Hi Gary,
I’m in a similar boat, having run a letterpress business of sorts for the last 5 years, after finishing grad school in 2009. I feel like this is the first year that I’ve done comfortably (financially) well, and things are finally starting to look up. I did it by saying ‘yes’ to EVERYTHING when I first started: craft fairs, custom printing, design work, teaching and workshops, even custom book binding and papermaking, and the list goes on. Over the past few years, it’s been a process of elimination to decide what works for me and what doesn’t, and even though I still stay crazy busy, I don’t feel like I’m spinning my wheels quite as much – I just stopped doing the things that aren’t working, or that I just don’t enjoy.
I agree with Kelly, that the local business has become my main focus, mainly craft fairs, shops, and galleries (local meaning Asheville area, plus about a 5 hour driving distance all around). Think about what you do that sets you apart from other nearby printers, or what you can do differently to make your work stand out, and make that your focus. There are many other printers in this area that are better than I am at design and custom work, so I don’t do that anymore, but I’ve discovered that people really respond to my artwork, so I try to keep prints framed and hanging up around town as much as possible. This, along with a couple of teaching gigs, keeps the bills paid.
It’s absolutely important to take the time to explain what letterpress is to people – the more they understand, the more appreciation they have for the work that we do. Be glad that they’re even interested; when I had a studio in a public location, I was usually asked for suggestions for the best place to go for lunch! Maybe you could even offer workshops, or a short course at the local university – it doesn’t hurt to ask!
I hope this helps, and hang in there!
Jessica