It should avoid wordiness and flashy gimmicks. Giveaways don't attract the right kind of people. I have bought a few excellent originals and prints directly from artist's sites. I would like to think that they put only their very best up there. I do not like wading through pot-boilers or works that the artist was not able to sell in galleries.
Poor work casts a shadow on the good work.
Also, with everybody getting on the bandwagon it's getting harder to find the good. Many artists are finding it useful to merely empower their galleries. At least a dealer can talk intelligently about an artist's background, dedication, sales history, collections, etc. This would have to be run with integrity, separate from any influence, perhaps by quality artists themselves working together with legitimate dealers. They would be an independent body and above fees and bribes.