The 10 Marketing Mistakes Artists Make (And What to Do Instead)

There are countless books, podcasts, and videos about marketing.

Most of them weren't created with artists in mind.

After more than 25 years in marketing, years as a gallery owner, and hundreds of conversations with artists, collectors, curators, and creative entrepreneurs, I've noticed something surprising:

The artists who build successful careers aren't always the most talented.

They're the ones who consistently make it easy for people to discover their work, understand their story, and stay connected.

The good news?

Marketing doesn't have to feel overwhelming—or inauthentic.

It's not about becoming someone you're not or constantly trying to sell your work.

It's about building relationships, sharing your story, and helping the right people discover the work only you can create.

That's why I created this guide.