Introducing a better way to promote an art exhibit.

I have a lot of experience promoting man pointing at a painting on a pop-up gallery, while other patrons look onart.
The trick is to get people to come to the gallery.
And usually that involves planning events and parties revolving around the art.
The problem is that people show up in droves for art openings, but once the opening reception is over it’s hard to get people to stop by and keep looking.
Phil Noll is a nature photographer who has an exhibit at the Karen Wray Gallery in Los Alamos, NM.
When people walk in they are stunned by his photos. And they have a million questions about how he managed to capture those images.
So we planned a walkthrough of the exhibit and Q&A session with the artist.
We wrote an article that was published in both of the local papers (one paper published it a few days before the event, the other one delivered it hours before the event). We sent the article out as an email blast. And we shared the email blast on the gallery Facebook page.
Plus Phil shared it several times on his personal page.
We had no idea how many people to expect. I have to admit, I was a little nervous while I waited for 5:00 to arrive. (But I always get a little jittery before events… I want to know that my press releases brought in lots of people!)
We were all pleased when people started to arrive. The main room was packed full of people. There may have been more people at this event than there were at the opening reception.
(That gives me an important clue about the market we’re in. Los Alamos is full of well-educated… and well-off… scientific types. They want to LEARN stuff.)
Once the room was full Phil went from photo to photo and told the story of how he got that image. He gave tips on using the camera, told stories about getting stuck knee deep in snow or mud, revealed his secrets about how he achieved special effects, and he did his best to explain why the light looked so incredible in some of the photos.
My favorite part was how he told us how often there were 50-60 other photographers herding around a certain overlook. Often they would pack up and leave before he took his picture… or they would all be looking in one direction and he would find something incredible just by looking the other way.
It was informative. It was entertaining.
A lot of people in the marketing world call it “infotainment.” And I want you to use it in your business as much as possible because it is powerful.
People lingered after the presentation was over… asking questions. Phil (who totally rocked it, by the way) stuck around and let everyone look at his camera and his camera backpack.
Anyway, if you would like to try using infotainment to increase your sales, give me a call.

A web designer I recommend.

I’m excited to be collaborating on some website projects with Karim Ardalan, the co-founder of Rapid Sites.
I met Karim two years ago at a B2B Expo in Albuquerque. He helps small businesses create their website in an efficient and cost-effective manner.
The only problem with that is that a lot of companies aren’t sure what to say on their websites. Even though the websites that he puts together are ready to go very quickly, the projects often get held up because the content isn’t ready.
I’m glad he reached out to me to get those projects moving forward.
If anyone needs help creating an affordable website, I recommend Karim. His website is here!

Use social media to be agile.

I first saw Mandy’s work for other people on social media. We were open to changing over to someone new, and we’re happy we changed over to Mandy. It’s gone from general writing and social media management to helping us curate our personality in the community.

The most successful thing Mandy’s done was during our recent remodel. People were confused, thinking the fire marshal shut down one of our locations. Business dropped off. Mandy wrote a press release, got it posted in the Monitor, and cross-posted it on social media.

This was late Thursday night. Friday was our most successful day in two weeks. Our business doubled compared to what it had been over the last two weeks. That’s what she does.Mandy’s also helping us keep our wine events successful. They’re continuously selling out.

Hands down, I’m happy we hired her. She knows our style. She understands it’s all business, it’s nothing personal. If Food Network approached us, I’d feel comfortable approaching Mandy about that. Our role in the community is always changing. You never know what’s going to come. We feel like she’ll be able to rise up to the challenge of that.

— Laura Crucet, Pig + Fig Cafe

Hands down, I’m happy we hired her.

Use social media and press coverage to find true fans

Mandy is my publicist. She writes articles for the magazine and the local papers and also posts articles on social media. It’s well worth the money, and it gets rid of the headache of ‘I have to write this article.’ Mandy takes care of it.

Since I hired Mandy, I have more of a continuous presence online and locally. People are aware of my gallery, see the articles and appear to read them, and they come in as a result. I have seen an increase in people saying they found me through articles and Facebook.

As a business owner, I was thinking of saving time over saving money before hiring Mandy. For someone who knows how to write well, knows how to place them… it’s invaluable.

I would absolutely recommend Mandy to other people. She works very hard to satisfy [the] business owner. She’s very creative with the placement of articles. Recently, I had someone from Santa Fe come up after reading an article about us. I didn’t put it there!

— Karen Wray, The Karen Wray Gallery

People see the articles about the gallery and come in.

Here’s how my new client is making his decision

Last week I was negotiating a contract with a new client.

man contemplating between two points on a mural labelled A and B
My client shared his decision-making thought process with me.

He knows what he wants to accomplish, how much work he thinks he needs, and I’m sure he has a good idea of how much money he can make from his marketing efforts. He knows what he’s doing.

When we were discussing my prices and offerings he rightly wanted to get as clear a picture as he could about how much I will get done if he decides to pay me.

He wants to know what kind of ROI he’ll be getting.

I considered what he needed and pointed him toward one of my packages and committed completing to a certain amount of work.

But he still hadn’t decided.

So I called him again to see what needed to happen before we could move forward.

He said that he wanted to spend a week or two doing some of the work himself just to get an idea of how long it would take him to get it done. He knows what his time is worth, and he knows what else he needs to accomplish.

After doing that he will know how much, and what exactly, he wants to outsource.

That sounded completely fair to me! And if you’re thinking about hiring me, or anyone else for that matter, it might be helpful to try thinking it through like my new client is doing.

Figure out what exactly you might outsource. Ask yourself if you can do it yourself, and find out how long it would take you to do it well.

How much would you pay yourself to do it?

If you can do it better and cheaper and faster on your own, then by all means, do it yourself. But if you realize that you will save time and money and get better results, you should outsource.

Talk to you soon!
P.S. This week I am running a special on three case studies for only $395. To get this limited time deal, send an email with the subject line “Three case studies” to before midnight on Friday, October 6th.  This offer is first come first served.

I can drink to that!

Last night I attended a wine dinner at the Pig + Fig Café, featuring the sublime wines from Hourglass.

The wine and the food went so well together. Perfect pairings!

And while I was there I noticed something that The Pig + Fig and Hourglass have in common. They have all the business they need because they have great mailing lists.

Michael Cooperman told the story about how Hourglass got their start.

They were about to release the Cabernet for the first time, the sommelier from Tra Vigne, David Stevens, asked Smith for a taste. He was completely floored by the quality and asked them to join a tasting with famous wines like Screaming Eagle, Bryant Family Wines, and Harlan Estate Wines.

At the tasting, Stevens told the judges that they added a wine from a little upstart winery called Hourglass. He asked that they just give the wines a ranking in order of preference. In a situation where they were competing against the best of the best, the wine that nobody had ever heard of was able to hold it’s own.

The next day their mailing list was filled with names, and they have been able to quickly sell their wines to their subscribers ever since. The people on the list want to buy those wines.

And as many of you know, the Pig + Fig Café also has a great mailing list. Whenever they have a wine dinner or special event, they easily fill the seats because the people on the list want to get reservations for the special events.

That is why I love email marketing so much. It makes it possible for businesses to stay in touch with people who are interested in a cost-effective manner so you don’t have to struggle to make sales.

If you need help writing emails that sell, give me a call at 505-515-7001. Or contact me at

Take care!