Use the psychological path

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Create a Valuable Narrative: Create a narrative that connects emotionally with your customers. Create content, conduct webinars, and post on social media to explain how your product transforms their business operations.
Focus on communicating better experience, increased efficiency, and problem-solving skills using real-life examples or case studies.

You need to share the value they are getting. Is it solid health, better relationships, or more money from fast online degrees?

Use simple, direct language: Avoid jargon and complex terms that confuse your audience. Research by Enreach found that 90% of people think that companies communicate in complex terms and jargon to hide the fact that they have no idea what they are talking about! So, use simple, direct language that communicates the value of your product.
Customer communication

Another key value-based pricing tactic is the use of a psychological pricing model. This subtle advertising data art of persuasion influences how customers perceive the value of your product or service. It taps into the innate biases and heuristics of the human mind that gently nudge potential customers toward a favorable purchasing decision.

For example, we tend to associate higher prices with better quality. This is called prestige pricing and involves rounding up to whole numbers (for example, $350). It's a powerful tool for luxury brands.

And then there's the alluring price, which ends in 9 (for example, $349.99). It creates a sense of bargain, appealing to our desire to save money.

If you know how your target users make decisions, choose the most suitable one. Accordingly, present your prices in a way that aligns with their natural tendencies.

Here are some ways to implement it.

Use the Decoy Effect: Introduce a third pricing option that makes the option you want customers to choose seem like a better deal.
For example, a basic plan costs $50 while a premium plan costs $100. And Lure will introduce a “pro” plan for $80, with slightly fewer features than the premium plan. This will make the premium plan more attractive, even though it is the most expensive option.