I hear people talk about luck a lot. Straightup - luck doesn't exist.
If you believe in luck, then you believe either:
(1) some people consistently defy probability, or,
(2) some things aren't a result of cause and effect.
Life is a series of probability. Every day, there's a chance that a given set of things will happen. If you want to have a successful life, expose yourself to as much high-upside low-downside probability as you can. Any given thing you do might not work out, but if you expose yourself to high-upside low-downside, good things will happen. Read books, reach out to people, try to get projects working, keep trying to write and build things, keep learning new skills, keep treating people well.
If you want to fail at life, expose yourself to high-downside no-upside probability. This is short term gain at long term expense type stuff. Cigarettes. Unsecured debt for consumption. Most TV.
You'll keep getting "lucky" if you keep exposing yourself to things with upside and limited downside. If you get an amazing job or contract that you had a 1 in 1,000 chance of getting, were you lucky? No, especially not if you applied and pitched 1,000 other places. If you say, "Ok, I'm going to keep trying to get what I want until I do" you'll get it, as long as it's a positive sum game you're playing.
I never really understood good marketing until I started to respect my own time more. These days, I'm trying to really live 24 hours per day the way I want to be living them. Do you know how much time there is in 24 hours? It's a lot.
Before I respected my own time, I didn't really respect other people's time as much. Don't get me wrong - I was always cool enough, I didn't waste people's time, but I never realized what a magnificent thing people choosing to spend their time with you is. There's so many good places to spend your time - getting entertainment, learning, connecting with good people, building things, inventing, relaxing, thinking, working. When someone spends their time with me, whatever the medium, that's a tremendous honor.
When someone comes to join me at my blog, reads something I write, listens to me speak, meets me for a coffee or we go on an adventure together - there's a hell of a lot of other places they could be, and a hell of a lot of other great things they could be doing with their time.
I think good marketing respects that. Good marketing goes, "This person could be anywhere else - let's make it worth their while." Kathy Sierra, Seth Godin, and Chet Holmes all talk about this - educating people, teaching them, making them want to spend time with you. Being entertaining, or informative, building a place people feel welcome, or strong, or get smarter at.
I think that's most of good marketing - having people want to spend time in and around you, your company, wanting to be associated with what you've got. The rest of good marketing is offering people something worth many, many times more than what you're charging. My current target is 10x - if I'm working to help someone build their revenues, I'm aiming to get them 10 times my fees in net profit, for a 1000% ROI. To be honest with you, I'll settle for 4x and 400%, but I'm aiming for 10.