In this concise solo segment, Elliott Botterill outlines four core principles for running a credible price‑rise campaign. First, a price increase must be anchored to a genuine, non‑fictional deadline to maintain integrity. Second, the raise should be applied only to new customers, which de‑risks the move and allows multiple adjustments throughout the year to find the optimal price point. Third, there must be a real, value‑based reason for the increase—typically tied to tangible product or service improvements—rather than a mere cash grab. Fourth, businesses should continuously invest in enhancing their offering, creating a virtuous cycle where better results justify higher prices. Botterill stresses honesty, customer respect, and reinvestment as essential to sustainable pricing strategies.
