How to Turn "I Like That" into "I Will Buy That"
Picture this: you’re showcasing your latest creation.
Maybe it’s a stunning photograph, a brilliant illustration, or an innovative consulting framework, and people are showering you with compliments. “I love this!” or “This is amazing!”
You get super excited... until you realize those enthusiastic admirers aren’t exactly lining up to open their wallets.
Sound familiar?
If you’re nodding along, you’ve stumbled into one of the biggest challenges facing creative entrepreneurs today.
It’s the age-old tension between artistic integrity and commercial viability, between creating what you want and creating what the market wants.
I received this exact question from a photographer friend of mine the other day:
“How can I turn ‘I like that’ into ‘I will buy that’?”
It reminded me how often we can get our wires crossed when listening to positive feedback instead of actual behavior and I thougth it would be good to create a post about it.
We creative people have this incredible superpower (talent), but figuring out how to use it to save the day - and pay the bills - can feel like solving a puzzle designed by the Riddler himself.
The good news is you don’t have to choose between creative fulfillment and commercial success.
Your success lies in finding that sweet spot where your artistic vision meets market demand, creating something that’s authentically you while also being irresistibly valuable to your audience.
Understanding Your Audience
Before you can transform casual admirers into paying customers, you need to understand who they really are and what makes them tick.
Think of this as your sidekick analysis; getting to know the people who’ll support your heroic journey.
The first step is researching and identifying your target market.
This isn’t about abandoning your creative vision; it’s about aligning your superpower with a market that genuinely needs and wants what you offer.
Start by looking at who’s already engaging with your work.
- Are they fellow creatives seeking inspiration?
- Small business owners needing professional services?
- Art collectors looking for unique pieces?
Once you’ve identified these groups, dive deeper into their world.
- What problems keep them up at night?
- What goals are they chasing?
- What would make their lives easier, more beautiful, or more successful?
This isn’t just demographic data. It’s emotional intelligence that will help you create work that resonates on a deeper level.
Here’s where many creative entrepreneurs get tripped up: they assume that “I like that” automatically translates to “I’ll buy that.”
But there’s a crucial gap between appreciation and action.
Someone might genuinely love your watercolor paintings but have no wall space in their apartment.
They might admire your consulting insights but not have budget allocated for professional services.
The key is understanding what moves people from admiration to investment.
Usually, it’s when they see clear value that addresses a specific need or desire.
Your job is to bridge that gap by positioning your creative work (superpower) as the solution to their problem or the key to their goal.
Finding Your Niche: Developing Your Superhero Identity
Every great superhero has a signature move, a unique combination of powers that sets them apart from the crowd.
For creative entrepreneurs, finding your niche means discovering where your passion intersects with market demand in a way that’s distinctly yours.
Start by taking inventory of what makes your work unique. Maybe you’re a photographer who specializes in capturing authentic moments for introverted entrepreneurs who hate traditional headshots.
Perhaps you’re a graphic designer who helps eco-friendly brands communicate their values without looking preachy.
Or you might be a consultant who helps creative freelancers streamline their business operations without losing their artistic soul.
Things start to happen when you combine three elements:
-
What you’re genuinely passionate about
-
What you’re exceptionally good at
-
What the market actually needs
*This concept is well documented in one of my favorite books, Good to Great by Jim Collins
This isn’t about following trends or copying what’s popular - it’s about finding your authentic voice within a space where people are actively seeking solutions.
An illustrator friend of mine spent years creating beautiful fantasy art that scored thousands of likes on social media but very few sales.
At one point, she began to notice a pattern in her comments section: several small business owners were asking if she could create custom mascots for their brands.
She pivoted slightly, applying her fantasy illustration skills to brand mascot design, and suddenly those “likes” turned into lucrative contracts.
Her superpower remained the same, but she found a niche where it was desperately needed.
Balancing Creativity and Commerciality: Kryptonite Mitigation
Many creative entrepreneurs (”superheroes”) fear that commercial considerations will corrupt their artistic integrity and label them as a “sellout.”
However, those constraints can actually fuel creativity rather than stifle it.
Innovation within market constraints is like having a specific challenge to solve, and superheroes thrive on challenges.
Additionally, if you want to make money with your superpower, there will likely be times you’ll need to adjust it to meet the needs of those interested in exchanging money for it.
When you understand what your audience needs, you’re not limiting your creativity; you’re giving it focus and direction.
It’s the difference between wandering aimlessly through a forest and having a map to treasure.
Photo by Annie Spratt on Unsplash
The key is learning to test and iterate your ideas in ways that honor both your creative vision and market feedback.
Start small with pilot projects or limited releases.
Create variations of your work that speak to different audience segments.
Consider this example: say you’re an illustrator who loves drawing (or painting) animals. Now imagine doing the same thing, but in a way that veterinarians would want to hang on their walls.
Pay attention to what resonates most strongly, not just in terms of likes and comments, but in actual purchasing behavior.
Here’s another example - I’ve been creating cartoons for years, and like many creatives, I initially priced them based on what I thought they were worth, or more accurately, what I hoped they were worth.
I looked at other cartoonists’ prices and set mine competitively, but sales were slower than a sloth in winter.
I tried everything: sales promotions, bundle deals, different price points ranging from $15 down to $8.
Nothing seemed to click.
Then, as I was about to give up on the whole idea, I tested a sale where individual cartoons were just $5 each.
My creative ego took a hit - surely my hard work was worth more than $5?!
At first, I felt defeated.
But then, sales started to roll in.
The market told me my cartoons were only worth $5, and that stung.
But as I continued selling at this price point, I realized something important: I was getting my work into more hands, reaching a broader audience, and building a sustainable income stream.
More cartoons in circulation meant more exposure, more word-of-mouth marketing, and ultimately more opportunities.
The market had spoken, and while it was a punch to my pride initially, I eventually became comfortable with it.
After all, the goal was to sell cartoons and connect with people through my work - and at $5 each, that was happening consistently.
Sometimes the market teaches us lessons we didn’t expect, but listening to those lessons can lead to unexpected success.
Monetizing Your Creativity: Gadget Development
Just like Batman has multiple tools in his utility belt, successful creative entrepreneurs diversify their revenue streams.
Don’t put all your eggs in one basket.
Explore different ways to monetize your superpower.
Consider various pricing models and revenue streams. Maybe you sell original pieces at premium prices while also offering prints at accessible price points.
Perhaps you combine one-time services with recurring revenue through subscriptions or retainers.
You might create educational content, offer workshops, or license your work for commercial use.
The key is testing what the market will actually bear, not what you hope it will bear.
This means being willing to experiment, gather data, and adjust accordingly.
Remember my cartoon pricing story?
It taught me that sometimes success comes from meeting the market where it is, not where we think it should be.
Don’t be afraid to experiment with lower prices if it means higher volume and better market penetration.
Note: keep in mind it’s always easier to lower prices than increase them. So if you’re going to test lower prices, use a sale with various percentage points.
You can always change (raise or lower) prices later as you build reputation and demand.
You can’t live off of expensive work that nobody buys.
Think about creating a value ladder - different price points that allow customers to engage with your work at various investment levels.
Someone might start with a $5 cartoon, then commission a custom piece for $50 (which has happened), and eventually hire you for a larger project worth hundreds or thousands (which also happened).
Each interaction builds trust and demonstrates value.
Your Creative Superpower Meets Commercial Success
Balancing creative vision with commercial demand isn’t about compromising your artistic integrity.
It’s about finding sustainable ways to share your superpower with the world.
The most successful creative entrepreneurs are those who learn to listen to their market while staying true to their unique voice and vision.
Remember, every person who says “I like that” is giving you valuable feedback about what resonates.
Your job is to understand the difference between casual appreciation and genuine need, then position your work as the bridge between the two.
The creative economy is vast and full of opportunities for those willing to do the detective work of understanding their audience, testing their assumptions, and iterating based on real market feedback.
Your superpower is valuable.
Sometimes the challenge is finding the right context where that value becomes obvious to the people who need it most.
Ready to transform those “likes” into sales?
Start by choosing one aspect of your current work and testing it with a specific audience segment.
Create something small, price it accordingly, and see what happens.
The market will teach you everything you need to know.
You just have to be brave enough to listen and adjust your cape accordingly.