Funny how founders talk about price.
When they raise it, they apologise in a long email with three paragraphs of reasons.
When they lower it, they announce it like a product launch.
Customers read both. The first one says "we are not sure we are worth this". The second one says "we were not sure before either".
Write the price increase like the launch. Short, calm, the new number, the date. No sorry.
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