“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. 1. 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: 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: 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: 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. 2. 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: 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 […]

Ver todos los episodios