Russ Hamilton Interview

“Prints are the mainstay of the art business for those who are full-time”, says Russ Hamilton, a full-time artist since 1970.  Russ has been doing business with Fine Print since 1988, first with photo reproductions and, more recently, with giclée prints.  Russ’ generous personality, combined with his artistic talent and his marketing savvy have made him a role model for those trying to make it as full-time artists.

Russ began his art career back in the sixties, when he worked full-time as a tool and dye maker and sold paintings at weekend park shows.  After making the leap to full-time art, Russ supplemented his income with custom framing and teaching art classes.  “During the first ten years, I didn’t make a lot of sales with my paintings, but I was able to make a living by travelling the Nebraska – Iowa – Kansas circuit conducting painting workshops.  I made a lot of contacts in those years, and once in awhile I still run into people who have taken my classes.”  These days Russ sells just about all his originals and his print sales are brisk.

Russ first became interested in doing prints when he was at a mall show in Cincinnati in the early 80’s. “There was a guy there selling prints like crazy – he had a couple of helpers in his booth and they couldn’t wrap them fast enough.  I thought to myself, ‘I’m going to do that, too’.”  Today, Russ has fulfilled his dream and sells prints and originals through a variety of venues.

According to Russ, one of the most important marketing strategies is cultivating collectors.  “Most people who buy one of my paintings or prints come back to buy again.” He even has a collector in Wyoming who has purchased 50-60 of his originals! He also believes in not putting all his eggs in one basket, “that way, if one avenue dries up, there are still others”.  Besides doing shows, Russ does commissioned portraits of pets from photographs and cache art work (first day stamp covers), is in a couple of galleries, and numerous gift stores.  He has also painted portraits at shows and has painted a few wall murals.

Since Russ is not a “high dollar” artist – he sells a matted and framed 6x12 original for $69 - some may wonder how he can make a living.  His recipe is simple:  Hard work.  Russ puts in about 9 hours a day (and he’s cut back!).  When he is not painting, he is promoting his work.  “You’ve got to look at it as a business, not just doing something you love.”  He has also figured out how to offer giclées to his collectors at an affordable price.  “I buy enough prints at a time to get a price break, so each print is only $22.” Since most of his originals sell right away, he is able to sell the prints at close to the same price.  And with Russ’ wife, Barbara, doing the matting and framing, Russ is able to keep his overhead low.  Barbara is also in charge of maintaining the mailing list and scheduling the shows they will do. 

Russ says that maintaining a mailing list is essential to growing an art business.  “We send out a mailing about twice a year listing our show schedule and promoting new paintings. Visibility is very important”, he says.  “You have to keep your name in people’s minds.”  As far as shows go, Russ cautions against downplaying the little shows.  “I can easily make over $1,000 in just print sales at a small weekend show.  The entry fee for small shows is usually only $30, so it’s easy to make back your entry.”  It’s also good to do the same shows over and over.  “People look for me when they go to shows.  Most people who buy from me once become repeat buyers.  They appreciate that they can afford my art.”

When it comes to marketing giclées, Russ thinks it is important to educate the public as to what they are getting.  “I’ve photocopied articles from magazines on giclées and display the articles in my booth.”  Since most of the buying public isn’t aware of the difference between giclée prints and lithographic reproductions, having information available in your booth as well as being knowledgeable yourself can make the difference between a sale or an empty hand.

Over the past thirty years, Russ has learned much about how to make a sale.  He knows it takes time, hard work, promotion and a genuine fondness for the people who are purchasing your art.  Not everyone can sell a $5,000 painting or even a $500 painting, and not everyone can afford to buy one.  “Don’t discount the little shows and the art buyers with limited budgets.  I’ve made a comfortable living selling affordable art, and my customers reward me with their repeat business.”