There Are No Oil Painting Secrets!
This video will probably upset a few marketers. There's a marketing word that triggers me: SECRETS. Well, I'm here to tell you there are NO oil painting SECRETS. And don't get me going about what is the most expensive artist workshop I have ever seen. Good grief!
I was browsing through Facebook following posts by art friends, art forums, and art topics when I came across a post advertising a new book about Oil Painting. What triggered me was the use of the word SECRETS in its title. I don’t mean to disparage the author of the book - I’m sure he put his heart and soul into it. I’m sure it’s probably a good book. However, SECRET is a word that stops me cold. Here’s why…
SECRET is a word that is cleverly used by marketers. Let’s take a look at a couple of definitions of the word and we’ll begin to see why it’s so heavily used by marketers:
A piece of information, object, or action intentionally hidden from knowledge, kept private, or known only to a few people. Something kept hidden or unexplained… a mystery… something kept from the knowledge of others or shared only confidentially with a few. A method, formula, or process used in an art or operation and divulged only to those of one’s own company or craft: a trade secret.
Secret is one of those words marketers reach for because it taps into a very old human instinct: curiosity mixed with exclusivity. It works because it signals hidden knowledge, exclusivity, and advantage. You see it used everywhere! This is so true in the world of marketing art and art training. Let me give you a few examples used by just one major publisher of how-to art courses:
Studio Painting SECRETS
Pastel Painting SECRETS
Pastel Painting SECRETS
SECRETS of Figure Drawing
Outdoor Painting SECRETS
Painting Waterfall SECRETS
Studio Painting SECRETS
Landscape Painting SECRETS
Seascape Painting SECRETS
Rembrandt SECRETS Revealed
SECRETS of Expressive Portraits
SECRETS of Classical Painting
SECRETS of Successful Painting
And here’s one of my “favorites”: 97 Incredible Art Secrets From The World’s Finest Artists.
Are you getting my drift, here?
So why is the word “secret” used so often by Marketers? Consider the following points (note all involve manipulation of human emotions):
It’s a curiosity trigger. “Secret” implies there’s valuable information just out of reach and, of course, our gut reaction is we want it! This works because it creates an information gap. The mind abhors a mental vacuum devoid of information or knowledge. We feel compelled to close it.
Then there’s the promise of insider knowledge. It suggests the audience is getting access to something others don’t know. This plays on exclusivity: you’re now in the inner circle. It makes us feel special if we have this bit of insider knowledge. We think it gives us a leg-up on the competition.
Speaking of feeling special, our pride gets the better of us because now we have a level of expertise that others don’t. That leads me to another reason “secret” works so well in marketing: authority framing. When paired with credibility, it can elevate perceived expertise. The word reinforces the idea that the speaker has access to deeper knowledge.
“Secret” is word used by marketers like a fisherman’s hook. It creates an emotional hook. It can make content feel more personal or intimate. This works especially well in storytelling and brand-building. Sometimes I see this used by artists like this: “A personal secret that changed my work.” Or, “the secret struggle behind successful artists.” I’m not opposed to this usage of the word “secret” in this context when it’s used by an artist telling a story about themselves. Until the artist reveals their story to us - it is truly a secret to us. For me, this is a valid exception. I’m OK with using “secret” in this situation.
And finally, the most agregious use of the word “secret” in marketing is: shortcut appeal. “Secret” often implies a faster, easier path to results. It hints there’s a hidden lever rather than a long grind of work ahead—which is powerful. People want that magic pill that removes all the hard work in achieving a skill. The implication is if you buy this painting course, you will become a “master painter” overnight. Publishers and marketers that use “secret" in the titles of their courses are capitalizing on this desire of instant gratification. It pushes an emotional button that causes people to impulsively buy. To be fair, I don’t think the artists who allow their training videos to be marketed by a publisher intentionally pushes the idea of a magic pill. The training itself may be good, but it’s the way the publisher markets their training I have trouble getting past that.
The bottom line is: marketers know that the word “secret” works. It’s extremely effective in getting the sale. It’s a manipulative tactic that takes advantage of human weakness: we want that magic pill that will convert us into a “Master Painter” overnight. It implies we can short-cut the work that goes into learning the skill to paint. Shame on marketers and publishers that use this word. And shame on us for falling for it.
Did I mention: there are NO SECRETS in oil painting? I have a whole library of books and videos that share a wealth of knowledge. Nothing is held back. Everything that is currently known about oil painting (or any other kind of medium) can easily be found. I’ve taken a workshops, bought courses, and joined a community or two for artists. In every case the artists involved are extremely generous sharing everything they know. I’m proud to know personally and count as friends some of these gracious, humble, modest artists.
About a year ago I came across a social media post by an artist “influencer” who claimed: “When I began my [art] adventure, and tried to find artists to share their experience with me - I came up empty handed… I remember how frustrated I was, wishing that someone out there would would share some kind of knowledge with me.” Well, I took exception with her assertion that artists were withholding their secrets from her. I felt compelled to respond: “I have interviewed and talked to many pro artists. Every one of them are willing and eager to share their process openly. Frankly, I have not met any artist who won’t share their process.” I still stand by that. No artists I have met, conversed with, or studied with have ever withheld “secrets” from me. Ever.
I think this cynical, manipulative marketing tactic originates in part from “big name” marketing gurus that make millions by selling the dream. I’m talking about the “school” of marketing and business defined by the likes of Dan Kennedy, Jay Abraham, Dean Graziosi, Joe Polish, Brandon Burchard, Tony Robbins, and all their ilk. Having personally attended a few of their seminars in person, I believe the largest segment of their audience are lawyers, dentists, chiropractors, health and fitness gurus, and realtors. Of course, most of the marketing gurus have no or little experience in any of these professions - especially being artists. All are selling the dream. Very expensively!
I’ll give you the only marketing tip that matters: people buy from people they know, trust, and like. They buy product or service that they need and like. That’s it! It has served my own business well for decades. No secrets needed.
My final thoughts on the matter: rather than use the word “secrets” in the title of your book or training video, why not use a more honest, sophisticated approach? Offer earned insights instead of “secrets” implying short-cuts. Instead of Oil Painting Secrets why not use something like Oil Painting Insights. I would certainly respect that more. This keeps the intrigue without sounding like hype.
