Lennon Bone (YouTube) advises artists to prioritize authenticity in marketing: avoid sounding scripted or "salesy," speak truthful messages you genuinely believe, and aim to "have something to say" rather than merely something to sell. He cites a Journal of Consumer Psychology finding that perceived authenticity increases purchase likelihood (86%). The segment ties authenticity to longer-term career and creative flourishing.
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A study from the Journal of Consumer Psychology (quoted effect: 86% more likely to buy).
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You know that feeling when you're watching a YouTuber or somebody on Instagram and it feels like they're just reading a script? Like something feels off. We might say that it feels inauthentic. And for you, as an artist, this is really, really important because you never want to come across salesy or sleazy. You want to be authentic. And a study from the Journal of Consumer Psychology found that perceived authenticity, if they felt like you were authentic, they were 86% more likely to to buy from you. So how do you be more authentic? Well, one, you have to say something that is true, right? You don't want to be lying about something. And number two, you have to actually believe in it. Like, if you're saying something like, I make art because I want people to feel peace, if you're not radiating that feeling, then you're going to have problems getting people to radiate with that energy alongside you. I get so excited talking about marketing with you all. You. Even though that is the most unsexy thing that artists can think of, because marketing has the opportunity for you to change your course in your life by building a career that you actually love to do, which in turn would give you all the more opportunity to believe in yourself and do the thing that you were called to do in the first place, which is be a creative human being. I don't teach marketing just because I love marketing. I. I teach marketing because of what marketing will do for you. And hopefully that passion shows up. So you got to ask yourself the same question. What do you hope that your art can do for somebody? What do you hope that you can do for somebody as an artist? I'm saying this a lot lately, but it's really true. If you want to sell more art, don't just have something to sell, have something to say.
