Know-How Exchange : Copywriting

mezzanotte,

What are the real reasons behind your decision to raise prices?Is it due to some mistake or just external reason? Whatever the case be, I would personally recommend first calling your customers to inform them of the situation in a straightforward way and then draw up a letter. Be frank with them and you will find it not so cumbersome.You will also find it much easier to write a letter following a heart-to-heart.The more so as following the phone calls you can have more feedback as to people's reactions and best ways how to put it in writing.

Adam

mezzanotte,

Could you think of any good news for the customer so that you could add some honey to it? Is there any new value or feature or anything which could balance the price hikes for customers? I do not think you should say that you have not increased prices in the past 3 years.They could wonder why and assume that you must have overcharged them a lot previously.
In a word try to think in terms of some benefits your customers might have with your new price-setting.

Adam

You need to open the letter by telling your customers what you're going to do -- raise prices to cover increasing costs. Then you need to offer any additional rationale that will soften the blow (e.g., first increase in two years, cost increases that outstrip inflation, etc.).

Then you need to reassure them that all the benefits they've come to expect from your company -- quality, service, etc. -- are still at the forefront of your thinking, and that you're committed to being the best supplier in your industry. Etc.

Hope this helps.

"Dear Friend and Valued Customer;

"You know that we provide quality service and products at a reasonable price. Now, we are faced with a terrible choice, a choice that we have tried to avoid for three years. We must choose now between compromising on quality or raising our prices.

"We don't like either choice, but we understand that you have chosen to do business with us because we fulfill your needs. In order to continue satisfying you, we have decided to raise our prices so we can maintain our high standards and so that we can continue to find new avenues to increase our quality level.

"We thank you for your understanding, and we are sure that you will continue to work with us. Please call me at 555-555-5555 if you have any concerns that we have not addressed with this letter.

"Sincerely,

Jolene Blowlene
Blowlene Widget Sales and Service"

Hope that this helps. Keeps the positive, doesn't try to shift blame and asks for continued business.