Elliott Botterill walks through four steps for raising prices without losing customers: remind them of the value they get, announce the increase clearly, give a credible reason like reinvesting in development, and set a firm deadline for when the new price takes effect.
Part 1, we build the value. We clearly remind everybody of the value of our thing. And then Part 2, we make a crystal clear announcement. So we make it impossible for them to misconstrue or not understand what is going on. Number 3, we have a critical reason why. Because we're not just increasing the prices because we're greedy bastards. No, we're increasing the prices because we have good reason to. We're making investments into the development of our program, our product, our service, so we can get results and have more impact for our customers. And then of course, number 4, next steps with the deadline explicitly spelled out.
