In the last couple of posts I mentioned the importance of sending out (snail mail) letters of introduction to galleries. The internet may be taking over the universe of marketing but these tried and true traditional techniques work more effectively than ever..

Justin Harris asked if we could share a sample letter – so here goes. This is a fairly standard letter to a gallery director inviting them to review your work. You will note that it is low-key and respectful in its approach – this is a good safe strategy especially if you don’t know much about the director.

Oh – and this is just one example. There are numerous variations you could try but always keep it simple and to the point.

The letter…..

June 1, 2009

Gallery Director

Art Gallery Name

Address

Dear xxxxx,

I am writing to introduce you to my work. I am a pastel landscape artist with a focus on New Mexico desert themes.

Enclosed is a bio, an artist statement, a resume of my art career to date, and a postcard sample of one of my works. I invite you to visit my website at www.mybeautifulartwebsite.com to review a more comprehensive selection of my work.

If you are interested in seeing my art in person, I will be hosting an Open Studio on June 14 from 7 – 9 pm. Please drop by if your schedule permits or contact me to arrange a specific time to visit. I can be contacted by phone at 555-555-5555 or email at artist@mybeautifulartwebsite.com

Thank you for taking the time to review my work.

Sincerely,

Artist Name

Enc.: Bio, Resume, Artist Statement, Postcard

Note that the paragraph about the open studio is optional and could be varied to suit whatever is happening in your art exhibition world. I think its nice to give the option of a next step though…

Oh – and amazingly enough – I’ve found that gallery directors mostly take the time to reply. Of course its mostly the standard, “Your work is amazing but its just not our style” response but I like the fact that there is some old-world courtesy in this process. Then again, occasionally the response letter may show more interest – then life gets interesting!

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