[Jewelry making - Article 01053] - Re: [Orchid] The purpose of Artist's statements?

[Roseann Hanson]

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>     Also in my initial stages of research for my biz plan I looked for
>     articles on the marketability of the type of work I design. I came
>     across several articles that discussed the emotional connection
>     between jewelry and finalizing a sale - in other words creating a
>     story about the piece or artist that jewelry buyers can connect with.

    I also pondered "Artist's Statement" but moved on to a more broad
    marketing approach, since I was not involved in a guild; none of my
    galleries required a Statement, although one or two display nice bio
    cards with the work. I do think some collectors like Artist's
    Statements, but I guess I wouldn't lose much sleep over it (I know
    lots of creative people who seem to get really bogged down by
    writing so it strangles them - in rock climbing we call it "getting
    gripped"!). 

    I think in terms of marketing to a broad audience, the above
    statement is more appropriate - I think what Laura described in
    marketing terms above is the "Essential Selling Advantage." This is
    the thing that you need to come up with, such as metaphysical
    properties, as Laura says hers is, that indicates to your customer
    why your work is different and/or better than the competition. The
    best Essential Selling Advantage example in mainstream marketing is
    actually also one of the best tag lines: Baskin-Robbins 31-derful
    Flavors. Sez it all. 

    I had no problem developing my "brand identity," and then from that
    the taglines and customers ID, but I had a hard time with the
    Essential Selling Advantage (which is not something you necessarily
    use in advertising or in a tag line, it's just something to guide
    your choices when you create marketing materials). 

    The Desert Rose brand is: "Unique and stylish art jewelry that makes
    the wearer feel as beautiful and special as the Western landscapes
    that inspire Desert Rose=B9s designs." 

    Tag lines: 

    *  Unique & stylish jewelry for the modern Western woman.
    *  Turning heads around the West 
    *  Not all jewelry is created equal . . . some is created Western. 
    *  Own a new Western classic. 

    My Essential Selling Advantage: Jewelry out of the ordinary,
    guaranteed to get noticed. 

    I used all these to choose How to deliver the brand; choose Who my
    customers are; How to reach them (marketing vehicles). 

    So far this is working much too well - my marketing horse got way
    too far ahead of my production cart and I'm a -catchin' up!! 

Roseann

Roseann Hanson
Desert Rose Design Studio
www.desertrosedesignstudio.com
Tucson, Arizona
520-591-0508

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