How to Reach the Ideal Audience for Artists—and Why It Matters

Many equine artists reach a stage where their technique is strong, their ideas are clear, and they’ve started to put their work into the world. But even with quality work, something’s missing: it’s not connecting with the right people.And that gap isn’t about skill.It’s about strategy.

Because if you don’t know who you’re speaking to, your art can end up floating—seen, perhaps, but not truly recognised.

Work by Japanese artist Kyoko Yoshida

The Real Problem: Your Equine Art Isn’t Reaching the Ideal Audience for Artists

It’s tempting to apply to every fair, show on every platform, and say yes to every opportunity.

But without direction, this becomes exhausting—and ineffective.

Your work might be strong, but if it’s shown in the wrong context, it won’t land.Think of it this way:If you don’t know who you’re trying to reach, how can they recognise themselves in your work?

And once that confusion sets in, questions start piling up:

Should I apply to this exhibition?Is this the right audience?Why isn’t anyone responding?

Otherwise, it’s like entering your cat in a dog show—beautiful, well-prepared, and completely out of place. The issue isn’t the work. It’s the context.

The Solution: Artist Positioning and Portfolio Strategy

The moment you define your ideal audience as an artist—that specific group your work is meant to speak to—everything shifts. You gain a filter. A standard. A way to stop wasting time on spaces that aren’t aligned. Not every horse lover is your collector.Some connect with detail and discipline. Others seek story, energy, or emotional weight.

Your ideal art collector is out there.But they won’t find you by accident.

You need to speak their language—and know where to show up.

Art Coaching for Equine Artists: What Changes When You Define Your Ideal Audience

Helping equine artists find and reach their ideal audience is one of the most powerful parts of my coaching. I’ve worked with artists who were struggling to sell their work—until they discovered who it was actually for. Within weeks, they weren’t just creating—they were connecting. This is one of the most common blocks I see in coaching—and one of the most transformational to get through.

Because once you understand who you’re truly creating for, everything else—from your portfolio to your pricing—starts to make sense.

And that’s the point.You’re not meant to please everyone.You’re meant to connect with the right ones.

Ready to Grow Your Professional Art Career?

If you're done throwing your work into the void and hoping it lands, I can help you define your perfect client—and shape a practice that actually speaks to them.

Visit Paard Verzameld or get in touch. I’d love to work with you.

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About the author

Joyce Ter Horst is a curator, consultant, and art coach specialising in contemporary equine art.

As the founder of Paard Verzameld Equine Art Services, she collaborates with galleries, collectors, and institutions to curate compelling exhibitions that position equine art within the broader contemporary art world.