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Your Art Marketing New Years' Resolution: Move Your Attention Around
Attention was hard to get in '19 and it's gonna be even harder in '20. In this episode: What the smart artist is gonna do about it, and I proffer up a New Years' Resolution for you.

2019 is About Over  and a New Decade is Coming
'19 is just about in the books as I record this.That means a whole lot of things...One being both the end of, and start of, a decade. That is pretty awesome, don't usually get to say that all that many times in one's life. Regardless of the decade though, everybody is talking about it, you are likely thinking about it, I am, it's New Years' resolutions time.What wonderful life item are we gonna work on this year and likely stop working on some time a few weeks into Q1?Of course I love the fitness one.

Always one of the most popular.



It's 2020... it's time to get fit Photo by Julia Ballew 

Always makes me think of a story...I have this one buddy that has been saying he is gonna open a gym for years. His plan? His unique value proposition? It's gonna be the monthly fees.His idea is to charge like a thousand dollars a month per membership. Here is the hook:Each time you come in your monthly fee goes down. Do it enough and your monthly fee goes to something super nominal like $30 per month or whatever. No exceptions to the rule aside from being able to pause your membership with verifiable airline tickets or other related travel records. Otherwise if you no show then you pay the full amount.... not a bad idea actually, might even work.Hilarious idea either way, right?The fitness one is so profound though, one of the reasons I love it, it has to be regular and consistent. You can't just work out for a few months and reach your goals. No. You have to stay at it consistently all year long.Same holds true for our art marketing practices. If you want to achieve your goals, greatness even, then you have to commit and stick to it all year long.
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Attention
Not gonna stop ranting about this one in the new decade.



Fact is,  it's getting harder to get it and keep it.I saw artists in '19 that took this to heart and did well, often times better then they even imagined. And I saw artists that didn't and they paid the price.As I was thinking about this episode, and attention especially, it's crazy to me how much it mirrors our online businesses and follows the same rules.What's the rule with new business; there's only three ways to grow one:

New customers
Increase how much your customers are spending
Get repeat business from your customers

Let's apply that to attention.Only three ways to get new attention (new emails or social followers or phone numbers or addresses or Messenger subscribers - it's all attention).The third way is what I want to focus on today: how do you get repeat business from your customers? How do you get your attention coming back again and again and again? All year long?More than one way to do it of course, but for our purposes today I want to laser in on one particular strategy I call "moving the attention around" – from one channel or venue you own to another.

This is a strategy that you'll be leveraging all year long - it's no different than going to the gym. You hit the gym to be fit for the summer,  and you move the attention around all year so you're ready for your biggest Q4 ever later this year.
The "Moving the Attention Around" Strategy


So let me articulate the strategy for you.  Before I do that, one last word on attention...When I say it's getting harder and harder to get it... well it is. I mean specifically FB ads are not getting cheaper, email open rates are not going up, your organic reach on any social platform is not gonna grow in 2020 or the next decade.

Step 1 is not worrying about it, coming to terms with it, saying alright then how do we plan and hedge for it.