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Educating vs. Advertising an Existing Need:
A popular refrain from marketers of overly complex products like wine, Scotch and Cheese, is… “We need to educate the consumer.”
No you don’t. Those are words uttered by marketers who are unable to understand human behavior.
For many reasons, basing your marketing on educating the consumer is one of the most expensive forms of marketing there is. It is a bad idea for lots of reasons a) Nobody cares about your product as much as you think they do. B) It requires an unrealistic expectation of engagement from the consumer and C) It is incredibly slow and time consuming.
Unless you have immense resources and margins, education as a marketing tactic is a dead end.
By contrast, if you can target your product to an existing need, you’ll have a much easier time selling, with much lower costs.
Here are two contrasting approaches. The first is based upon education, the second is based upon style, celebration and sex appeal- no education required.
Educating vs Advertising An Existing Need
- Limited Edition Giclée
- Printed on acid free, textured fine art paper 330 gsm
- Plate signed
A Word on Framing - Or, why you should let us do it for you:
Having spent your hard earned cash on a beautiful piece of art we strongly recommend professional framing.
Our limited edition giclée prints and serigraphs are printed on the best archival paper available. It is designed to last a very, very long time. We've seen clients who have taken both routes; inexpensive poster frames, which will ensure that the print will not survive the fullness of time, and top end, proper museum type framing.
We have contracted with a local framer, so that you can get a really high quality professionally framed print for probably half of what your frame shop would charge.
We frame our giclée prints using a high quality mat between the print and the plexiglass. For our larger serigraphs we make shadow box frames so that the artwork is set back from the UV plexiglass, and the artwork is floating, 'hinged' to a back board that will make it stand out and look amazing. The moldings we offer are 1" 5/8 (4.25cm) minimalist sleek black or white matte lacquered wood.
Special framing requests are welcome. Questions? email us at art@gapingvoid.com
