---
name: price-increase-announcement
description: "Announce a price increase without triggering a churn spike — the rationale, grandfathering, effective dates, the FAQ, and the internal brief so support isn't blindsided. Use when asked to announce a price increase, write pricing change comms, raise prices to customers, or communicate new pricing. Produces the customer email, the FAQ with objection handling, the grandfathering/transition terms, and the internal enablement brief. A pricing-comms craft, not a discount."
---

# Price Increase Announcement

A price increase is a trust event, and most are botched by burying the number, over-justifying, or blindsiding support the day the emails land. This writes the version that respects the customer: the increase stated plainly and early, a reason that's true (usually more value delivered), a transition that softens the jump for loyal customers, and an internal brief so every rep can answer the angry reply.

## What This Skill Produces

- **The customer announcement** — clear increase, honest reason, effective date, what's not changing
- **Grandfathering / transition terms** — how existing customers are handled (locked price window, phased, or notice period)
- **The FAQ** — the hard questions ("why now," "can I lock in," "I'll cancel") with real answers
- **The internal brief** — talking points and the discount/save guardrails so support and sales are aligned

## Required Inputs

Ask for these if not provided:
- **The change** — old price → new price, which plans, and when it takes effect
- **The real reason** — new capabilities, cost pressure, repositioning (the honest one, not a spin)
- **Customer segments** — new vs existing, annual vs monthly, enterprise vs self-serve — terms differ
- **The transition** — are existing customers grandfathered, phased, or given notice? What's the policy?
- **Guardrails** — what reps can offer to save an account, and what they can't

## Framework: A Price Increase That Holds

1. **Lead with the number.** Say the increase in the first lines; hiding it reads as shame and breeds distrust.
2. **One true reason.** Ideally "we've added X, Y, Z since you signed" — value earns a price. Don't over-justify.
3. **Soften for loyalty.** A price-lock window or phased ramp for existing customers turns a shock into a fair-notice.
4. **Give a clear date and choice.** When it hits, and what they can do (renew early, switch plan, contact us).
5. **Arm the front line.** Support/sales get the FAQ and save-rules *before* customers do — never after.

## Output Format

### Customer email
- Subject: [clear, not evasive]
- Body: the increase → the reason (value) → effective date → what's unchanged → their options → thank-you

### Transition terms
- Existing customers: [grandfather window / phased / notice]. New customers: [effective immediately].

### FAQ
| Question | Answer |
|---|---|
| Why are prices going up? | … |
| Can I lock in the current price? | … |
| What if I want to cancel? | … |

### Internal enablement brief
- Talking points · objection responses · save guardrails (what reps may/may not offer)

## Quality Checks
- [ ] The new price and effective date are in the first few lines
- [ ] The reason is true and value-led, not padded with spin
- [ ] Existing-customer transition terms are explicit
- [ ] The FAQ answers the cancel/lock-in questions honestly
- [ ] The internal brief ships alongside (not after) the customer comms
- [ ] Save guardrails are defined so reps don't improvise discounts

## Anti-Patterns
- **Burying the number** in paragraph four — the fastest way to lose trust.
- **Over-justifying** with a wall of reasons — one true reason beats five defensive ones.
- **Blindsiding support** — angry replies with no talking points is a self-inflicted wound.
- **No transition for loyal customers** — a flat overnight jump maximises churn.
- **Spin as the reason** ("to serve you better") when the truth is cost — customers can tell.

## Example Trigger Phrases
- "Announce a price increase to our customers."
- "Write the pricing change email and FAQ."
- "We're raising prices 15% — help me communicate it without a churn spike."
- "Draft customer and internal comms for new pricing."