Bonnie Haig Art: Why a painter with 18 works and a subscriber goal needed a USP before she needed a funnel

The stated goal

Bonnie Haig was a painter with 18 paintings showcased on her website [site audit] and a stated goal of growing her email subscriber list.

The actual problem

The engagement conducted a full audit of the website, Instagram, and social presence [site audit, bonniehaig.com]. What the audit found:

• Only one reference to “special discounts” anywhere on the site [site audit]
• No mention of selling on Instagram [Instagram audit]
• No Facebook business page [social audit]¹
• As an objective visitor: it was not possible to determine whether the site sold anything at all

The reframe

Before answering the email list question, the engagement reframed the task. The question was not how to grow subscribers — it was what the underlying business goal was.

• Pure audience engagement → one strategy
• Painting sales → a fundamentally different strategy

The USP recommendation

The central recommendation: build Bonnie’s identity around her nursing professional background.

Benchmark: Leonid Afremov — cited as a standard for emotionally compelling visual art with a recognizable, specific identity [leonidafremov.com]².

Supporting recommendations

• Establish a Facebook business page ¹
• Make selling intent explicit on the homepage
• Build the email capture strategy around the positioned USP

The outcome

Comprehensive marketing strategy assessment delivered [engagement records]. Implementation at the client’s discretion.

Sources