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When you're selling retail goods, computers, insurance, or web applications it's a good marketing strategy to differentiate yourself with a Unique Selling Proposition (USP). You know what a USP is: "So easy a caveman can do it", "Just do it", "The happiest place on earth", "The ultimate driving machine"

There's no shortage of "marketing gurus" telling (and selling) artists on the idea that they need to develop a USP. I spoke with one artist the other day who took a marketing course and spent days developing her USP, wrote down a pretty little slogan, and then filed it away and went back to her easel...wondering why she was told she needed a USP.

You're not selling insurance, you're selling art: what you need is a wordless USP.

I'm redefining "USP" for artists. Your "Wordless USP" is your Unique Style of Painting. 

Consider what Lori Woodward once wrote for FineArtViews, "Like it or not, if your work can be recognized as 'Your Work', you'll have an easier time attracting an audience for it. Developing a unique style normally takes years..."

Yes, you need to attract your unique audience, your Collector Clan. But you don't do it by coming up with a catchy slogan and then trying to find those people that "match" your slogan. [1]   You do it by honing your own unique style, sharing your art and letting (and helping) those people find you.

So if you're wracking your brain for a tagline, or being told you need to spend time or money on doing that, then relax and get back to what being an artist is all about. I give you permission to go to your easel and develop your wordless USP.

Sincerely,

Clint Watson

Software Craftsman and Art Fanatic

PS - I once wrote that, "I don't care if you have a logo...as long as your painting is kick-ass."  Likewise, I really don't care if you have a traditional USP either . . . I'll be focusing on the wordless one.

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Footnotes:

[1] It's OK if you want to have a tagline, or if there's something obvious about your work you want to point out with a short slogan...you just don't need one.  Oh, and if you're not a painter, but a sculptor (or some other media), I guess it's a wordless USS.