Social to Subscriber: The zero-cost guide to convert followers to subscribers (Part 2)

This is how you turn readers into buyers without spending a cent

Just as we harness the Kurt Vonnegut quote above and his spirit to create art, we must also direct our passion towards building an audience that truly connects with our work.

In the digital age, the concept of ‘renting versus owning your audience’ takes center stage, especially for artists and creators who rely heavily on online platforms for visibility and sales. But where should artists begin this journey, and how can we cultivate an owned audience effectively?

Last week, we explored the significant value of building and maintaining an audience that’s truly yours. We discussed the precarious nature of social media platforms and the far-reaching benefits of having a mailing list—an asset that remains indisputably yours no matter what.

Social media can often seem like a rented platform, subject to the ever-changing whims of algorithms and platform policies. In contrast, your mailing list is something you own—providing a direct channel of communication between you and your audience, free from the noise and competition of social media.

We also took a look at how to use social media platforms as a gateway, guiding followers to your personal website and encouraging them to subscribe to your mailing list. Utilizing something known in the marketing world as a ‘lead magnet’—a valuable offer in exchange for an email address—is an effective way to convert casual social media followers into dedicated mailing list subscribers.

This week, we’re not only taking this concept a step further but also diving deeper into it. We'll explore the fundamental reasons behind building our own audience, discuss effective methods to engage them after they have subscribed, and examine the type of content we should send to our subscribers.

And on that last note… If you've been wondering what content to share with your audience after building up your mailing list, this issue is crafted just for you. I’m introducing a ‘12-Month Newsletter Content Calendar,’ designed to guide you in planning, creating, and maintaining a steady stream of compelling content for your subscribers. It’s a resource to keep your communication consistent and your audience engaged.

Note: If you missed what we covered in last week’s edition, don't worry! You can easily catch up by clicking here.

Now, let’s dive in…

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Connecting With Your Audience

Why focus on newsletters? Simply put, newsletters are the bridge that connects you directly to your audience, keeping you fresh in their minds. What’s the old adage: “Out of sight, out of mind?” Well, in today’s fast-paced world, this has never been truer.

Think about the weekly or even daily communications you receive from various retailers like Apple or Amazon. Why do they reach out so frequently? It’s a strategy based on timing and engagement. The more they connect with you, the greater the chance they have of capturing your attention at the precise moment when you’re ready to make a purchase.

For you as an artist or creator, this principle applies as well. Consistent communication through newsletters not only keeps you connected but also opens up opportunities for reaching your audience at the right time. Perhaps they’re ready to explore new art or finally purchase that piece they’ve been admiring. By being consistent in your communications, you maintain an ongoing dialogue, making it more likely that you will be top of mind when they are ready to engage or buy.

In a similar vein, your connection with your audience isn’t just about selling—it’s about sharing, engaging, and building a relationship. Newsletters serve as a consistent touchpoint, allowing you to share your creative process, update your followers on new works or exhibitions, and ultimately deepen the connection with those who appreciate your art.

This isn’t about bombarding your subscribers with endless messages; it’s about strategically staying present, engaging at the right time, and fostering a relationship that goes beyond a transaction.

It’s about cultivating a community that’s invested in your creative journey. And that is why newsletters are more than just a marketing tool; they are a vital part of your artistic ecosystem. By aligning your message with their interests and timing it right, you’re not only enriching the relationship but also creating potential avenues for sales.

With years of experience working with artists, I have come to understand the challenges and concerns they often face in promoting and marketing their work. This is particularly evident when it comes to creating newsletters. I’ve noticed a hesitancy about sending newsletters regularly, whether weekly or monthly. Here are some common concerns I hear:

1. Worried about the time it takes to produce a newsletter.

2. Fears of sending out too many newsletters, annoying subscribers, and leading to higher unsubscribes.

3. Not knowing what to write about, or what to include in a newsletter.

4. Fear of self-promotion.

5. Concerns about putting effort into producing a newsletter with a small number of subscribers.

6. Lack of technical skills and knowledge in producing a newsletter.

However, I am here to reassure you that these concerns are unwarranted. Maintaining a consistent connection with your audience through regular newsletters is important for many reasons, including:

1. Building Relationships: Newsletters cultivate and deepen connections with the art world, including collectors, art critics, and curators, leading to increased visibility, opportunities, and sales.

2. Showcasing Your Talent: A consistent newsletter provides a platform to highlight your art, creative process, and artistic growth, allowing curators and others to gain a deeper understanding of your work.

3. Maintaining Visibility: Regular communication ensures your work remains prominent in the minds of your audience, enhancing your reputation and creating more opportunities for exhibitions and acquisitions.

4. Sharing Updates: Newsletters provide updates about your new work, exhibitions, and projects, keeping art collectors and others informed and curious about your latest projects.

5. Promoting Art Sales or Exhibitions: Newsletters effectively promote your artwork and any sales you had that month or upcoming exhibitions, engaging interested parties such as art world critics and other publications seeking new artists to review or write about.

6. Providing Insights on You: Newsletters offer a space to share your creative process, inspiration, and narratives, enriching readers' understanding of your art and creative journey.

7. Establishing Consistency: Regular newsletters demonstrate consistency and professionalism, instilling confidence in your art career and increasing your appeal to galleries and curated exhibitions.

8. Inviting Engagement: Encouraging feedback and fostering discussions through newsletters deepens audience connections, providing valuable insights and building relationships with critics, curators, and others.

As artists, our mailing list is a special space dedicated to our subscribers, especially our Superfans. These are individuals, whether they be collectors, curators, friends, critics, art enthusiasts, music labels, publishers, or studios, who genuinely appreciate and connect deeply with what we create.

Our newsletter is more than just a means of communication; it’s a platform we own, a way to keep these dedicated supporters informed and connected to our creative journey and the art we make.

And the best part? It’s something that no one can take away from us.

Another important point to consider is that your newsletter doesn’t necessarily require a lot of content. It can be as simple as an image accompanied by supporting text. You can even approach it as a lengthier social media post.

For over 15 years, I’ve been crafting newsletters to connect with my audiences, sometimes using extensive content like the one you’re currently reading or simply an image and a caption. Depending on the purpose, whether it's reaching out to my magazine subscribers or promoting exhibitions, I adjust the content accordingly.

Often, artists believe that each newsletter should be packed with extensive content, but that is not the case. The key here is consistency in connecting with your audience because you never know when one of your subscribers might be seeking a gift or ready to make an art purchase for their home or office. The more they see you, the more likely you will stay top-of-mind for them.

The real power of a newsletter lies in your active participation and commitment to regularly connect with your audience.

By being part of our mailing list, our Superfans receive exclusive updates, behind-the-scenes insights, and early access to our new works. They are part of our community. We value the special connection we have with our audience, as their support fuels our creativity and motivates us to continue producing meaningful art.

To make your newsletter creation process as effortless and straightforward as possible, I am providing ready-to-use content that is designed to fit seamlessly into your routine.

These customizable prompts are designed to ease any concerns you might have about running out of content. I’m providing a full year’s worth of ideas and prompts, ensuring consistency in your newsletters, whether you send them weekly or monthly. All you have to do is adapt these prompts to your preferred frequency, and you will have a steady flow of engaging content for each edition.

I’ve tried to make this process as simple as possible for you, empowering you to take action and stay connected with your audience.

12-Month Newsletter Content Calendar

The ‘12-Month Newsletter Content Calendar’ I’m introducing offers a wide range of content prompts, ranging from artwork showcases and exhibition promotions to behind-the-scenes peeks, all paired with strategic calls to action.

By the way, if you’re a musician, filmmaker, writer, or any other type of creator, these prompts can easily be adapted. Simply switch out the elements to align with your specific market or creative niche.

Each newsletter prompt is adaptable to fit any week or month—should a particular content theme not be suitable for a specific time-frame. These prompts are suggestions, open to rearrangement based on your specific needs and circumstances.

Alternatively, if you prefer not to send a weekly newsletter, you can utilize the Weekly prompts as content sections within your monthly newsletter. This approach ensures that you have abundant content to include in your newsletter each month while still avoiding the risk of running out of ideas. I hope these suggestions prove helpful to you.

Also, it’s important to remember that you can repurpose the content from your newsletter as a blog post on your website and as content for your social media posts. This allows you to leverage the content multiple times in different formats, alleviating the pressure of constantly generating new content for other activities, such as blogging or social media posting. By repurposing your newsletter content, you maximize its reach and effectiveness while saving time and effort.

This content strategy, initially tailored for art collectors, curators, art critics, and enthusiasts, can effortlessly be adapted to other creative fields, such as music, film, or publishing. Its aim is to establish and maintain a consistent connection with your audience by delivering a diverse range of timely, relevant, and interesting content.

Let’s take a look at the 12-Month Newsletter Content Calendar!

Note: I am providing 2 months of content prompts to all subscribers, however, paid subscribers will receive the full year’s worth of content (52 weeks). There are many benefits to being a paid subscriber, and access to content like this is just one of them. If you appreciate the content I deliver each week and aren’t yet a paid subscriber, please consider upgrading your subscription, to receive full-access and support the newsletter.

Month 1: Content Focus: Behind-the-scenes, sneak peeks

• Week 1: Behind-the-scenes of your creative process for upcoming exhibition [Exhibition Name]

• Week 2: Studio tour video showcasing your creative space and materials

• Week 3: Q&A session where subscribers can ask you questions about your creative process

• Week 4: Sneak peek of a new artwork or series from your upcoming exhibition for subscribers only

Month 2: Content Focus: Artwork of the month highlights

• Week 1: Introduction to a featured artwork from your portfolio with its story behind it

• Week 2: Detailed breakdown of the techniques and materials used in creating the artwork

• Week 3: Subscriber-exclusive discount on prints or merchandise featuring the artwork

• Week 4: Testimonials from art collectors who have purchased your art