Questions and Answers about Aletta's coaching and how it works:

"I assist you to bring your ideas into a strong focus so that you can take the right action quickly."

With a successful track record of creating, producing and selling her own work, managing a studio-gallery and delivering entrepreneurial workshops, Aletta de Wal helps fine artists to make more money so that they can get back to making more art. And as an Artist Advisor she designs and develops the programs, services, and educational materials here. Work with her one-to-one to gain incredible traction on your art career.

1.   What is your training?

I was certified in 1975 as a consultant/ coach by Peter Block (before he became a guru); I earned a Masters in Adult Education & Vocational Counseling in 1983; I trained university faculty in Interpersonal Communications and am a Master Coach training coaches; I was responsible for training and organization development for 30,000 employees worldwide from teller to the Vice-Chairman) ; I have coached and trained people from all walks of life, including 4000 artists in groups and 400 individually since 1993; I am being certified in a visual coaching process.

2.   How did you get into coaching?

I was chosen to do so by a leader in business education in 1975.

3.   Why are you better than other art marketing career advisers out there?

I do not believe that anyone is better than another. I believe that there is a right fit between client and coach or not. My brand is to give personal service in an impersonal Internet environment and to customize my coaching tools and methods to each client. I answer my own e-mails.

4.   How much do you charge? Standard charges are listed on the web site: 

Coaching prices for working with me are listed here. Rates for subsequent consultation vary according to the customization of the service and the number of hours pre-paid.

5.   What concrete benefits will I get within the first 30-60-90 days of signing up – what is my return on investment?

Your return on your investment depends on what you do with what we discuss. The benefits reported by most clients are: clear pathway to take action on their goals, detailed information on specific issues contracted for; consistent support for ongoing clients;  inspiration to do the work; the truth about what it takes to be successful as an artist.

6.   What is your process?

The introductory JumpStart process is:

~ I send a coaching agreement that describes our relative responsibilities; you sign, scan/ or type in your name and the date and send back to me.

~ I send you questions that you answer to give me documented context for our dialogue. You answer directly in the Word document, then rename it with the date you complete it and your name and send it back by e-mail. I need to be able to see your career as much as possible through your eyes. Then, I can make recommendations that make sense for you, rather than a general way of doing things.  As you answer the questions, note any insights or observations about the your answers. Many artists find this part of the coaching stimulating and discover a lot about themselves.

~ I will digest your information thoroughly, so the more you give me, the fewer questions I need to ask during the call. This usually takes me a couple of hours spread over 2 or 3 reviews, so you are paying an hour rate only for several hours of my time. I want to be able to brainstorm as much help for you as possible in recording of my analysis. I will do a S.W.O.T. review (Strengths, Weaknesses, Opportunities and Threats; comment on your answers and outline a preliminary “To Do” list.

~ I will send you a link to the recording, so you can listen to it several times. When you feel you have fully absorbed my analysis, you send me a summary of what you have learned, along with any questions you have about what I say. You can also add any questions or additional information that you want me to consider. I will also send you 3 possible appointments for our first call.

~ In your telephone hour we will review your summary, insights and questions. You take notes during this conversation. We brainstorm together on next action steps and how long they will take to complete. We can schedule other calls, and/or identify the correct membership program for you.

~ You have 5 working days after the call to send any final questions related to our JumpStart work together.

~ Your fee covers all of the foregoing. If you would like additional researching, analyzing and documenting specific items/actions on the topic we discussed, we can arrange that. Charge for that e-consultation time is at $100 per hour.

Subsequent packages are described as they are relevant. All processes require you to do the work and for me to guide you. There are no shortcuts.

7.   How long will it take?

For the introductory JumpStart process, the elapsed time varies depends on the clients’ prior experience; the time they take in between steps; my other client load (typically I book 2 -3  weeks out – longer during holiday or travel times.)

8.   How many times/month do we talk and for how long?

For the introductory JumpStart process, we have one hour of telephone time. Other custom arrangements depend on what we decide together, but usually a maximum of 3 times per month for premium coaching packages.

9.   Do you give sample sessions? I give sample information, but not sample coaching.

10.  Can you help me reach my goal within the next 12 months?

That depends on your goal and what you will do to achieve what it takes. I cannot guarantee #2b in your previous answers to my questions. Please let me know if you still want to speak for the free 15 minute call.

11.  Do you do anything for me, or do you tell me what to do?

 I suggest avenues for you to take,. I do edit Artist statements and review other documents you submit elsewhere. Robin Sagara does hands-on work for print and web promotional actions and materials as well as on-site support in the Los Angeles area.

12.  Will you help me find galleries?

I will suggest ways for you to find potential galleries and will review your choices.

13.  Will you help me sell my work?

No. I am an advisor who wants you to be self-sufficient.

14.  What is your experience marketing living artists who make representational art?

The type of art is immaterial to the work I do. You can see a sampling of the range of artists at our featured artists page.

15.  Do you work mostly with emerging artists, mid-career or established artists?

I work with all three.

16.  Will you advise me mostly on my art/creative process or on marketing/selling my art?

I advise on balancing making and marketing art with having a  life; art business; art marketing.