Question

Topic: Copywriting

Sample Ltr To Customers Announcing Price Increase.

Posted by Anonymous on 10/18/2010 at 8:41 AM ET 125 Points
Writing a letter to announce a mandatory price increase effective 1/1/2011.
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  • Posted by Inbox_Interactive on 10/18/2010 at 10:00 AM Accepted
    OK, where's the draft?
  • Posted on 10/18/2010 at 10:29 AM Author
    Draft:Due to the rise in raw material costs led by fuel and other commodities and various other operating expenses we must unfortunately raise the cost of our products to you.

    While we have made every effort to avoid raising our prices we are no longer able to absorb all increases and as such will be requiring a price increase for our products of X.X%. Please be aware that changes in our business model and on-going investments in equipment and technology have enabled us to provide products and terms that support market requirements and keep increases to a minimum.

    This increase will allow us to continue to provide you the complete range of quality clutch hydraulics products and services you’ve come to depend on from XXX.

    Please review our new price list, which takes effect with orders placed on or after November 1, 2010. Also note that any existing orders will be honored at your current prices.

    We want to thank you for your valued business and continued support during these difficult times. We really appreciate your understanding regarding the necessity for this price increase.

    If you have any queries regarding this change then please don't hesitate to contact me.
  • Posted by michael on 10/18/2010 at 11:19 AM Accepted
    Jennifer
    If possible avoid words like "require" because you always have the option to absorb the increase and lose money.

    "In order to maintain our high level of service we have implemented......."

    You have already alluded to your services but this is a good time to highlight SPECIFIC areas where you are better than your competition because they will shop now.

    Michael
  • Posted by mgoodman on 10/18/2010 at 12:14 PM Accepted
    The letter reads like an apology. The tone is one that sounds like you are in agony over this. (Examples: "unfortunately," "...we have made every effort to avoid raising our prices," blaming the increase on external factors beyond your control, etc.)

    Why not take a more positive approach and focus on what great value your customers get from your products, how you go the extra mile to earn their loyalty, etc. and how you expect to deliver even greater value in the future.

    Then let them know that, like many companies in the current environment, you need to raise your prices by an average of x%, somewhat less than the increase in the CPI (or whatever index you want to use). This is just another example of how you remain sensitive to your customers' needs (i.e., with a lower price increase than it could/should have been).

    I think the price increase notification needs an attitude adjustment.
  • Posted by ReadCopy on 10/19/2010 at 8:21 AM Accepted
    I agree with mgoodman, the start of the draft needs a complete rewrite, I have written these sorts of letter before for energy companies in the UK and there is not a need to be over apologetic.

    State the facts "Soaring prices of ...", by what percentage have they increased over the past 12 months etc
    If you are factual them it's easier for customers to take, they'll understand the reasons for it.

    Always follow a price rise letter with a press release though which can be apologetic.

    Do you have any good news for customers? Can they save themselves from the price rise by buying extra - maybe a service contract or a longer term contract!


    Best of luck

    Andrew
    ReadCopy
  • Posted on 10/20/2010 at 4:44 AM Accepted
    Jennifer - if it was a while ago, put in when your last price increase was.

    That will show how you have kept prices down, and back up your rationale.

    I find people will accept price increases as long as they know you are doing all you can to keep them down.

    I would therefore change the word 'unfortunately' in your first paragraph to 'reluctantly'.

    Peter
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