Invite Collectors
How to Invite Collectors Without Sounding Desperate
Pre-Show Art Fair Sales Advice
By Mark Shapiro | The Art Fair Advantage
One of the most uncomfortable things for artists to do before an art fair is also one of the most important:
Inviting people to come see your work.
I hear this all the time:
“Mark, I do not want to bother people.”
“I do not want to sound salesy.”
“What if they say no?”
Here is my opinion after decades in the art world:
Collectors rarely dislike being invited.
They dislike feeling pressured.
There is a big difference.
Your goal is not to ask someone to buy.
Your goal is to make someone feel welcome.
Think Invitation, Not Promotion
Many art fairs provide exhibitors with complimentary admission links or digital guest passes so they can invite collectors, clients, friends, designers, advisors, and prospective buyers to attend.
Use them.
This is one of the easiest ways to reconnect with people who already know your work, or people who should.
Your invitation should feel simple:
“I thought of you.”
Not:
“Please come buy something.”
That difference matters.
Who Should You Invite?
Start with:
Past collectors
Previous inquiries
Interior designers
Friends of collectors
Email subscribers
Social media followers who engage often
Former booth visitors
Local contacts
Gallery contacts
Collectors who have shown interest but have not purchased yet
You do not need thousands of names.
Twenty thoughtful invitations can often outperform one large, impersonal email blast.
What Should You Say?
Keep it short, warm, and specific.
Include:
Event name
Dates
Booth number
One strong image
Complimentary admission link, if available
A simple reason why you thought of them
Examples:
“I thought you might enjoy seeing my newest series.”
“This collection made me think of our last conversation.”
“No pressure at all. I simply wanted to extend a personal invitation.”
That feels human.
And human works.
Use More Than One Way to Reach People
Different relationships need different forms of communication.
Email works well for collectors, galleries, designers, and consultants.
Text works best for warm relationships.
Direct message works well for social media followers who already engage with your work.
Social posts help create general awareness.
Even when someone cannot attend, something useful can still happen.
They may reply.
They may thank you.
They may congratulate you.
They may reconnect.
That conversation can become your proverbial foot in the door.
Showcase Your Latest and Greatest
Do not invite people to see everything you have ever made.
Invite them to experience something new, focused, and meaningful.
Present your strongest body of work.
Make the invitation feel connected to the booth.
Make the booth feel connected to your story.
Make the story feel connected to the collector.
That is how interest begins.
My Final Thought
A collector who does not attend this fair may attend the next one.
A collector who does not buy today may buy later.
A collector who simply replies may become part of your future audience.
But none of that happens if you never reach out.
Invite generously.
Follow up kindly.
Leave the pressure behind.
See you on the show floor.
— Mark Shapiro
The Art Fair Advantage