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In this video tutorial, the focus is on understanding pricing psychology to improve sales. It highlights that pricing is the third core essential aspect among five, which integrates knowledge of the target persona and sales strategies. The video emphasizes the need to grasp what pricing psychology means and its relevance in sales. It discusses the ongoing debate regarding pricing methods, rooted in an outdated industrial model that ties value to labor input. This approach, known as labor theory of value, is contrasted with modern concepts of value in a free market, suggesting a need for fresh perspectives on pricing strategies to effectively attract customers.