In this market prices move, and everybody knows it. What loses customers is therefore not the increase itself, it is the way it is discovered.
Why silence costs more
Because it turns a commercial decision into an impression of deceit.
A customer who discovers a change on their own assumes somebody tried to hide it, and that conclusion then spreads to everything else: the quality, the service, the delivery promises. You do not lose a sale, you lose the trust that carried the next ones.
What to say, and in what order
Four elements, in a thirty-second video.
Exactly what changes and from what date. What does not change: the warranty, the service, the composition, the format. What you are doing for those who had already ordered. And where to ask a question, with a real answer behind it.
The order matters: what does not change has to come before what does, otherwise nobody listens to the rest.
The creator's role in that announcement
They do not defend your decision, they make it understandable.
A real person calmly explaining what is happening is more credible than a brand message, provided they do not perform enthusiasm. The right tone is that of somebody informing, not somebody selling.
Write into the brief what may be said and what must not, in particular any explanation involving third parties or data you cannot prove.
What must never be done
Changing a price without changing the displayed date, or leaving an advert running that announces the old amount.
That is the most frequent and most costly mistake: the campaign keeps promising a price that no longer exists, and every paid click produces a disappointment. Check all your live creatives on the day of the change, and plan in advance a version with no amount in the image.
The rules applicable to price information, to promotions and to compulsory statements depend on the sector: they are checked before the announcement, with a lawyer in case of doubt.
The content that accompanies an increase
Three videos, produced together.
The announcement, short and factual. A video showing what you continue to provide at no extra charge. And an answer to the most predictable objection, the one your support will receive ten times on the first day.
That third video is the one nobody produces, and it is the one that saves the most time.
How a rate announcement is prepared
| The step | What it contains | Its timing |
|---|---|---|
| The notice | The effective date | At least a month ahead |
| The explanation | What changes in the service | In the same message |
| The transition | Orders already committed | On the previous terms |
What makes an increase acceptable
A visible counterpart. A shorter turnaround, one more deliverable, a better defined quality: a client accepts paying more for something they can name, never for an adjustment without a reason.
What to say and not to say in the message
The new price and its date: yes. A justification based on your personal costs: no. The client buys a result, and an argument centred on your own expenses moves the discussion to the wrong place.
What to measure
Not the comments.
The abandonment rate at payment, the volume of support messages on the subject, and the return rate of existing customers over the following two weeks. Those three figures say whether the announcement was understood or merely broadcast.
