Why promoting your art to artists is a waste of time

If you’re spending all your time promoting your art to other artists, you’re probably wasting your breath. Sure, artists get you, they may appreciate your weird obsession with babirusas and aardvarks (hey, we all have our quirks), and they may know what it’s like to painstakingly illustrate immortal jellyfish for hours on end. However artists are mostly focused on their own work, just like you. They’re not out there, credit card in hand, ready to buy your work—they’re too busy trying to sell their own.

So, if promoting to other artists is a bit like yelling into the void, who should you be marketing to? The answer: people who don’t just like your work, but need it. Yep, it’s time to zero in on your niche. For me, that’s been about embracing my peculiar passion for uncommon animals, capturing their bizarre charm in a way that might—just might—entertain, educate, and charm the socks off an audience of actual buyers. Here’s how I figured it out with Uncommon Animals of the Alphabet, and how you might do the same.

1. Why Marketing to Other Artists is a waste of time

Artist connections are great, don’t get me wrong. Fellow creatives will give you the best feedback on whether that aardvark needs more personality or if that water deer looks a little too, vampiric. But they aren’t your primary market—they’re on social media hustling just as hard as you are, trying to get their stuff out there, too. And while they may support you in spirit (and maybe even throw you a pity like), their wallets are probably staying closed.

On top of that, marketing to artists often means your message gets diluted. When you’re constantly talking shop with people who already know how the shop runs, you’re missing the chance to connect with people who might actually say, “Hey, I’d like one of those immortal jellyfish prints for my kid’s room.” Which leads us to…

2. Finding Your Niche

Finding your niche is like finding that one coat you’ll actually wear for more than one season—it just fits, and you don’t have to fake it. My niche hit me over the head like a babirusa’s tusk when I realised: I’m obsessed with animals most people have never heard of, let alone know how to pronounce. Cue Uncommon Animals of the Alphabet—a kids’ book that isn’t just about the usual ABCs of alligators and bears but dives into the wild world of aardvarks, dumbo octopuses, and, yes, babirusas.

This peculiar focus on uncommon animals means I’m not just churning out random art for the masses. I’ve found a real niche with a specific audience who’ll “get” what I’m doing. And once you do the same, everything becomes way more interesting—not to mention effective.

3. Who Should I Really Be Targeting?

If you’re doing anything even remotely niche, you have a built-in audience, but it’s probably not artists. For Uncommon Animals of the Alphabet, my real people look more like this:

• Parents with Young Kids: Here’s the thing—parents are always looking for something new to distract, entertain, or educate their kids. And if they can do all three at once? Bingo. Instead of your usual alphabet book, my animal alphabet lets kids discover quirky creatures they’ll remember (and might even want to draw, because how do you forget an aardvark?). Parents win, kids win, and, hey, I win.
• Teachers and Homeschoolers: Whether they’re in a classroom or gathered around a kitchen table, teachers and homeschoolers are always looking for resources that keep their kids’ attention for more than two seconds. By marketing my book and artwork to them, I’m not just giving them material for a science or language lesson—I’m giving them something that makes learning a little less dry and a lot more memorable.
• Librarians and Booksellers: Ah, the gatekeepers of all things literary and whimsical. Librarians, especially, love finding fresh, engaging books to add to their children’s sections. They’re constantly looking for unique finds, and a book filled with babirusas and immortal jellyfish is bound to catch their eye.
• Wildlife and Conservation Enthusiasts: There’s a growing crowd of people passionate about wildlife who want to pass on their love for the unusual and endangered to the next generation. These folks might not be artists, but they have a keen eye for something unique, and they’re more likely to feel connected to art that brings awareness to rare animals and their habitats.
• Gift Buyers: Let’s face it, most people have no idea what to buy a kid for their birthday. This is where niche really works for me—a quirky, educational kids’ book is just different enough to be interesting, without running the risk of being too “out there.” For anyone wanting to gift something other than the usual unicorn or dinosaur fare, Uncommon Animals of the Alphabet fits the bill perfectly.

4. How to Make Social Media Posts That Don’t Just Preach to the Choir

Now that you know who you’re actually trying to reach, you’ve got to talk to them in a way that resonates. Spoiler: this means avoiding artspeak and thinking about what will make them stop scrolling.

• Fun Facts with a Twist: Think bite-sized, quirky facts about the animals in my book, like why the dumbo octopus isn’t just another cartoon character, or how a babirusa’s tusks are literally death-defying. These posts might catch the eye of a wildlife enthusiast or give a teacher a quick story for their next lesson.
• Mini Educational Moments: Think of things you can make teachers or homeschoolers excited about. A quick video or infographic can go a long way toward making a narwhal more interesting than, say, a worksheet. The more interactive, the better.
• Behind-the-Scenes Peeks: People love the “why” behind creative projects. Share your weird process, the endless hours it took to perfect that jellyfish, and the pencil disasters that almost killed the whole thing. Wildlife lovers and parents alike will appreciate the human element, and it’s great for building connections with people who might not buy now but will remember you later.
• Gift Guides and Occasional Promotions: Every now and then, pop in a holiday post or a “perfect for gift-givers” reminder, especially around birthdays or back-to-school time. It’s a nudge to grandparents, aunts, and uncles looking to impress without resorting to yet another teddy bear.

5. The Big Picture (and Why It’s Worth the Effort)

Focusing on your niche might feel like you’re letting go of the “easy” likes and follows from other artists, but here’s the thing: building a real audience of people who actually want your work is what makes a difference in the long run. Artists aren’t your market, but parents, teachers, librarians, and animal lovers? They’re people who can and will support your work if it speaks to them.

Ultimately, it’s about building a community of people who see the world a bit like you do, even if that world has one too many immortal jellyfish in it. So stop preaching to the choir and start reaching out to the people who will actually sing your praises. You’ll be glad you did.