By Jonathan Milne

What do you do when you think no one is interested in your art and you’ll never make a living from it? It is a crisis faced from time to time by most creative people.  It’s normal.  There are ways to cope.

The early days of TLC involved some massive wobbles.  Back in the late 1980s and early 1990s TLC was tiny and vulnerable.  I worked like a maniac to ensure that our classes happened and that they were memorably good.

The money situation was chronically fragile.  I used to jog to the post office every day and hope that new enrolments were in the mail.  I also grabbed opportunities to do other work (mostly part time teaching) to keep the cash flowing.

By far the most positive thing was the progress of students who did our courses.  It was richly exciting and positive for just about everyone who participated.  Excitement doesn’t pay the rent but it’s a signal that something good is happening.  The hunger and enthusiasm of students helped to convince me that TLC ideas were worth fighting for.

Maybe this is more important than anything else.  If you feel that your work matters, that you have something to contribute to the world, then difficulties cease being psychological burdens.  You still have to apply yourself to achieve practical results but it’s a whole lot easier to focus on action instead of being bogged down by worries.

Like most artists I’m not driven by money but I realised that it was important to deal with the financial side of the school.  I felt invigorated talking with marketers and reading books on marketing.  The underlying idea is to draw attention to things of value.

Marketers can be pathologically optimistic and it took time (and many mistakes) before I realised that there are no certainties.  Marketing, like art itself, is a conversation.  You have to discover what works.  The oddest thing I ever did was spray pamphlets with a little whiff of perfume before putting them in letter boxes.  It didn’t sell anything but it did add a new dimension to a hugely boring task.  And of course it was research.  I was learning about the way people connected (the things that don’t work are just as important as the things that do – you learn how to make the best use of your energy).

My current marketing guru is Jeffrey Gitomer (http://www.gitomer.com/).  Gitomer.com is bursting with good tactics (all free) and – hidden behind the blah – an engaging sense of life, the universe and everything.   He encourages you to be effective by being yourself – a great message for artists.

When you hit the inevitable speed wobble, take time out to consider what has worked really well.  Chances are that’s going to be the zone of the ‘real you’.  The next step is to build on what works.  For a dose of hard-headed encouragement you might like to check Gitomer.com.  Then it’s a matter of pondering your situation and figuring out what you can do to make a difference.  In the end it isn’t the wobble that matters, it’s your willingness and ability to make an effective response.

Tags: Jonathan Milne, Speed Wobbles