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When you run a business in a creative industry, it might not always be clear how to monetize your work. Whether you’re an independent artist, a freelance creator or any other form of solopreneur, one of the first steps on your road to success is managing to land your first sale — and that can be a tricky endeavor on your own.
Having each worked in the culture space for some time, the members of Rolling Stone Culture Council know what it takes to run successful businesses in creative industries. Here, they weigh in with words of wisdom for aspiring or current entrepreneurs on how to land that elusive first sale, and what it takes to keep your business going even after you’ve earned your first customer.
Master Your Craft
Consumers are organically magnetized to you when you focus your energy on improving the value of your offerings — whether it be a product, artwork, writing or, in our case, a seed. Independent entrepreneurs who really shine are thriving in their lane. Master your craft and tell your story across digital platforms, and that first buyer will be drawn to you. – Lindsey Bartlett, Fast Buds
Focus on What You Can Control
Refine your value proposition. Develop win-win relationships. Remember, if you’re at the beginning stages of your career, your sole focus should be gaining experience, learning and building relationships with people in your industry. As you grow, you can continue to scale pricing and expectations. – Sam Saideman, Innovo Management
Build Genuine Connections With Your Audience
Focus on building genuine connections. Whether through social media, local events or personal outreach, engage with your audience authentically. People buy from those they trust, especially in creative fields. Show your passion, share your story and let potential customers see the person behind the product. Your first sale often comes from building that personal rapport. – Red Rodriguez, GRAV
Offer Exclusive Promos or Discounts
One effective tip for independent artists, freelance creators and solopreneurs to get their first sale is to offer an exclusive promotion or discount to early adopters. This can create a sense of urgency and value, encouraging potential customers to act quickly. Additionally, providing a special deal can help generate word-of-mouth referrals as satisfied customers share their positive experiences. – Mark Paulda, Mark Paulda & Co
Adjust to What the Market Wants
I see this in new artists a lot — the desire to express their creativity through their art. The problem is when you want to sell your art, it is a matter of the buyer’s taste unless you manage to find an agent or mentor who can sell your art the way you made it. To some, the word “commercialize” reeks of “selling out.” Think of it as simply adjusting your expression to what the market wants. – Zain Jaffer, Zain Jaffer Foundation
Understand the Value You’re Offering
Ask yourself the question: “Why would anyone be willing to pay for what I have to offer them?” Your answer should be solid, honest, easy to understand and, very importantly, you must have the ability to hit that “hip pocket nerve” that will make a person say, “Hey, I want that.” If and after you win your first sale, understand that anyone can do it once. What makes a customer come back for more? – Wayne Bell, Really Big Coloring Books® Inc | ColoringBook.com
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Leverage the Power of Your Network
Stay in touch with your network. Freelancers and solopreneurs don’t come out of nowhere. You likely already have established influence, mentors and potential clients. Networking — from attending industry events to simply reaching out to old colleagues — is critical to kicking off success, providing you with a starting point to gain contacts, campaign support and investors. – Cynthia Johnson, Bell + Ivy
Do What You Say and Deliver
Integrity and trust are the cornerstones of any business relationship. Understand the needs of your client and deliver a solution that you can be proud of. Honor your word and deliver on what you say you will do. When you do these things, a client will stay with you for repeat business and you will attract new business. – Matt Altman, Headline Booking
Find Your Confidence
Be confident. You’re not asking anyone for a favor; you are offering something of value in exchange for payment. No need to apologize for your pricing. Be confident with your pricing and deliver high value to your customers. – Dan Giuliani, Volt Athletics
Earn a Strong Reference
Offer a small, high-value project for free to a well-connected client in exchange for a testimonial. This builds credibility and trust, providing social proof to attract paying clients. A strong reference can showcase your work, boost your portfolio and lead to word-of-mouth recommendations, increasing your chances of getting your first sale. – Jessica Billingsley, Sona Capital
Build a Strong Online Presence
Focus on building a strong online presence by showcasing your unique value and engaging with your target audience on social media. Use content to tell your story, demonstrate expertise and connect personally. This builds trust and visibility and makes it easier to attract customers who relate to and believe in your work, leading to that first crucial sale. – Stephen Nalley, Black Briar Advisors
Create Demand Through Scarcity
Create demand through scarcity for your initial audience. Think limited-time offers, “one-night only” promotions or exclusive deals. This creates urgency, builds trust, generates buzz and shows value by offering something exclusive or unique. – Matthew Forster, CMS Nashville
Start With Those Likeliest to Hire You
Start with people who are likeliest to hire you — those who already know you and currently need what you offer. Most people would prefer to work with someone they know and trust. And if they’re in the market for a product or service you provide, why not choose you? Be bold and have that conversation. It might feel scary at first, but it will get easier over time — particularly as people say “yes.” – Jed Brewer, Good Loud Media
Focus on Doing Great Work
Do great work. If you’re genuine, passionate and hardworking — and there’s a need for the type of work that you’re doing — your first customers will be attracted to your demonstrated success. Limited marketing can give you a boost, but don’t lose focus on the work at the core of your business by trying to run a huge marketing campaign right off the bat. – Evan Nison, NisonCo
