Are you solving a problem? If so, what is the problem?
Who are you targeting?
Can you narrow your focus further?
Why are these people a good fit?
Is there a better audience?
What problems do they face?
What motivates them?
What solutions has your audience tried already? Why have they failed? Why is your solution better?
The problem you help your audience solve may be just one of several barriers preventing them from reaching a larger goal. What is that larger goal?
What has your audience done and seen just before visiting your landing page (or other marketing asset you’re working on)?
What emotional state is your audience likely to be in when they visit your landing page (or other marketing asset)?
Why might your audience hesitate to try your solution? What could truly eliminate that hesitation?
Is there anyone else in your audience’s life who could influence their decision to use or not use your solution? How could you help them back up their decision to those stakeholders?
What kind of messaging is your audience used to hearing around this problem? Can you be effective without relying on those same phrases and ideas?