By Bernard Kelvin CLIVE
“A small shift in price can cause a big shift in perception — that’s smart marketing.”
— Bernard Kelvin Clive
Today we are looking at simple marketing strategies you can use to sell your products and services — not just theories, but real stuff that works.
I want to share three key marketing and pricing strategies you can apply to your business or brand — whether you’re just starting or trying to scale. These are techniques that work, and I’ll walk you through each one using real, relatable stories.
The Decoy Effect – The Power of Strategic Pricing
One simple marketing strategy that continues to prove its worth is The Decoy Effect. Let me begin with a real-life example you can relate to.
There’s a woman I often buy from at a local market. While many sellers offer the same products at nearly the same prices, she consistently attracts more buyers. Her secret? She always prices her items slightly lower than everyone else — just by a little margin. That small tweak makes her stall more appealing, though the products are virtually identical to what others sell. And yes, her business thrives.
We see this principle in larger-scale businesses too. Take Star Oil, for example. If you’re in Ghana, you’ve likely noticed how their fuel pricing always beats the competition. Despite offering high-quality fuel, they consistently price their diesel and petrol just a few pesewas below others. It may seem minor, but drivers will go out of their way to fill up at Star Oil. It’s not just about the fuel — it’s the perception of getting the best value.
So, what’s happening here? It’s the strategic pricing psychology known as The Decoy Effect.
Here’s how it works: You introduce a third pricing option — not necessarily to sell it — but to shift attention and drive buyers toward your preferred choice.
For example, imagine you walk into a shop to buy bread. You see these options:
- Small bread: GH₵5
- Medium bread: GH₵8
- Large bread: GH₵9
Now think about it. The medium loaf at GH₵8 suddenly seems unnecessary. For just one cedi more, you can get the large one. Most people will instinctively choose the large loaf. That’s the effect of a well-placed decoy — the medium bread.
This same strategy is used by global brands. One popular example comes from The Economist magazine:
- Digital-only subscription: $59
- Print-only subscription: $125
- Print + Digital combo: $125
Notice anything? The print-only and the print + digital are the same price. It creates a sense of “added value” for the combo, making it feel like a no-brainer. Most people will choose the combo, even though the real goal was never to sell the print-only version. That middle option is just the bait — the decoy.
This strategy doesn’t require trickery or deception. It simply involves smart positioning of your product or service to influence decision-making.
As a business owner or personal brand, you can apply this method when presenting packages or pricing options. Create three tiers:
- A basic, low-cost version,
- A slightly overpriced middle option (your decoy),
- And a premium option with better-perceived value.
You’re not necessarily trying to push all three. The decoy guides your audience toward the one you truly want them to choose — the one that benefits you most while still offering them great value.
In essence, people don’t always choose what’s cheapest — they choose what seems to offer the best value for money. That’s the power of the Decoy Effect.
When done right, it elevates your offer, simplifies decision-making for your buyers, and positions your brand as smart and value-driven.The Von Restorff Effect – The Power of Standing Out
In today’s cluttered world, if your product or message doesn’t stand out, it gets ignored. That’s where the Von Restorff Effect (also known as the Isolation Effect) comes into play — a powerful psychological strategy for making your brand unforgettable.
Let me tell you a story about my friend Michael.
Michael owns a gym bag brand, and one day he had a batch of bags made with his brand name spelled wrong. Yes — wrong! At first, it seemed like a mistake, but guess what? That “error” got people talking. Everyone who knew him noticed the misspelling, and instead of ignoring the product, they paid even more attention to it.
“Ei, look at this! Isn’t this supposed to be ‘Michael Sports’? Why is it spelled ‘Mykel Spots’?”
That small oddity sparked conversation. It didn’t confuse his audience — it engaged them. People remembered the bag, shared it, and even wanted one just because it was different.
That, my friend, is the Von Restorff Effect in action.
The principle is simple: When something is noticeably different from its surroundings, it becomes more memorable. In branding and marketing, difference sells.
Let’s look at some well-known examples. Consider the artist Stonebwoy. Notice the spelling — it’s not “Stoneboy,” as you might expect. The “woy” makes it unique. It’s intentional. It breaks the norm just enough to create curiosity while still being recognizable.
Or take the brand Flickr — it doesn’t end in “-er” as you’d expect. That missing “e” is no accident. It makes the name distinct and digitally fresh. Think of Tumblr, Grindr, or even Kwik instead of “Quick.” These names stick because they stand out.
This strategy also works visually. Imagine a billboard that’s clean and professional, except for one odd detail — maybe the logo is slightly tilted, or there’s a deliberate smudge. That minor irregularity draws the eye. You pause. You wonder. You remember. That’s the power of controlled difference.
Now, how can you apply the Von Restorff Effect to your own brand or business?
Here are a few ways:
- Name Play: Slightly tweak your name or your product’s name. Add a twist — an intentional misspelling, a swapped letter, or a symbol. Make it bold, but still pronounceable.
- Design Disruption: Use color, shape, or layout that contrasts with competitors. If everyone uses blue logos, maybe you go with orange. If they’re formal, maybe you go quirky.
- Unusual Offers or Headlines: Instead of the usual “50% Off,” try something like “Pay What You Want Friday” or “Missed Spelling Sale.” Unconventional offers grab attention.
- Storytelling: Share the odd, imperfect parts of your journey. Imperfections are relatable. They stand out because most people try to be too polished.
But remember — the goal is not to confuse but to create contrast.
Think of it this way: If you’re in a room full of people wearing black suits and you walk in wearing a red jacket, everyone will notice you. The same goes for products and services. When your brand dares to be slightly different — not for gimmick’s sake, but for strategic differentiation — people take notice.
In a sea of sameness, standing out is what sells. The Von Restorff Effect is your reminder that attention is the first currency in marketing — and uniqueness earns it.
Status Signaling – Selling with Prestige
Let’s talk about something people rarely admit openly, but often chase secretly — status.
Whether it’s getting seats in a VIP section, driving a luxury car, or even using a premium version of a service, people love to feel special. They want to be seen as important, successful, or “ahead.” Smart brands and businesses tap into this through a strategy called status signaling — creating offerings that speak to people’s desire for prestige.
Let me break this down with a few relatable examples.
Recently, I attended an event where there were two ticket types: General Admission and VVIP. The VVIP ticket wasn’t just about watching the show; it came with a few small perks — like early entry, free coffee, a comfy seat, and a branded notebook. Nothing earth-shattering. But the moment people saw “VVIP,” their perception changed. They didn’t just want to attend the event — they wanted to be seen attending it in style.
And here’s the trick: The cost difference wasn’t that big, but the feeling it offered? Priceless.
That’s status signaling — giving people a sense of elevation without necessarily changing the core product.
Another brilliant example comes from the DVLA here in Ghana. When you go to renew your license, you now have two options: standard service or premium service. Both offer the same final result — a renewed license. But the premium route gives you a slightly more comfortable room, maybe a bottle of water or some biscuits, and most importantly, a faster, smoother experience. It’s not just about what you get — it’s about how you’re treated.
That feeling of exclusivity is worth paying for. And that’s why many people choose the premium path.
As a business owner or brand builder, how can you use this?
Here’s how:
- Create Tiered Offers: Introduce levels — basic, pro, and elite. People love to have options, especially if one makes them feel elite. Even if the differences are minor, the perceived value increases when you give it a status-based label.
- Use Labels Wisely: “Founders Circle,” “Insider Access,” “Legacy Clients,” or “Platinum Members” — these aren’t just fancy names. They activate a deep desire in people to belong to something exclusive.
- Bundle Experiences: Don’t just sell products. Sell experiences. An online course, for example, can come with a “VIP Access” tier that includes a private Q&A, a welcome gift, or a certificate signed by the instructor.
- Limit Access (Artificial Constraints): Make it clear that only a few can qualify for this offer. Even if everyone eventually can, the idea that it’s “by invite only” or “limited seats available” boosts demand. People want what others can’t easily get.
It’s not about being manipulative — it’s about understanding human psychology. When people feel they are getting a taste of luxury or elevated status, they’re more likely to buy in — and buy up.
You see, think of airlines. The core purpose is to get you from one place to another. But first class, business class, and lounge access? That’s status signaling in motion. People pay more not just to fly, but to feel different — to be treated as important.
So, here’s the bottom line: If your brand or service can offer even a small taste of exclusivity, recognition, or status, you can increase both interest and perceived value.
To recap, these three marketing and pricing strategies can transform how you sell:
- The Decoy Effect helps guide customers to the option you want them to pick.
- The Von Restorff Effect ensures your offer stands out by being a little different.
- Status Signaling adds prestige, making customers feel valued and elevated.
When used right, these strategies don’t just sell — they connect. And in today’s competitive market, that’s what makes the difference.
If this was helpful and you’d like to book me for speaking, coaching, or consulting, simply email me at [email protected]. I’d love to hear how you’re applying these strategies in your business.
The best is yours.
