Reframing Art Marketing as Connection, Not Self-Promotion

Carolyn Edlund argues that artists can market effectively without resorting to self-promotion. She reframes marketing as helping the right people discover work they will appreciate, rather than chasing attention. Edlund cites Brenda McMahon, an artist and gallery owner, who wrote 'I Hate Selling, But I Love Relationships' for Artsy Shark, emphasizing genuine connection over sales. Edlund advises focusing on quality over quantity: a monthly email campaign can outperform daily social media posts; a few carefully chosen exhibitions beat dozens of random events. She stresses that marketing is about making art visible, not proving its value. The right customers exist but need to find the work. Edlund encourages artists to share stories, studio views, and processes to invite viewers into their creative world, turning conversations into sales. She concludes that marketing helps the right people discover something they may have been seeking.