Your website can be a terrific online
portfolio. But there are definitely ways to not use your website when marketing art. An initial temptation for many artists is to find as many
gallery e-mail addresses as they can and send out their website information out to all of them via e-mail. Sounds great! Easy, fast, convenient, free--they write an innocuous
little note along the lines of "Dear Gallery Director, attached please find the
address to my website," and just wait for the responses to roll in.
|Galleries are awash with unsolicited requests from artists who want to
be represented. Your time is precious, and it's not worth sending out mass
e-mailings that will be lost in the waters. Opalescent Sea by
Steve Henderson, oil on canvas. Courtesy Steve Henderson Fine Art.
It's a long wait. Steve and I have always joked that by the
time we figure out a way to do something, millions of people have already been
doing it, and they're on their way to doing something else. That's why you
don't find on us on the floors of the New York Stock Exchange.
On face value, sending your web address of your oil paintings or drawings to a series of
unknown gallery directors does sound easy, fast, convenient, and free. But how many
other artists do you think are doing this as well? Galleries and art business representatives get a lot of unsolicited submissions, via e-mail,
mail, phone, or in person, and there is only so much room on their walls. They
can also spot a "mass mailing" and like it about as much as you do in your own
Before you waste your time, or theirs, look up the gallery's
website and see if they have a submission process. If there is no Submissions
or For Artists section, look under Contact or Frequently Asked Questions. It
is highly likely that somewhere they will address this issue, if only to say,
"We are not accepting submissions at this time."
If this little sentence is there, have a cup of tea and a cookie with
the time you save by not contacting the gallery. If it isn't, and there is a
gallery submission process, then it is probably a good idea to follow it exactly.