Be Original and Make It Yours. The essence of a brilliant marketing plan is to find an original way to work with the basics and trends. One way I teach people to do this is to get in touch with advertising they like. Consider Apple. What about their marketing inspires you? You might associate them with being innovative, colorful, prolific, thought-provoking, etc. Once you've identified these inspirational qualities, you would apply them to your own marketing. Using the Apple example, you would brainstorm ideas of how you can be innovative, colorful, prolific and thought-provoking in explaining what you do (your niche), who it's for (your target markets) and why they need you (how your coaching helps them achieve the greatness they strive for).