maybe the factor that can make me believe with some of the existing projects is that I can read and see it from the whitepaper and after that look for certainty about the team behind the project in order to know that the person is genuine and not fake.
I am confident in the professional and well-known team in the cryptocurrency market. I believe that a good team of leaders will give the project a chance to thrive in the future because they have a lot of experience in the market.
Well you have to look after the team who is running the ICO and Project. Most of the time if there are few good people in the team, this would mean that project is worth investment.