For many visual artists, the word “Marketing” feels intimidating. It probably finishes a close second behind “Selling” as one of the least favored tasks for painters, sculptors, and other creatives.
Let’s be honest: Anything that pulls creatives away from their beloved artistic process often feels contemptible. Am I exaggerating? Perhaps—but not by much. 
Some artists grudgingly accept marketing and selling as necessary evils. While they don’t particularly enjoy these aspects of the art business, they understand that embracing them is crucial for success.
When there’s so much tension and even disdain for art marketing, it’s no surprise that many artists struggle to promote themselves effectively. After all, it’s tough to excel at something you dislike—or worse, something you outright resent.
The reality is, that even if an artist creates astonishing, masterfully crafted works, without a solid marketing and sales strategy, their bank balance will often tell a different story.
A Shift in Perspective
Let’s pause for a moment. I want to ask you a few questions. Stick with me here…
Have you ever disliked someone without really knowing them? Maybe something about them rubbed you the wrong way, or perhaps you made a snap judgment based on a superficial impression.
And have you ever been wrong about someone you initially disliked? Did a relaxed environment or a meaningful conversation shift your perspective?
Now, imagine that Marketing is that person—someone you’ve disliked from the start, based on assumptions rather than experience.
Perception is powerful. Often, we dislike someone not because of who they truly are, but because of who we believe them to be.
Why You Might Dislike Marketing
Let me be honest with you: I’d dislike Marketing, too, if…
- He stole me away from my creative flow and diminished the quality of my work-life balance.
- He forced me to be false, exaggerate, or be untruthful.
- He felt completely incompatible with my values and vision.
- He left me feeling inadequate and insecure every time we interacted.
Unfortunately, many artists approach Marketing with these assumptions. They see him as a necessary evil—at best tolerable, at worst, an enemy to their sacred creative process.
But here’s the thing: that version of Marketing isn’t real.
I spend my life working alongside Marketing, and I can assure you—he’s not who you think he is.
Meet the Real Marketing
It’s time to meet my friend, Marketing, and see him for who he is:
- Marketing is artistic and deeply creative. He hates being misrepresented as boring, manipulative, or a time-waster.
- Marketing doesn’t want to steal from your artistry—he wants to add to it. He wants to tell you about your audience: their passions, their desires, their stories. These insights can deepen and enrich your creative process.
- Marketing listens well and speaks your language. But to represent you effectively, he needs to know you deeply and authentically.
- Marketing loves your art. He doesn’t want to overshadow it—he wants to be its biggest advocate.
In fact, Marketing dreams of marrying your daughter, Artistry. He thinks she’s brilliant, beautiful, and full of potential. Together, they want to create something extraordinary—something that travels the world, touches hearts, and forms meaningful connections with people everywhere.
The Takeaway
Maybe your resistance to Marketing is holding you back. Perhaps it’s preventing you from fully realizing your dreams—dreams where your art not only fulfills your soul but, also provides for your life and family in meaningful ways.
Marketing isn’t trying to change you or your art. He’s simply expressing himself on a different kind of canvas.
So, here’s my invitation: Give Marketing another chance. Let him earn your trust. Let him marry your daughter, Artistry.
Together, they’ll create a legacy—one that lasts for generations.
You can trust my friend, Marketing. He’s on your side.
*****
Guest author: Geoff Talbot is a popular guest blogger here and the creator of, Seven Sentences
