01
Marketing steals your studio time
Every hour spent posting or answering DMs is an hour you are not painting.
Modules 5 + 8
E-learning course — 48h total
Professional Creator.
The course that turns your talent into a durable business. 48h of content, 20+ ready-to-use tools and 96 answered questions. Written by Dorian Verdier and Maelle Roma.
48h
of training
12
modules
20+
free tools
96
answered questions
+$1M
in paintings sold by Dorian
+3M
views generated by Maelle
2/3
of artists sell internationally in year one
245
artists represented in our two galleries
Why this course
You already know these traps.
Most professional artists do not live from their art because no one ever taught them the business side. This course tackles the four structural frictions that slow a career down.
02
Algorithms bring likes, not sales
We show where the money actually is: collectors, B2B, grants and the funnel that connects them.
Modules 4 + 6
03
You hesitate when pricing your work
Square inch, point, perceived value, yearly increase. You get the method to defend your prices without apologizing.
Module 2
04
You face an opaque market alone
We open access to the network, galleries, public funding and corporate buyers.
Modules 6 + 9 + 10
The programme
12 modules. 96 questions. 1 career.
Each module answers a precise set of questions with concrete tools. Click a question to open a reference article.
12
modules
96
questions
20+
tools
48h
of video
01
Branding
Artist DNA and Branding
Build a strong, immediately recognizable image before seeking to sell.
7 questions answered
- How to sell my artwork?
- How to become a professional artist?
- How to gain legitimacy and credibility as an artist?
- How to define my style and signature?
- Writing a hard-hitting artistic statement?
- Pseudonym or real name?
- Artist vs Brand: what's the difference?
Included tools: Notion DNA template, 200-word statement exercise, 15-question quiz
02
Sales
Pricing and Artwork Valuation
Objectively value your work for the North American market.
7 questions answered
- How to evaluate the price of my painting (point, square inch, time)?
- How to justify a price increase?
- Should I list prices publicly?
- How to avoid devaluing your work on first sales?
- Incorporate as a company or operate under my name: which legal structure to choose?
- Invoicing and declaring taxes on consignment: rules and pitfalls?
- Optimize my royalties and copyright?
Included tools: Sheets square inch calculator, validation grid, invoice template, 18-question quiz
03
Sales
Digital ecosystem and website
Turn your site into a conversion machine.
6 questions answered
- What are the essential pages on an artist's website?
- How to photograph my paintings for the web?
- Above the fold: what to put?
- How to optimize my portfolio for online sales?
- Shopify, WordPress or Wix: which to choose?
- How to post my products automatically?
Included tools: 35-point site audit, low-cost photo guide, Shopify template, 16-question quiz
04
Sales
Social media strategy and momentum
Create anticipation, desire, and excitement around each release—not just a showcase.
9 questions answered
- Instagram, TikTok, Pinterest: how to choose the right network as a visual artist?
- Storytelling to get people interested in your creative process?
- How to get my first followers?
- What content to use to sell as an artist?
- Understanding momentum: strategies to tease a new collection?
- How often to post?
- Should I show my face?
- Does Instagram pay off much for artists?
- Which network for my advertising?
Included tools: 90-day editorial calendar, 12 hook captions, Reels/Shorts templates, 20-question quiz
05
Sales
Automations and AI
Free up creative time by integrating the right technological tools.
6 questions answered
- Cross-posting: post everywhere in one click?
- Best catalog management tools?
- Automate my responses to DMs?
- AI and creation: what concrete uses to gain efficiency without sacrificing authenticity?
- Send a newsletter to my collectors?
- What not to do with AI?
Included tools: starter pack 8 automations, 20 AI prompts, newsletter template, 18-question quiz
06
Sales
Networking and collector relations
Turn an occasional buyer into a loyal client and ambassador of your work.
8 questions answered
- Finding my first collectors?
- Buyer psychology: understand purchasing motivations?
- Mastering customer follow-up: scripts, timing, and posture after the sale?
- Newsletter that makes people want to buy?
- VIP benefits for collectors?
- Art and tax advantages?
- How to display in a museum?
- How to invest intelligently in the art market?
Included tools: Sheets collector CRM, 10 post-sale emails, follow-up pipeline, 17-question quiz
07
Sales
Preparation and success of an opening (vernissage)
Maximize physical sales and event impact.
12 questions answered
- From idea to opening: complete checklist to organize a solo exhibition?
- Preparing your exhibition: work selection and visitor experience?
- Hanging: transforming a wall into a coherent and memorable visual experience?
- The label, first contact between the artwork and the visitor: how to write it?
- Opening poster: content, location, and display rules?
- How many works to present?
- Opening: how to turn guests into potential buyers?
- Securing your first press coverage: approach and pitch to seduce journalists?
- Drafting your press release: structure, tone, and hooks to capture attention?
- Paying a publicist: relevant?
- Building your artist rating and accessing the auction market?
- Managing red dots the evening of?
Included tools: checklist D-90 to D+30, press template, RSVP tracking, 20-question quiz
08
Sales
Custom orders and murals
Structure client management and diversify revenue.
7 questions answered
- Custom commission contract?
- Pricing a mural?
- Client validation to avoid revisions?
- Using your CRM to maintain and follow up with your collector base with relevance?
- Creating your first mural fresco: preparation, techniques, and key steps?
- How to sell murals?
- Managing the logistics of a mural?
Included tools: commission contract template, mural quote, material/time estimate, 17-question quiz
09
Institution
Galleries and B2B (businesses)
Place works in headquarters, hotels, offices.
9 questions answered
- How to get into a gallery?
- Renting my artworks?
- Choosing my art fair well?
- Choosing my gallery well?
- Standard gallery contracts?
- Do galleries buy paintings outright?
- Placing my works in cafes?
- Who to contact in a business?
- Deck for corporate projects?
Included tools: B2B deck template, base decision-maker contacts, B2B pipeline, 18-question quiz
10
Institution
Financing and grants
Obtain external funds for your creation and research.
7 questions answered
- Where to find calls for projects and grants?
- Fatal errors in a grant application?
- Provisional budget for an art project?
- Unwritten rules of grants?
- Filling out an application quickly?
- Good artist for the State: what is it?
- Which government levels to target?
Included tools: table 20 grants Quebec/Canada, grant template CALQ + CAC, application tracking, 19-question quiz
11
Institution
Media, PR and artist book
Establish your institutional and public legitimacy.
13 questions answered
- Artist Wikipedia page?
- What is Artnet?
- Artsy vs Singulart vs Saatchi vs Artnet
- Artsy vs L'Original
- Etsy vs L'Original
- Saatchi vs L'Original
- Artnet vs L'Original
- Singulart vs L'Original
- Online auctions to sell?
- Press release for exhibition?
- Contacting journalists and art critics?
- Publishing a catalog or a book?
- Grant support letters ?
Included tools: base 60 art journalists QC/CA, press release + pitch template, platform comparison, 20-question quiz
12
Branding
Review, certification and growth plan
Validation of achievements, official badge and year 2 planning.
6 questions answered
- Budget and timeline pro artist?
- Analyzing my sales stats?
- Organizing my art sales?
- Production and income targets?
- Choosing markets and networking for artists?
- Planning my content for occasions?
Included tools: annual artist plan, Creator Pro attestation, press article briefing, 30-question review quiz
Video testimonial
A direct voice.
A short testimonial that summarizes the course and L'Original's posture.
There is craft, and there is making it known.
El Diablo — creator of Lascars
The format (coming soon)
A course at your pace.
4h per month over 12 months, or accelerated over a few weeks. Each module is a closed chapter with video, deliverables and assessment.
i
1 four-hour video per module
Dorian and Maelle unpack each lever with numbers, anecdotes and counterexamples.
ii
20+ ready-to-use tools
Notion templates, Sheets calculators, contract models, B2B decks and outreach scripts.
iii
1 quiz per module
15 to 20 questions to validate your learning. Above 80% across the 12 modules unlocks the official badge and press feature.
The founders
You are not learning theory.
You are learning what has been tested for 5 years at L'Original — 245 represented artists, two physical galleries in Montreal, one mission: professionalize boldness.
Course author
Dorian Verdier
$1M+ in paintings sold without ads or network, at 25.
In five years, Dorian built one of the continent's most influential primary art galleries from scratch. His 2024 HEC thesis dissects the online primary art market.
- Social engineeringCollector buying codes, grant pathways and corporate partnerships.
- Sales optimizationAdvanced tools, cross-posting and PickArt.
- Selling in multiple formatsLong-form content and dedicated publications.
Co-presenter
Maelle Roma
Institutional murals sold, +3M views generated while studying at HEC.
An HEC student and professional painter, Maelle has sold and produced large-scale murals for Gatineau and Montreal.
- Diplomacy and philanthropyMuseum relationships, donor calls and institutional networking.
- Media reachPress, grant files and institutional visibility.
- Virality and digital impact+3M TikTok views converted into real growth.
Their mission
Professionalizing boldness.
Today, Maelle and Dorian are distilling this unique experience within the “Professional Creator” program. Its goal: to provide artists with the tools and knowledge needed to transform their talent into a sustainable and highly valued business—from branding to customer relationship management (CRM), as well as all the essential skills required to build a strong and successful company.
Top 80% bonus
Three tangible recognitions.
If you finish with an average above 80% on the quizzes, you unlock three bonuses that strengthen your professional positioning.
i
Official L'Original badge
The Professional Creator badge appears on your artist page, visible to buyers.
ii
Dedicated post on @loriginal_org
An Instagram post and an article written by our team about your universe.
iii
Feature in a partner publication
One article published in a partner media outlet per completed year.
Free access
96 questions, their answers, without the pedagogy.
Enter your email to access the raw answers to the 96 course questions for free. You get the content without the tools, quizzes, community or bonuses.
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