Everyone knows how to do something, and many times those skills are fascinating to others—which is likely why Pinterest and Instagram videos have become all the rage. They have made it easier for the average person to share their skill, craft, or side hustle with an ever-expanding group of followers.

Ceramic artists spend a lot of time in the studio creating, and because of that, our processes are often what is unique to each of us. A lot of potters produce mugs and bowls and vases, but how and why we make them are what each of us have to share with both a local and global audience interested in learning how things are made.

Posting your process on social media is a must, but don’t be afraid to cast a wider net and diversify your portfolio. Know your goal. Do you want to: Generate a robust email list? Drive traffic to your website and shop? Develop a collector base? Educate people about handmade craft? Or, all of the above? No matter which one, writing a well-focused how-to guide will draw attention to you, your process, and your ceramics. 

Assess Your Skills and the Market

There are several ways to approach the how-to format, but first you need to assess your own strengths and skills. Consider which functional pieces you make that garner the most attention or what processes you have specialized in that are unique to your practice. 

Next, take your research one step further and look at social-media posts, fellow artists’ websites, and ceramic and craft publications. Note what stands out in terms of presentation, writing style, and image quality. Additionally, note what’s missing.

Once you have done this research, you are now armed with a long list that you can narrow down to the first how-to article you will write for an eager audience.

Devise an Action Plan

Should you write first or take process images first? Most artists are visual thinkers, so our approach to doing most things is often visual. When writing a how-to article, some artists develop writer’s block because they are not used to approaching process through words. If that is the case with you, consider going into the studio and making the piece while taking photographs of each step. Then, print the images or view them on your laptop or tablet. As you are looking at them, start to write out what is happening in each step. Just like that, you’re on your way to writing the article! 

Writing the Text

First, determine a word count that will fit the format(s) you want to publish in. Your initial draft can go over that word count, but when you edit, you will know where you need to end up.

Start with a brief introduction. Try including what influenced your form and why this piece is particular to you (1). 

As you start the body text, write from the general to the granular. Meaning, first write in the broad steps, then add details to each step, such as dimensions, materials used, how tools are handled, and what stage of wetness or dryness the clay is in at that step, and any applicable tips or safety concerns (2).

Phrase your article as if you’re giving direction to a class or workshop. Tell the reader what to do rather than explaining what you did. Be direct and active rather than passive and use the present tense.

Include corresponding image numbers within the text (figure 1, figure 2, etc.) to indicate which image is being referred to. 

Add a brief bio at the end (3). This will ground your advice in a sense of expertise. Remember, this is not your CV, it’s short note about you. Include your website or social-media handles.

Finally, draft a list of possible titles (4). Your goal here is to be short but attention grabbing all at the same time. 

Add a Sidebar (5)

Add small bits of information that correspond to the images but could be considered superfluous, such as a tools-and-materials list; clay, glaze, and slip recipes; tips on using or locating specialized equipment; or online sources for materials or services. This information can be set apart from the main text and be a resource for the reader, should they want it.

Taking Images (6)

The quality of your images is very important and can determine whether your article is published or not. All images should be in focus, with a full range of contrast and depth of field. Take images that focus directly on what is happening in each how-to step. Clear the background of any studio clutter. Take photographs from the same angle for consistency. Shoot in a well-lit area, but use diffused lighting to avoid harsh shadows. How-to images should include the artist’s hands demonstrating the technique. 

In addition to process images, be sure to shoot images of pieces after they are fired, both the bisque and glaze firings.

Set your camera (DSLR or smart phone) to take high-resolution images. Research any additional image requirements for the print and digital formats you hope to publish in. Knowing these requirements in advance will save you time when shooting.

Edit, Edit, Edit

Writing concisely about a process will keep your readers engaged. Be brief but don’t omit pertinent information. Don’t use up all your words in your intro before you even get started. Your readers want you to get to the action right away. 

Once you are finished with a first draft, step away from the text for a day or two, then go back and edit. Be tough and remember your word count. Consider asking a trusted colleague to read it through and provide you with feedback. 

Work with a Designer (7)

If publishing on your own is your goal, consider collaborating with a professional graphics or web-page designer. Work with them to place the text, images, sidebar(s), and biographical information into an approachable format that is aesthetically compelling to readers. If you’re sending the article to a publication, be mindful of their requirements. It may not be necessary to create a layout, as they may have a staff designer that will format the materials into the brand’s style.

Publish

Now it gets real. Whether you are putting the finished materials on your own website or sending them to your college’s alumni magazine, requesting space in a local art center newsletter or submitting to a ceramics or craft publication, own what you have created and put it out into the world with pride.

Topics: Ceramic Artists

Related Content