Salvador Dali - Impressionism In Marketing

One of the great things about being an ex-pat is being able to be a tourist in your own country.

It’s something I didn’t do as a national in my homeland in England. Don’t get me wrong, I did some things but then, for example, I never went to Bristol Zoo in the seven years I lived around the corner.

Here. Different story. Lots of trips. Lots of sites. Lots of t-shirts from various places that I’m not likely to go back to any time soon.

One recent trip stood out and that was a visit to the Salvador Dali museum in Tampa.

The man himself was more than interesting. His work, fascinating. (Any artist that can get thousands upon thousands of people to go ‘ooo’ and ‘ahhh’ every day deserves their work to be called fascinating, at the very least.)

Seriously, the “paranoiac-critical method” made me see things that I didn’t know existed, let alone were embedded in his paintings.

Anyhow, me being me started to draw parallels between the man and his work to small business marketing.

(You MUST have seen that coming!)

Here are 3 marketing takeaways from a trip to the Salvador Dali museum in Tampa.

Bold Self-Expression can define you and your work

Part of the allure to Dali is the man himself. From top to bottom inside and out. (You’ve seen his mustache, right? He could have cut glass with it!).

I recently held a workshop and touched on the subject of self-expression and was asked to elaborate on the concept. I wish I had already been to the Dali museum to offer examples.

It’s SO important for the small business owner in today’s world to not feel like they have to conform to some pre-defined notion for self-presentation.

Dali was bold in his speech. Being himself and earning the adoration of fans for doing that. I’m not saying that you need to come up with a quote like “Don’t do drugs, I am drugs”. However, be yourself.

Marketing is everything you do

Jay Conrad Levinson said that marketing is every form of interaction that you have with the outside world.

I agree (for what it’s worth!).

As much as self-expression increases likability with those that you are meant to serve, creating the personal and company brand around your personal and team values is highly beneficial.

I get the impression Dali saw himself as a character. What we saw was probably very different to the real Dali and that is OK. What is important is that he new to be consistent (consistently _____ ). Consistent in his brand.

When you are in any situation that there is a possibility work may be discussed, you are marketing yourself and your business.

Create a clear and simple message

Don’t get me wrong. I LOVED squinting at Dali’s work to try and see the hidden optical illusion that he teased us with.

However, this can be a dangerous approach with any client/prospect facing materials.

In this world of oversupply we know the importance of capturing the readers attention with relevant copy. Prospects don’t want to be searching for the benefits, they want a clear indication. Segment your marketing to specific audience so that you can apply specific, relevant, messages to them.

Dali was happy for people to see whatever they wanted to see in his work. Apply the same logic to your sales and marketing and you’ll not have any positive responses from your outreach.


All in all, there are many many marketing ‘lessons’ that can be drawn (no pun) from art and the artists.

Dali was exceptional. Partially because he empowered himself to be so.

In this sense, there is no difference between you and Dali.