Know-How Exchange : Strategy

Focus your marketing on why the new qualities have a higher value for your customers (and therefore it's worth paying more for).

You are not selling price, you are selling a remedy for what your customers want,

If they need it, a commodity, you will be selling by lowest price - that would be your feature
If they want it, they need to see the how it answers their requirements - that would be your benefits

Stress the unique positioning benefit of your brand. If you do that well, and if your brand delivers on the promise, price won't be a problem.

Rationally: What will the new features help customers do better? How much time or money will the new features save, or how much more productive will the new features make the buyer? How will it change or improve their consumption?

Emotionally (generates higher prices): How will the newer features change the customer's mood? How will they feel using the product? How will it improve the customer's standing with their peers? How does this tap into their dreams and aspirations?

Behaviourally: Not everyone will buy the higher priced model (that's not the aim). How do the products work as a range? Will the higher priced model fill in a gap, or can it be used to make a lower-tier product seem like a good entry point? Does it set an anchor point, or pricing frame, that makes it easier to sell other products? How do you set the price to maximise reach, coverage or revenue of the entire product range?

Putting this the other way around - who would value this new product with your new approach? Who would value this more than the money it costs? Find out who they are and advertise to them, when they know that you're selling precisely what they want, they'll buy.