When you believe in the product and business. If you are not sure, ask yourself if you would buy it. If you are a marketing consultant or agency for hire, ask yourself this question before working with a brand.
When you know the pains of your customers. There are two ways to do it, read their comments on the internet, where they talk about their pain. Start by looking at Amazon reviews and Reddit threads, and then check out other places where you know your prospective customers hang out.
When you know them and the words and language they use. Scour the web for their comments, plus talk to them. Don’t stop after talking to 1 or 2 people, aim to speak to 50 people.
When your customer’s pain is intense. Where they can’t wait long for a solution, Because no amount of marketing will work if the customer does not need or want what you are promoting.