“But luck has nothing to do with marketing”, you might say. It’s strategic, it’s measurable, it’s formulaic. And you’d be right, it is all those things.
Yet, there’s a side to marketing that feels a lot like luck. Emotion plays a big part in the creation of marketing content, and in the way it lands with people. So here’s how to work with that and be luckier:
7 lucky habits
One of the biggest things that feels like luck but which can be delivered by design is getting found, having the conversation, speaking to the person that knows the person that needs the thing you do. That uncanny knack that some people have for swooping in at the perfect moment. Can you engineer that?
Well, yes.
"There’s a side to marketing that feels a lot like luck."
1. Be in the Right Place at the Right Time
You can’t control timing — but you can increase your surface area to luck. Show up consistently. Share your thinking. Publish that blog post. Join the event. Comment thoughtfully. Keep the signal alive, so when the right person is looking, you’re already in the room.
Marketing rewards visibility — not just visibility everywhere, but visibility where it counts.
2. Hit the Zeitgeist
The best marketing doesn’t just sell — it says something. It taps into the cultural moment and reflects it back with clarity or wit or boldness.
Luck looks a lot like resonance. And resonance means understanding what your audience is really feeling right now — not just what you want to tell them.
Scan the horizon. Listen more than you post. Have more conversations. When you notice the emotional temperature of your people rising around a topic — that’s your cue.
3. Create a Buzz
You don’t need a viral moment. You need a ripple effect. The luckiest campaigns are often the most remarkable — in the literal sense. They give people something worth remarking on.
Think: surprise, specificity, emotion, delight. Think hand-crafted zines. Honest, sharp copy. A beautiful piece of storytelling. Something unexpected in a sea of sameness.
Buzz isn’t about volume — it’s about voltage.
4. Play to Your Strengths
Luck often feels random — but being in flow makes it feel easier to catch.
Double down on what you’re good at: writing, design, humour, strategy, data, relationship-building. Do more of the things that energise you. You’re more likely to attract others (and the right kind of luck) when you’re working from your natural centre of gravity.
Marketing has enough people pretending. You stand out when you sound like you.
5. Preserve Your Energy
Luck comes to those who stick around long enough to receive it.
That means not burning out. Not trying to chase every trend. Not responding to every algorithmic twitch. Make space. Step away. Protect the thing that gives your work spark — your brain, your curiosity, your passion.
The lucky ones often aren’t the loudest. They’re the ones who stayed calm, stayed kind, and stayed in the game.
6. Make More Bets
Luck favours the prolific.
The more ideas you try, the more assets you create, the more messages you send — the greater your chances of something landing. Not everything needs to be a masterpiece. Some things just need to exist to create momentum.
Iterate in public. Launch small. Test fast. Say yes to more than you feel ready for. Give your luck more doors to knock on.
7. Build Real Relationships
Luck often travels through people.
Behind every lucky break is usually a human connection — someone who forwarded your name, championed your work, or opened a door. Treat every interaction like it matters (because it might). Marketing isn’t just reach; it’s relationships.
Be generous. Celebrate others. Show interest. Make friends.. Serendipity loves a warm network.
Marketing isn’t just strategy. It’s serendipity. You can’t manufacture magic — but you can become the kind of marketer magic finds. Show up. Say something true. Make something beautiful. Stay human.
And when the time comes — you’ll be ready.
Brilliant – thank you Sharon!