The Artist's Guide to Business
You wake up, pour your coffee, check your emails… and stare at your latest work-in-progress. It’s good. You know it’s good. But instead of finishing it, you open Instagram. Instead of pitching that gallery, you tweak your website. Instead of raising your prices, you lower them "just in case."
Sound familiar?
You’re not failing. You’re not even struggling. But you’re not growing either.
This is what I call the artist’s plateau—where everything is “fine” but you’re feeling stuck, uninspired, or like your business isn’t really moving toward your bigger vision.
And here’s the real kicker: Most of the time, what’s holding you back isn’t a lack of business strategy. It’s a small, personal risk you’ve been avoiding.
Today, I’m going to help you identify that hidden risk, understand why it feels so terrifying, and show you how to take that next step that will break you out of your plateau and create momentum again.
First, let’s get one thing straight: plateaus are normal. Every artist, at every level, will experience them at some point.
But here’s the thing—plateaus aren’t failure. They’re signals.
This isn’t about maintenance mode vs. momentum mode—this is about what happens when you know you should be growing, but something inside you is resisting.
That’s where the Emotional Risk Formula comes in.
Plateaus are a common occurrence in any creative business, especially for artists who are trying to make a living from their art. Whether you are starting an art business or expereincenced, you'll feel this. These periods of stagnation can be frustrating, as you may feel like you're putting in a lot of effort without seeing significant growth. Many artists experience plateaus when they become comfortable with their current level of success but are hesitant to take the next big risk that could propel their business forward.
Understanding the nature of plateaus is crucial for artists looking to grow their profitable art business. Often, these periods of stagnation are indicators that it's time to step out of your comfort zone and explore new opportunities. Whether it's approaching galleries, seeking commissions, or exploring new marketing strategies, breaking through a plateau usually requires taking a calculated risk. By recognizing these plateaus as opportunities for growth rather than roadblocks, artists can transform their passion into a thriving business.
Most of the time, the real key to growth is something much smaller and scarier.
I call this the Emotional Risk Formula:
🔥 If something triggers both fear and excitement, it’s probably the exact thing you need to do next.
Why? Because our biggest breakthroughs often live just beyond what feels emotionally “safe.”
This concept isn’t just my personal observation—Steven Pressfield wrote an entire book about it. In The War of Art, he talks about Resistance—that inner force that shows up every single time we’re about to do something meaningful.
"Resistance will tell you anything to keep you from doing your work. It will perjure, fabricate; it will seduce, bully, cajole. It will assume any form, if that's what it takes to deceive you… Resistance will never take the form of a 'yes.' Resistance will always push you away."
Ever noticed how right when you’re about to take a big step, you suddenly get the “urge” to clean your entire house? Or how you start thinking "maybe I should just do more research first" instead of sending that email?
That’s Resistance.
And most of the time, Resistance isn’t stopping you from doing something reckless—it’s stopping you from doing something that could actually change your business.
So, what does this look like in real life?
Here are some of the most common emotional risks artists avoid (often without even realizing it):
These don’t seem like big risks, but they hold more power over your growth than any marketing strategy ever could.
Let’s talk about how to actually break through.
It’s easy to get caught up in the business side of art—marketing, pricing, logistics—and forget why you started this in the first place.
When you feel plateaued, take a step back and ask:
And let’s be real—financial security is a valid why. You don’t need some “purely artistic” reason. If your goal is to build a thriving business so you can support yourself doing what you love, that is 100% valid.
Reconnecting with your why brings clarity and momentum.
This is the real game-changer.
Ask yourself:
This is where Brené Brown’s research on vulnerability comes in.
She says:
“Vulnerability is not winning or losing; it's having the courage to show up when you can't control the outcome.”
In other words? The risk isn’t about whether you succeed or fail—it’s about showing up at all.
And that is where real growth happens.
Fear is a natural part of any entrepreneurial journey, especially in the art world where personal expression meets business. However, instead of letting fear paralyze you, try using it as a compass to guide your growth. When you feel fear or resistance towards a particular action or opportunity, it often indicates an area where significant growth and progress can be made in your art business.
For instance, if the thought of selling your art online makes you uncomfortable, it might be a sign that expanding into e-commerce could be a valuable next step for your business. Similarly, if you're afraid of collaborating with other artists or local businesses, this fear might be pointing towards an untapped opportunity for exposure and network expansion. By reframing fear as a potential signpost for growth, you can start to see challenges as exciting possibilities to expand your art practice and build a more successful, sustainable art business.
Now that we've explored strategies for breaking through plateaus, it's time to focus on practical next steps to grow your art business. Start by creating a detailed business plan that outlines your goals, target market, and unique value proposition. This document will serve as a roadmap for your growth and help you make informed decisions about where to invest your time and resources.
Consider diversifying your income streams. In addition to selling original artwork, explore options like creating prints, offering commissions, teaching workshops, or even developing passive income through licensing your art for products. Invest in building a strong online presence through a professional website and active social media accounts. This makes it easy for potential buyers to find and purchase your art. Don't forget to network within the art community and build relationships with galleries, collectors, and fellow artists. Remember, consistency is key in the art world, so focus on creating high-quality, consistent art that reflects your unique vision and sets you apart in the market.
Growing your art business requires courage, persistence, and a willingness to take calculated risks. By understanding the nature of plateaus, recognizing common emotional risks, and implementing strategies to overcome them, you can break through stagnation and achieve new levels of success. Remember, every successful artist was once in your position, facing similar fears and challenges.
Use your fear as a compass, guiding you towards opportunities for growth. Reconnect with your "why" to stay motivated, and don't shy away from the business aspects of being an artist. With a clear plan, consistent effort, and a willingness to step out of your comfort zone, you can transform your passion for art into a thriving, sustainable business. The art world is waiting for your unique contribution - take that next risk and watch your art business grow.
Now that you're equipped with strategies to grow your art business, it's time to take action. Identify one risk you've been avoiding and commit to taking a small step towards facing it this week. Whether it's reaching out to a gallery, raising your prices, or exploring a new marketing channel, remember that each risk you take is an opportunity for growth.
Document your journey and share your experiences with fellow artists. Your courage might just inspire others to take their next big risk too. And remember, building a successful art business is a journey, not a destination. Embrace the process, learn from each experience, and keep creating the art that sets your soul on fire. Your next big breakthrough could be just one risk away!
A: To create a successful art business, start by focusing on creating art that resonates with your target audience. Develop your unique style and build a strong art brand. Invest in quality art supplies and create a portfolio showcasing your best work. Begin selling art through various channels like local fairs, online platforms such as Etsy, or your own website. Don't be afraid to take risks and experiment with different ways to market your art.
A: To turn your passion into a profitable small business, treat your art practice as an entrepreneurial venture. Develop a business plan, set clear goals, and identify your target market. Diversify your revenue streams by offering original artwork, prints, merchandise, or services like workshops. Utilize social media and online platforms to reach a broader audience. Consider creating a Patreon account for subscriber-based income or explore opportunities in home décor and greeting card designs.
A: Key takeaways for making a living from your art include: consistently producing high-quality work, developing a strong personal brand, networking with other artists and industry professionals, diversifying your income sources, and continuously improving your skills. Don't be afraid to take calculated risks and explore new opportunities. Remember that success often comes from a combination of artistic talent and business acumen.
A: To create a sustainable art practice, establish a routine that allows time for both creating art and managing your business. Set aside dedicated hours for painting or your preferred medium, and allocate time for marketing, administration, and client communication. Simplify your processes where possible, and consider outsourcing tasks like web design or accounting to focus on your core strengths. Remember that both aspects are crucial for long-term success as a professional artist.
A: Effective ways to market your art include: maintaining an active presence on social media platforms, showcasing your work process through time-lapse videos or behind-the-scenes content, participating in art fairs and exhibitions, collaborating with other artists or brands, and building an email list of interested collectors. Consider creating a compelling artist bio and story to connect with your audience emotionally. Explore different marketing channels to find what works best for your art brand and target market.
A: Pricing your artwork involves considering factors such as materials cost, time invested, your experience level, and market demand. Research prices of similar artworks in your niche and geographic area. Start with a base price that covers your costs and labor, then adjust based on factors like size, complexity, and uniqueness. As you gain recognition and sales, gradually increase your prices. Don't be afraid to value your work appropriately – underpricing can undermine your art brand's perceived value.
A: Artists can explore various revenue streams beyond selling original artworks, such as: creating and selling prints or limited editions, offering commissioned work, teaching workshops or online courses, licensing artwork for products or publications, creating merchandise like t-shirts or mugs, illustrating books or creating album covers, and offering services like mural painting or custom portraits. Consider platforms like Patreon for subscription-based income or explore opportunities in the greeting card and home décor markets.
A: Social media is crucial for growing an art business as it allows you to showcase your work, connect with potential buyers, and build your brand. To use it effectively, choose platforms that align with your target audience, post consistently, and share a mix of finished artworks, work-in-progress shots, and personal insights. Engage with your followers, use relevant hashtags, and consider collaborating with other artists or influencers. Remember to maintain a balance between promotion and authentic connection with your audience.
A: Common risks for growing art businesses include financial instability, creative burnout, market saturation, and intellectual property issues. To mitigate these, maintain a diverse portfolio of income sources, set boundaries to protect your creative time, continuously evolve your style and offerings, and educate yourself on copyright laws. Don't be afraid to seek professional advice when needed, whether it's legal counsel or business mentorship. Remember that calculated risk-taking is often necessary for growth, but always have a contingency plan.
A: Transitioning to a full-time professional artist requires careful planning. Start by building your savings to cover living expenses for several months. Gradually increase your art production and sales while still working part-time. Develop a solid business plan and set realistic goals. Expand your network and client base, and consider freelance opportunities in related fields like illustration or web design to supplement your income. As your art income grows more stable, you can reduce your other work hours. Remember, the transition may take time, so be patient and persistent in your efforts to make it happen.
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