What is a nightclub? Just a space with music and alcohol and dancing. Simple.

Yet there’s a wide variety of nightclubs. Some are cheap – they’re free to enter and the alcohol is affordable. Others are exclusive – you have to pay a steep cover charge and the drinks are exorbitant.

So why the difference in pricing? After all, both types of nightclub are just spaces with music and alcohol and dancing.

The reason is that different nightclubs tell different stories in their marketing.

The cheap nightclub says: “We’re a nightclub for everyone.” The exclusive nightclub says: “You’re probably not good enough for us.”