The art of the drop
I've been thinking on this a lot lately and decided to finally try and put this down into words. Over the last few months many of us artists and creatives in the comic industry have been thrust into the brand new arena of becoming salesmen. Not in the traditional sense but moreover as captains of our own pirate ships seeking treasure on a sea that was previously populated with massive corporations and retailers. In addition, we have been forced to undergo hard learned lessons in marketing and fulfillment. Lessons that most people take months or years to learn, we are getting to experience in real time with real customers, real sales, real benefits, and real consequences.
Over the last few months, thanks to the phenomena of Absolute Batman, dozens of creators and over 100 retailers have ventured into the real world of online sales and promotion with mixed results. Many have found success while others have found it fraught with pitfalls and poorly thought out releases.
In the end I feel it comes down to a very simple marketing strategy that is incredibly complicated in execution-"The best way to make a product in demand is to tell people they can't have it". This is an age old philosophy that's worked successfully for older brands like Ferrari, Porsche, and Louis Vuitton to more recent brands like Labubu from Popmart. We of course, are doing this in a much smaller scale. The philosophy- make something desirable and of quality and then make the product scarce enough that people have to do a bit of chasing to get it. Sounds simple in concept but that's the rub. To achieve this you have to have a certain level of customer facing consideration and a perceived desire that your brand is "worth it". At the same time, the chase has to be rewarded by the customer that finally achieves the acquisition feeling they have won a race or achieved a sought after goal. The desired outcome for the creator is to achieve both. If you make your product too available, people won't want it as much as the other similar product that is harder to get. If you make it too exclusive, make the customer jump through too many hoops, price gauge, give dishonest/half truth info, or make the final acquisition not as satisfying, you end up with the same result by turning off your fans and customers. Even if they keep chasing your cover after a disappointing drop, their enthusiasm is now tempered with resentment. Resentment that will only grow with each perceived slight, even if unintended.
Unfortunately, some of this is unavoidable. You can put every consideration into place and do everything possible to explain and placate your audience but there will always be a few consumers that you will never be able to be satisfy. Likewise for the hardcore buyers that will jump through any hurdle, pay any price, and put up with any inconvenience you throw at them. This is always to be expected. I find it best to look at your medium audience and customer. They will make up the majority of the people that will support you and your product. They'll normally make up 70-80% of your sales. These are the people that support you but recognize the value of the product, the value of their dollar, and the value of their support. These are the people I cater to. These are the people all of us should be catering too. By doing this, you cater to the biggest audience possible while also satisfying your hardcore fans. And the 'never satisfied' folks? Well, they were never going to be satisfied anyway so paying special attention to them takes away valuable attention that should be paid to your medium customers and hardcores.
We are currently in the wild west of online retailing. We're all trying to figure our way through this. We also all love to sell out a product. For me it's finding that line between being accessible and being exclusive and desirable. A bit of FOMO is very good for a creator but it can also leave a bad taste in people's mouths. I strive to make my work accessible to anyone that's willing to put in a little bit of chase but not so much that a large number are walking away disgruntled or upset. I also continually listen to my fans and customers(Even the 'never satisfieds') looking for ways and suggestions that will make my drops more enjoyable. Even if you didn't end up getting what you wanted, I want you to feel like you had a fair shot. I want my covers to feel achievable without having to dole out 2-3X the price on the secondary market. With every drop, I'm trying to find new ways to make it better. I have to earn your support, money, and fandom every time. It may never make my covers the most desirable of all the creators but, if I can walk that line between exclusivity and accessibility while keeping the majority of you happy and hungry for more, I'm a happy camper. As long as the medium fan feels that way, I'll feel like I'm doing something right.
I'm so thankful I get to be a part of this and what we get to do together. I'm so excited for what's in store. In the end for me, it's about making great art that you want to own. We're all part of this community and I recognize how much I benefit from your kindness and support. I see and hear you folks. Your enthusiasm for comics and Absolute Batman are infectious. You drive me to produce greater and greater work. I truly can't thank you enough.
Smooth seas,
-Mark
15 comments
Hey, Mark… jhampt87@gmail.com signed up to be a member and paid. I am trying to help him out. He isn’t getting a response through email and has been unable to access the members area of your site. Please look into it if you can. Thanks for everything!!!
Kyle Kiger
Mark, I am a fan for life. I was late to the game with Absolute Batman. In fact, my first cover of yours was Poison Ivy and I have both covers you created including a beautiful Ivy art print for my walls. I have gotten the last three drops and have loved every cover. How you do your drops for the most part works. The last drop struggled with the link to work, but when I got in I was able to get my signed copy and Remarque. I have purchased your Absolute Batman Catwoman cover as well as I picked up your foil Absolute Batman #1 at MegaCon where you gave me the biggest Batman Remarque ever! I have gotten all your drops since Ivy. I have added covers of yours outside of Absolute Batman to include your Immortal X-Men, Absolute Wonder Woman Zatana cover, and Godzilla Destroys the Marvel Universe.
You care about your fans and you make time for them. You give us a fair shot at your prized pieces. Outside of the first printing of your Absolute Batman #1 ( that I am just going to have to buy on eBay unfortunately), I have a fantastic amount of your comics from what I feel is one of the top artists in the industry.
Bobby Bonilla
100% Granted their are issues from time to time but your art has always been worth it and the main reason why I am still here. Shit if my wife likes your art and thinks its worth it, who am I to argue :)
john wisnewski
What a great read and reaponse to the consumers! Perfectly accurate. I think you handle the drops better than any other retailer. 100% transparent and everyone has a good shot to get them. I havnt missed one yet. Where as other retailers make it a nightmare. Felix and a few others make it near impossible to get their products. Keep doing what your doing i think it works!
Brandon Dimichael
And this is why Mark Brooks > Felix Comic Art, Heavy Mental, Mann Boys, et al drops.
David Barger
Keep on doing what you are doing Mark! You make beautiful pieces and handle the sale great! Glad to be on this ship with you.
Ron Vander Maten
Good read! Thanks for caring about us, as much as we care about your art!
James Logan
Mark, this read alone was worth the $3!
From the collector side, you nailed the part people don’t always say out loud: the chase is fun until it starts feeling like the game is playing us instead of us playing the game.
I love exclusives, variants, artist drops, and the whole hunt — but right now it really does feel like the wild west. So many covers, so many retailers, so many drops, so much FOMO, and nobody can collect everything. That’s where the line matters. Scarcity can make art feel special, but fairness and trust are what keep people coming back.
The part about the “medium fan” hit hard too. Hardcore collectors will chase, but the everyday folks are the ones who keep the lights on. Make them feel respected, give them a fair shot, and even when they miss, they’ll still root for you.
The chase ain’t the problem. Feeling played is.
Good read, Mark, Smooth seas brother!
Brain Fox
You’re one of the few creators I feel that genuinely cares about its fan base and giving them all the tools necessary to get your awesome art. We appreciate it and your creations.
Stephen Jones
I appreciate the insight into the world you guys are facing as artists and business owners. You and the comic sketch art team continue to set the bar exceedingly high.. Your team understands order fulfillment and value are just as important as creating a cover worth purchasing.. Lissy, Missy, Doug and their team are amazing at what they do and they always treat me like I matter.. You’ve been around the block a few times and you’re not even peaking.. love the fact you still have passion for the work and desire to create value for each release.. It is an anamoly.. Look around, you win every time despite the fact that there are 100 exclusive variants chasing your tail.. lol.
Sorry for the rant. Big fan, lol.
At the end of the day, comic book collecting isn’t a spectator sport.. a product does need to feel attainable.
Matthew Beganie
I love the chase… whether I get it or not is part of the fun. We as collectors have to admit that we like when we get something others can’t have. Stop pretending.
Dwayne Pierce
Thank you for sharing your thoughts. It is all very hard to navigate and you can only do your best. My suggestion is to continue to be sincere, create unique art, and offer as much value as you can. The rest will be what it will be. I am a HUGE fan of your art and have both won and lost on drops. I just happy to be here at a moment in time where we are all experiencing something unique that doesn’t happen often.
James Fink
I’ve felt satisfied with every drop I’ve gone after. Keep up the good work
Alvaro Orduna Dominguez
This was a great read Mark. Out of all the retailers I personally think you are the absolute best at it. The idea of a small 3 dollar fee for an hour early access with a coupon that pays for the sub the first time you use it, is really smart. Imagine if other retailers did the same thing. Could you imagine not only the extra income it would generate but also give that same feeling of a real shot at the book. Keep doing what you’re doing and I promise to keep supporting you as long as I’m in this hobby. Thanks again!
Travis D
I can always count on a Mark Brooks drop to be fair and have plenty of choices. IMO it’s #1 on my list of drop sites.
Steve Mitcheltree
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