Are you a lucky person? Some people just seem to have all the luck, and others seem to have more than enough bad fortune to spread around. In business, luck is especially coveted. There are some cases in which luck is valued over talent.

In the marketing world, there are many aspects to properly communicate a marketing message with customers. However, targeting your customer with psychographics and demographics isn’t enough. In order to accurately speak to your target, you must connect the unique benefits of your product or service with the needs of the customer. If the customer doesn’t recognize your value proposition, then your marketing message is lost on them.