“As a marketing expert, this is what I learned from artists and here is my advice to them”

An essay by Margarita Gourgourini

Take any of the essays you wrote at elementary school before turning 10, and you will notice you used to do something you would never allow yourself today: always start your text by saying “I”, which is now practically forbidden.

Everything was simple, everything was perfect.

Today, one of the greatest challenges I face on a daily basis is trying to convince adults that it is absolutely fine and downright necessary to speak about their job and their life on social media. The years separating us from the golden decade of shameless bragging have let fear, trauma and anxiety to creep in. The decision to expose oneself in this context is, for most professionals, an exercise in courage. Nowadays, technology has enabled us to have an equal share in the public sphere and given us access to discussions as well as to an audience we would not even dream of reaching until recently. Nevertheless, many among us are refusing to engage.

  1. Be clear about what you offer. What exactly will backers receive, what exactly are you asking them to support, how will the money they give make a difference?
  2. “Treat it like an electoral campaign”. That’s what I always say. To get you message across you need to repeat it a million times over, not in an autistic way but each time bringing out a new perspective. The audience’s attention can be captured in different places, and at different moments.
  3. Think of the process of spreading the news about your project as similar to throwing a stone in the water. The first ripple the falling stone will create will affect your circle of close friends and associates. They are the ones who need to know about it first, as they are the ones who support and understand you. It is through them that the next ripple will come about, and the one after that as you continue to disseminate information.

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Essays, texts and interviews about contemporary Greek artists and the Stavros Niarchos Foundation Artist Fellowship Program. www.art-works.gr

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ARTWORKS Fellows

Essays, texts and interviews about contemporary Greek artists and the Stavros Niarchos Foundation Artist Fellowship Program. www.art-works.gr