. The same energy could be put to a number of better uses - like going for a walk, donating time or money to feed the hungry... I get angry too, but I try not to dwell on advancing a negative string - it affects the health of my dreams. People learn, or they burn. And when they learn - life goes on, and when they burn, ashes come to ashes.

on Monday, October 16th, josé said

1, a typo, naturally. But while we're at it try Sine as in Latin for 'without' - lack of?. Come to think of it I prefer that to what I had intended.

on Monday, October 16th, jr said

i loathe competition
not gonna compete hear either

on Monday, October 16th, 1 said

sine on?
as in sine cosine and tangent?

on Monday, October 16th, josé said

J.R.

It is indeed a shame that the genius you claim to be endowed with [it transpires from the arrogance of your words] did not come with the humility and generosity to share with others the steps you have taken and the things you have learnt. You sound quite full of yourself and yet you have managed to empty nothing of value on to this forum so far. Quite loathsome, really.

So jolly good of you to let us know, in the manner in which you did, that postcards are no novelty to you. How grand of you to share with us your views on comfort and the effects you believe it has on art. Such a shame, really, that you don’t provide us a definition of comfort, a reference of the art and artists you look up to, or a chance for us to catch a glimpse of your work so that we might judge for ourselves on the pertinence, or not, of your bile.

Here’s how I see you: A huge lighthouse on a rock far out at sea, well away from any normal traffic. You shine yet all know but too well to stay clear. When you notice someone has strayed and approaches you make swift to dampen the lights – let him crash, the foolish one! – if he did not know the obvious by now he is undeserving.

Sine on!

on Monday, October 16th, Matt said

I came across this comment by Pat Barbanell - Albany, NY - on the Art:21 forum.

The paradox:

Art is an academic discipline The discipline of art can be taught (ie, the facts, history, elements).

Art is a form of human communication. Artistic communication tools can be taught (ie, meanings, modes of expression, etc.)

Art is a craft requiring applied skills. Artist craft can be taught (techniques, methods, et al.)

Most importantantly, art is a talent. Talent can be nurtured, supported, challenged, developed... perhaps with the help of teachers... However, Artistic talent cannot be taught.

A person can learn to appreciate, to understand, and to create art.

Artists, however, are born.

So JR, you are right in that you learn about art where the key word, as you say, is ABOUT. And business skill is very much a necessity that also applies to your proclamation of "Artists should strive and push humanity." Business skills/know-how is the reality just as Vick has pointed out.

Lastly, it's pretty comfortable to make such grand statements but not stand behind them.

on Sunday, October 15th, Vick said

Well, it's easy to take the potshots from the armchair, isn't it? How is your humanity pushing going, JR or Sydney or whoever the hell you are at the moment?

90% aren't making art because of a myriad of factors. Maybe they sucked, maybe they didn't, but there are plenty of sucky artists who continue to make art, so what is your point?

on Sunday, October 15th, JR said

90 percent of graduates don't make art 'cause they suck.

Art school....ART..+..SCHOOL

your fricken there to learn about art.

Business school...see the point ??

Comfort breeds wimps
wimps make boring pretty little pictures
Artists should strive and push humanity

on Sunday, October 15th, Vick said

My art school never mentioned anything about the realities of being an artist. The attitude wasn't that it was so mundane that it was beneath mentioning, it was the attitude that if you were thinking of making a living as an artist then you weren't really an artist.

How ridiculous that seems to me now. If I knew then what I know now, I would have demanded classes on how to shoot slides, prepare a resume, approach a gallery, etc. I am beyond all of that now but it was years of trial and error. I think art schools do a real disservice to their students by feeding them nothing but theory and lofty thoughts while in school and then letting them flounder when they graduate. No wonder 90% of art school graduates are not making art 10 years after graduating.

on Sunday, October 15th, Matt said

How about this subject:
Does a comfortable life lead to boring art?

JR,

That sounds like a good one to write about. Take a stab at it. I'd love to hear your thoughts about the subject.

on Sunday, October 15th, JR said

How about this subject:

Does a comfortable life lead to boring art?

on Sunday, October 15th, JR said

edit last post:
The dues paid as an artist just weren't...worth.... mentioning anymore.

I don't mean to cut on those that find the post card info helpful, I just think there are so many more important things to write about.

on Sunday, October 15th, JR said

I remember talking to Bill Lowe of the Lowe Gallery in Atlanta/Santa Monica back in the early 90's. He tried back then to say how trite the starving artist struggle was. The dues paid as an artist just weren't mentioning anymore. I think this attidude, which with you now being so wildly successful in that mid-western village you live in and now consider a mere second thought, only adds to the numbers of un-committed and half hearted artists!

If the struggles are in the past, then you are not challenging yourself.

Have you thought that simple business of sending a post card was not taught in art school because the subject was so mundane and common sense that it did not warrant the time?

on Sunday, October 15th, Paul Dorrell said

JR: The ale sounds good. Rosy? Let me tell you about the depressions, the decades of struggle, the decades of rejection, the toiling on long after it made sense to anyone, including myself, the suicides of close friends, the perpetual threat of bankruptcy, creditors after my arse, and all the while a family in need of rearing who didn't need to know a damn thing about my struggles as an artist, they just needed guidance and love. On second thought, let me not tell you about it. Who among us hasn't gone through this, to some degree or another? Old story, really.

Sure the information on postcards is rather obvious to veterans, but you'd be amazed at how it is news for legions of emerging artists--whose art schools didn't properly prepare them.

Now, where shall we have that ale? Dallas?

Joshi: I will send samples later. Right now I have to head to the new H&R Block headquarters to oversee several installations. Grand opening is Sat.

on Sunday, October 15th, O.P Joshi Ph.D.. said

Dear Paul,
I am grateful for your article and comments. It is very encouraging that post cards are used. After purchasing a painting it becomes out of site of the public and becomes personal property.
Through post cards it can reach to larger public.
I tried to publish a few post cards but could not sell. Cen I send you some samples?
O.P.Joshi, Jaipur, India

on Sunday, October 15th, O.P Joshi Ph.D.. said

Dear Paul,
I am grateful for your article and comments. It is very encouraging that post cards are used. After purchasing a painting it becomes out of site of the public and becomes personal property.
Through post cards it can reach to larger public.
I tried to publish a few post cards but could not sell. Cen I send you some samples?
O.P.Joshi, Jaipur, India

on Sunday, October 15th, JR said

You sound as though quite a chum Paul. Shant some day we tip an ale together! Perchance though you could expound upon this artist life of yorn. Is it all so rosy that you need to tell us how to put our socks on? er... xcuse me...send a fricken post card?

on Saturday, October 14th, Paul Dorrell said

Andrew, that sounds good. Always enjoy getting images from a sophisticated sculptor who has obviously paid his dues.

on Saturday, October 14th, Andrew said

Paul, I'll be sending Leopold some postcards with your name on the package as the addressee. Be on the lookout for them!

on Friday, October 13th, Sydney said

Tripe festoons upon thine eyes.
Identity hath not change banality.
An easy life is one without challenges.
Mediocrity breeds mediocrity.
A falling tree is heard by the squirels.

on Friday, October 13th, Paul Dorrell said

Suze: Yes most galleries do throw out most mail, since they receive such an abundance of same. Your piece has to stand out, and preferably be addressed to an individual. If you're really trying to get that gallery's attention, a BRIEF letter with visuals enclosed works best, with a follow-up call one week later.

Jose: Art fairs in Portugal too? Yeah, I'm sure they're the same farce there that they often are in America--though there are the occasional success stories. We'll have a riot with that subject. Your fliers are an intelligent way to use the imgages. Yes, about 80% will be chucked away, but the remainder will be kept, and referred to.

Sydney: Skip the lobotomy. Just tell us what you do. Most everyone here are friends of a sort--though we do bicker on occasion. The idea is to teach one another. You've shown us angst and an original thought. Now, expand the discussion. I've no doubt you have knowledge to share.

Oh yeah, the photo. Sure it sucks. I like Jose's much better.

on Friday, October 13th, sydney said

I really should have had that lobotomy.

on Friday, October 13th, sydney said

but never mind me, banality finds many receptors!

on Friday, October 13th, sydney said

it's your writing paul
it's all about you, not me
your picture and mini-bio are all there
my opinion? banal !

it's as though having your picture on the front page is more important than the content of the writing. Is the artist's life so easy in the Mid-west that banality is all one has to write about?

on Friday, October 13th, josé said

Great advice Paul, as always. My postcards gradually turned into fliers - an A4 sheet of glossy photo paper folded in 3. But even with 6 areas to fill the trick is to keep things simple, graphically pleasing and to the point. Artist name across one surface in a simple straightforward font, three images tops, with dimensions and technique, brief résumé of shows on another surface, and on the back surface contact numbers and addresses. I saw a few being chucked into the waste-paper basket but we have to learn to stomach that because in the end something does get back to you. I look forward to your blog on negotiating the dark and deep waters of art fairs [hope it comes out before the 8th, there's a big one with major Portuguese and a few international galleries coming up in Lisbon that I was planning to hit] ... or perhaps I should ask Sydney to share with us his deep and eloquent insights on the matter. No, let me guess, it would read something like 'futile, futile, futile'.

on Friday, October 13th, Suze Ford said

Paul,

Your advice is great. I have read alot about marketing materials, and how to utilize them best. What is your advice on this? Who do you send them to? I have heard that galleries throw most mail away. Is this true? How often would you send a brochure or postcard out?

Thank you for your help. I always look forward to your blogs.

Ciao,
Suze

on Thursday, October 12th, Paul Dorrell said

Sydney:

Why is it the shallow critics always post without an email address, or a website? What are you hiding? So please, show us your work, a bit of angst, or an original thought. Something the opposite of what you term banality. You've nothing to gain but growth. But don't take my word for it; take George Bernard Shaw's. Or was he banal too?

on Thursday, October 12th, sydney said

banal
.
banal
.
banal

on Thursday, October 12th, sydney said

banal
.
banal
.
banal

on Thursday, October 12th, Pamela Drapala said

Dear Paul,

Thanks for mentioning postcards. I've found them to be very effective in my art business, too. They are great when you need something extra when you talk to people about your art. I always carrying them with me in my purse.

I've found that the postcards work well also in frames,and I've sold them individually. You are so right; they aren't expensive.

Having an art blog is great, too. It's a terrific way to get your art work out to the public. People see your work and before you know it, you are invited to shows in galleries and art shows around the world.

Investing in a good digital camera can bring you business. I've turned my painting images into 20" x 30" canvas posters that people are interested in purchasing. There's more of course, about marketing your work . . . but I'll save that for another day. Take care, Pamela Carvajal Drapala,
Artist, Poet, and Writer - USA.

on Thursday, October 12th, Paul Dorrell said

Matt, will be forthcoming.

Brad, what goes around comes around indeed--at least by my experience. Man, what a lot of work you went to for great, small images. But rewards often come in surprising ways.

Scott, complex question. I believe I addressed this in one of my "Friday Tips for Artists," which I write on my blog each Friday: www.pauldorrell.com. Refer to that. If it gets you nowhere, post a few specific questions. I'll answer I'd be more detailed now, but first I have to run downtown and oversee an installation crew for one of my clients. Crazy freaking week.

on Thursday, October 12th, Scott Peña said

Paul,
I read your article and a had a gut feeling you could help me out. I live in Mexico City, and for a couple of years I've had this idea (dream) of making an art magazine, so I bought my mac and then realized I dont really have much writing ability, spanish or english. you know just basic. my idea was to have mostly images and an impressive layout (as you mention). time went by and I found myself doing mostly publicity for small bisnesess (I needed some income). This stoped when I realized this wasnt my initial idea.. and Ive worked as a Photographer, designer,drafstman, enven as a foreman in a construction site. but every night I go to sleep with that something in my head that keeps trying to figure out a way to start from scratch and land on something that will give me the right path to start this magazine.
my wife is an artist currently doing her masters, and I have a few friends in the art scene. anyhow my problem has always been the gallery scene and how to aproach them for support.

I think you are a person used to giving real world advise so Id be glad to hear anything you have to comment.

thanks,

Scott

on Thursday, October 12th, Brad said

Paul, thanks for the Blog. Way back in the early 80's - when I was doing One-shot Chemical, C-Print - Daylight Tube processing, I had this great multi-easel. It allowed me to expose one negative to make 8 - 5" x 7" prints in a single processing run. I grew into the habit, every other Thanksgiving or so, of making a batch of prints as large as I could crunch in a day. I'd sign each, put in it a sleeve, & envelope, and mail them to my recent customers first, then family, friends, associates, and other potential clients, until the numbered series ran out. Then, it was a closed edition. Now and then, 30 years later, I find these gifts were put in scrape books, framed, stored in drawers - to be discovered years later where after, I'd hear from an old friend. While the quality of a hand-processed photograph is more collectable than a postcard - it has been my experience that images given, of small stature, of any processed account, will be collected, and saved, in one matter or another. Humans are gatherers by nature, and images gifted, or offered to be taken, will be taken, and most likely kept... So the point of your blog is a very good one according to my account. If we are lucky, someday, because of small offering, we'll get a call for the larger, expensive version! What goes around, comes around...

on Thursday, October 12th, Matt said

Good tips Paul. Looking forward to the art fairs blog.

 

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