Raising your prices? How to write the perfect client message
It’s a new year, and for a lot of businesses, January is the perfect time to hit refresh - whether that’s streamlining your processes, updating your goals, or, you’ve guessed it, revisiting your pricing.
If you’ve been thinking about raising your prices, this is a logical time to do it. Costs go up year-on-year, services evolve, and what you offer becomes more valuable over time. But knowing how to raise prices in business is half the battle and actually telling your clients can feel like a challenge.
Talking about money can feel awkward, and a lot of people shy away from it. You might find yourself overthinking it and worrying: “Will my clients understand?”, “What if they push back?”, or even “What if I lose them altogether?”
It’s natural to feel this way. Poorly handled price increase communications can be risky, but with the right approach, it’s an opportunity to build trust and highlight the value of your services (meaning it can actually strengthen your relationships).
Here’s a step-by-step rundown on how to communicate price increases confidently and professionally.
Why clear and honest communication matters
When it comes to pricing, your clients want transparency.
A sudden, unexplained price increase can leave them feeling confused or even frustrated. Without context, they might wonder why the change is happening or feel overlooked, especially if they’ve been loyal to your business over time.
It’s not just about the cost - it’s about the impression they get that their needs weren’t considered, which can create doubt about the relationship.
On the other hand, a clear and transparent explanation will help clients see the bigger picture. When you provide context (such as rising costs or additional value being added to the service) you’re able to show that the decision was carefully thought through.
This approach reassures clients that their investment is still worthwhile and reinforces the trust you’ve built over time.
This isn’t about justifying your decision - it’s your choice - it’s about showing clients the thought behind it. An effective business communication strategy ensures your message comes across as professional, respectful, and aligned with the value you deliver.
How to structure your price increase message
When you write to your clients about price increases you need to be clear. Here’s how to structure a message that’s professional, yet approachable:
Start with gratitude: Thank your clients for their loyalty and trust. This sets a positive tone and reminds them of the strong relationship you’ve built.
Be upfront about the change: Don’t sugarcoat it. Clearly state what is changing, when it will take effect, and how it impacts them. A straightforward client message avoids unnecessary confusion.
Explain why: Your ‘why’ is so important. Share the reasons behind the increase. Whether it’s rising costs, enhanced services, or aligning with market trends, providing context helps clients understand and feel part of the decision.
Highlight the value: Focus on the continued benefits your clients will receive. What results do you deliver? Why is your expertise worth it? This is your chance to remind them why they chose you in the first place.
Invite dialogue: End with an open invitation for questions or discussions. This shows clients you value their input and are willing to address their concerns.
Here’s an example:
Subject: A Quick Update on Our Pricing
Hi [Client’s Name],
First off, thank you for trusting me with your [specific service/project]. Your continued support means so much, and I’m proud of what we’ve achieved together.
From [date], my pricing will increase slightly to [new rate/percentage increase]. This adjustment reflects [reason for change] and will ensure I can continue delivering the quality and care you’ve come to expect.
If you have any questions or want to discuss this further, I’m always happy to chat. Just let me know.
Thanks again for your support - I’m looking forward to continuing our work together!
Best,
[Your Name]
Why your brand voice is important
When explaining how to communicate price increases, your brand voice plays a huge role in how your message is received. A consistent voice reassures clients and keeps your communication aligned with your business’s values.
Your voice should reflect who you are, while your tone should make sure you come across as:
Confident, not defensive
Professional, not distant
Approachable, not casual
If you’re not sure how to adapt your tone for sensitive topics like pricing, sign up to my Brand Voice Challenge to help. It’s designed to help you refine your voice and learn how to tailor it for situations like this, ensuring your communication always hits the right note.
The bottom line
Raising your prices can feel daunting, but it’s a natural part of running a business. Communicating those changes clearly and confidently isn’t just about keeping clients on board - it’s an opportunity to build trust and show the value of what you offer.
If you’re feeling unsure about how to approach your pricing message - or if you’re struggling with your brand or marketing communications in general - let’s have a chat. I’m here to support you.
In a free 30-minute call, we can talk through what’s holding you back and explore how I can help you feel more confident in your messaging.
Click here to book your free call, and let’s get your communications working for you.
