How Attention, Not Suffering, Builds a Sustainable Art Career
For many South African artists, the idea of making a living from art can feel unrealistic. We grow up hearing that art is something you do on the side, that creativity doesn’t pay, and that recognition only comes much later, if at all.
During the Covid lockdowns, when many of us were forced to pause and rethink our lives and livelihoods, I came across the marketing teachings of Manuel Suarez. At that time, I was self-employed with a dream of owning my own art store, I was running a small online art supply business from my home in Johannesburg while raising my young children.
I was trying to build something meaningful with very limited time, very limited money, and a lot of responsibility. What drew me to Suarez’s work was how practical and accessible it was. His message wasn’t about big budgets or complex systems. It was about giving value, teaching others, helping others succeed and understanding how attention works and how anyone can build it, even with very little.
That shift in thinking changed the way I approached my art and my business, and ultimately helped me take things to the next level. I’ve seen firsthand how these principles work in real businesses and how they can be used to help artists grow sustainably. My goal is simple: I want artists to be successful.
Attention Comes Before Income
One of the core principles Manuel Suarez teaches is simple:
Money follows attention.
This matters deeply for South African artists, because many creatives focus on selling before they’ve built visibility. But income is not the starting point. It’s the outcome.
If people don’t know your work exists:
- They can’t buy it
- They can’t share it
- They can’t support it
Understanding attention helped me realise that growth wasn’t about doing more, it was about showing up more intentionally, in the right places.
The “Struggling Artist” Myth Needs to End
South Africa has an incredibly rich creative culture, but we also carry the belief that artists are meant to struggle. That hardship equals authenticity. That success somehow compromises the work.
Manuel Suarez challenges this directly. Marketing does not change your art. It removes obscurity.
Being visible does not make your work less meaningful.
It makes it accessible.
Artists who succeed are not luckier or more talented, they are more consistent about being seen.
10 Things Manuel Suarez Teaches That Anyone Can Do (With Little or No Money)
One of the most powerful aspects of Suarez’s teachings is that they are accessible. You don’t need expensive ads, fancy equipment, or a large team. You need consistency and clarity.
Here are ten principles he consistently reinforces and how they can apply to artists:
1. Be Where Attention Already Lives
You don’t need every platform. Start where people already are: Facebook, Instagram, and YouTube. Facebook in particular remains powerful for community-building in South Africa.
2. Document Instead of Perform
Share your process. Show the work in progress. Talk about what you’re making and why. This builds trust faster than polished perfection.
3. Be Consistent Before You Try to Be Clever
Posting regularly matters more than posting perfectly. One post a week, consistently, beats bursts of activity followed by silence.
4. Use Organic Reach Before Paid Ads
Suarez strongly advocates mastering organic content first. If you can’t get attention without paying for it, paid ads will only amplify the problem.
5. Speak to One Person, Not Everyone
Your work doesn’t need to appeal to everyone. It needs to resonate deeply with the right audience.
6. Repeat Your Message
Most people don’t see your content the first time. Repetition is not annoying. it’s necessary.
7. Tell Stories, Not Just Facts
People connect to stories far more than information. Share why a piece exists, what inspired it, or what problem it solved creatively.
8. Build an Owned Audience
Social media platforms can change overnight. Suarez emphasises building email lists or direct communities so you’re not dependent on algorithms.
9. Make the Next Step Obvious
Never assume people know what to do next. Tell them how to buy, how to commission, how to follow, or how to stay connected.
10. Start Before You Feel Ready
Perfection delays growth. Suarez repeatedly reminds people that clarity comes from action, not overthinking.
Why This Matters for South African Artists
Historically, South African artists relied on galleries, institutions, or overseas exposure to validate their work. Today, artists can build direct relationships with collectors, supporters, and communities — locally and globally.
Manuel Suarez teaches that long-term success comes from:
- Owning your audience
- Communicating directly
- Building trust over time
These principles apply just as powerfully to artists as they do to businesses.
Why I’m Sharing This Through The Deckle Edge
The Deckle Edge exists to support artists, customers, and each other. The knowledge I gained during Covid didn’t just help me personally; it helped to reshape how I think about supporting the creative community around us.
Sharing this perspective is part of that mission.
Artists deserve to understand how attention works, how to grow sustainably, and how to build creative lives that also support their families.
Learn Directly From Manuel Suarez
Manuel Suarez shares his teachings openly on YouTube:
https://www.youtube.com/@ManuelSuarezNinja
His content is practical, grounded, and highly relevant to artists navigating today’s digital landscape, especially those building with limited resources.
South African artists do not need to leave the country, suffer endlessly, or wait for permission to succeed.
They need:
- Visibility
- Consistency
- A basic understanding of how attention works
Your art already has value.
Learning how to be seen allows that value to support you and your future.
Did you like this article? Please comment below on how you have used this information to help your art business.
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