TALKING ABOUT YOUR ART
HOW TO BE YOUR BEST sales PERSON
You’re out and someone asks, “What kind of work do you make?”
For many artists, it’s a paralyzing question — how do you capture everything you do in just a few words?
From meeting strangers on the street to chatting with curators at an opening, and even hosting studio visits, talking about one’s art opens up bigger conversations about presentation, audience, insecurity, and the real magic behind the art we create.
1. People Connect Through Process, Concept, or Emotion — Which Will You Lead With?
We noticed that most artists tend to lead their art talks in one of three ways:
Process-first: describing how the work is made
Concept-first: explaining the why behind the work
Emotion-first: evoking a feeling or story that hooks the audience
Each approach has strengths, and often depends on your audience. Other artists? They might want to hear about process. Curators? They're listening for concept. Collectors? Many love a good story or emotional connection.
Many of us unconsciously flip the order of what we emphasize depending on who we're speaking to — sometimes leading with the head, sometimes with the hands, and sometimes with the heart.
👉 TIP: If you are stuck, leading with your medium and process seems to be a great start.
2. Keep It Simple: Three Things, Maximum
A powerful rule has emerged from academics who frequently lecture on various subjects:
People can really only hold onto THREE points.
Whether you're giving a talk, writing a statement, or chatting at an opening, it's smart to focus on just a few key takeaways. What three ideas do you want someone to remember about your work? What its made of, what inspired you, it’s for sale!
👉 TIP: Focus and leave the deep dive for those who want to know more.
3. Materials Matter (Even If You Love the Concept)
Several artists share that audiences often first ask "How did you make this?"
This can be frustrating when your work is heavy with meaning. In graduate studies, most artists learn to lead with the “meaning”. In our opinion thats because its easier to defend artwork in an academic setting (ie during critique) if it has a solid conceptual foundation.
In the wild, its important to see the nuts and bolts of your arts creation as an invitation, not an insult. Most people see art creation as a magical thing, and are fascinated by the “how”. This is your chance to engage people, explain your process, and then lead them gently toward the deeper layers.
4. Be Approachable — Without Dumbing It Down
There's a delicate dance between maintaining the integrity of your concept and making your work approachable.
Approachability doesn’t mean oversimplification.
Artists should offer a doorway — through story, process, or emotional resonance — letting the viewer walk through the work at their own pace. That said, most people are not knowledgable about the arts.
👉 TIP: We like to imagine we’re talking to a very smart 10 year old (or my grandmother) when talking to a stranger about art.
5. Tools That Help: Postcards, Tri-folds, QR Codes
Practical tip: Always carry something tangible. A picture really does tell a thousand words.
Postcards with images of your work and your contact info were highly recommended — much better than tiny business cards that can easily get lost. Even better? A trifold with several images and a brief artist statement.
And if you want to offer more depth without overwhelming viewers, go with QR codes (on the back of the work or near the title label). A strong website can lead to longer artist statements, behind-the-scenes content, or even concept essays.
Offer layers of engagement — surface if that's all someone wants, depth if they want more.
6. Know Yourself — But Also Your Audience
Many artists struggle with wanting their work to be seen "the right way" — yet we can’t control how others experience our work.
Our role is to present our work clearly, passionately, and accessibly — and then trust that it will find its audience.
It’s sometimes hard to know how much to reveal. But as others remind us, the beauty and power of our work often speaks louder than we realize — whether or not someone knows all the background.
7. Know the Difference Between Talking to Strangers vs. Talking to Insiders
When presenting art work, context matters.
Talking to a curator who knows contemporary art is different than talking to a neighbor at a BBQ. Neither audience is "better" — but adjust your language accordingly.
Strangers (general public): Keep it simple, emotional, visual. Lead with feeling or story.
Insiders (curators, critics, other artists): You can lean more into concept, influences, and theory — but still stay clear and structured.
👉 TIP: Imagine you're explaining your work to a smart 10-year-old — curious, capable of depth, but not burdened with jargon.
8. Not Every Conversation Needs to "Convert"
Remeber: not every interaction has to end with a sale, a show, or total understanding.
Sometimes the best you can do is leave someone curious, inspired, or moved (and with a postcard!).
Focus on planting seeds, not forcing flowers.
9. Find Your Authentic Hook, BUT…
Every artist has a personal reason they make the work they do — a "why" that's deeper than just the concept or technique. BUT, remember it also has to easily and quickly engage a stranger.
Don’t worry, not every hook will engage every person. Finding your authentic hook will go a long long way in attracting your perfect audience. A good hook includes sharing the emotional driver behind your practice — makeing it easier to talk about your work naturally and with passion, no matter who you're talking to.
(Example: "I'm fascinated with memory and loss, because..." "I want to capture overlooked beauty in urban spaces, because…")
This isn't about having a "sales pitch." It's about knowing your own compass.
10. Practice Out Loud (It Really Helps)
The last addition I'd recommend:
Practice your elevator speech OUT LOUD.
It's one thing to have it in your head — another to actually say it.
Practice in front of a mirror
Record yourself on your phone
Say it to a friend
We’ve participated in many art fairs over the years, and they’re a great place to practice your quick hook. Visitors often glance at your work for just a few seconds — you have about two sentences to catch their attention before they move on. Not everyone will engage, but after about 20 people, you’ll start to see which hooks spark interest the fastest.
11. BE PREPARED
Its good to be prepared. Think about how you would answer the following questions quickly:
• What kind of work do you make (we like to mentally substitute - What are you work on now)
• What is it made of and how do you make it?
• How long does it take?
• Why do you make it?
12. Be a waitress
Talking about your art can feel a lot like being a good waiter. You don’t have to spill every secret of the kitchen — you just need to put on a happy face, show enthusiasm, and guide people toward something they’ll enjoy.
Just like a waiter highlights what’s fresh or the special of the day, you can highlight what’s exciting about your current work, what you love about making it, or what others have connected with. Share the story of the restaurant and remember every customer has a different appetite and flavor profile.
A seasoned waiter knows how to read the table — whether they want a full story about the chef’s grandmother’s lasagna or just a quick recommendation — and you can learn to read your art audience too.
Some people want to hear every brushstroke and inspiration; others just want to know what’s "fresh" in your studio or which piece has been a crowd favorite. You’re not being fake — you’re creating a welcoming experience, giving people a reason to care and a way to connect.
MORE QUICK TIPS FOR TALKING ABOUT YOUR WORK:
Use humor if you can — it makes you more approachable and memorable.
Offer layers of engagement — a quick story for casual viewers, deeper info for those who want to dive in.
Frame your work as "for everyone" — don’t let people think it’s “only for museums” or “only for experts.” Our favorite phrase is “my work lives in both private and public collections. From museums to houses like yours.”
Remember: Talking about your work is part of the magic — you’re lifting the veil just a little so people can fall in love.
Accept that not everyone will "get" your work — and that’s okay. Focus on those who resonate with it.
Use stories to hook audiences — personal anecdotes often help bridge complicated ideas.
Acknowledge that audiences have short attention spans — social media has trained people to expect quick, digestible info.
Self-doubt is normal among artists — even those who seem confident are often acting through their insecurities.
Find joy in the magic of making — even when promoting your work feels awkward, remember that creativity itself is special.
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