A breakdown of a marketing principle old as time itself, but invisible to most tattoo artists.
Born to be an artist, forced to be a marketer
If you're like most anime tattoo artists I've talked to, you probably jumped into this industry because you love art and anime. But somewhere down the line, you realized that being an artist today also means you've got to wear the marketer's hat – and let's be honest, that's probably not what you signed up for. Dealing with DMs, emails, or jotforms to book your sessions, it can feel like your art isn't just about art anymore. It's about battling an algorithm that feels like it's designed to work against you, juggling social media, and trying to stand out in a crowd that's doing exactly the same thing as you are.
You're not alone if you're feeling this way. Many of your peers are facing these same challenges: dealing with slow seasons, handling last-minute cancellations, and the dread of having to constantly post on social media just to get noticed. It's a lot, and it's frustrating, especially when all you want to do is create art that you and your clients love.
Booking Strangers vs. Friends
So, let's cut to the chase. The biggest thing that is holding you back isn't just the algorithm or the competition – it's understanding who you're talking to with your marketing. There are typically three types of audiences who will see your work:
Cold (Never seen you, or your work before)
Warm (Has seen your work, but isn't invested yet)
Hot (The people who know, like, and trust you)
Most of the time, we end up talking to the hot crowd because it's comfortable. But if we're always making inside jokes only the hot crowd gets, we're missing out on a big opportunity to draw in new clientele.
The truth is, winning over someone who's never seen your work before with just a post of your latest tattoo is going to be tough. If your only angle is how your work looks, you're in a tough competition with tons of talented artists out there. But what if you shifted the focus a bit? What if you started sharing more about you, what inspires you, and even some behind-the-scenes stuff that shows off your personality along with your art? Suddenly, you're not just another artist competing on skill alone; you're someone people can vibe with, and invest in.
This type of content helps build your personal brand, which attracts the kind of projects that you want to do, and help you pivot into other opportunity vehicles like merch or prints.
Consider making content that's not just for the die-hard anime tattoo fans but for anyone who loves anime. Slip your work into broader content that speaks to anime enthusiasts in general. This way, you're not just waiting for clients to come to you; you're actively drawing them into your world.
Take it from artists who've crushed it by being unapologetically themselves and building a brand around their unique personality. They're not just selling tattoos; they're selling an experience, a connection. And they've got the client list (and the peace of mind) to prove it.
@Shady_cook is a perfect example to study.
Here is some content inspo for each type of audience:
Cold Audience: So I heard you like (insert anime?) -> Showcase your tattoos from that anime [example]
Warm Audience: Tattooing your favorite animes -> Showcase tattoos you want to book more of [example]
Hot Audience: If loving anime was a job -> Showcase a tattoo scene / character you love to tattoo want to see more of [example]
Get found locally (& globally)
While we're at it, let's talk about your online home – your website. It's time to make that thing work for you. A well-crafted website can tell your story, showcase your art, and handle bookings, freeing you up from endless DMs. It's about turning those warm leads into hot clients without lifting a finger.
But it doesn't stop there, a website also helps you:
Stand out from the sea of artists screaming "DM to book"
Appear on google when locals are searching for tattoo artists
Weeds out time wasters
And I understand, you may have made a website or jot form in the past and it felt like things got slower.
But a well crafted website makes strangers jump out of their boots and into your chair to get tattoo'd.
Here's what you should consider looking for in a website:
Strong copy. Most people think how a website looks is the most important thing, when it's actually the words on the page. Words have the power to influence and spark action.
Responsive design. As of 2024, 60% of web traffic comes from mobile phones. A website that looks good on desktop and mobile is a huge factor in whether or not someone takes action on your site.
Captures information. Most people aren't ready to book today, and that's okay. The only way we can book them when they are ready is by staying in front of them. A website that collects the information of visitors who AREN'T ready to book will help you build a list of clients who get inked in the future.
Steal our playbook that gets artists booked out
I get it, though. There's a lot of noise out there telling you what you should or shouldn't be doing. While I can't tell you what to do, but I can show you what's worked for others and how you can make it work for yourself.
We call it the Anime Client Acquisition System (ACAS for short) and it's 3 step system so simple Luffy could use it and get booked.
Click here to watch a free training on how other artists are filling their books WITHOUT a huge social media following using this system.
