The Artist Business Plan Attracting Customers Instead of Chasing Them with Carolyn Edlund
Aug 12, 2025
Carolyn Edlund, founder of ArtsyShark.com and former Executive Director of the Arts Business Institute, shares her expertise on attracting customers effectively. She discusses the importance of strategic alliances and how to optimize artist websites for better sales. Edlund recommends high-quality photographs and price transparency as essential tools. The conversation also touches on building meaningful connections with bloggers and creating tailored business plans that reflect artistic goals. Persistence is emphasized as key to expanding one's audience and achieving success.
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Career Pivot From Maker To Advisor
- Carolyn switched from running a ceramic jewelry wholesale studio to working as a sales rep and later building ArtsyShark.
- Her on-the-ground sales experience shaped her approach to teaching artists business and marketing.
Attract Rather Than Chase
- Inbound marketing attracts interested customers instead of chasing prospects.
- Carolyn built ArtsyShark around content and service to draw artists in organically.
Lead With Photos And Story
- Present beautifully photographed work and tell the story behind it to engage collectors emotionally.
- Share inspiration and concept so viewers become magnetically interested in your art.
