Miriam Schulman: How Can Artists Build a Profitable Art Business?
- Martin Piskoric
- Jun 10
- 5 min read
Can you really make a living from your creativity?
For many aspiring artists, designers, writers, and makers, that question sits quietly in the background of every career decision. Perhaps you've been told that creative work is a passion, not a profession. Maybe you've spent years balancing your art with a day job, wondering whether financial success and creative fulfillment can coexist.
That was exactly the crossroads faced by Miriam Schulman, artist, author of Artpreneur, podcast host, and founder of the Artist Incubator program. Before becoming a successful entrepreneur, Schulman worked on Wall Street. But after the events of 9/11, she realized she was pursuing security at the expense of purpose.
“There’s nothing like a crisis that’s going to lift the veil on what’s not working in your life,” she explains.
Her journey from finance professional to multiple six-figure artist offers valuable lessons not only for creatives but for entrepreneurs across industries. The principles she teaches—pricing confidence, sales psychology, audience building, and implementation—apply whether you're selling artwork, consulting services, digital products, or coaching programs.
Why Do So Many Creatives Struggle to Build a Profitable Art Business?
One of the most common misconceptions among artists is that lower prices lead to more sales.
According to Schulman, this belief keeps countless talented people trapped in a cycle of under-earning and self-doubt. Many creatives assume buyers are highly price-sensitive and, as a result, they lower their prices to make purchasing easier. However, consumers often associate higher prices with expertise, quality, and trustworthiness.
Schulman learned this lesson firsthand. Early in her career, she intentionally priced her portraits below market rates. During one client consultation, she discovered her paintings cost less than the framing itself. The client purchased multiple portraits because they seemed inexpensive relative to their perceived value.
That experience revealed an important truth: customers were willing to pay more than she believed.
Reflect on Your Own Business: Have you ever discounted your work before a customer even asked? If so, ask yourself whether you're reducing prices because of market realities—or because of your own assumptions.
The Belief Triad: The Missing Ingredient in Sales Success
Most entrepreneurs have heard two pieces of sales advice countless times: Believe in yourself.
Believe in your product.
Schulman introduces a third element she calls the Belief Triad.
What Is the Belief Triad?
The three components are:
Belief in yourself
Belief in your offer
Belief in your buyer
The third element is often overlooked.
Many sellers unconsciously judge a prospect's ability or willingness to buy. They assume:
"People in my town won't pay those prices."
"I should offer a discount."
"They probably can't afford this."
According to Schulman, these assumptions can sabotage sales before conversations even begin.
As she explains:
“Maybe I should offer this person my cheaper package. Maybe I should give a discount. That's what not believing in your buyer looks like.”
Even more importantly, buyers may already believe in your expertise and product. What they may doubt is themselves. They're asking questions such as:
Am I worthy of this investment?
Will I follow through?
Can I achieve the result I want?
Understanding this emotional reality helps entrepreneurs guide customers with empathy rather than persuasion.
Are You Selling Benefits—or Feelings?
Traditional marketing advice often emphasizes benefits - tell customers what your product does.
Schulman argues that's only part of the story. Consider global brands such as Nike and you will find they don't simply market footwear features. Instead, they market identity, motivation, and possibility.
People aren't buying shoes. They're buying confidence. They're buying achievement. They're buying a feeling.
How Emotional Marketing Works for Creative Entrepreneurs
When someone purchases artwork, they aren't simply filling wall space. As Schulman notes, a mirror can fill a blank wall. Instead, buyers invest in art because of:
How it makes them feel
What it communicates about them
The emotional experience it creates
The same principle applies beyond the art world. Whether you're a coach, consultant, software founder, or service provider, customers often buy emotional outcomes before functional ones.
Reader Challenge: Think about your own offer. What emotion does it create? Security? Freedom? Pride? Confidence? Belonging? That answer may be more important than your product specifications.
What Are the Five Foundations of a Successful Creative Business?
Schulman identifies five pillars that support sustainable growth.
1. Production - Create consistent, high-quality work.
2. Pricing - Charge based on value rather than fear.
3. Prospecting - Build relationships and grow your audience.
4. Promotion - Develop systems that convert interest into sales.
5. Productivity - Focus on meaningful actions instead of busy work.
These five areas form the foundation of not only a profitable art business but any entrepreneurial venture.
Do Artists Really Need Social Media to Succeed?
One of Schulman's most surprising insights challenges conventional marketing wisdom. Many creators believe social media is essential for growth, yet engagement rates continue to decline.
Schulman notes that average Instagram engagement rates have steadily fallen over time, making it increasingly difficult for creators to rely solely on platform visibility. Her student Lynn Sammis provides a compelling example.
Case Study: From $13,400 to Over $90,000
In 2023, Lynn generated approximately $13,400 in gallery sales. After implementing Schulman's strategies, she achieved a $19,000 month in August 2024. Ironically, that milestone occurred during the same month her Instagram account was shut down. By the end of 2024, Lynn had generated more than $90,000 in art sales.
The lesson? Building direct relationships, improving sales processes, and strengthening buyer trust may matter more than chasing algorithms.
Why Implementation Beats Information
Many entrepreneurs consume endless content: podcasts, courses, books, YouTube videos, social media advice. Yet their businesses remain unchanged. Schulman believes the problem isn't a lack of information - it's a lack of implementation. As she puts it:
“You don't need more information. You need implementation.”
This insight resonates across industries. Knowledge only becomes valuable when translated into consistent action. Whether you're launching a business, raising prices, developing a marketing strategy, or creating your first portfolio, progress comes from execution—not accumulation.
Final Thoughts: Building a Business Around Creativity
Miriam Schulman's journey demonstrates that creative success is not reserved for a select few.
A profitable art business requires more than talent. It demands confidence in your pricing, belief in your customers, emotional connection in your marketing, and a commitment to implementation.
For first-generation entrepreneurs, career changers, side-hustlers, and emerging creatives, her message is especially powerful: you don't need permission to turn your creativity into a business.
The next step isn't learning one more strategy. It's applying the strategy you already know.
Action Challenge
This week:
Review your pricing.
Identify one emotional outcome your customers truly want.
Reach out to three potential buyers or clients.
Implement one idea you've been postponing.
Small actions compound into significant results.
And that may be the difference between creating art and building a thriving business around it.
Comments