Talk to some customers who bought recently from you. Why did they start looking for whatever product you were offering? How did they go about looking for options? Who else was involved in the decision (even the smallest suggestion from a friend here counts)? Why did they choose you? Pay very close attention to the words they use, especially the emotionally loaded words (strange/obvious/insane) an ask them to unpack it for you. And finally ask them - how would they describe your product to a friend?

That should give you a clear understanding to why people buy your products, the conversation going on in their heads and the language they use to describe your product which I think should give you all the material you need to create your campaigns.