The Natural Path To Selling Art

© 2024

All rights reserved. No portion of this book may

be reproduced or transmitted in any form or by
any means- electronic, mechanical, photocopy,
recording, scanning, or other - except for brief
quotations in critical reviews or articles, without
the prior written permission of the publisher.

Author: Lloyd Coenen

Publisher: Artist Freedom
 CONTENTS
INTRODUCTION 2

CHAPTER 1 - THE REALITY CHECK 10

WHY POSTING ALONE ISN’T ENOUGH

CHAPTER 2 - THE CONFIDENCE FACTOR 17

YOUR MINDSET IS AS IMPORTANT AS YOUR CANVAS.

CHAPTER 3 - THE MAGIC OF CONVERSATIONS 24

TURNING COMMENTS INTO CASH

CHAPTER 4 - AUTHENTICITY SELLS 33

WHY BEING YOURSELF IS YOUR BIGGEST
SUPERPOWER

CHAPTER 5 - BUILDING VALUE AROUND YOUR ART 41

WHY IT’S WORTH MORE THAN YOU THINK

CHAPTER 6 - THE 3-STEP SALES SYSTEM 49

CONVERSATIONS, TRUST, AND ACTION

CHAPTER 7 - TURNING BUYERS INTO COLLECTORS 57

NURTURING YOUR BUYERS FOR LONG-TERM
SUCCESS

CHAPTER 8 - SCALING YOUR SALES WITHOUT LOSING 66

YOURSELF

CHAPTER 9 - HANDLING REJECTION AND SETBACKS 75

BUILDING RESILIENCE AS AN ARTIST

CHAPTER 10 - BECOMING A FREEDOM ARTIST 84

LIVING LIFE ON YOUR TERMS

1
 INTRODUCTION
"Your art has the power to change lives,
including your own. The journey to freedom
starts with believing it."
– Lloyd Coenen

Hey, I’m Lloyd, Artist and creative business coach for

visual artists all across the globe.

First off, I want to say congratulations.

You’ve just taken the first step toward something that

most artists only dream about—turning your passion into
a sustainable, freedom-filled career.

This isn’t just another book about selling art. It’s a

blueprint for creating the life you’ve always wanted as an
artist.

But before we dive into the strategies and systems that

will get you there, let me tell you a bit about why I wrote
this book—and why I know it’s going to help you.

2
 FROM CORPORATE CAGE TO CREATIVE
FREEDOM

Not so long ago, I was stuck. Like, really stuck.

I’d spent 12 years climbing the corporate ladder in

finance, trapped in a cycle of doing work I didn’t love for
the sake of “stability.”

I thought I was playing it safe, but in reality, I was slowly

trading away my happiness, creativity, and freedom.

One day, I hit a wall.

I couldn’t ignore the feeling anymore—the one telling me

that I was meant for something more.

So, I quit my career. I didn’t have a solid plan, just a

determination to live a life that felt more like me.

It took me a while (and a lot of trial and error), but I

eventually found my path. I decided to go all in on
something I loved: creating art.

And in just 5 years, I sold my work to tens of thousands

of people online (Prints and original paintings), built a
thriving art business, and designed a life that feels truly
mine - all while generating an income of over $1million
from my art.

Here’s the kicker: I didn’t do it with gallery representation,

viral social media fame, or by working 24/7.
3
I did it by building systems that allowed me to sell my art
consistently, authentically, and sustainably. And now, I
want to share those systems with you - specifically the
systems that require ZERO technology, websites,
funnels, ads or any other confusing stuff.

Just you, your talents and the platforms you’re probably

already using.

WHO THIS BOOK IS FOR

This book is for artists who know they’re capable of more.

Maybe you’ve been posting your work on social media,
hoping it’ll sell, but nothing’s happening.

Maybe you’re tired of chasing likes, followers, and

algorithm changes that never seem to pay off.

Or maybe you’ve already made some sales but can’t

figure out how to turn that into a reliable income.

If you’re ready to ditch the “starving artist” myth and build

a thriving art career & business that aligns with your
creative vision, this book is for you.

4
 WHAT YOU’LL LEARN

By the time you finish this book, you’ll have a clear

roadmap for:

●​ Building confidence in yourself and your work so

you can show up unapologetically.
●​ Creating content and conversations that spark real
connections that turn into art sales effortlessly.
●​ Showing up authentically, because the world
doesn’t need another copycat—it needs you.
●​ Building value around your art so your audience
sees it as an investment, not just a product.
●​ Turning buyers into collectors who keep coming
back for more.
●​ Scaling your sales in a way that feels sustainable
and true to your creative process.
●​ Handling rejection and setbacks with resilience,
because let’s face it, they’re part of the journey.

This isn’t about quick fixes or get-rich-quick schemes. It’s

about building a business and a life that you can sustain
for the long haul.

5
 WHAT THIS BOOK ISN’T

Now, let me be clear: this isn’t a book about chasing

followers or “hacking” social media. It’s not about turning
yourself into a content machine or sacrificing your
creativity for the sake of sales.

It’s about creating a system that works for you—one that

allows you to focus on what you love (making art) while
still building a successful, sustainable business and
career.

If you’re willing to put in the work, stay consistent, and

trust the process, this book will give you everything you
need to succeed.

6
 WHY YOU NEED THIS NOW

The world has never been more connected. The

opportunity to share your art with people across the globe
is right at your fingertips.

But with that opportunity comes

challenges—overwhelming algorithms, crowded
marketplaces, and the constant pressure to “stand out.”

The good news? You don’t need to figure it all out on your
own. The strategies in this book have been tested,
refined, and proven by myself and countless other artists
in our Artist Freedom Hub community where I coach over
330 artists as of writing this book (2024).

They work because they focus on what matters: building

relationships, creating value, and showing up
authentically.

7
 A QUICK NOTE BEFORE WE START

This book is a tool—but it only works if you use it.

My goal is to give you actionable steps, practical advice,

and the mindset shifts you need to build your dream art
business.

But none of it will matter if you don’t take action.

So, here’s my challenge to you: don’t just read this book.

Implement it.

Experiment with the strategies.

Give yourself permission to try, fail, and learn.

This is your journey, and it’s going to look different from

mine or anyone else’s.

But if you’re willing to put in the work, I promise you this:

the rewards are worth it.

8
LET’S BUILD YOUR FREEDOM ARTIST LIFE

By the end of this book, you’ll have the tools to take

control of your art career, connect with your audience,
and create the freedom-filled life you’ve always wanted.

But more than that, I hope you’ll walk away with the
confidence to believe that this is possible for you.

Because it is.

So, buckle up. Take a deep breath. And let’s get started.

To your creative success,

Lloyd

9
 CHAPTER 1

THE REALITY CHECK:

WHY POSTING ALONE
ISN’T ENOUGH

"Doubt kills more dreams than failure ever

will."
– Suzy Kassem

If you’re anything like I was when I first started, you’ve

probably spent hours perfecting your Instagram posts,
picking just the right filter, carefully crafting captions, and
hitting “publish” with the hope that this one will finally
blow up and land you some sales.

And then… crickets.

Maybe a handful of likes, a comment from your mum, and

a few heart emojis from a random follower in Brazil.
Sound familiar?

Here’s the truth: posting alone isn’t enough. I know that

might sting to hear, but trust me, it’s not your fault.

10
The problem isn’t your art—it’s the way we’ve been
conditioned to think about social media.

Somewhere along the way, we were sold this idea that if

we just show up consistently and share our work, the
sales will magically follow. Spoiler alert: they don’t.

Let me tell you a quick story.

Back when I was just starting out, I thought I had the

whole “online artist” thing figured out. I’d post my doodles
and drawings, throw in a few hashtags, and wait for the
sales to roll in.

I mean, I’d seen other artists doing it, so surely it would

work for me, right? Wrong.

Weeks turned into months, and my “sales strategy”

amounted to nothing more than a growing pile of unsold
art and a constant feeling of frustration.

But here’s the kicker: it wasn’t because my art wasn’t

good enough.

It wasn’t because I didn’t have talent, or that people didn’t

like what I was creating.

It was because I was missing one crucial

thing—conversations.

11
 THE MYTH OF "POST AND HOPE"

Let’s break this down. When you post your art on social
media, what you’re really doing is putting it in a shop
window on the busiest street in the world.

Sure, people might stop, take a look, and even admire it

for a moment. But admiration doesn’t pay the bills.

If you want someone to buy, you need to give them a

reason to come into the shop, browse, and most
importantly, have a chat with the artist—you.

Posting your art without starting conversations is like

putting a “For Sale” sign on your front lawn and expecting
buyers to line up without ever speaking to you.

It doesn’t happen. People buy from people they trust, and

trust is built through connection, not just through a pretty
picture on their feed.

WHY CONVERSATIONS ARE THE KEY

Think about the last time you bought something

meaningful—something you really valued.

Did you buy it because of a single post you saw online?

Probably not.

12
Chances are, you bought it because you felt connected to
the person or the story behind the product.

That’s how humans work. We’re not just buying the thing;
we’re buying the feeling it gives us, the connection it
creates, or the story it tells.

When it comes to selling your art, the same rules apply.

You need to take your followers on a journey with you.

You need to share the why behind your work, the

process, the emotions, and the story. But most
importantly, you need to talk to them. Real conversations
are what turn casual admirers into loyal collectors.

THE SOCIAL MEDIA TRAP

I know what you’re thinking: “But Lloyd, I’ve been told I

just need to post consistently, and the sales will come!”

Yep, I believed that too. It’s the same advice everyone

gives because it’s easy to say, but it’s not the whole
picture.

Consistency matters, sure, but if your strategy stops at

hitting “post,” you’re leaving 90% of your potential sales
on the table.

Here’s the kicker: the social media algorithms aren’t on

your side.
13
Instagram, Facebook, TikTok—they’re all designed to
keep people scrolling, not shopping.

They show your post to a small percentage of your

followers and decide whether it’s “worthy” of being seen
by more people.

And even when your post does get decent reach, it’s still
not enough. Why? Because posting isn’t a
conversation—it’s a broadcast. And broadcasts don’t sell
art.

MY WAKE-UP CALL

For me, the lightbulb moment came after months of

posting and getting nowhere. One day, someone
commented on one of my paintings: “This is amazing”

Instead of just replying with a simple “Thanks,” I decided

to start a conversation.

I asked them what they loved about the piece, shared the
story behind it, and told them how much I appreciated
their compliment.

Long story short, that conversation turned into a sale. Not

just any sale—a meaningful one.

14
And it wasn’t because of the post itself. It was because I
took the time to connect with that person, to share my
story, and to make them feel like part of the journey.

That single conversation changed everything for me. It

showed me that selling art wasn’t about posting—it was
about connecting.

WHY POSTING ALONE WON’T GET YOU

THERE

Here’s the deal: social media is a tool, not the whole

solution. Posting is just step one.

If you’re stopping there, you’re missing the most

important part of the process—turning those posts into
conversations that build trust and lead to sales.

Think of it like dating. (Bear with me here.) You wouldn’t

show up to a first date, say, “Here I am!” and then sit in
silence, would you?

No, you’d talk, share stories, and build a connection.

Selling your art is no different. Posting gets you the first

date, but it’s the conversation that leads to the
relationship—and ultimately, the sale.

15
 THE NEXT STEP

If you’re tired of shouting into the void and hoping

someone notices your work, it’s time to change your
approach.

In the coming chapters, I’ll show you exactly how to spark

those conversations, turn comments into cash, and build
real connections with your audience.

Trust me, it’s easier (and more fun) than you think.

For now, I want you to take a moment to reflect.

Think about the last five posts you made. How many
conversations did they spark? If the answer is “not many,”
don’t worry—you’re not alone.

But you’re also not stuck. This book is here to help you
take control, start connecting, and finally see the results
you’ve been dreaming of.

Buckle up, because things are about to get real.

16
 CHAPTER 2

THE CONFIDENCE
FACTOR: WHY YOUR
MINDSET IS AS
IMPORTANT AS YOUR
CANVAS

"Whether you think you can or think you can’t,

you’re right."
– Henry Ford

Let’s get one thing straight right off the bat: if you’re not
confident in your art, no one else will be.

Confidence isn’t just a “nice-to-have” in this game—it’s

the foundation for everything.

Without it, even the most talented artists can struggle to

make a sale, while someone with half the skill but twice
the confidence can sell out in minutes. Life’s unfair like
that.

17
Before we dive into the tactics of selling your art, we need
to tackle the mental game.

Because, spoiler alert: the way you think about your art
and yourself as an artist directly affects how others
perceive your work—and how much they’re willing to pay
for it.

MY CONFIDENCE CRISIS (AND HOW I GOT

OVER IT)

Let me take you back to my early days of selling my art.

Picture this: I’d just finished a piece I was really proud of. I
spent hours agonizing over the finishing details, making sure it
was perfect.

But when it came time to price it, I froze. Who was I to charge
that much? Would anyone even pay it? What if they thought I
was being greedy?

So, I did what many artists do—I priced it low. Ridiculously low.

The kind of price that barely covers the cost of materials, let
alone the time and effort I’d literally poured into it. And you
know what happened? It sold. Quickly.

But instead of feeling excited, I felt… resentful.

I’d put so much of myself into that piece, and now it was gone,
practically given away, because I didn’t believe it was worth
more.
18
That was my wake-up call. If I didn’t believe in the value of my
work, why would anyone else?

Confidence isn’t about arrogance or ego—it’s about knowing

the worth of what you create and standing by it
unapologetically.

THE CONFIDENCE RIPPLE EFFECT

Here’s the thing about confidence: it’s contagious.

When you believe in your work, your audience feels it.

It shows in the way you talk about your art, the way you price
it, and the way you interact with potential buyers.

Confidence builds trust, and trust is what makes people want

to buy from you.

On the flip side, a lack of confidence is just as noticeable. If

you’re unsure about your prices or hesitant to talk about your
work, people pick up on that too.

And let me tell you, uncertainty doesn’t exactly scream “buy

me.” It’s like walking into a restaurant where the chef isn’t sure
if the food is any good.

Would you order from that menu? Probably not.

19
 BREAKING FREE FROM “IMPOSTER
SYNDROME”

Ah, imposter syndrome—the bane of many artists’ existence.

That nagging voice in your head that says, “Who are you to
sell your art? There are so many artists better than you.”
Sound familiar?

Here’s the good news: you’re not alone. Every artist I’ve ever
worked with has struggled with this at some point, myself
included.

But here’s the even better news: imposter syndrome is a liar.

It’s not about reality; it’s about fear. Fear of rejection, fear of
judgment, fear of putting yourself out there.

And the only way to overcome it is to recognize it for what it

is—a big, fat, irrelevant lie—and keep going anyway.

Whenever that voice creeps in, remind yourself: you’re not

selling art to every single person on the planet. You’re selling
to the people who connect with your work, who see value in
what you create.

Those are your people, and they’re out there. But they won’t
find you if you’re hiding in the shadows, doubting yourself.

20
 CONFIDENCE ISN’T BORN, IT’S BUILT

If you’re thinking, “But Lloyd, I’m just not a confident person,”

let me stop you right there.

Confidence isn’t something you’re born with; it’s something

you build. And the good news is, it’s a skill like any other. The
more you practice it, the stronger it gets.

Start small. The next time someone asks about your art, talk
about it with pride. Share why you created it, what it means to
you, and why it’s worth every penny of the price tag you’ve put
on it.

Trust me, people can feel the difference between “This is my

art, I hope you like it” and “This is my art, and I know you’ll love
it.”

THE PRICING CONFIDENCE TEST

One of the quickest ways to test your confidence is through

your pricing. Here’s a little exercise I like to call the Pricing
Confidence Test.

Take your most recent piece and double the price in your
head. Now, imagine someone asking you about it. Could you
confidently say, “This piece is [price]”? If the thought makes
you break out in a cold sweat, we’ve got some work to do.

Here’s the thing: your art is worth more than you think.

21
Pricing isn’t just about covering costs; it’s about reflecting the
value of your work and the experience it brings to the buyer.

When you price your art too low, you’re not just undervaluing
your work—you’re undervaluing yourself. And that’s a habit we
need to break.

BUILDING CONFIDENCE IN YOUR ART

If you’re ready to start building your confidence, here are a few

quick tips to get you started:

1.​ Celebrate Your Wins: Every time you sell a piece, get
positive feedback, or even just finish a work you’re
proud of, take a moment to celebrate. Confidence
grows when you acknowledge your achievements.
2.​ Practice Talking About Your Art: The more you talk
about your work, the more natural it becomes. Share
your story, your process, and your passion. People love
to hear the “why” behind your art.
3.​ Raise Your Prices Gradually: If doubling your prices
feels too scary, start small. Add 10%, then 20%, and so
on. With each sale, you’ll prove to yourself that your
work is worth it.
4.​ Surround Yourself with Support: Confidence is
easier to build when you’re surrounded by people who
believe in you. Find a community of artists or
supportive friends who can lift you up when you’re
feeling doubtful.

22
 CONFIDENCE FUELS CONVERSATIONS

Now here’s where confidence really pays off: it makes

conversations so much easier. When you believe in your art,
talking to potential buyers feels less like selling and more like
sharing.

You’re not convincing them to buy—you’re inviting them into

your world. And that’s where the magic happens.

In the next chapter, we’ll dive into the art of sparking and
navigating these conversations.

But for now, remember this: confidence isn’t about being

perfect; it’s about showing up, owning your worth, and sharing
your art with pride. The rest will follow.

23
 CHAPTER 3

THE MAGIC OF
CONVERSATIONS:
TURNING COMMENTS
INTO CASH

"Engage, enlighten, encourage, and

especially...just be yourself. Social media is a
community effort, everyone is an asset."
– Susan Cooper

Let’s be honest: most artists dream of the day their work

just sells itself. You post a painting, someone sees it, and
bam—they’re in your DMs throwing money at you.

But let me break it to you gently: art doesn’t sell itself.

It sells when people connect with it—and more

importantly, with you.

That connection doesn’t happen through a single post; it

happens through conversations. Real, human, “I see you
and your art” conversations.

24
 WHY CONVERSATIONS MATTER MORE
THAN LIKES

Likes are easy. A double-tap costs someone nothing. A

comment? That’s a little better—it shows they’re paying
attention. But a conversation? That’s where the gold is.

Here’s the thing: people buy art because it resonates with

them.

Maybe it reminds them of a special moment, or it

captures a feeling they’ve been struggling to put into
words. Whatever the reason, that connection is deeply
personal. And the only way to uncover it is by talking to
them.

Conversations build trust, and trust is the bridge between

“I like your art” and “Here’s my credit card.” Without trust,
you’re just another artist in their feed. With trust, you’re
the artist whose work they need to have.

THE MISSTEP MOST ARTISTS MAKE

Here’s a mistake I see all the time: someone comments,

“This is beautiful!” and the artist responds with a polite,
“Thank you!” And that’s it. End of conversation.

25
Now, don’t get me wrong—gratitude is great. But if you
stop there, you’ve missed an opportunity to engage.

That person just handed you a door to a potential

connection, and instead of walking through it, you closed
it. What if, instead, you said something like:

“Thank you so much! What about it stands out to you?”

Boom. Now you’ve invited them into a conversation.

And guess what happens when someone feels seen and

valued? They’re more likely to invest—not just in your art,
but in you.

STARTING CONVERSATIONS WITHOUT

FEELING SALESY

I get it—starting conversations can feel awkward. No one

wants to come off as pushy or desperate.

But here’s the secret: it’s not about selling, it’s about
connecting.

Selling happens naturally when the connection is strong

enough.

So, instead of thinking, “How do I sell to this person?” ask

yourself, “How can I connect with them?”

26
Here are some simple ways to spark conversations:

1.​ Ask Questions: If someone comments on your

work, ask them what they love about it. People
enjoy sharing their thoughts, and this opens the
door to deeper discussions.
○​ Example: “Thank you! What’s your favorite
part of it?”
2.​ Share the Story Behind the Art: Comments are
a great chance to talk about the inspiration behind
your piece.
○​ Example: “Thank you! This piece was
inspired by [insert personal story]. What
does it make you think of?”
3.​ Engage in Their World: If you’re interacting with
someone who follows you, take a moment to
check out their profile. Find something to connect
over and start a conversation about them.
○​ Example: “I saw your recent post about
[topic]. That’s so interesting! How did you
get into that?”

The goal here isn’t to turn every conversation into a sale

immediately. It’s to build relationships that naturally lead
to sales over time.

27
 TURNING CONVERSATIONS INTO SALES

Okay, so you’ve started a conversation. Now what? How

do you move from “Nice painting!” to “Where can I buy
it?” without sounding like a walking advertisement? The
answer is subtlety.

Here’s a roadmap for guiding conversations toward sales:

1.​ Listen More Than You Talk: When someone

shares why they love your work, listen. Pay
attention to the emotions behind their words.
○​ Example: If they say, “This reminds me of
the lake where I grew up,” that’s your
chance to connect deeper.
2.​ Highlight the Value of Your Art: Once you’ve
established a connection, naturally bring up the
value of your work.
○​ Example: “It’s so cool that this piece
resonates with your memories. I think it
would look amazing in a space where it can
remind you of that every day.”
3.​ Make It Easy for Them to Buy: When the
moment feels right, offer a clear path to purchase.
This doesn’t have to be pushy—it’s just about
making the next step obvious.
○​ Example: “If you’re interested, I can send
you the details for this piece and how to
make it yours!”
○​

28
CONVERSATIONS ARE A TWO-WAY STREET

Remember, conversations aren’t one-sided. It’s not just

about you talking at someone—it’s about building a
genuine back-and-forth.

Think of it as planting seeds. Some might sprout into

sales immediately, while others might take time.

Either way, every conversation strengthens the

connection between you and your audience.

THE DM DANCE: MASTERING PRIVATE

CONVERSATIONS

Public comments are great for starting interactions, but

the real magic often happens in the DMs. Moving a
conversation from the comments to private messages
isn’t as hard as it sounds. Here’s a simple approach:

1.​ Respond Publicly First: Acknowledge their

comment and thank them.
○​ Example: “Thank you! I’d love to chat more
about this piece—check your DMs!”
2.​ Send a Genuine Message: Slide into their DMs
with a friendly tone that picks up where the
comment left off.

29
 ○​ Example: “Hey [Name], I saw your
comment about loving the colors in this
piece. It’s one of my favorites too! I’d love to
hear what you connected with most.”
3.​ Keep It Conversational: Don’t jump straight into
selling—take the time to build rapport. If they’re
interested, the sale will follow naturally.

THE POWER OF FOLLOW-UP

Here’s a secret most artists miss: following up is key.

Life gets busy, and people forget. If someone expressed

interest but didn’t follow through, don’t take it personally.

Instead, follow up with a friendly nudge.

●​ Example: “Hey [Name], just wanted to check in

and see if you had any more thoughts about
[piece]. No rush at all, just wanted to keep you in
the loop!”

It’s not pushy—it’s professional. And more often than not,

people appreciate the reminder.

30
 WHY CONVERSATIONS BUILD LONG-TERM
COLLECTORS

Conversations don’t just lead to sales—they create loyal

collectors. When someone feels connected to you and
your work, they’re more likely to come back for more.

They’re not just buying a piece of art; they’re buying a

piece of your story, your passion, and your journey. That’s
what keeps them coming back.

ACTION STEPS FOR THIS WEEK

To wrap up, here’s your challenge for this week:

1.​ Reply to every comment on your recent posts with

a question that invites further conversation.
2.​ Start three new DM conversations with followers
who’ve shown interest in your work.
3.​ Follow up with someone who expressed interest
but didn’t buy.

Trust me, these small actions can lead to big results. In

the next chapter, we’ll dive into how authenticity ties all of
this together and why being you is your biggest selling
point.

31
But for now, get out there and start talking and
commenting—because conversations are where the
magic happens.

32
 CHAPTER 4

AUTHENTICITY SELLS:
WHY BEING YOURSELF
IS YOUR BIGGEST
SUPERPOWER
"Be yourself; everyone else is already taken."
– Oscar Wilde

Let’s talk about something most people won’t tell you:

being authentic isn’t just a buzzword—it’s your secret
weapon.

In a world where everyone’s trying to be someone else,

your authenticity is what sets you apart.

And when it comes to selling your art, it’s the difference

between attracting casual admirers and building a loyal
fanbase of collectors who can’t get enough of your work.

Here’s the best part: being authentic doesn’t require you

to put on a show, pretend to be more than you are, or
follow trends that don’t align with you. In fact, it’s the
opposite.

The more you you are, the better.

33
 THE TRAP OF TRYING TO PLEASE
EVERYONE

I get it. When you’re putting your art out there, it’s
tempting to try to appeal to as many people as possible.

You think, “If I cast a wide net, I’ll catch more buyers.” But
here’s the hard truth: when you try to please everyone,
you end up connecting with no one.

Art is personal. It’s emotional. And the people who will

buy your work are the ones who resonate with you—your
story, your perspective, your quirks.

If you water that down to appeal to the masses, you lose

the thing that makes your work special in the first place.

MY STRUGGLE WITH AUTHENTICITY

When I first started, I thought I had to look like a “real”

artist to sell my work. You know, the messy studio, the
tortured soul vibe, the deep, intellectual captions. But that
wasn’t me.

I’m the guy who cracks jokes, curses, listens to metal

music, and prefers a tidy workspace over chaos.

34
At first, I thought no one would take me seriously if I
didn’t fit the stereotypical “artist” mold.

But trying to be someone I wasn’t felt exhausting and

fake. It wasn’t until I started showing up as my unfiltered
self—sharing my real story, my real process, and yes,
even cursing on my social media—that I started
connecting with my audience in a meaningful way.

And that’s when the sales started rolling in.

YOUR AUDIENCE WANTS YOU

Here’s a little secret: people don’t just buy art; they buy
the artist.

They want to feel like they’re part of your journey. They

want to know the story behind the work hanging on their
wall.

They want to connect with the human behind the canvas.

This is why being authentic is so powerful. When you

show up as yourself—flaws, quirks, and all—you give
your audience permission to connect with you on a
deeper level.

And that connection? That’s what drives loyalty, trust, and

sales.

35
 HOW TO SHOW UP AUTHENTICALLY

If the idea of “being authentic” feels a bit vague, let me

break it down for you. Here are a few simple ways to let
your true self shine through:

1.​ Share Your Story: Why do you create? What

inspires you? What struggles have you overcome?
Sharing these parts of yourself makes your art feel
personal and relatable.
○​ Example: “This piece was inspired by the
sunsets I used to watch with my granddad
as a kid. Every time I see these colors, it
brings me back to those moments.”
2.​ Be Honest About Your Process: Not every piece
is going to come out perfectly, and that’s okay.
Share the ups and downs of your creative journey.
○​ Example: “This painting took me three tries
to get right, but I finally nailed it.
Persistence pays off!”
3.​ Speak Like a Human, Not a Robot: Drop the
overly formal captions and write the way you’d
speak to a friend.
○​ Example: “Honestly, I wasn’t sure where I
was going with this piece, but now it’s one
of my favorites. Funny how that happens,
right?”
4.​ Show Behind-the-Scenes Moments: People love
a peek behind the curtain. Share photos or videos
of your studio, your tools, or even your messy

36
 work-in-progress. It makes your audience feel like
they’re part of your world.
5.​ Embrace Your Uniqueness: Whether it’s your
sense of humor, your love for coffee, or your
obsession with neon pink, let those quirks come
through. They make you memorable.

AUTHENTICITY IN CONVERSATIONS

Authenticity doesn’t stop at your posts—it carries over

into your conversations with potential buyers.

When someone DMs you about your work, don’t feel like
you have to put on a professional mask.

Speak to them like you would a friend. Be warm,

approachable, and real.

For example:

●​ Instead of saying, “Thank you for your interest in

this piece. It is currently available for purchase at
[price],”​
Try: “Hey! I’m so glad you like this piece. It’s one of
my favorites too. Let me know if you have any
questions—I’d love to help!”

See the difference? One feels transactional, the other

feels human.

37
 THE CONFIDENCE-AUTHENTICITY
CONNECTION

Remember what we talked about in the last chapter?

Confidence and authenticity go hand in hand.

When you’re confident in your work, it’s easier to show up

as your authentic self. And when you’re authentic, it
reinforces your confidence because you’re no longer
trying to be someone you’re not.

Think of it as a cycle:

1.​ Confidence fuels authenticity.

2.​ Authenticity builds trust with your audience.
3.​ Trust leads to sales.
4.​ Sales boost your confidence even more.

It’s a beautiful loop, and it all starts with showing up as

you.

THE DANGER OF COMPARISON

Let’s address the elephant in the room: comparison. It’s

easy to look at other artists and think, “They’re doing it
better than me,” or, “I should be more like them.” Stop
that right now.

38
Comparison is the thief of joy and the enemy of
authenticity.

The truth is, no one else can do what you do the way you
do it. Your story, your perspective, your art—it’s all unique
to you.

And that’s your superpower. Lean into it.

ACTION STEPS FOR THIS WEEK

Ready to start showing up authentically? Here are a few

things you can do this week:

1.​ Write a post sharing a personal story behind one

of your pieces. Keep it real and unpolished—it’s
about connection, not perfection.
2.​ Share a behind-the-scenes moment from your
studio, whether it’s a work-in-progress or the
chaos of your creative process.
3.​ Respond to a comment or DM with a warm,
conversational tone. Make it feel personal, not
transactional.
4.​ Take a break from scrolling and comparing
yourself to others. Focus on your own journey and
what makes your work unique.

39
 AUTHENTICITY IS MAGNETIC

Here’s the bottom line: when you show up authentically,

you’ll attract the right people—the ones who resonate
with you and your work.

These are the people who will become loyal collectors,

raving fans, and even friends. And the best part? You’ll
never have to feel like you’re “faking it” to make a sale.

In the next chapter, we’ll take this one step further and
talk about how to use authenticity to build value around
your art, so you can confidently increase your prices and
grow your income.

But for now, focus on showing up as your wonderfully

imperfect, one-of-a-kind self. Trust me, it’s your best
asset.

40
 CHAPTER 5

BUILDING VALUE
AROUND YOUR ART:
WHY IT’S WORTH MORE
THAN YOU THINK
"Price is what you pay. Value is what you get."
– Warren Buffett

Let’s get one thing straight: the value of your art isn’t just
about the paint, the canvas, or the time it took to create.

It’s about the story, the connection, and the

transformation it brings to someone’s life.

The tricky part? Helping your audience see that value.

And no, you don’t do that by slapping a low price tag on
your work and hoping it sells.

You do it by building value—and that’s exactly what this

chapter is all about.

41
 WHY ARTISTS UNDERVALUE THEIR WORK

Raise your hand if you’ve ever thought:

●​ “I can’t charge too much—no one will buy it.”

●​ “It only took me a few hours, so it’s not worth that
much.”
●​ “I’m not a big name yet, so I can’t price my work
too high.”

If that’s you, let me tell you something: those thoughts

are holding you back.

Pricing your art too low doesn’t just hurt your income—it
also sends the wrong message to potential buyers.

When you undervalue your work, you’re essentially telling

people, “This isn’t worth much.” And if you don’t believe
it’s valuable, why should they?

THE TRUE VALUE OF YOUR ART

Here’s a mindset shift: the value of your art isn’t just in

what it is—it’s in what it does.

Your art isn’t just a pretty picture to hang on a wall. It’s a

memory, a feeling, a conversation starter, a source of
inspiration.

42
It adds beauty to someone’s home, sparks joy every time
they see it, and reminds them of something meaningful.
That’s what people are paying for.

Think about it: when someone buys a luxury car, they’re

not just buying an engine and four wheels. They’re
buying the experience, the status, and the way it makes
them feel.

Your art is no different. People aren’t just buying the paint

on the canvas—they’re buying you, your story, and the
emotion your work evokes.

HOW TO BUILD VALUE AROUND YOUR ART

So, how do you help people see the true value of your
art? It’s all about storytelling, positioning, and perception.
Here’s how to do it:

1. Share the Story Behind Your Work​

Every piece of art has a story. Maybe it was inspired by a
childhood memory, a moment of triumph, or a place you
visited. Sharing that story helps your audience connect
with your work on a deeper level. It turns your art from
“just another painting” into something meaningful.

●​ Example: “This piece was inspired by the sunsets I

watched on my grandparents’ farm. The colors
remind me of the warmth and peace I felt as a kid.”

43
2. Highlight the Experience of Owning Your Art​
Paint a picture (pun intended) of what it’s like to live with
your art. Help your audience imagine the transformation it
will bring to their space.

●​ Example: “This piece will bring a pop of color and

energy to your home. Imagine waking up every
morning and seeing this—it’s like a little burst of
joy to start your day.”

3. Showcase Your Process​

People love to see the behind-the-scenes magic. Sharing
your process helps them understand the skill, effort, and
passion that goes into each piece.

●​ Example: Share a time-lapse of you creating a

piece, or talk about the techniques and materials
you used. It’s a subtle way of saying, “This isn’t
just art—it’s craftsmanship.”

4. Position Your Art as an Investment​

Art isn’t just decoration—it’s an asset. When people buy
your work, they’re investing in something that can grow in
value over time. This is especially true as your reputation
grows.

●​ Example: “Many of my collectors have told me

they see my work as an investment, and it’s
amazing to know my art is becoming a part of their
legacy.”

44
 RAISING YOUR PRICES WITH CONFIDENCE

Here’s the part that scares most artists: raising prices.

But let me tell you something—if your art is selling

quickly, it’s probably underpriced. Raising your prices isn’t
about being greedy; it’s about reflecting the value you
bring.

Start small. If your current pieces sell for $200, raise it to

$250. Then $300. Watch how your audience responds.
You’ll be surprised how often people are willing to pay
more than you think.

And here’s the kicker: higher prices can actually make

your art more desirable. It’s the psychology of
value—people associate higher prices with higher quality.

By raising your prices, you’re telling your audience, “This

is worth it.”

45
 WHAT HAPPENS WHEN YOU DON’T BUILD
VALUE

Let’s flip this around for a moment. What happens if you

don’t build value around your art?

●​ You’ll attract buyers who haggle, undervalue your

work, or expect a discount.
●​ You’ll feel resentful every time you sell a piece
because you know it’s worth more.
●​ You’ll struggle to make a sustainable income, even
if you’re selling consistently.

In short, you’ll be stuck in the “starving artist”

mindset—and no one wants that.

HOW VALUE LEADS TO LOYAL

COLLECTORS

When you build value around your art, something

amazing happens: your buyers become collectors.

They’re not just buying a single piece—they’re investing

in you. They want to follow your journey, own more of
your work, and be a part of your story.

46
This is how you create lifelong fans who support your
career. And it all starts with helping them see the value
you already bring to the table.

ACTION STEPS FOR THIS WEEK

Here’s what I want you to do this week:

1.​ Choose one piece of your art and write a short

story about it. Share it in a post or with someone
who’s expressed interest in your work.
2.​ Practice raising your prices on a few pieces, even
if it’s just by 10%. Pay attention to how it
feels—and how your audience responds.
3.​ Share a behind-the-scenes look at your process,
whether it’s a photo, a video, or a simple
explanation of your techniques.

Remember: building value isn’t about tricking people into

paying more. It’s about helping them see the worth that’s
already there.

47
 WRAPPING UP

Your art is worth more than you think. The key is helping
your audience understand that worth. By sharing your
story, highlighting the experience of owning your work,
and positioning your art as an investment, you’ll not only
attract the right buyers—you’ll build a sustainable,
thriving career.

In the next chapter, we’ll talk about how to combine

everything you’ve learned so far into a repeatable system
for consistent sales.

But for now, focus on building value and showing the

world why your art is worth every penny.

48
 CHAPTER 6

THE 3-STEP SALES

SYSTEM:
CONVERSATIONS,
TRUST, AND ACTION
"People don’t buy what you do; they buy why
you do it."
– Simon Sinek

Now that you’ve laid the foundation with confidence,

authenticity, and building value, it’s time to pull everything
together into a simple, repeatable system.

Selling your art online isn’t about luck or posting

endlessly—it’s about following a process that works every
time.

In this chapter, I’m going to show you the 3-step sales

system that’s helped me and countless more of my artist
students sell art consistently.

It’s straightforward, effective, and (best of all) doesn’t

involve spending your life glued to social media.

Ready? Let’s dive in.

49
 STEP 1: CREATE CONTENT THAT SPARKS
CONVERSATIONS

Here’s the truth: your content’s job isn’t to sell—it’s to

start a conversation.

The goal isn’t to shout, “Buy my art!” from the rooftops

(please don’t do that).

It’s to create posts that make people stop, think, and

engage with you.

What Does That Look Like?​

Content that sparks conversations is personal, relatable,
and invites people into your world.

It’s less “Here’s my painting” and more “Here’s the story

behind my painting—what does it remind you of?”

●​ Example: Share a post about what inspired a

recent piece and ask your audience, “What’s a
memory or feeling this brings up for you?”
●​ Example: Post a photo of your messy studio and
caption it, “This is where the magic happens!
What’s your creative space like?”

Why does this work? Because conversations build trust,

and trust is the foundation for sales. When people feel
like they know you, they’re more likely to invest in your
work.

50
Pro Tip: Add a call-to-action (CTA) to your posts that
encourages people to comment or share their thoughts. It
doesn’t have to be salesy—just something that gets the
conversation started.

STEP 2: TURN COMMENTS INTO

CONVERSATIONS

Once you’ve sparked engagement, the next step is to

take those comments and turn them into meaningful
conversations.

This is where the magic happens—because sales rarely

come from likes or comments alone. They come from
real, human connections.

How Do You Do This?​

It’s simple: respond to every comment like you’re chatting
with a friend. Ask follow-up questions, show genuine
interest, and keep the conversation going.

●​ Example: Someone comments, “I love this

piece—it reminds me of my childhood.” Don’t just
say, “Thank you!” Instead, try: “Thank you! That’s
exactly what I was hoping to capture. What about
it reminds you of your childhood?”

51
From there, the conversation can naturally flow into a
private message or DM, where you can explore their
interest further.

Pro Tip: When moving a conversation to DMs, don’t be

pushy. A simple, “I’d love to chat more about this
piece—check your DMs!” works wonders.

STEP 3: BUILD VALUE AND GUIDE THEM TO

ACTION

Once you’re in a conversation, your job is to build value

around your art and make it easy for them to take the
next step.

This isn’t about hard selling—it’s about helping them see

why your art is perfect for them and showing them how to
make it theirs.

How Do You Build Value?​

Remember the last chapter? This is where you put it into
practice. Share the story behind the piece, highlight the
experience of owning your art, and position it as
something meaningful and special.

●​ Example: “This piece is one of my favorites

because it reminds me of [story]. I love how it
brings a sense of calm and color to any space—I
think it would look amazing in your home!”

52
How Do You Guide Them to Action?​
When the time feels right, gently guide them toward
making a purchase. Be clear and confident, but never
pushy.

●​ Example: “If you’d like to make it yours, I’d be

happy to send you the details! Let me know if you
have any questions.”

By this point, the trust is already there. They’ve

connected with you, seen the value in your work, and feel
confident in their decision. All you’re doing is giving them
the final nudge to take action.

WHY THIS SYSTEM WORKS

This 3-step system works because it’s built on

connection, not tactics. It’s not about tricking people into
buying—it’s about creating genuine relationships with
your audience.

When you focus on conversations, trust, and value,

you’re not just selling art—you’re building a community of
people who love and support what you do. And those
people?

They’ll keep coming back, time and time again.

53
 WHAT HAPPENS IF YOU SKIP A STEP?

Skipping any of these steps is like trying to bake a cake

without one of the key ingredients—it just doesn’t work.

●​ Skip Step 1 (Content) and you won’t have

conversations to start with.
●​ Skip Step 2 (Conversations) and your
engagement will fizzle out without leading
anywhere.
●​ Skip Step 3 (Value and Action) and your
audience won’t know how to buy, even if they want
to.

Every step is essential, and the more you practice, the

more natural it will feel.

REAL-LIFE EXAMPLE: HOW THIS WORKS IN

ACTION

Let me give you a quick example of how this system

played out for me:

1.​ I posted a piece on Instagram with a story about

what inspired it and asked my audience, “What’s a
color that brings back memories for you?”
2.​ A follower commented, “This reminds me of the
sunsets from my childhood.” I replied, asking
54
 about those sunsets and moved the conversation
to DMs.
3.​ In the DMs, I shared more about the piece, what it
represented, and why I thought it could bring a
sense of warmth to their space. They loved it, and
a day later, they purchased the piece.

It wasn’t pushy, it wasn’t complicated—it was just a

natural flow of connection, trust, and action.

ACTION STEPS FOR THIS WEEK

Here’s how you can start using this system right now:

1.​ Post with Purpose: Share a piece of content that

invites your audience to engage. Ask a question or
tell a story that sparks conversations.
2.​ Engage with Comments: Respond to every
comment thoughtfully, and look for opportunities to
move the conversation to DMs.
3.​ Guide with Confidence: When someone shows
interest in your work, build value around it and
make it easy for them to take the next step.

55
 WRAPPING UP

This 3-step system is your blueprint for consistent sales.

It’s not about flashy tactics or endless posting—it’s about

creating real connections with your audience, building
trust, and helping them see the value in your work.

In the next chapter, we’ll dive deeper into how to nurture

your audience over time, so they’re not just
buyers—they’re lifelong collectors.

But for now, focus on practicing this system. The more

you use it, the more natural it will become—and the more
sales you’ll see rolling in.

56
 CHAPTER 7

TURNING BUYERS INTO

COLLECTORS:
NURTURING YOUR
AUDIENCE FOR
LONG-TERM SUCCESS
"It is not your customer’s job to remember
you. It is your obligation and responsibility to
make sure they don’t have the chance to
forget you."
– Patricia Fripp

Selling your art isn’t just about landing one-off sales—it’s

about creating relationships that last. A buyer is great, but
a collector? That’s where the magic happens.

Collectors aren’t just one-time customers; they’re lifelong

supporters who come back for more, rave about your
work, and recommend you to everyone they know.

57
In this chapter, we’re diving into how to nurture your
audience so they don’t just buy from you once—they
keep coming back for years to come.

Ready to turn buyers into collectors? Let’s go.

WHAT’S THE DIFFERENCE BETWEEN A

BUYER AND A COLLECTOR?

A buyer purchases a piece of your art and moves on. A

collector feels connected to you and your work—they
don’t just want one piece; they want to own a part of your
story.

Think of it this way: a buyer is like someone who visits

your restaurant once.

A collector is like a loyal diner who keeps coming back,

orders their favorite dish, and tells their friends about how
amazing the place is.

Which one do you want? (Spoiler: it’s the collector.)

58
 THE KEY TO CREATING COLLECTORS:
NURTURE THE RELATIONSHIP

Building collectors isn’t about luck; it’s about nurturing the

relationship beyond the initial sale. People don’t just
collect art—they collect artists.

They’re invested in your journey, your growth, and the

meaning behind your work.

The more connected they feel to you, the more likely they
are to come back for more.

STEP 1: STAY CONNECTED

One of the biggest mistakes artists make is going silent

after the sale. Your relationship with a buyer doesn’t end
when they send payment—it’s just beginning.

Staying connected keeps you top of mind and reminds

them why they fell in love with your work in the first place.

How to Stay Connected:

1.​ Follow Up After the Sale:

○​ Example: “Hi [Name], I just wanted to say
thank you again for purchasing [piece]! I
hope it’s settling into its new home

59
 beautifully. If you ever have any questions
or just want to chat, I’m here!”
2.​ Check In Periodically:
○​ Example: “Hi [Name], I was thinking about
[piece] and wanted to check in. How’s it
looking in your space? Would love to see a
photo if you’re up for sharing!”
3.​ Use Email to Stay in Touch:​
Build an email list (if you haven’t already) and use
it to share updates, new pieces, or stories behind
your art. Email feels personal and keeps you
connected directly, without relying on social media
algorithms.

STEP 2: BUILD A COMMUNITY

Collectors want to feel like they’re part of something

bigger.

By creating a sense of community around your work, you

turn one-time buyers into lifelong fans who feel
connected not just to you, but to other collectors.

How to Build Community:

1.​ Celebrate Your Collectors: Share photos of your

art in their homes (with permission) and publicly
thank them for their support.

60
 ○​ Example: “A huge thank you to [Name] for
giving [piece] such a beautiful home!
Seeing my art in your space means the
world to me.”
2.​ Create a Private Group or Club: Start a private
Facebook group, email club, or even a simple
WhatsApp group for your collectors where they get
first access to new pieces, behind-the-scenes
updates, and exclusive offers.
3.​ Host Virtual or In-Person Events: Whether it’s a
live studio tour on Instagram or an open studio
event, give your collectors a chance to connect
with you and each other.

STEP 3: OFFER EXCLUSIVE OPPORTUNITIES

Collectors love feeling like they’re getting something

special—something the average follower or buyer doesn’t
have access to. By creating exclusive opportunities for
your collectors, you make them feel valued and
appreciated.

How to Offer Exclusivity:

1.​ Pre-Sales for New Work: Give your collectors

first dibs on new pieces before they’re released to
the public.
○​ Example: “Hey [Collector’s Name], I wanted
to give you early access to my latest piece
61
 before it goes live tomorrow. Let me know if
you’d like to make it yours!”
2.​ Limited Editions: Create limited edition prints or
pieces that only your collectors can purchase.
○​ Example: “This is a limited run of just 10
prints, exclusively for my collectors. Once
they’re gone, they’re gone!”
3.​ Custom Commissions: Offer bespoke
commissions for your top collectors. It’s the
ultimate way to deepen the relationship while
giving them something truly unique.
○​ Example: “I’ve opened a limited number of
slots for custom commissions this month.
Let me know if you’d like something made
just for you!”

STEP 4: SHARE YOUR JOURNEY

Collectors don’t just want to own your work—they want to

be part of your journey. Sharing your progress, your wins,
and even your struggles helps them feel like they’re along
for the ride.

How to share your journey:

1.​ Behind-the-Scenes Content: Share videos or

photos of your creative process, from sketching to
the final piece.

62
 2.​ Personal Milestones: Let them know about the
big moments in your career—like moving into a
new studio, hitting a sales milestone, or launching
a new collection.
○​ Example: “I’m so excited to share that I’ve
just finished my 100th painting! It’s been an
incredible journey, and I couldn’t have done
it without your support.”
3.​ Your Growth as an Artist: Talk about how your
work is evolving and what inspires you.

STEP 5: MAKE THEM FEEL SPECIAL

At the end of the day, people want to feel appreciated.

Small gestures go a long way in turning buyers into loyal
collectors.

How to make them feel special:

1.​ Handwritten Notes: Include a thank-you note with

every purchase.
2.​ Surprise Gifts: Send them a small print or a
personal sketch as a surprise thank-you.
3.​ Personalized Messages: Take the time to send a
quick message on their birthday or the anniversary
of their first purchase.

63
 THE LONG-TERM PAYOFF

When you nurture your audience and turn buyers into

collectors, you’re not just building sales—you’re building
a sustainable career.

Collectors are the foundation of a thriving art business.

They’re the ones who will support you through ups and
downs, celebrate your growth, and be there for every new
chapter of your journey.

ACTION STEPS FOR THIS WEEK

Here’s what I want you to do this week:

1.​ Reach out to a recent buyer and thank them again

for their support. Bonus points if you ask them how
the piece is fitting into their space.
2.​ Brainstorm ways to create a sense of community
for your collectors—whether it’s a private group,
exclusive email club, or something else.
3.​ Think of one exclusive opportunity you could offer
to your audience, like pre-sales, limited editions, or
custom commissions.

64
 WRAPPING UP

Turning buyers into collectors isn’t complicated—it’s

about building relationships, creating meaningful
connections, and making people feel valued. When you
focus on nurturing your audience, you’re not just selling
art; you’re creating a network of supporters who believe
in you and your work.

In the next chapter, we’ll talk about how to scale your

sales while staying true to yourself and your art. But for
now, focus on building those connections and turning
your buyers into collectors. Trust me, it’s worth it.

65
 CHAPTER 8

SCALING YOUR SALES

WITHOUT LOSING
YOURSELF
"Growth is never by mere chance; it is the
result of forces working together."
– James Cash Penney (J.C. Penney)

You’ve built confidence, mastered conversations,

showcased authenticity, and started turning buyers into
loyal collectors. Now, it’s time to scale.

Scaling isn’t about working harder or churning out more

art at breakneck speed. It’s about working
smarter—using systems and strategies to grow your
income without sacrificing your creativity, your
authenticity, or your sanity.

In this chapter, I’ll show you how to take what’s already

working and amplify it, so you can scale your art sales in
a way that feels natural, manageable, and sustainable.

66
 WHAT DOES SCALING LOOK LIKE FOR AN
ARTIST?

When people think of “scaling,” they often picture big

corporations, assembly lines, or hiring a team of
assistants to pump out work. But for artists, scaling is
different. It’s not about losing your personal touch or
becoming a factory—it’s about leveraging what you
already do well to reach more people and generate more
sales.

Scaling as an artist can mean:

●​ Selling more art without spending more time

creating.
●​ Expanding your audience while staying true to
your brand and vision.
●​ Increasing your income while maintaining control
over your creative process.

The goal here is growth without burnout. Because let’s

face it—if you’re too overwhelmed to enjoy the process,
what’s the point?

67
 STEP 1: REPLICATE WHAT WORKS

If you’ve been following the strategies in this book so far,

you should already have a solid foundation: confident
pricing, meaningful conversations, and a growing base of
collectors. Now it’s time to look at what’s working and do
more of it.

Start by asking yourself:

●​ Which posts or types of content sparked the most

engagement?
●​ What kinds of conversations led to sales?
●​ Who are your top collectors, and what do they love
most about your work?

Once you identify these patterns, double down on them.

Focus your time and energy on the strategies that are
already delivering results.

STEP 2: STREAMLINE YOUR PROCESS

Scaling isn’t about doing more—it’s about doing better.

The key to scaling is streamlining your processes so you
can focus on the things that matter most: creating and
connecting with your audience.

Here’s how to streamline your workflow:

68
 1.​ Batch Your Content Creation: Set aside time to
create multiple posts, videos, or email campaigns
at once. This saves you from scrambling to create
content on the fly.
2.​ Automate Where You Can: Use tools to schedule
your social media posts, manage your email list,
and handle routine tasks. Let the tech do the
heavy lifting so you can focus on your art.
3.​ Create a System for Conversations: Develop a
simple, repeatable process for turning comments
and DMs into sales. This could include templates
for common responses or a workflow for guiding
conversations toward a purchase.

STEP 3: DIVERSIFY YOUR INCOME

STREAMS

Scaling isn’t just about selling more of the same

thing—it’s also about exploring new ways to generate
income from your art.

Here are a few ideas to diversify your revenue

streams:

1.​ Limited Edition Prints: Create high-quality prints

of your best-selling pieces and sell them as limited
editions. This allows you to reach a wider
audience without creating new originals.

69
 2.​ Digital Downloads: Offer digital versions of your
work that people can print and use in their own
spaces. It’s scalable, affordable, and doesn’t
require shipping.
3.​ Workshops or Courses: If you love teaching,
consider offering workshops or courses to share
your skills with others. This positions you as an
expert while creating a new income stream.
4.​ Collaborations: Partner with brands, businesses,
or other creatives to create unique products that
feature your art.

By diversifying your income, you create multiple streams

of revenue that can grow simultaneously, reducing your
reliance on any one source.

STEP 4: BUILD YOUR EMAIL LIST

If you don’t already have an email list, it’s time to start

one. If you do, it’s time to take it seriously. Your email list
is one of the most powerful tools you have for scaling
your art sales. Why? Because it gives you direct access
to your audience without relying on social media
algorithms.

70
How to Build Your Email List:

1.​ Offer a Freebie: Create a downloadable guide,

wallpaper, or art-related resource that people can
get in exchange for signing up.
○​ Example: “Sign up for my email list and get
a free digital print of my latest piece!”
2.​ Promote It Everywhere: Add signup forms to
your website, social media profiles, and even your
packaging if you sell physical products.
3.​ Stay Consistent: Send regular emails with
updates, behind-the-scenes content, and exclusive
offers. The more value you provide, the more
engaged your audience will be.

STEP 5: CREATE SCARCITY AND URGENCY

People are naturally drawn to things that are limited,

exclusive, or time-sensitive. By creating scarcity and
urgency around your work, you encourage your audience
to take action now instead of waiting.

How to Create Scarcity:

●​ Limit the number of pieces available in a

collection.
●​ Offer a special price for early buyers.
●​ Set a deadline for when a piece or collection will
no longer be available.
71
Example:​
“This piece is part of a limited run of 10 prints, and once
they’re gone, they’re gone. Don’t miss out!”

STEP 6: FOCUS ON YOUR TOP

COLLECTORS

Scaling doesn’t always mean finding new buyers—it can

also mean deepening relationships with the people who
already love your work. Your top collectors are your
biggest fans, and they’re often willing to invest in more of
your pieces if you nurture that relationship.

How to Focus on Top Collectors:

●​ Offer them exclusive previews of new work.

●​ Give them early access to sales or collections.
●​ Send them personalized thank-you notes or small
gifts to show your appreciation.

When your collectors feel valued, they’ll not only keep

coming back—they’ll also refer you to others.

72
 STEP 7: SET BOUNDARIES TO PROTECT
YOUR CREATIVITY

Here’s an important reminder: scaling doesn’t mean

saying yes to everything. As your business grows, you’ll
have more opportunities come your way—but not all of
them will align with your vision or values.

Set boundaries to protect your creativity and energy:

●​ Say no to projects or collaborations that don’t

excite you.
●​ Schedule time for rest and personal projects.
●​ Remember why you started this journey in the first
place.

Scaling should feel exciting, not overwhelming. If it ever

starts to feel like too much, take a step back and
reassess.

ACTION STEPS FOR THIS WEEK

Here’s how to start scaling your art sales this week:

1.​ Review your past sales and identify what’s been

working. Make a plan to do more of that.
2.​ Choose one new income stream to explore, such
as prints, downloads, or workshops.
73
 3.​ Start building (or growing) your email list by
creating a freebie and promoting it online.
4.​ Plan a limited-time offer or exclusive collection to
create urgency and drive sales.

WRAPPING UP

Scaling doesn’t mean losing your personal touch or

becoming a factory—it means amplifying what already
makes your art and your brand unique. By focusing on
what works, streamlining your process, and nurturing
your audience, you can grow your income and reach
while staying true to yourself and your creative vision.

In the next chapter, we’ll talk about handling rejection and

setbacks, because let’s face it—they happen to all of us.
But for now, focus on scaling with confidence and clarity.
The possibilities are endless.

74
 CHAPTER 9

HANDLING REJECTION
AND SETBACKS:
BUILDING RESILIENCE
AS AN ARTIST

"I have not failed. I’ve just found 10,000 ways

that won’t work."
– Thomas Edison

Let’s get real for a moment: rejection and setbacks are

part of the journey. No matter how talented or successful
you are, there will be times when things don’t go as
planned.

Maybe a piece doesn’t sell, a potential collector ghosts

you, or your newest collection doesn’t get the reception
you’d hoped for. It sucks—but it doesn’t have to stop you.

In this chapter, we’re going to talk about how to handle

rejection and setbacks without letting them derail your
confidence, creativity, or progress. Because the truth is,

75
how you bounce back from challenges says more about
your future success than the challenges themselves.

WHY REJECTION IS (WEIRDLY) A GOOD

THING

Let me start with an uncomfortable truth: if you’re never

facing rejection, you’re probably not putting yourself out
there enough.

Rejection means you’re showing up, taking risks, and

giving people the opportunity to say yes—or no. And
every “no” brings you one step closer to a “yes.”

Here’s the thing: not everyone will love your art. Not
everyone is your audience. And that’s okay. Your job isn’t
to please everyone—it’s to connect with the people who
resonate with your work.

Rejection helps you filter out those who aren’t a fit and
focus on the ones who are.

76
MY FIRST MAJOR REJECTION (AND WHAT IT
TAUGHT ME)

Let me take you back to the early days of my art career.

I’d just finished what I thought was my best piece yet. I
posted it online, confident it would sell within hours.
Instead?

Crickets. A few likes, a couple of comments, but no

buyers. Days turned into weeks, and the piece sat
unsold.

I started spiraling. Was my art not good enough? Was I

delusional to think I could make a living doing this? The
rejection felt personal, and it hit hard.

But here’s what I learned: rejection isn’t personal.

It’s not a reflection of your worth as an artist or a human

being. It’s just feedback—sometimes helpful, sometimes
irrelevant, but always an opportunity to grow.

That experience taught me to separate myself from my

work and focus on the things I could control.

77
 HOW TO HANDLE REJECTION LIKE A PRO

Rejection doesn’t have to knock you down. Here are

some strategies to help you handle it with grace and
resilience:

1. Reframe the Narrative​

Instead of seeing rejection as failure, view it as a step in
your journey. Every “no” is a chance to learn, refine, and
improve.

●​ Example: If a piece doesn’t sell, ask yourself,

“What can I do differently next time? Is it the
audience, the presentation, or the timing?”

2. Focus on the Big Picture​

One rejection doesn’t define your career. Zoom out and
remind yourself of all the progress you’ve made so far.
Celebrate your wins, no matter how small.

3. Talk to Your Support Network​

Sometimes, you just need to vent. Reach out to fellow
artists, friends, or mentors who understand what you’re
going through. A fresh perspective can make all the
difference.

4. Keep Creating​
The best way to move past rejection is to keep creating.
Don’t let one setback stop your momentum. Pour your
energy into your next piece, project, or idea.

78
 WHAT ABOUT SETBACKS?

Rejection is one thing, but what about when life throws a

curveball? A sudden drop in sales, a canceled
commission, or even burnout can feel like the universe is
conspiring against you.

But setbacks aren’t the end—they’re an opportunity to

recalibrate and come back stronger.

HOW TO NAVIGATE SETBACKS:

1. Identify the Cause:​

Take a step back and figure out what’s causing the
setback. Is it something external (like market conditions)
or internal (like burnout)? Understanding the root issue is
the first step to solving it.

2. Adjust Your Strategy:​

If what you’re doing isn’t working, it’s time to pivot. That
might mean tweaking your marketing approach,
experimenting with new styles, or diversifying your
income streams.

3. Be Kind to Yourself:​
Setbacks happen to everyone. Give yourself permission
to feel frustrated, but don’t let it consume you. Take a
break if you need to, then come back with fresh energy

79
 TURNING REJECTION INTO GROWTH

Rejection and setbacks don’t have to be the enemy. In

fact, they can be some of your greatest teachers. Here’s
how to use them to your advantage:

1. Learn from Feedback:​

If someone says no or doesn’t buy, don’t be afraid to ask
why (politely, of course). Feedback can help you
understand what’s working and what needs improvement.

2. Refocus on Your “Why”:​

When things feel tough, reconnect with the reason you
started. Your passion for creating, your desire for
freedom, and your love for art are what drive you
forward—not the opinions of others.

3. Build Emotional Resilience:​

The more you face rejection, the less it stings. Each time
you bounce back, you’re building the emotional muscle to
handle whatever comes your way.

80
 REAL-LIFE EXAMPLE: BOUNCING BACK
FROM A FLOP

A while back, I launched a small collection of pieces that I

thought would sell like hotcakes. I’d put so much effort
into creating and promoting them, but the response was
underwhelming, to say the least. At first, I was crushed.
But instead of giving up, I reached out to my audience
and asked for feedback.

Turns out, the pieces didn’t resonate with them as much

as I thought they would. So, I went back to the drawing
board, created something new, and incorporated their
feedback. The next collection? Sold out within days.

The lesson? Rejection isn’t the end—it’s a stepping stone

to success.

81
 ACTION STEPS FOR THIS WEEK

Here’s how to build resilience and bounce back from

rejection or setbacks this week:

1.​ Write down three examples of progress you’ve

made recently, no matter how small. Celebrate
those wins.
2.​ Think of a recent rejection or setback and ask
yourself, “What can I learn from this?”
3.​ Create something new. Whether it’s a full piece or
a quick sketch, focus on moving forward instead of
dwelling on the past.
4.​ Reach out to a fellow artist or friend for support or
advice. Sometimes, all you need is a reminder that
you’re not alone.

82
 WRAPPING UP

Rejection and setbacks are part of the artist’s journey, but

they don’t have to define you. Every “no” is an
opportunity to grow, every setback a chance to
recalibrate.

The most successful artists aren’t the ones who never

face challenges—they’re the ones who keep going
despite them.

In the final chapter, we’ll tie everything together and talk

about what it means to truly live as a Freedom Artist.

But for now, remember: you’re stronger than any rejection

or setback. Keep creating, keep learning, and keep
moving forward.

83
 CHAPTER 10

BECOMING A FREEDOM
ARTIST: LIVING LIFE ON
YOUR TERMS
"Success is liking yourself, liking what you do,
and liking how you do it."
– Maya Angelou

So here you are, at the end of this book. You’ve learned

how to build confidence, spark meaningful conversations,
show up authentically, build value around your work,
nurture collectors, scale your business, and handle
rejection like a pro.

That’s a lot, isn’t it? But now, it’s time to tie it all together.

This chapter isn’t about new strategies or

techniques—it’s about the bigger picture. It’s about
stepping into the role of a Freedom Artist. What does that
mean?

It means creating on your own terms, running your art

business in a way that supports your dreams, and living a
life that feels truly yours.
84
 WHAT IS A FREEDOM ARTIST?

A Freedom Artist isn’t just someone who makes money

from their art—it’s someone who designs their life around
their art. It’s about having the freedom to create when
inspiration strikes, to work with people who value your
vision, and to spend your time the way you want.

It’s not about chasing trends or hustling endlessly. It’s

about balance. It’s about finding joy in the process,
fulfillment in your work, and confidence in the path you’ve
chosen.

WHY THIS MATTERS

Let’s be real: the traditional path for artists is full of

gatekeepers. Galleries, agents, algorithms—they all have
their own agendas, and often, they don’t align with what’s
best for you.

Becoming a Freedom Artist means taking back control. It

means refusing to rely on anyone else to dictate your
success. You’re the one in the driver’s seat, steering your
art career in the direction you want to go.

And here’s the best part: it’s possible. Not someday, not if
you’re lucky—now.

85
 THE FREEDOM ARTIST STEPS

Here’s a quick recap of the steps that will get you there:

1.​ Confidence: Believe in the value of your work and

show up unapologetically. Confidence isn’t
arrogance—it’s trust in your ability to create
something meaningful.
2.​ Conversations: Connect with your audience.
Sales don’t happen without trust, and trust comes
from genuine conversations.
3.​ Authenticity: Be yourself. Your story, your quirks,
your unique perspective—these are your
superpowers.
4.​ Value: Build value around your art. Help your
audience see why your work is worth every penny.
5.​ Collectors: Nurture your relationships with
buyers. Turn one-time customers into lifelong
supporters.
6.​ Scaling: Grow sustainably. Work smarter, not
harder, and explore new ways to share your art
with the world.
7.​ Resilience: Embrace rejection and setbacks as
part of the journey. They’re not
roadblocks—they’re stepping stones.

Follow these steps, and you’ll have the tools to create a

business and a life that supports your art—and your
freedom.
86
 DESIGNING YOUR DREAM LIFE

Let’s zoom out for a moment. What does your dream life
as an artist look like? Is it a sunlit studio, mornings spent
painting and afternoons spent with family? Is it traveling
the world, creating on the go, and sharing your work with
people from all walks of life?

Whatever it looks like, take a moment to picture it in vivid

detail. Because here’s the thing: the strategies in this
book aren’t just about selling art. They’re about building
the life you’ve always wanted.

But that life doesn’t just happen—you have to design it.

You have to make deliberate choices about how you
spend your time, who you work with, and what you say
yes to.

THE MINDSET SHIFT

87
Living as a Freedom Artist requires a mindset shift. It’s
about moving from:

●​ “I hope this works” to “I’ll make this work.”

●​ “I’m just an artist” to “I’m a business owner and a
creator.”
●​ “I have to do everything” to “I’ll focus on what
matters most.”

This isn’t about being perfect or having it all figured out.

It’s about taking ownership of your journey and trusting
that you’re capable of navigating whatever comes your
way.

THE FREEDOM ARTIST’S MANIFESTO

88
Here’s a little manifesto to keep with you as you move
forward:

●​ I create because it’s who I am, not because I have

to.
●​ I value my work and the impact it has on others.
●​ I connect with my audience authentically and with
purpose.
●​ I design my business to support my dreams, not
the other way around.
●​ I embrace challenges as opportunities to grow.
●​ I choose freedom—freedom to create, freedom to
live, and freedom to be myself.

ACTION STEPS FOR THE NEXT CHAPTER OF

YOUR JOURNEY

89
This book may be ending, but your journey is just
beginning. Here are a few final steps to help you move
forward:

1.​ Set Clear Goals: What do you want to achieve in

the next 6 months, 1 year, and 5 years? Write it
down and make a plan.
2.​ Reflect on Your Progress: Take a moment to
look back at how far you’ve come. Celebrate your
wins and use them as fuel for the road ahead.
3.​ Join the Artist Freedom Hub: Surround yourself
with a community that will push you, support you,
and help you turn your art dreams into reality.
4.​ Take Action: Don’t let this book gather dust on a
shelf. Implement what you’ve learned, experiment,
and adapt as you go.

COME JOIN THE ARTIST FREEDOM HUB

90
Here’s the truth: you don’t have to do this alone. Building your
dream art career is so much easier when you have a
community of like-minded artists to support, guide, and hold
you accountable.

That’s why I created the Artist Freedom Hub—a space where

over 330 artists like you come together to learn, grow, and
build sustainable incomes from their art.

Inside the hub, you’ll get:

●​ Video Training: Step-by-step guidance on building

your art business, from marketing to pricing to sales.
●​ Live Group Calls: Multiple live group calls every week
where you can ask questions, get feedback, and stay
on track.
●​ A Supportive Community: Connect with other artists
who are on the same journey, share wins, and tackle
challenges together.
●​ Accountability: Stay motivated and focused with
regular check-ins and actionable advice.

The hub isn’t just a resource—it’s a movement.

It’s a chance to be part of something bigger, to grow alongside

other artists, and to create a career that supports your vision
and values.

👉 Ready to join us? Head to artistfreedomhub.com/book

now and take the next step in your journey.

FINAL THOUGHTS

91
Becoming a Freedom Artist isn’t about following a perfect
path—it’s about creating your own. It’s about trusting
yourself, staying true to your vision, and building a life
that feels meaningful and fulfilling.

You have everything you need to succeed. The tools, the

strategies, the mindset—it’s all within your reach. Now it’s
time to take the next step, to keep moving forward, and to
show the world what you’re capable of.

Ready to join the movement and take your art career

to the next level?

Head to artistfreedomhub.com/book to learn more!

To your creative success,

Lloyd

92