Figure out what your target audience's biggest pain points are. Compare search traffic for various keywords that relate to your business and product, and see which ones have the highest search volume. These will indicate their areas of struggle and exactly what they're looking for in a solution. Find out where your audience hangs out online -- join relevant LinkedIn groups and Facebook groups, read blog articles on their favorite sites, find out what questions they're asking in forums (Quora, Reddit, LinkedIn Groups). This should give you a better feel for what exactly your potential customers are looking for. Then do your best to put yourself in their shoes and see things from their perspective. As your ideal customer, what would excite you about your product?

You can also run surveys or enlist friends or folks from your network or industry to give you their opinion. People are generally willing to answer a question or two, and you'll likely find it helpful to have a variety of perspectives to take into consideration.