Lisa Call

Lines #30
Textile Painting – Mounted on stretched canvas
©2009
3" x 3"
$75
Purchase Here

A Slight Change in Prices

In January I raised prices on my artwork as part of my year of Expansion and Integrity.

Not long after that I stopped making new work due to the remodel of my house and building of my new studio. Now that things have settled down I’ve been reflecting on my pricing changes.

For the most part I’m happy with them and know this is the right direction to go although am making a few adjustments, which feels right. I was a bit jumpy about the new prices before, now it’s good.

Quick Recap on Price Increase

First, a quick review of why I increased my prices. Last fall I defined what being a successful artist meant to me and it included this point:

My work is valued by buyers and collectors, who are willing to pay a good price for my artwork.

The new prices put me more into alignment with this idea. Although not stated in that line, I think the idea that I value the artwork to price it reasonably is also important.

In addition to having prices that reflect the value of my artwork, the increases brought them in alignment with a sustainable art practice.

This part of my definition of success:

I quit my day job and live comfortably from the proceeds of my creative talents.

was not going to happen making $10 an hour or less selling my art.

The original article about raising my prices is here for those that missed it.

Gallery Commissions

The majority of my income from my artwork comes through sales of artwork through art consultants or galleries, who take a pretty healthy commission, with 50% being the most common. My previous prices were okayish if I assumed no commission.

I would cringe every time a piece was sold through these avenues. Not good.

Not good to cringe. Galleries work hard to market the artwork, art consultants need to be paid. I don’t resent paying them for their work and it is my responsibility to make sure my art is priced so that the commission is built in.

So my pricing now reflects the expected 50% commission to be paid to the gallery. It should have always included this, and it used to, somewhere along the way the value of my art outpaced my prices (looking at my records I hadn’t done a price increase in many many years – oops!)

Consistency

It’s important for prices to be consistent across all venues. Undercutting the gallery pricing isn’t a good business practice. But ignoring that, creating the artwork is half the value of art marketing it and finding a buyer is the other half.

Anyone out there selling art knows this, marketing is a big job. Doesn’t matter if it’s a gallery, art consultant or me doing that marketing piece, we need to be compensated for that effort.

This means that artwork sold via my website, where no commission is paid, is the same price as artwork sold in a gallery (artfulhome is the gallery that sells most of my art to date). So what does the commission pay for when I get to keep it? Here’s a partial list:

• Paypal fees (I’ll be adding a shopping cart soon also – that has fees).
• Shipping supplies (these are usually not covered in the shipping expenses) and time to ship. A trip to the post office is at least 1/2 an hour of time. Packing up the art to sell is non-negligible also.
• The time it takes me to list the artwork for sale on my website, again a fairly big chunk of time.
• My marketing time. I write a ton of informative articles on my blog that build my readership, which in turn builds my fans, which eventually results in art sales. At least that is what I consider to be my marketing effort – to just be me – to write about being an artist. To help people out that ask questions (although I’m behind on blog comments – oops!)

Affordable Art

All of this is what I was thinking when I raised my prices and I kinda ignored this line from my definition of being a successful artist:

I create an affordable line of work for those that can not afford my larger pieces.

This is important to me. I buy a lot of these lower priced artworks from other artists and really appreciate them offering smaller works I can afford. With my lowest prices at $120 for my 3"x3" pieces technically I did have lower priced art but it was a stretch for many.

So I’ve rethought some of my pricing on my smallest work and have decided I will not sell my ACEOs or 3"x3" textile paintings through galleries.

They will only be available on my website so I’ve lowered the prices on these. Not back down to where they were, because that isn’t sustainable, but a compromise between working for $10 and covering a full marketing commission.

The new prices for ACEOs will be $40 and the 3"x3" will be $75.

Lines #31
Textile Painting – Mounted on stretched canvas
©2009
3" x 3"
$75
Purchase Here

Smaller Work Pricing

I adjusted the prices of the work under 12" square to make more sense – what the heck was $490. That’s just weird. So I’m a little OCD - I like round numbers.

For total transparency (and because I find it really helpful when other artists share their pricing policies) here are my prices for 2009:

ACEO (2.5"x3.5") – $40
Calling Cards (2.5"x3.5" mounted on canvas) – $60
3"x3" (mounted on canvas) – $75
4"x4" (mounted on canvas) – $125
6"x6" (mounted on canvas) – $275
8"x8" (mounted on canvas) – $450
6"x12" (mounted on canvas) – $500
8"x10" (mounted on canvas) – $600
12"x12" (mounted on canvas) – $750

Going forward I will only be creating artwork in these sizes (other than the ACEOs) mounted on stretched canvas. I have a few older quilts in this range that are hung directly on the wall, these pieces are all priced $50 less than above.

Larger Work Pricing

The pricing of work larger than 12"x12" hasn’t changed much since my increase but since I’m writing about pricing I thought I’d include the info on how I do this pricing also.

I first do a calculation of the price of the work based on size using the following values (this is all done automagically in excel when I enter the size of the artwork into my spreadsheet):

$750 per sq ft for work < 10 sq ft
$700 per sq ft for work < 15 sq ft
$650 per sq ft for work < 20 sq ft
$625 per sq ft for work < 30 sq ft
$600 per sq ft for work > 30 sq ft

I look at the number and then round it up or down to a nice happy even number. The rounding up or down is based on how good I think the piece is, the age of the piece and any other factor I think influences the value of the work.

Because my work is all such irregular sizes (the advantage of not using premade canvases but creating art to any size I please) this helps to group pieces roughly the same size to roughly the same price.

Never Lower Your Prices

The rule in the artworld is that you can never lower your prices, you can only raise them. I guess I’m ignore that and lowering the price on a few sizes.

Sometimes one must just ignore all the rules and do what is right.

Lines #33
Textile Painting – Mounted on stretched canvas
©2009
3" x 3"
$75
Purchase Here

 
 
PS After all of that, check out all 12 of the new 3"x3" textile painting on my affordable art for sale page.

I took all the sold work off there so you can just see what’s available.

It was a big house cleaning day – of prices and webpages.

First – The Trees

(scroll down below the pictures if you just want to read about art and success)

 
As my long time readers know, I recently moved and am remodeling and putting an addition on my house to add a studio. So in addition to my normal art writing, this blog will, at times, resemble an episode of This Old House because I’m really excited about the work so I’m going to write about it.

The remodel will be starting very soon so first step was to get some trees out of the way.

In area #1 (as marked on the first photo) were 2 cedar trees much much too close to the foundation. They made a mess, not so sad to see them gone.

Area #2 is my beautiful crab apple tree in the backyard (pictured above) that I talk about often. It too had to go, as the new studio will be sitting smack dab on top of it. It took me over a month to admit this was a reality. My builder was patient with me as I finally came to terms with losing the tree. It was simply too close to the house and there was no way to keep the tree and still do an addition. They guys that cut it down said it needed to go even with no addition, so that made me feel a bit better. They also said it was one of the most beautiful crab apple trees they had seen.

Area #3 was another large crab apple wedged between my house and the neighbors. It was ruining my driveway with it’s roots. Again, much to close to the house, and it was already rotting and was dropping limbs when I cut it down.

The trees are now gone as seen above. My yard feels HUGE and full of possibility. It’s exciting. And much less sad than I anticipated. I can’t wait for the remodel to begin!

Lesson learned – those cute little trees that we all plant in our yards. They eventually end up as really big trees. So best not to put them very close to the house or the next home owner will have to pay big $ to have them chopped down.

Success – A State of Being

In my last two blog posts I wrote about
- why I want to know my definition of success
and
- what being a successful artist meant to me.

In both of these posts I wrote about success as a destination. Success defined as a set of goals to be achieved. I’m a big believer in planning out the future and working on the those goals so I stand by that definition of success. It helps to define what actions I should take.

But success is more than that. When I wrote the first post about why I wanted to know my definition for success, I was thinking about putting in "so I will know when I have made it" as one of the reasons. But it didn’t feel right. I couldn’t find any words to say this that didn’t rub me the wrong way.

That is because I consider myself a successful artist today, even without reaching those goals. I’m so ecstatically thrilled every day I wake up and think "I get to make art today". No amount of external recognition or achievement is better than this feeling.

I’m so fortunate to have found something in my life I am so passionate about and love doing so much. Even the marketing stuff is really growing on me and I get excited about it.

The process of being an artist is the best part of being an artist. Even if I never reach the goals I set out in the last post, I will always consider myself a successful artist by the sheer fact that I am one.

Although honestly, I’m pretty sure I will reach all of those goals, and it will be a fairly effortless process because I find all of this to be pure fun. I don’t feel I’m grasping or desperate, it’s just total joy each day to wake up and think about what I can do to move my career forward.

For me, success is both a destination and a journey and I wouldn’t want to give up either.

A Natural Progression

When I thought about being an artist 10-12 years ago, my definition of success was to get my work into some juried quilt shows. It didn’t take long and I was, by my definition, a success.

So I set the bar higher. I decided I needed to get into Quilt National to be a success. That goal was first achieved in 2003. I’ve now been accepted, into what to some is considered by some to be the quintessential art quilt venue, 3 times in a row.

With some success to my name, I decided to looked a little deeper and decided I wanted to focus on finding my artistic voice and this became my definition of success:

- I am the best artist I can be
- I have solo shows in not-for-profit galleries (note that non-profit part)

My focus was almost solely on making art and a bit of time was spent showing my work. My actions were in alignment with my intent and I was content. I spent years completely focused on my art and I feel this was a wise choice. As a result I have a lot of confidence in my art and skills and I had a few solo shows along the way.

Moving On

Each time I near or reach my definition of success I feel it’s time to change it and think bigger. The other option, declaring myself a success and coasting, doesn’t suit me very well. At least not yet.

It’s not that I’ve never had big grandiose ideas about where my art can go. It’s that I never spent the time to think about them in detail, write them down, focus on them and thereby make them my new reality. I don’t think this is a bad thing. Could be it’s a natural progression for many of us – start small and get bigger as the way becomes clearer and the obstacles seem less daunting.

Adding Value

Some of the change in direction I’m now planning came about when I was willing to realize and accept that:

1. It’s okay to sell art
2. I can work to be the best artist I can and market my work at the same time. This involved learning to ignore all the voices that speak to the contrary.
3. Getting money for something I love doing is pretty darn cool

I love Steve Pavlina’s comments on twitter the other day that read:

Becoming a millionaire (through honest means) requires delivering $1 million worth of value to other people. That’s generous, not greedy!

It’s a good reminder that as an artist I am providing value to the world and as such it’s okay to be reimbursed for that value.

Cynthia Guajardo had some interesting thoughts the other day as she was pondering what value she might be adding as a ceramic artist in her blog post about living simply. I was very happy to read that she came to the conclusion that she was adding value and will continue to make her pottery.

I suspect it’s fairly common for artists to question what value they might be adding to universe with their art and craft. I know I have. And I’m happy I also came to the conclusion that we add a lot and it is essential we keep creating. And expecting to be compensated fairly for that value.

My New Definition for Success

So now it’s time to take a deep breath and think big and tell the world all about it.

This is my new definition for what it means to me to be a successful artist:

• I am creating a body of work that I am proud of and that I know is pushing me to become the best artist I can.
• I see growth in my artwork.
• I am authentically marketing my artwork.
• I quit my day job and live comfortably from the proceeds of my creative talents. I want to be very clear about my definition so I have an amount in mind but think specific dollar amounts are a bit too personal for public consumption.
• My work is valued by buyers and collectors, who are willing to pay a good price for my artwork. Again, I have a specific idea of what I want my art to sell for so I am very clear about where this career is headed.
• I create an affordable line of work for those that can not afford my larger pieces.
• My work is included in 4 or more museum collections.
• I publish one or more books about my art and my writing about art. At least one will be a big "coffee table" style book
• I actively participate in a community of mutually supportive artists.
• I am an inspiration and mentor to other artists.
• I continually learn about myself through my art and my writing about art.
• I enjoy all aspects of being an artist.

Why Do I Need to Know This?

One of the items on my goal list for 2008 was to define what success means to me as an artist. As I mentioned in that post, my definition of success has changed, so I wasn’t sure where to go with my goals for 2008 at the beginning of the year so I didn’t really write any.

This wasn’t a bad thing because turns out what I really wanted to do this year was sell my house and get out of the suburbs. That lifestyle was no longer working for me. I loved my big house and big studio but I’m much happier in the city: close to work, close to the kids school and close to everything – museums, galleries, restaurants. I’ve seen more art in the past few months than I did the last 5 years, because it is right here 10-15 minutes from my house.

But back to success. I feel it’s now time to define what it means to me to be a successful artist. I have a vague idea in my head what I intend for my career but I want to write it down and give it some serious thought.

I feel I need to do this right now for a few reasons:

1. Clarity: Most importantly I want to get really clear about why I am making art and how I want to market it. Or more accurately, why I am making art today and where I am intending for this career to go. I believe that getting very clear about intentions is the best way to ensure they become real. When I am wishy washy with my intent my results tend to be wishy washy. When I get really clear I find I get very clear results also.
2. Adapting: I don’t think it’s realistic, at least for me, to come up with big grand ideas about what success means and for it not to change over time. I wrote out some definitions for myself a few years ago and then I moved and I decided I like selling my art and so much of what I wrote is no longer up to date. By revisiting this definition I can learn and adapt and move get closer to my true desires.
3. Direction: Having a definition of success for my art career makes writing goals very easy. If I know what I think success means then I just have to do the things that will result in that success. Without a definition of success it’s kind of hard to figure out what I should be doing on a day to day basis. There are thousands of things I could do as an artist and only by understanding what my desired destination is, can I pick the activities that best suit my stated intentions.

I’ve spent a couple days writing and thinking about the specifics of this definition and when I get it finalized, or at least polished enough that it feels right and it is clear, I’ll post it on my blog.

 
Do you have a definition for what success means to you as an artist?