Podcast Summary: The Good Ship Illustration – Episode: "Should I Have 2 Websites?” + How Many Mailers Until You See Results?

Release Date: October 17, 2024

Introduction

In this episode of The Good Ship Illustration, hosts Helen Stephens (Speaker A), Katie Chappell (Speaker B), and Tania Willis (Speaker C) delve into two pressing questions faced by illustrators and artists: whether to maintain separate websites or social media accounts for different artistic ventures, and how many mailers are needed to achieve tangible results in marketing efforts.

1. Should I Have Two Websites or Social Media Accounts?

a. The General Consensus: One Platform Suffices

The discussion begins with the common dilemma artists face when juggling multiple creative pursuits—should they maintain separate online presences for each? Helen opens the conversation by questioning the necessity of multiple accounts:

"Should you have two separate websites or two separate Instagram accounts? What do you think?" [00:11]

Katie immediately responds with a strong stance against duplication:

"This comes up so much, doesn't it, all the time. And our general stance is, no, no." [00:36]

She emphasizes that artists are multifaceted and their audience appreciates seeing the full spectrum of their creativity:

"I think people are interested to know the whole of you... People are following you because they want to know what kind of human being you are, the whole thing." [00:46]

b. Cost and Maintenance Considerations

Helen and Tania echo the sentiment, highlighting the increased workload and costs associated with managing multiple platforms:

"If you have two websites, that's going to cost you loads more money. It's going to be way more upkeep." [01:34] — Katie

"If you've got two Instagram accounts, you're going to be having to make content for both of them. It's just going to take up more brain space." [01:42] — Helen

c. Exceptions to the Rule

Tania introduces nuances to the discussion, acknowledging that high-profile artists with distinct brands might find separate platforms beneficial:

"Imagine if you are quite a successful exhibiting Painter and you have a gallery, but you can also do some illustration on the side." [02:18]

However, she notes that such cases are exceptions rather than the norm, often rooted in historical perceptions separating fine art from illustration.

d. Embracing a Unified Creative Identity

Helen encourages artists to embrace all facets of their work without overcomplicating their online presence:

"Stop overthinking it. And the illustrator is just as good as an artist and be proud of it and be both." [03:13]

She provides a relatable example of artist Bjorn Lee, whose diverse work remains distinctly identifiable under a single brand:

"I completely see you in it. But it's a whole different thing because it's 3D and it's not a print." [05:31]

e. Practical Tips for Managing a Single Platform

The hosts discuss practical strategies, such as integrating different works seamlessly on one website or leveraging interactive elements like Instagram takeovers to showcase various projects:

"If you approach it in a truly human way and ignore the so-called social media rules that were all set for Instagram 5, 10 years ago, you can afford to say, here's some illustration work I've done and here's a painting I'm working on." [08:46]

2. How Many Mailers Until You See Results?

a. Understanding the Response Rates

Transitioning to marketing strategies, the trio addresses the effectiveness of sending out mailers—both digital and physical—and the realistic expectations of response rates:

"If you're sending an email selling something you can expect between 1 and 3% will buy." [11:42] — Katie

Helen shares personal anecdotes to illustrate perseverance:

"If I didn't hear back, it was fine. Sometimes they would put their postcard on the wall and I'd hear five years later with a book deal." [12:09]

b. The Power of Persistence

Tania recounts her experience with low response rates, emphasizing that even a single positive reply is a success:

"I sent 12 and I just got one reply. And earlier she said I sent 30 submissions and had just got one reply." [10:33]

Helen reinforces this by reframing expectations:

"Both of those are good results in my book." [11:25]

c. Email vs. Physical Mailers

The hosts debate the merits of digital versus physical mailers, advocating for the latter due to their tangible nature and lasting impression:

"Physical mailers for illustrators are much better than sending it by email." [12:51] — Tania

Helen adds that physical items like screen prints not only stand out but also serve as memorable tokens that recipients are likely to keep:

"If they'd sent me a piece of artwork, I'd stick it on the wall if I loved it and I'd remember." [13:02]

d. Leveraging Reciprocity in Marketing

Katie introduces the psychological principle of reciprocity, explaining how thoughtful mailers can create a sense of obligation:

"The rule of reciprocity is a recipe. If you give somebody something, they feel like they should give something back." [18:46]

Helen provides an example of Bruce Ingman, who successfully used limited edition screen prints to foster client relationships:

"If you're sending mail outs, like emails, and you've got a really good return rate, if you're selling a product and you send out 100 emails and you get one sale, that's really good." [12:09]

e. Best Practices for Effective Mailings

The hosts offer actionable advice for illustrators looking to enhance their marketing efforts:

• Volume Matters: Persistently sending out a high volume of mailers increases the chances of receiving responses. Helen suggests:

  "Send 12 and getting one... Send 100 and then come back to us." [19:56]

• Quality Over Quantity: Creating beautiful, high-quality physical samples can make a significant impact:

  "It's worth making something really beautiful because everybody wants it. And it stands out from a postcard, doesn't it?" [17:48]

• Avoid Cold Follow-Ups: Instead of directly asking for feedback, which can be uncomfortable, continue sending valuable content:

  "Just send more." [15:25] — Katie

Conclusion

In this insightful episode, The Good Ship Illustration offers invaluable advice for artists and illustrators navigating the complexities of establishing a cohesive online presence and executing effective marketing campaigns. The hosts advocate for maintaining a unified platform to showcase diverse talents, debunking the myth that distinct artistic endeavors require separate online identities. Additionally, they emphasize the importance of persistence and quality in marketing efforts, particularly through physical mailers, to foster meaningful connections and achieve career growth.

By embracing a holistic approach to their creative and professional lives, illustrators can build a strong, recognizable brand while maximizing their outreach and engagement with potential clients and audiences.

Key Quotes:

• "People are following you because they want to know what kind of human being you are, the whole thing." — Speaker A [00:46]

• "If you approach it in a truly human way and ignore the so-called social media rules that were all set for Instagram 5, 10 years ago, you can afford to say, here's some illustration work I've done and here's a painting I'm working on." — Speaker A [08:46]

• "The rule of reciprocity is a recipe. If you give somebody something, they feel like they should give something back." — Speaker B [18:46]

• "Both of those are good results in my book." — Speaker A [11:25]

This episode serves as a comprehensive guide for illustrators aiming to streamline their online presence and enhance their marketing strategies, ensuring they remain both authentic and effective in the competitive creative industry.