Your Library Is One Of Your Most Powerful Resources
In this video, I walk you though one of the most incredible resources I’ve discovered for my business. Below are some examples of how you can use Reference USA to connect with potential buyers.
Simple Example: You want to sell your work to doctor’s offices. You use the databases to create a list of offices in in a specific area that have over $5M/year in revenue.
Complex Example: Your artwork most appeals toward empowered women who believe in feminism. You use the database to create a list of female executives by searching for companies managed/led by women and that earn more than $10M in annual revenue.
Complex Example: I have an art collection that appeals laser spa owners. In the video, I research all the spas in Washington that earn between $1.2M and $10M in revenue each year.
Leave questions/comments below or drop them into our FB group.
- What's up, everybody? My name is Jason and this is The Art of Selling Art. Today we are talking about libraries and why you should use yours. Now, if you're anything like me, you've probably never had a library card since leaving high school and every time you've passed by a library you've scoffed and been like, hey nobody got time to go to that fucking thing, right? But little did I know up until about two years ago that the library is a major, powerful resource that as a business owner, as any business owner doing whatever, should be utilizing. Now, let me caveat that with I live in Bellevue, Washington, which is a very kind of up and coming sister city to Seattle and together they make a pretty major powerhouse of the city so the library here has some major funding, but that doesn't mean anything to you if you don't go check out your library and see what they have, and what I'm talking about is the library's ability to access databases. Now, my library here in Bellevue has access to $600,000 worth of databases. And that's databases for grants, databases for looking up resources for businesses, for business planning, they have a huge database of business plans which you can just look at and learn from or apply to your businesses and how things are working. But in terms of art, what we're talking about today, is the ability to find the right customer or the right commercial client. So this episode or class or whatever you call it might be geared a little bit more toward the person looking for a commercial client but in my case I am looking for a commercial collector, and that this particular need of mine has been kind of born out of these big expos that I've been going to, 'cause at the expos I haven't been showing the landscapes, I've been showing my nudes, my what I call the Aria Collection, which is a kind of a Renaissance contemporary mix of photography and painting and classical art and the nude form and all that stuff, but what I've noticed as a trend is that several of the people who have come up to me at each of the shows have all been owners of spas, specifically laser spas, but owners of high end spas to begin with. So what I am going to do today with you is I'm going to look for the spa owners in Washington and once I have that search nailed down for exactly what I'm looking for, I'm going to apply it to the entire country and I'm going to create a mailing list or a contact list of potential clients specifically for my Aria Collection and that's gonna be a pretty awesome resource. So go to your library, get a library card. It's probably free; if not, it might cost you five, 10 dollars. Whatever the cost, if it costs you a two hour drive to get to the nearest big city then go do it, it's absolutely worth it. One sale pays for itself, ten sales pays for whatever it is you were looking for, so just go out there and do it and use what I'm about to show you as a resource to basically create money out of nothing. You've got to find your customers, you've got to find your collectors, introduce them to your work, tell them how much they're gonna love it and then sell it to them. So let's get into it and when you guys are done with this, when you do this and you've applied it, let me know. Ask questions in our members-only group or put them into the drunk Q and A and yeah, I'm looking forward to this, guys, so pretty excited. So I hope that you make good use of this resource. All right, so I am pretty excited to share this with you because this particular method of market research has been very successful for me in the past and to give you an example of how I've used this in the past I had been looking for law firms who would be interested in my art, so I wanted to find high end law firms that could afford my work so I looked for law firms that earned more than 20 million dollars per year and I live in Bellevue, Washington, so 20 million dollars a year is not a huge, incredible, out of reach sum of money for the places out here, there's lots of business, lots of businesses, lots of everything; Seattle is a very up and coming place. So you don't have to find businesses that make that much money to sell your artwork to, it depends on what you sell your artwork for and who you want to have as your client, or as your collector but that was one resource and what ended up happening is I found a law firm who hosts a luncheon for a bunch of law firms and their office managers all come once a month to sit down and talk about office stuff including decorating and collections and things like that, so I managed to get into that luncheon because of this method of searching for qualified businesses that would be my clients. Before we get started, I just want to plug one thing really quick, two things. First thing, TED talk, shameless plug here. If you guys could add a view to this, maybe share it with your audience that'd be really awesome for me. As this thing grows, it opens up more opportunities and more credibility or validity to who I am and what I do. And then the other thing, more relevant to what's going on in this group is The Art of Selling Art members only Facebook group. Now, if you are watching this, it's because you are a subscriber and you already have access to all of the videos. There is a Facebook group for the general open and interested artists who want to build their art career but you guys have already taken the step. At the moment, at the time of this recording, it is January 10th and there is about 50 something, I think 57 people in the course but only 30 of you have come to the members only group and what is important here as opposed to the other Art of Art Selling group is that the questions you ask here I will answer fully and wholly to the best of my ability and the people who are in here who you would be asking and interacting with are also very dedicated to the success of their business and you guys are here to grow together and that's really important and it's a big boon to be a part of The Art of Selling Art. So if you are watching this video and you have not joined The Art of Selling Art private members only group, go ahead and look that up and answer the questions for joining in and then I'll add you and we'll be good to go. So before we get started, actually using the library system, let's talk about why I'm doing this. As you may or may not know, I've had a few major art shows this year showing my Aria Collection, which is these Renaissance contemporary Renaissance nudes that are quasi-painting, somewhat photography, something in between and at these shows, every one of the shows, the people who have come up to me and asked me about commissions or asked to buy one of these or consider them, a significant portion of them have been salon, specifically laser spa owners. So what I want to do is find more of those people and show them this content because it obviously appeals to their clientele and it appeals to their aesthetic and I can do a thousand shows and only attract a few dozen of these people or I can use this system to find all of them and reach out to them directly and that's what we're gonna do. So I'm already signed in here. Now, this is the King County Library System. You have to be living in or near the King County area in order to get a library card here and that's kind of unfortunate because it would be great if you guys, wherever you are dispersed around the world could just log in and get access to this because the King County library has a massive online resource of databases and when I went there, they told me that this database or the collection of databases they own or have access to is worth over $600,000 so if you are obviously not here in King County, go to your local library and see what resources they have and if they don't have something like this, then go to the next one, go to the next bigger one, drive to the nearest metropolitan area, the nearest big city and get access, get a library card, it's one day. A few hours of driving to access tens of thousands of dollars worth of databases. If I just do a quick scroll you can look, there's a ton of stuff in here. Press resources, learning resources. I think Lyndia is in here somewhere. A B C D E, oh, grants. See, there's a whole grant station, which is as if someone just dropped a 60 pound book of available grants right into your lap. I actually haven't been in there. And then there's Lyndia, which is a great place to learn and you have free access to all of the tutorials on Lyndia, or I do because I'm a member of this library, and that's pretty fricking incredible. It's a free resource. What we're looking for in particular is Reference USA. This is a database, you can get it from anywhere it's available and I imagine it's available at all libraries and here you can search 53 million US businesses and two million Canadian businesses or new businesses. If you have a new business market then maybe this is it. You could look up interior design firms that make X amount of money and you can just assume that by the amount of money they make they deal with a certain type of clientele and you can narrow your search, a nationwide or a state wide search and find other people who are most likely to see your art and has value for it and then buy it. So lots of ways you can use this. So let's click in here. Just wetting my lips for a little bit, and you're taken to this, so we go straight to advanced search. So I won't even explain the quick search because there's no reason to. Now, on the advanced search you have these search options, and I'm gonna go over them briefly. So company name; pretty self-explanatory. We don't know the company name so I've never used this. You could also look up executive names or have these as a search requirement in order for your company to pop up on the search. They have to have an executive name. This one here is the big one, so you have industry groups and then you have SIC and NAICS codes, so SIC is the Standard Industrial Classification code and then NAICS is the North American Industry Classification code and there's a number assigned to the type of business that you are or work with or want to work with. So if you were making rubber tires you have a certain industry code, and then you are most likely going to do a map-based search or for a city or a metropolitan area, and then you can refine your search by whether or not the company you're interested in has a business phone line. You've got number of employees or sales volume, the type of ownership, their stock exchange that they're on. Let's say you have art that's relative to the stock market somehow and you want to market your stuff to only companies that are on the NYSE, or only companies that are on the index, you can do that. You can do anything. And then special selections, you want to probably check off that they have a web address and social links because that just narrows the search and makes using this a lot easier. So if we start at the top, we definitely want a major industry code, at least to start with and then I want to do a map-based search so I want to look at companies in Washington state 'cause that's where I live right now. And then we're gonna do, I'm gonna ignore this one. Sales volume is important to me, because I want to make sure that these companies can afford my work, and obviously if they make less than 500 grand, I don't even market to people who make less than 500 grand, so obviously I want a company that makes a lot more. Public, private, this doesn't matter to me at the moment. So I want to make sure they have a web address, companies that have web addresses, social site links. Let's make sure they have Facebook and LinkedIn, because with these two tools I can look up the people who I need to reach and using business you could narrow it down but I only want companies that have been around a long time, and that is a defining factor that you could use or a discerning factor to use to differentiate between new money and secure money and maturity in the market. So if we go on up to the top here, let's do companies that make between 500 and a million. One, five, ten. Now what I noticed last time I did this is that if I shoot for their ten twenty or twenty fifty, I will find salons and spas that make this much money but what happens is that those are franchises and I can't get to the veto, the very important person on top because they're not local and the company's too big and requires too many people to make the decision on buying the art. So I stick right here in this. It's a pretty wide sweet spot, I could even tick this off if I wanted to. Now here you have your major industry groups and this is going to kind of blow your mind, so we're going to go to services for this and when you open this up, now you have all of these subcategories and we're looking for... I wrote this down so I didn't waste too much of your time... Personal services, and that is... bear with me... This is just kind of hard for me to look at, there we go, personal services, and the next tick down is we're looking for beauty and here we have beauty shops and then skin treatments; that sounds like what I am looking for. And there's also beauty salons, makeup, hair, health and beauty consultants, we'll check that. If they make enough money, why not? And aromatherapy, spas and day spas, even floating; I don't know if you know what a float tank is but it's a pretty obscure, extremely niche product and it has a SIC number right in here, which is kind of amazing. Another thing we can look for is, we can go to amusements... Close this up... Services, drop this menu and membership organizations, amusements and recreations and the next step down would be physical fitness facilities and then we end up with some health clubs and health spas is what we're looking for, health spas. So now we have one selected in here, we have one selected over here and we have three selected in this one. Total under services we have four selected, so then we can go over here on the right side, say update count and we end up with 90 locations local to the Washington area and that's pretty awesome. Now if we change this down here to include the 500 to one million, it jumps to 204 and you know when you're trying to ask someone to buy thousands of dollars of artwork, one of my pieces would be three to 15,000 depending on the size and which piece it is, only pulling in 700 grand a year for the year isn't a lot of money. You're thinking well 700 grand is a ton of money but you have business expenses, you have people to pay and if you have 10 employees who make 60 grand each, that's $600,000 right there. And update the count and then go to view results. This is pretty self-explanatory from here but there's one more thing that we should look at. So from here we have a list of 90 places; we have 18 places with email addresses, awesome, we have women's health, Allure Facial Laser, whatever that means; that's exactly what we're looking for, laser spa. Aqua spas and pools, just slipped in to what we're looking for but I'm not looking to sell to some place that sells jacuzzis and stuff. So Bath and Body Works snuck in here, a skin medical spa; that might be something we're looking for. A body recovery day spa; perhaps. I'm trying to get them to buy a pretty niche piece of artwork. Dermatology, laser skin care; exactly what we're looking for. But you can also click on one and check it out and it gives you its location; Richmond, Washington, I don't know where that is. Benton County, Kennewick, it gives you a website, which is great and if you scroll down a bit in here it shows you how well the company's doing. So they must've started in 2011, shot straight up to two million dollars a year and now they're kind of floating. It's a good sized company or a good income for nine employees. So they have some money to spend and then you can do a little more research and go in and check and look for who the person is or who the person you need to speak to is. You can do this now or you can do this later but let's just say we click on it and we stick in here where there's a skin team, there's a contact, there's a phone number and you can just get the person's name who you're looking for, so lots of ways to go about it, check out the video about rocket reach for figuring out who and what and how to reach these people in particular. But if we go back to this and then we go back and we have our four places selected and then we just want to download this information. Now, you can download what it decides it should give you, which is in this case the summary. I do it as an Excel and then I want to do a custom export because there's things that I want that's... This is everything that's available, if you hit detailed, all this fricking data that you don't need; all I want is what's over here. Company name, who is the person in charge, their address is helpful; you don't want to be like hey, let's have coffee if this person lives two hours away, so careful about that. You want this SIC code because if this ends up being exactly the type of company that you're looking for then you can just pop that SIC code into this search engine and find other companies just like it. LinkedIn, Facebook and then sales volume and then you would hit download records. I'm gonna chase that over here. This is a previous one of the downloads. Now we got these four... I have to click on this to get rid of it which is really annoying... Janet Jordan, J Harden Howell, these are the people I need to reach, which is pretty awesome. I'm selling work for a high dollar amount, so doing this, putting the effort into finding these people is worth it for me, of course, and here's a LinkedIn which is super useful 'cause that gets you directly to the person you want to meet. And then you have some websites and location, sale volume, range; this is all in the one to 2.5 range. Might be a harder sell but might not be. And that's it. You have just created a very specific list of potential business clients and from here, you reach out, send your emails, which I've talked about in other videos and then you're golden. Cool beans. If you guys have any questions, put them in the comments, drop them in the Facebook group that I mentioned and I'd like to hear your ideas about who and what you're looking for and then see your results, so cheers guys, this is a big money making opportunity for you and for you to attack a niche with your niche artwork. Good luck.