Lori Woodward on Why Art Isn't Selling and How to Fix It
Artist and marketing writer Lori Woodward argues that poor sales often stem from artwork quality and market fit, not marketing. She advises artists to build a cohesive body of at least 20 works, develop an authentic voice through repetition, choose venues carefully, and price based on costs and proven demand. Woodward notes the current art market is more varied than after 2008, with younger collectors and renewed interest in in-person experiences. She recommends maintaining consistent retail prices, avoiding undercutting galleries, and focusing on genuine relationships over social media algorithms. A sustainable career should fit the artist's personality and capacity, not necessarily aim for national recognition.
Key facts
- Lori Woodward is an artist and veteran art marketing writer.
- Woodward says marketing cannot compensate for artwork that is not ready.
- Artists should prepare approximately 20 strong works before a market debut.
- A cohesive body of work requires consistent palette, handling, or atmosphere.
- One gallery owner would not consider an artist producing fewer than 75 works a year.
- Woodward distinguishes the current market from the collapse after the 2008 financial crisis.
- Younger collectors are entering the Western art market.
- Woodward recommends events with a history of returning art buyers.
- Galleries offer access to established collectors and credibility.
- Artists should maintain consistent retail prices across venues.
- Prices can rise by about 10 percent when consistent sales prove demand.
- Woodward rejects the idea that every artist must pursue national recognition.
- She sells through selected opportunities and chooses a scale that leaves room for writing and research.
- The article is published on The FASO Way, a Substack newsletter by FASO.
- FASO builds professional artist websites and promotes artists.
Entities
Artists
- Lori Woodward
- Clint (FASO founder)
Institutions
- FASO
- The FASO Way
- BoldBrush
Locations
- New England
- Arizona