Understanding the psychology of your customers is one way you can be able to reach them at a level that resonates with them. People are moved by many things, as a business owner, understanding the mindset of your customers puts you at an advantage to reach them.What do customers really want? Of course, we may assume we know the pain points of our customers, but that may be from the point of assumption without enough data to prove the assumption is right.Every customer wants to get value for their money, what may be value to Mr. A may not be value to Mr. B. Understanding value means to your target audience puts you at an advantage to meet the needs of your customers.