As my opinion the object or the subject must be interesting but here it isn't. Also here the object and the backside of it are both dark so the object is hard to be seen. If you ask how you could make this photo more attractive in PS, I don't think you can. If you ask how can you can shoot an attractive photo by using this lighter, it has got devil like image on it. Maybe can put it near fire, also light it, try to make a composition. But if you are trying to sell the lighter, no way by this photo
I'd agree with Mike, stand that sucker up. Get a shot off to the angle. I'd try to get a little below it even and off to one side...I think that would look cool. Try some with it lit and some with it not lit. If it's lit, play with shutter speed a little. When off to the side at an angle, you might be able to really get the demon head to really 'pop'.