For Makers and Artists: How to Grow Your Creative Business

If you could create your own fantasy board of directors, who would be on it? CO— connects you with thought leaders from across the business spectrum and asks them to help solve your biggest business challenges. In this edition, we ask the founder of a successful consultancy for his advice on growing a creative business.

In this edition of “Ask the Board,” we feature Kim Robinson, Founder of 3pts, a creative consultancy to help independent makers and artisans turn their passions into sustainable businesses.

From pricing and marketing to networking and time management, Robinson believes that creative entrepreneurs need both artistic vision and operational discipline to succeed.

Here’s his playbook for building your creative business, no matter what you sell.

Decide what you want

It all starts with you. What do you want your business to be and not be? What do you want it to do for you? Answering questions like these will help you plan, make decisions that support your goals, and avoid major pitfalls.

Schedule it in

You’re wearing all of the hats. And like many creative entrepreneurs, there are things you don’t like or want to do. Regardless, you can’t ignore them. They help your business sustain, thrive, and support the life you want.

Don’t rely on memory, guilt, or willpower to stay on top of the work. They will fail you. Set recurring times in your calendar for what needs to get done. Delegate remembering your calendar. Schedule it in. It makes all the difference.

Build offline and online

The old adage is true: Your network is your net worth. The most successful artists and makers understand this. They’ve built networks of collaborators, partners, clients, supporters, connectors, and gatekeepers that keep their businesses in motion. They do this by building relationships offline while using social media to nurture and expand them. Get out there.

Email for the win

While social media gets all the attention, email gets the work done. For every $1 invested in email marketing, there’s an average $44 return. It’s one of the best investments you can make.

In my work with 3pts (“three points”) helping creatives do business, we help artists and makers build plans and systems for their email marketing. Time and time again, I’ve seen the work increase engagement, level up marketing efforts, and boost sales for our clients.

Net net, if you have limited time, prioritize email over social media. You control and own the data. You can reach people directly without relying on a third-party algorithm to be seen. Make email a priority. It will pay off.

Diversify your income

There’s a limit to how much you can produce and because of that, a limit to how much you can earn. Too often, makers burn out by pushing beyond what’s sustainable.

Diversifying revenue is the solution. Think of ways to leverage your knowledge, skills, and experience beyond your core work. There are many ways to generate additional income at a fraction of the time and cost. Could you teach? Offer services to peers? License your intellectual property?

Charge more

You have to. The time you’ve invested in your craft, your research and development, and your unique perspective justify it. People don’t question the cost of lawyers or doctors because they understand the work behind it. Your expertise matters just the same. Don’t undercut yourself by charging too little. Price tells a story. If you don’t value your work appropriately, others won’t either.

CO— aims to bring you inspiration from leading respected experts. However, before making any business decision, you should consult a professional who can advise you based on your individual situation.

CO—is committed to helping you start, run and grow your small business. Learn more about the benefits of small business membership in the U.S. Chamber of Commerce, here.