Why Every Artist Should be a Great Storyteller

Expertly telling your story is the best kind of organic marketing you can do to promote your art because people care almost as deeply about how you create, as they do about the end product.

So you’re a visual artist and you rely on the visual element of your work to sell it and captivate viewers in a single glance. But while art does indeed speak for itself, it only tells part of your story. 

The other, often-overlooked part is “Who is the person behind the signature scribbled on this amazing piece?”

While it’s impossible to pinpoint a tangible career-elevating payoff to telling your story, there are clear benefits. In today’s competitive marketplace a good story can say things about your character that your art can’t, which can help give you an edge over similar artists being considered for a project. It also allows you to make connections with new audiences who might not understand art the way critics do, but who appreciate your work based on how you make it.

Storytelling might seem like an additional “to-do” that you don’t have time or resources for, however, it simply requires using your words and talking about yourself (and likely something you love). As Simon Sinek says, “People don’t buy what you do; they buy why you do it.” And it should provide some kind of return on your time investment, as the best kind of storytelling serves as marketing that doesn’t feel like traditional marketing at all.

When you communicate your inspiration and efforts behind your pieces, you allow viewers to see your art through your eyes. This gives the viewer something tangible to share with others in conversation – something that a two-dimensional piece rarely can do on its own terms. Like any craft, there is a certain rhythm and structure that leads to a successful story. Follow these four guidelines to artfully tell your narrative and ultimately expand your audience reach.

“People don’t buy what you do; they buy why you do it.”

Start by catching the reader’s attention with a strong hook – a few lines that focus on what is the most unique thing about you and your artistic evolution. Maybe as a child, your grandmother took you to her painting class and that time fostered a love of painting? Maybe there is a moment when someone challenged your dream to become a sculptor and you used that as fuel for your career? Or maybe you have lived all over the world and the different cultures have greatly impacted your design style? The introductory anecdote should be compelling and full of details so you can build the rest of your story around it by answering how that moment led you to what you create today. Finish the bio by highlighting your biggest career accomplishments. Need an example to get you started? Here is one from French-American artist Gwenn Seemel that we like as a muse.


Jacqueline Lara is president of Mpact PR, LLC. She specializes in helping entrepreneurs and artists share their stories and art with the media and new audiences. She is also creative architect of The ArtFullness Project, which explores the intersection of art and business through creative projects and visual content. Connect with her @MpactJacq.

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