Know Your Worth:
How To Price and Sell Your Art With Confidence
Learn how to get paid the true value of your work.
Do you ever wonder whether you should be charging double, triple, or even 10x more for your artwork?
You’re not alone.
Most visual artists in the UK earn less than half the minimum wage. Some estimates put it as low as £2.60 an hour.
Why?
Because the arts ecosystem is underfunded, unfair, and confusing.
As a result, both emerging and experienced artists ask me the same question all the time: how should I price and sell my work?
This course is my answer.
Inside, I’ll teach you how to understand the true value of your work, set your prices using real market data, sell your work independently or through galleries, diversify your income, and find your audience.
You can watch all 15 video lessons before your acrylic paint dries.
You’ll also get a 34 page workbook packed with done-for-you templates, examples, and checklists, so you can take action quickly without second guessing yourself.
Enrol today and start pricing and selling your art with confidence.
- Lisa Anderson, Art Advisor and Curator
Course: Know Your Worth: How To Price and Sell Your Art With Confidence
Instructor: Lisa Anderson
Format: Video Instruction, Workbook, Bonuses, Community.
Status: Open for enrolment
Super-Earlybird
pricing
applies until
August 1, 2026
Join the course now.
Semester Starts October 7, 2026
Want to know more? Keep going ↓
What Artists Are Saying About This Course
“I knew my prices were too low, but felt unsure how or when to increase them. Now I genuinely feel much more confident in justifying the value of my work.”
Craig S
Visual Artist
Berlin, Germany
“This course gives you the tools to re-frame your thinking about how you market yourself as an artist, whilst providing a template to write down a strategy and plan of action.”
Fola Odumosu
Artist Maker
London, UK
“I spend so much time creating my work and feel so lost with how to share and make money from it. Understanding how to strategise placing myself and my work in front of the right people was incredibly valuable.”
Ben Connors
Visual Artist
London, UK
About Your Tutor
Lisa Anderson is an art advisor, curator, and the founder of Black British Art.
Currently Associate Director at Messums, Lisa is the former Managing Director of the Black Cultural Archives and has worked with The International Curators Forum, The Natural History Museum, The Lord Mayor’s Appeal, and many others.
As a consultant, Lisa advises artists, collectors, and institutions on how to build a more equitable and sustainable art ecosystem.
Who Is This Course For?
If any of these statements are true for you, we’re confident that this course will help.
I’m an emerging artist
I want to set myself up for success by learning how to present my work professionally and set prices properly.
I want to be independent
I don’t want to keep waiting around for interest from a gallery (which may take 50%). I want to know how to sell my own work now.
I’m an established artist
As my profile grows, I want my prices to reflect that, but I feel unsure about how and when to increase them.
I want the right audience
Most of my online followers aren’t collectors. I want to find people who value my work and are willing and able to invest in it.
I need to increase my income
I want to get paid fairly and build multiple income streams, so my career is financially sustainable.
Pricing stresses me out
Thinking about pricing makes me feel greedy and inauthentic. I want to get comfortable with this vital part of my practice.
TIP
Think about why someone buys a painting for £10,000 – it’s not just because of technique.
It's because of the story, the meaning, the sense of identity that owning that piece gives them. It’s also determined by your reputation, networks, location, medium, and current trends in the art market.
Find more tips and insights like this in our course workbook.
Enrol now.
What Will I Learn?
By the end of this course, you’ll know how to:
Define your artistic identity
So you feel clear and confident about what your work is really worth.
Determine the value of your work in the art market
And how to price your work in different contexts.
Sell your work both independently and through galleries
So that you have options to choose from with confidence.
Talk about yourself without rambling
So that you can pitch yourself naturally and confidently in any situation.
Understand who and where your buyers are
So you can connect with them instead of wasting time shouting into the void.
Diversify your income in the short and long term
So you have multiple income streams to stabilise your career.
Write a clear artist statement
So collectors and galleries understand what’s special about your work.
Build long-term relationships with collectors
Who will continue collecting your work in the future.
Avoid burnout and the most common pitfalls
By pricing with purpose, instead of underpricing and overdelivering.
What’s Included In The Course?
Lifetime access to 15 short video lessons (you can watch them all in under an hour).
A 34-page workbook (digital + printable pdf) bursting with done-for-you templates, checklists & tips (see FAQs for more).
Free access to Shipping Club, our live online accountability co-working sessions (*if you sign up before the term starts).
Super-Earlybird
pricing
applies until
August 1, 2026
Join the course now.
Semester Starts October 7, 2026
14-Day Money-Back Guarantee
We don’t want you to pay for a course if it’s not right for you. Here’s how our refund policy works:
First, watch the lessons and complete the asterisked workbook exercises. They’re designed to help you get the most from the course.
If you’ve done that and haven’t found the course helpful, we’ll happily refund you within 14 days of purchase.
TIP
There are many formulas and tempting pricing calculators online. Online tools can’t evaluate what makes your work valuable, or what’s happening in the art scene in your area right now.
If you want to feel truly confident in your prices, do the research [in this workbook].
Find more tips and insights like this in our course workbook.
Enrol now.
Frequently Asked Questions
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The workbook is designed to help you practice the skills you’ll learn in the videos, and give you a range of tools so you can take action quickly. These include:
Templates, for example:- Clarify your artistic identity
- Confidence-boosting elevator pitch
- Write a clear, solid artist statement
- Tried & trusted gallery outreach email
Checklists, for example:- Understand your audience with a persona builder
- Discover and show up where your audience is
- Ensure your portfolio is complete (and concise!)
- Avoid burnout by checking in with your values
Also Included:- Pricing Research & Strategy Tool
- Income Stream Menu
- 6-Month Audience Growth Map
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We can’t guarantee you more sales (run away from any course that does!), but we will teach you a set of tried and trusted skills to help you price and sell your artwork properly.
All of our courses are designed to pay for themselves quickly, many times over. It’s entirely possible that you’ll cover your investment in this course with your next sale, with a process you can use again and again.
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Most artists we know hate feeling like they’re “selling themselves”. We get it. But there’s a big difference between confusing, sleazy marketing tactics and hosting a small private view.
By the end of this course, you’ll know how to sell your work in a way that feels authentic and comfortable to you. You’ll also have plenty of tools, like the gallery pitch email, to help take the guesswork out of it.
We’ve specifically designed this course to save you time on marketing and business while increasing your income, so that you can spend more time in the studio.
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If most people currently buying your work are friends and family, that fear makes a lot of sense. This course will teach you how to grow an audience of collectors, which works differently.
For example, if someone collects antique pottery, they’re unlikely to buy a vase at IKEA because it’s more affordable. They’re also unlikely to expect to pay IKEA prices for a unique antique vase.
Art collectors expect to pay appropriate prices, and for your pricing to be consistent, which helps protect the value of their investment. If your work is underpriced, it can actually send negative signals to collectors.
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The classic marketing techniques that might work for selling a used car don’t work for selling art.
What does?
Getting your art in front of people who support that kind of work
Building genuine relationships with those people
Talking about yourself and your work with authenticity
This course will teach you exactly how to help your work sell itself.
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Not necessarily.
A big online following might help you secure press, offers of commissions, and collaborations. It might also help you to sell items like prints, postcards, and workshop tickets.
To sell your original artworks, you’ll need to build relationships with collectors. This course will teach you how to find and cultivate those relationships, and ultimately sell more of your work.
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If no one has bought your work yet, here’s a quick checklist. Have you:
Asked for feedback from several respected arts professionals about your work?
Refined the way you speak and write about your work so it’s clear and compelling?
Tried to sell your work to people who collect work by similar artists?
Priced your work in line with the art market in your area?
If you answered “no” to some of these questions, this course is designed to help you. We can’t 100% guarantee more sales, but we can give you a proven process to follow, rather than relying on guesswork.
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Yes. Although our tutor, Lisa Anderson, is based in the UK and figures are given in pounds (£), the course is based on principles that apply across different mediums and markets.
Lisa has worked with a wide range of artists, collectors, and institutions, which is how we’ve made sure the ideas in this course apply whether you’re a painter, sculptor, fine art photographer, or working in mixed media.
What will vary is your local art ecosystem, such as the number and type of galleries, events, collectors, and typical price ranges in your area. If opportunities are limited where you are, you may need to build relationships internationally.
The tools and techniques in this course will help you understand the market, position your work, and price it appropriately wherever you’re based.
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If you want to learn how to price your rates as a freelancer (for example, setting your daily rate for delivering an art project), that is not covered in this course.
If your work is being sold regularly in galleries, especially over £10,000, this course has not been designed with you in mind.
If you are hoping for an individualised pricing consultation as part of this course, we are currently unable to provide that service.
Why We Made This Course
You invest so much time, energy, and money (materials aren’t cheap!) in your work.
Sometimes it’s hard to imagine a financially stable future as an artist. There always seems to be a reason you get paid too little, if at all.
We believe that you deserve to be paid fairly for your art.
There are people out there who will be happy to pay you properly. You just need to learn how to connect with them, and how to price and present your work in the right way.
You may even be able to cover the cost of this course with your next sale.
So, if you’re ready to learn how to price and sell your art with confidence, enrol now.
Artist Feedback About This Course
“I learned that valuing my work is an iterative process I will have to do time and again during my career. This course will help me to benchmark other artists at a similar stage's prices, keep track of my own, and have a more logical pricing process.”
Souki Belghiti
Multimedia Artist
Casablanca, Morocco
“This course helped me to think about who my audience is and how to price accordingly. I learned the value of defining your identity as an artist, and the idea that people buy into your personal story and journey as part of collecting/purchasing your work.”
Fola Odumosu
Artist Maker
London, UK
“This course has made me feel inspired about an element of being an artist I was really daunted by - and avoiding. I have never seen this advice broken down in such a clear way before in a lecture, book, or online.”
Ben Connors
Visual Artist
London, UK
Super-Earlybird
pricing
applies until
August 1, 2026
Enrol Now ↓
Semester Starts October 7, 2025
Individuals
✓ Includes lifetime access to all course materials
✓ Covered by our 14-day money back guarantee
Groups, Universities, & Organisations
Need access for a cohort, class, team, or organisation?
✓ Discounted group rates available
✓ Individual account logins for every participant
EU VAT-registered businesses must contact us before purchase with a valid VAT number
Still have questions? Contact us.