Customers know best when it comes to getting what they want out of a product. What they may not know, however, is what products to invest in, especially when several different products all offer the same thing (ex. all cars get you from A to B). This is where you come in. According to an article from New Frontier, if you want your customers to choose your business over the competition, then you must utilize your customer's needs, and convey them in a way that will make your customers not only buy your product, but give them a reason to as well.
Therefore, you must market your products in a way that will make them appeal to unsuspecting customers. By simply exploiting your customers' expectations of their desired products and services, they're getting what they want, and so are you. It's a win-win.
You can read more here in the article from New Frontier.