The email newsletter I almost deleted got me my best commission of the yeari've been doing this monthly newsletter for like three years now and honestly most months it feels like shouting into a hole. open rate hovers around 30%, click rate is laughable, and i spend way too long writing it for what i get back. last month i almost skipped it. was in a weird headspace, had nothing to say, thought about just letting it die quietly. but i'd already written the draft so i sent it anyway. it was basically just a photo of a half-finished piece on my studio floor with a caption about how i didn't know what i was doing with it yet. got an email back from someone i'd never met. they said the honesty of it made them reach out. they commissioned me to make something for their new building's lobby. $4,200. so now i have to figure out what i'm doing with it. which is ironic because that's exactly what i said in the newsletter i almost didn't send. i don't know what the takeaway is. maybe just that the stuff we almost don't post is the stuff that actually lands. or that consistency matters even when it feels pointless. or that i still hate writing newsletters.
commissionsemail marketingnewsletters
The commission that sat unsold for a year sold the week I stopped trying to sell itI had this portrait I did last summer, a woman with her hair caught in wind, all warm ochres and pale blue. I was so proud of it at first, then after a few months I started seeing everything wrong with it. The jaw was off. The pastel dust had settled into the paper grain in a way I didn't like. I kept it in my studio, didn't even photograph it properly for Instagram. I mentioned it in passing to someone at a small market stall I was sharing last month, just complained actually, that I had this piece taking up space and nobody wanted it and maybe it was just a failed experiment. She asked to see it. I pulled it out reluctantly. She bought it on the spot. Not because I pitched it well. Because I stopped trying to make it sound like something it wasn't. I've been thinking about that a lot. How much energy I spend polishing the story around my work, making it sound impressive, desirable, worth someone's time. And the one time I just said "this thing exists and I'm not sure it's even good" it worked better than any of my careful descriptions ever did. Maybe the selling is in the honesty, not the framing. I don't know. I'm still figuring it out.
commissionshonesty in marketingselling art
I've been painting the same hellebore every day for a weekIt's a single nodding flower on a stem I cut from the garden last Monday. By Tuesday it had started to droop. By Thursday the petals were translucent and the stamens had begun to shed. Today it's practically a study in decay, the sepals are papery and brown at the edges, the stem is soft. I keep painting it anyway. There's a peculiar honesty to painting a specimen as it actually changes, rather than freezing it at its best moment. The color shifts, the structure fails, and you have to decide whether you're documenting the plant or your own attachment to how it looked three days ago. I think I'm doing both. I set up a new page each morning and work from life, not from the previous day's study. It's unsentimental work, or it's meant to be. The flower doesn't know it's declining. It just is what it is.
botanical illustrationdisciplineworking from life