What They Didn’t Teach You In Art School

“What They Didn’t Teach You In Art School” is for the artist who wants to take their career to the next level…

JB Berkow has an unusual background of not only being an internationally known artist but also an artist who has worked intimately with other artists from the beginning of her career. At age 26 she founded the still famous cooperative gallery in Washington D.C., “Touchstone Gallery”. She founded Frenchman’s Art Gallery and Studio, Inc. at age 45 and in 2003 started Rosetta Stone Fine Art Gallery. She has always felt a strong need to mentor and promote other artists. Her book “What They Didn’t Teach You In Art School”, is a culmination of many years of experience and in-depth research. Those who have read it feel it is the best book of its type on the market. You can order a book by calling the gallery at 561.743.3340 or by email at JBBerkow@dsli.com.

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WHAT ALL ARTISTS NEED TO KNOW

TABLE OF CONTENTS
INTRODUCTION

BOOK ONE:  MYTHS, FEARS AND PREJUDICE
BOOK TWO:  BECOMING A PROFESSIONAL ARTIST
MYTHS
1 You Are So Blessed To Be An Artists
2 One has To Wait For Inspiration
3 Talent Is The Main Ingredient For Success
4 Great Art Will Always Be Recognized
5 It Is Better To Work Alone
6 I Have To Love Everything I Do

FEARS
7  Fear Of Succes
8  Fear Of Not Being Good Enough
9  Fear Of Failing
10  Fear Of Rejection
11  Fear Of the Gallery System
12  Fear Of Being Mortal

PREJUDICES
13  Hobbyists Verses Profesionals
14  Studio Verses Plain Air Painitng
15  Ugly Art Verses Pretty Art
16  Elitism Verses the Popular

WORKING LIKE A PROFESSIONAL ARTIST
17  When Does The Experimentation End
18  Building A Body Of Work
19  The Importance Of Business Cards

PRESENTING YOUR WORK TO THE OUTSIDE WORLD
20  Documenting Your Artwork
21  Going Digital
22  Your Presentation Package
23  Where To Send Your Presentation:

    • Galleries
    • Publishers
    • Art Reps, Consultants, and Agents
    • Museums and Universities

SELLING YOUR WORK
24  Formulas For Pricing
25  Promotional Materials
26  Advertising
27  Press Releases
28  Written Agreements
29  Copyright and Consignment Law

30  Grant Proposals and Public Commissions
31  Web Sites
32  Alternative Spaces
32  Art Fairs
34  Trade Shows

  • Crate Building

35  To Print or Not to Print
36  How to Handle Multiples
37  To Self Publish or Not To Self Publish
38  Licensing Your Work
39  Business Practices

  • Record Keeping
  • Book Keeping
  • Deductions
  • Setting Up Your Business

40  Time Management

Some Closing Thoughts

Arletta P.(Pech)
Lovett, TX

This is the best book on the subject of art promotion on the market

Maria Karkmi

Thank you so Much for last Sunday’s talk, for your openness. I had a Mini-art-epiphany when you said stop experimenting—the word experiment! I am recently back to painting after a long absence. That is exactly what I have been doing this last year. And now, it’s time to stop experimenting. I am full of energy and direction now. Thank you!

Susan Saladino
Wellington, FL

I have been in the business of selling art for many, many years and thought I knew quite a bit, but I have honestly learned so much from reading your book that I will highly recommend it to anyone who is in the business of selling their own artwork.

Jane Jones
Arvada, CO

I teach at two state colleges and an art school and am appalled at the lack of business information that students receive. For the amount of money that they pay, it is really shameful. I have often thought that I would have eventually figured out all of the technical information about painting on my own, and wished that I had gotten a degree in business and marketing instead of the art degrees. I will be recommending your book to LOTS of students and am going to ask the art dept. at one of the colleges to order it. Thank you SO MUCH for writing it!

Lucy M. F. Keshavarz
Palm Beach Gardens, FL

I have been meaning to write for a week now to thank you for inviting us to your gallery and sharing your words of wisdom. The space is great as well as the artwork – I hope you do so well that you are forced to triple your space! I’m enjoying your book (your mom’s advice was right on in sooo many ways) and have thought of many people that should read it.

Barney Davey

I recently traded books with JoAnne Berkow. She wrote and self-published, “What They Didn’t Teach You In Art School.” It’s a wonderful book full of practical advice from a very successful artist. She has worked with publishers, self-published her own prints, runs a gallery, just about done it all, and quite successfully, I might add. Her ideas on pricing are as good as any I’ve read. She tells the truth about tradeshows, advertising, publishing and more. She gives advice on getting work photographed or doing it yourself and more and more topics every artist ought to know about. I can’t recommend it highly enough.

Jeanne Dawson
Ft. Lauderdale, FL

Want to thank you for the signed copy of your book that you sent up to Maine with Susan. It even kept me up one night…It is very readable, a marvelous reference, and full of right on insight and practical information. When I get back from my summer here, I plan to share it with some friends involved in the Broward Art Guild, and see if I can get it out there with them. Also want to order three copies right now for artist friends.

Carol Staub
Port St. Lucie, FL

I just wanted to drop you a line and let you know how much I enjoyed your book "What They Didn't Teach You In Art School." It is extremely well written and packed with information that every artist needs to know. It is a welcome addition to my library and a book that I will reference often. It is now on my recommendation list and will be mentioned as one of my favorites to all my students. Bravo!

Clemente Mimun
West Palm Beach, FL

Pertinent, refreshing and honest, well written and easy reading, this book is a step by step guide to artists of all mediums. It answers most questions that confront and afflict artists today. It is regrettable but truthful that artists must spend most of their time promoting and socializing at the detriment of creativity. A must read.

Nina Fusco
Jupiter, FL

JB Berkow paves the path to success with invaluable insight on your road to becoming a professional artist.

Sam Potthoff
Hobe Sound, FL

I can’t thank you enough for your superb book "What They Didn’t Teach You in Art School." When I read early on (page 5) “…because we have to…” I realized that you know, you understand. Not only do you understand, you face issues confronting all of us unflinchingly and realistically. This really is material never covered in any art school and it is invaluable information (and support) for any serious artist. I have recommended the book many times but will not lend it out, it is too important a reference for me.