Honest pricing
The problem with posting the "real" price for your aircraft is that someone will post a lower price and then add other charges such as, fuel surcharge, landing fees, briefing charges, Etc Ect and then top it off with the VAT.
I worked for a flying club that was totaly up front about the total cost of flying, the result was that over half the people who phoned enquireing about prices tried to ring off usualy stating the cost as the reason, only with a lot of fast talking could you keep them on the phone long enough to let them know that other flying clubs only quoted the "basic" cost of the flying unless a direct question about other charges was made.
Even so I know of more than a few people who paid a lot more for a PPL than they could have as these tactics got them in too deep with the club before they got wise.
My marketing tactic is to post the lowest price as a headline to grab the eye and then post the total price within the webpage so to not be dishonest about the real cost of flying