You want an email replied to, but they have not written! You want a gallery to ask for your art and tell you where to send images, but how? What are the best tips for writing and getting a reply and also how to cold call galleries?

A text an audio script is below for calling galleries is here along with many templates for writing to galleries, museums and others.

For cold calling Galleries:

First make a list by researching online all the galleries near you or within 90 minutes driving. Write doen their names and numbers.

Ideally visit them once just to look around and not talk and take notes about the space and the show to remember your reactions and feelings there.

That is then your master list with notes.

Next, following your master list, you’ll start making some cold-calls to galleries. You’ll be asking if they ever take the time to check out work by emerging artists (like yourself). If they say that they don’t, you can simply thank them and hang up. (see the exact script below) But if they respond positively, and many will, then ask who specifically at the gallery you can send your work to and how they prefer to see it. In other words, you will be asking for more names and more email addresses, and other relevant details.

Here is a sample script that you could follow:

“Hello. I am calling to ask if you look at the work of new artists.”

(If the answer is No, then say thank you and hang up)

If the answer is “Yes”: then say

“Who is the best person to send my work to?”

“What’s email address should I send work to?”

Then after they tell you that, write it down and say-

“Do you know what format they prefer – jpegs attached to an email or websites,?”

Then when they respond say:

“Great. Thank you, What is your name?” Then write it down and say:

“Excellent. Thanks so much for your time.”

If you want to hear me using this script on the phone, listen to this audio - https://yourartmentor.com/interview/gallerycalls.m...

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Email Subject: An Opportunity for You?

Hi [Name],

I’m not sure if you saw, but I recently won the [AWARD NAME]. In the days since receiving the award the [NAME] paper wrote it up, and I received an outpouring of support. Based on this response, my feeling is that there are probably some sales to be made, so I thought you might have some thoughts on how to capitalize on this attention. I have a new body of work you haven’t seen, and I’m wondering if you’d like to visit and chat about all of this.

Let me know,

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Email subject:  Happy New Year + Reconnections!

 Hi [Name],

Happy 202X! I wanted to take advantage of the new year to follow up on some correspondence we had a while back — it’s always a good excuse to check in.

I’m wondering what projects you’re working on this year and if there might be a space for my work. Since we last talked I’ve been working on [x,yx].

Anyway, no pressure obviously. I’m just trying to figure out my plans for the year, and having a sense of what others are doing is helpful with that.

Let me know,

HOW TO REKINDLE A LOST CONNECTION

Email subject: Long Time No Chat!

Hi [Name],

It’s been a long time since we’ve talked! My bad about that, but I’ve been following what you do, and it’s been really great to see you thrive. [Say something here about what they’ve done that you liked and why.]

I’m writing now because I have a show that seems like it aligns with your interests and I’d love for you to come and see it. Plus it would be so great to reconnect. The show is open through x date. I’m available on x days. Would any of these dates work for you? If not we can find another time that works.

Let me know,

[Name]

HOW TO USE YOUR CAREER HISTORY TO GET A STUDIO VISIT WITH A GALLERY YOU KNOW

EXPLORATORY EMAIL

Subject: Do you know anything about X Gallery?

 Hi, I've been looking at X Gallery and I feel like they might be a good fit for my work. [explain why here] I'm trying to find out a little more about the gallery, and it makes sense for someone to make a personal introduction for me. I'm not sure if this is you or someone else-could you point me in the right direction

Let me know,

Your first name

EMAIL A GALLERY YOU KNOW OR YOU HAVE AN INTRODUCTION TO

SUBJECT: REFERRED BY [all cap] Artist Name

 Dear [Gallery name],

Our mutual friend [name] was just participating in an [art show, panel discussion etc] with me on the subject of [x] and she suggested I reach out to you to share my work. I believe she mentioned me to you already. I'm a long time fan of your gallery, and in particular your attention to [subject], so am grateful to [name] for this connection.

[This paragraph is a list of your recent accomplishments. Here is an example of how it might look.] After over 20 years being based in New York City, I moved upstate last year. The move gave me access to much larger spaces, and I've been able to make the largest, most ambitious work of my life. Perrotin presented my paintings in a group exhibition last summer and Hyperallergic wrote a wonderful review of the show. A catalog of the works will be published in May by Thames & Hudson.

If you have time, I would love for you to take a look through my website. It serves as a comprehensive resource for the work I have made over [x time]. [If you’re writing to a gallery and you’re an artist with 20 plus years of work, direct them to a section with your last five years of art only.] I'd love for you to drop by my studio if you're so inclined.

Let me know if there’s a time that works for you. 

[Name]

EMAIL TO DEALER WHO HAS JUST ANNOUNCED A SHOW THAT IS ABOUT THE EXACT SUBJECT YOUR WORK EXPLORES BUT DOES NOT KNOW YOU

EMAIL SUBJECT: Congratulations on the Show + an Inquiry

Dear [Gallerist's Name],

I'm writing because I am so excited to see that you’re launching a show on [subject]. I’m not sure if you’ve seen, but I’ve been dealing with this subject in my own work now for [time period].

I’m guessing you’re already set, but if you need work for your back room to supplement the show, I have some available.

Let me know if you want to chat,

[Name]

EMAIL TO GALLERY THAT DOES NOT KNOW YOU

Cold emails are never ideal, but there are also times when it makes a lot of sense to send them. For example, sending your work to galleries who are obviously a good match for your work can yield results. (Carpet bomb emails won’t work.) 

Dear [Gallery name],

I’ve shown with many of the artists in your roster such as [name] so I wanted to reach out to you and share my work. I'm a long time fan of your gallery, and in particular your attention to [subject].

[This paragraph is a list of your recent accomplishments. Here is an example of how it might look.] After over 20 years being based in New York City, I moved upstate last year. The move gave me access to much larger spaces, and I've been able to make the largest, most ambitious work of my life. Perrotin presented my paintings in a group exhibition last summer and Hyperallergic wrote a wonderful review of the show. A catalog of the works will be published in May by Thames & Hudson.

If you have time, I would love for you to take a look through my website. It serves as a comprehensive resource for the work I have made over [x time]. [If you’re writing to a gallery and you’re an artist with 20 plus years of work, direct them to a section with your last five years of art only.] I'd love for you to drop by my studio if you're so inclined.

Let me know if there’s a time that works for you.

[Name]

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DM:

Hi [Name],

Just slipping into your DMs to say hi and share this with you (share a meme or something relevant.)

Follow up with one to two more messages.

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ON INSTAGRAM

Event: Unanswered request via DM on Instagram

Response: Wait six months, and then DM to congratulate them on a recent success they have had - a great show, a press mention, etc. Do not mention the old request. Your DM will resurface the old request, which they will be more inclined to answer, now that you’ve just paid them a compliment. If they don’t mention the old request, they are not interested.

RESPONSE TO A GALLERY FOLLOW ON INSTAGRAM

Event: Gallery starts following you

Response: DM

○ Thanks for the follow, [FIRST NAME OF DEALER]! I love your program.

○ If no response, do not DM further for no.

○ If they respond with anything resembling, “I’m a fan of your work.” you can DM something to the effect of: “Thank you! You’re welcome to come for a studio visit any time.”

○ If they add a qualifier like, “I’m looking forward to learning more about the work” hold off. That’s dealer code for, “I like what you do but I’m not ready yet”

TAG A CURATOR WITHOUT SPAMMING THEM

Create a post documenting a show you’ve seen recently on the subject of your work.

Identify the theme and artists whose work you liked.

Tag the curator and artists you mention.

Note: Do not mention your work in this post. Any curator you’d want to work with can put two and two together and understand why their work is of interest to you.