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Why People Really Buy ... Art

by marciayudkin
13 replies
I know we've had several threads on this topic, but here is a post about the real reasons people buy art that truly made me stop and think:

Why People Buy Art

There are three provocative elements in this blog post:

1)The fascinating examples of motives at the end that the author uncovered by asking probing questions of her customers. This artist must indeed have been a gifted listener to uncover these motives.

2)"Why do people buy art? Why do they buy anything? Because the pain of not having what is being sold is greater than parting with their money." This sure applies to Internet marketers.

3)"If you uncover enough pain it is interesting how their budget will increase." I think this means that you need to get them to focus on their pain before they are willing to spend more money to lessen the pain.

Your thoughts?

Marcia Yudkin
#art #buy #motivation #people #reasons
  • Profile picture of the author ewenmack
    Very insightful...not something you would expect from an artist.

    Then again, the reasons these people bought are not the usual suspects either.

    The question becomes, how does a copywriter appeal to all the different reasons
    why a person buys the same thing?

    I ask because the artist quoted different reasons for each person.

    The scope is wide...from saving a marriage to impress an important guest.

    Taking it further, if a product is bought by 10,000 people and each person
    had their own unique reason for buying, how the heck
    do we cater to their wants in print?

    Obviously we can't name 10,000 reasons to buy the thing.

    Anyway...interested to hear others add to the discussion.

    Best,
    Ewen
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    • Profile picture of the author marciayudkin
      Ewen,

      Most fine art is sold face to face, so the kind of dialogue mentioned in the blog post can indeed take place.

      My uncle collected art, and he loved showing off his favorite works by not only pointing out how exquisitely they were executed but also by sharing stories about having met the artist in his studio. Also, in many instances each work was linked to a trip he had taken. For him, the pleasures of enjoying the work, remembering the trip and knowing the artist were all mixed together in his delight about his purchases for many years afterwards.

      I agree it's a challenge for copywriters to find a lesson in this example that they can use, but maybe it's the power of sparking a conversation with the potential buyer.

      Marcia Yudkin
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      • Profile picture of the author ewenmack
        Yes, I can now imagine how the buyers tell about
        their personal life in a person to person situation.

        They are in a heightened emotional state when
        looking to buy something so personal...

        compared to buying something like a sack of potato's.

        It still brings up the issue of, we as sellers, just don't know
        the reason why someone buy's, if we are truthful.

        And for paid professionals, this can be scary.

        Best,
        Ewen
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    • Profile picture of the author TracyNeedham
      Originally Posted by ewenmack View Post

      The question becomes, how does a copywriter appeal to all the different reasons
      why a person buys the same thing?

      I ask because the artist quoted different reasons for each person.

      The scope is wide...from saving a marriage to impress an important guest.

      Taking it further, if a product is bought by 10,000 people and each person
      had their own unique reason for buying, how the heck
      do we cater to their wants in print?

      Obviously we can't name 10,000 reasons to buy the thing.
      Best,
      Ewen
      Well, but if you ask enough people, there are bound to be some overarching themes that you could segment. Like the real estate buyer she mentioned, there are probably others just like him looking to make the right impression.

      Or affluent spouses who want to express their feelings to the other with a very special gift. Those could be two markets you might create more targeted sales copy for.
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  • Profile picture of the author Pusateri
    I've sold art, antiques, antiquarian books. The reason people buy them is the same. The object acts as a mirror for the buyer's soul. There is some part of them that looks at it and says, "That is me."

    If you've never had the experience, it's hard to explain. A bit like being in love.

    The seller's job is to help them see the reflection.

    Once they do, the sale is easy. Who can leave a part of himself behind when the swipe of a credit card can make him whole?
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  • Profile picture of the author livepsycle
    You can find a person's pain by asking them what is important to them. People can't help but start talking about that. It's a just a quick hop from there to their pain.
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  • Profile picture of the author toponewebresult
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    • Profile picture of the author Cam Connor
      Great Article. I noticed it said this:

      Selling art is not a manipulation. Who likes that? You are simply helping your prospects come to their own conclusions. And if you're effective they will conclude that what you have to offer will solve a particular pain in their life.
      Dan Kennedy said the exact opposite... "Selling is manipulation". I'd tend to agree with him. If the prospects come to "their own conclusions", it may not be the conclusion you want them to conclude when they are concluding, but I digress.
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      • Profile picture of the author Alex Cohen
        Originally Posted by Cam Connor View Post

        Great Article. I noticed it said this:



        Dan Kennedy said the exact opposite... "Selling is manipulation". I'd tend to agree with him. If the prospects come to "their own conclusions", it may not be the conclusion you want them to conclude when they are concluding, but I digress.
        Allowing a prospect to come to his/her own conclusion is an advanced copywriting technique. I've seen it used in some of Gary Halbert's sales letters.

        If you have access to the TrimSpa letter he wrote, you can see it there.

        Alex
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        • Profile picture of the author Cam Connor
          Originally Posted by Alex Cohen View Post

          Allowing a prospect to come to his/her own conclusion is an advanced copywriting technique. I've seen it used in some of Gary Halbert's sales letters.

          If you have access to the TrimSpa letter he wrote, you can see it there.

          Alex
          Gotcha. Well, if Gary Halbert does it..
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    • Profile picture of the author Bruce NewMedia
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  • Profile picture of the author jgkelley
    As a writer/burgeoning copywriter, this post intrigued me. Thank you.
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    • Profile picture of the author writeandreview
      Excellent find, Marcia.

      (Get the art reference?)

      The author's attitude of establishing rapport (chit chat) and then selling reminds me a lot of Ben Settle's style.

      (Which may only be due to the fact that I'm studying Ben's work.)

      I expect the title on this art seller's business card reads "Art Consultant" or "Fine Art Connoisseur" as opposed to "Art Vendor" or "Art Sales".

      And ... uh ... just one more thing.

      Anyone using Columbo to drive home a point earns my immediate affection.
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  • Profile picture of the author Daniel Scott
    I think there is a takeaway for those of us who focus on selling in print...

    Sometimes... the best thing you can do is to send people into the showroom.

    I do a lot of marketing consulting... and one of the things I have to advise clients on is how to structure their mailings and sales funnels for maximum effect.

    I think it's just as important to know what direct mail is great for... as it is to understand what it's often NOT great for (e.g. high-end purchases).

    Marcia, there are tons of great lessons in that piece... I've just pointed out one.

    Thanks for the share.

    -Daniel
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    Always looking for badass direct-response copywriters. PM me if we don't know each other and you're looking for work.

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