The Art Biz Podcast Episode 279 Urges Artists to Track Business Numbers
In episode 279 of The Art Biz podcast, Alyson B. Stanfield, the host, stresses the importance for artists to consistently assess their financial metrics to avoid stagnant sales. She advises against relying on superficial solutions, such as boosting social media activity, without a clear understanding of the artist's objectives. Essential metrics to track include the difference between monthly sales and expenses, as well as the effectiveness of email lists. Stanfield points out that while many email lists may decline, this is acceptable if alternative communication methods are available, and she suggests purging lists with low engagement rates. For part-time artists, she recommends quarterly evaluations, while busy artists should review monthly, utilizing either a notebook or a spreadsheet. The episode showcases Patricia Schwimmer’s artwork, Subtle Persuasian, and provides links to episodes 269, 259, and 256.
Key facts
- Episode 279 of The Art Biz podcast focuses on why artists avoid their business numbers and how to make reviewing them routine.
- Host Alyson B. Stanfield refuses to give quick marketing advice without first understanding an artist's goals and energy level.
- The two priority metrics are money (monthly sales minus expenses, broken down by income source) and email (list size, open rate, click-through rate).
- Stanfield notes most email lists are shrinking and suggests cleaning a list when open rates are low.
- For artists who email only once a month, 90-day trends are more informative.
- Additional optional metrics include website unique visitors, top content, social follower growth, and personal outreach.
- Stanfield recommends formalizing reviews quarterly for part-time or new artists and monthly for busy ones, using a notebook or spreadsheet.
- She states numbers are neutral, objective data points, and ignoring them until tax time worsens anxiety.
Entities
Artists
- Alyson B. Stanfield
- Patricia Schwimmer
- Hannah Cole
- Behnaz Ahmadian
- Hildegard Pax
Institutions
- The Art Biz
- Art Biz Success