Last week I shared the PR Secret to Writing the Perfect Price Increase Notification, using my health and wellness client HLTH Code as a case study.
As I mentioned, HLTH Code Founder Joel Bikman wrestled for months with raising prices. He’s the kind of founder who genuinely puts people before profits. In fact, the decision kept him up at night. But with production costs climbing relentlessly, he finally had no choice.
(I should also mention the other point I really admire about HLTH Code — besides its quality meal replacement shakes — is it sells directly to consumers. It’s not a network marketing company, a business model I despise.)
So anyway…
We crafted a price increase notification (you REALLY should read it, if you haven’t already) that was personal, vulnerable and authentic. Not a corporate memo. Instead, it was a heartfelt letter from Joel explaining exactly why he resisted the increase, how much he agonized over it, and why he finally had to act.
The other part of this case study that I teased last week were the customer responses. They were remarkable.
I’m going to share actual HLTH Code customer emails — word for word — that Joel received after sending that notification.
It’s the classic example of what happens when you prioritize authentic communication over corporate-speak in your customer service strategy.
The Overwhelming Response: Loyalty, Not Backlash
Most companies approach price increases with dread. They expect angry cancellations, social media attacks, and damaged customer relationships.
But when you lead with transparency and empathy in your customer communications, something different happens.
Here’s the first example:
Dear Joel – Thank you so much for trying your best to keep HLTH Code as reasonably priced as possible and letting us know ahead of time.
My husband drinks HLTH Code shakes twice daily as meal replacements during the work week and he puts a little in his coffee for the extra protein on the weekends. He’s a middle school teacher and doesn’t have the time he would need for eating meals. He has inflammation in his liver and he went years unable to eat anything solid, but his condition improved enough to regain the ability to eat ground beef and eggs at dinner and weekends when he has plenty of time to eat. He can now also swallow capsules without choking! No more crushing pills. His medical team is amazed. It truly has been a life saver! All that to share why we will make whatever adjustments needed in order to afford the price increase of HLTH Code.
Blessing,
Sharon
This is customer experience gold. Sharon didn’t just accept the price increase — she shared an intimate health story explaining why she’s staying. That’s the kind of customer loyalty you simply can’t buy with discounts or promotions.
Notice she specifically thanked Joel for the advance notice and for trying to keep prices low. That’s what authentic customer relations delivers: customers who feel respected and valued.
Lynn’s response showed similar appreciation:
Joel – Thank you for the responsible way in which you have informed us of your necessary price increase. I certainly understand the need. Many times through the years I have had completely unexplained and unannounced price increases in various monthly subscriptions. I so appreciate the respect you have shown me, a long time user and lover of HLTH Code shakes. I am sticking with you and thank you for sticking with US!
Sincerely and with thanks and best regards,
Lynn
Lynn contrasted Joel’s approach with other companies’ tactics. She’s experienced the alternative — those surprise price hikes that show up on your credit card with zero explanation or warning.
That’s terrible customer service. It erodes trust and damages the customer relationship.
Joel’s transparency created the opposite effect. Lynn felt respected — and that feeling matters more than the extra dollars per month.
When Personal Connection Trumps Price Concerns
This short response made me smile:
We’re OK with that increase.
Jeanne
Jeanne then asks Joel where he was born because she thinks she knew his father, and that “he was a good friend.”
The customer experience here transcended the transaction. This person was so comfortable with the price increase that they pivoted immediately to a personal connection. That’s what happens when you communicate authentically — you remind customers there’s a real human on the other side.
Nikki’s email was longer and more analytical:
Dear Joel – I appreciate this candid and heartfelt message regarding the upcoming price increase. I am a new customer, just now discovering your plant-based product line at the end of September.
I contemplate ceasing consumption of Kachava in favor of HLTH Code (after I ensure there are no unforeseen adverse reactions after consistent / long-term consumption of HLTH Code over the next couple of months). This will be a serious transition to HLTH Code for me during these economic times, especially as Costco.com just started offering a bulk size Kachava product at substantial discount.
I see in your Facebook page that HLTH Code offered bulk pricing (multiples of 8 bags) in the past. I hope Hlth Code will consider offering these bulk promotions perhaps bi-annually (if this type of promotion pencils out financially for the business) — perhaps to save on the shipping costs and to lock-in loyalty from your customer base. Thank you for considering this feedback. I wish HLTH Code prosperity!
Respectfully from a new customer,
Nikki
Nikki’s response demonstrates sophisticated customer communication in action. Even as a brand-new customer facing a price increase before she’s fully committed, she appreciated the candor. She didn’t rage-quit or demand special treatment. Instead, she offered constructive feedback about bulk pricing.
That’s what transparent communication earns you: customers who engage as partners rather than adversaries.
Brent kept it simple:
Sounds good to me. Keep it coming Love this product❤️
Brent
Short, sweet, and loyal. This is the baseline positive response Joel received from the vast majority of customers.
But Yes, Some Customers Left
I’d be inauthentic (OK, lying) if I told you every customer stayed.
Joe’s response was honest:
I understand your costs are going up, but that doesn’t help me, since the only thing not going up is my salary. Unfortunately, my next order, which will occur before your price increase, might just be my last.
~ Joe
This is reality in customer service. Not everyone can absorb a price increase, no matter how well you communicate it. Joe’s financial situation is what it is.
But notice: even in declining to continue, Joe was respectful. He didn’t attack Joel or trash the company on social media. He simply explained his situation.
And he even left the door open for him to continue as a customer despite the price increase.
That’s still a win for your public relations strategy. A customer who leaves gracefully doesn’t damage your reputation. They might even return later when their circumstances change.
The Lesson: Authenticity Builds Customer Loyalty That Transcends Price
Almost all the responses Joel received were understanding and positive. Some customers, like Sharon, actually deepened their emotional connection to the brand through the exchange.
This is what effective customer communication looks like.
When you have a premium product that genuinely helps people — like HLTH Code’s science-backed, metabolically balanced meal replacement shake — customers are typically willing to pay more. But that willingness depends entirely on how you ask.
Corporate jargon and impersonal announcements breed resentment.
Authentic, vulnerable, human communication builds loyalty.
Joel’s price increase notification worked because it showed he cared. Truly cared. Not in some fake, marketing-department way, but in a genuine “this kept me up at night” way.
Joel’s a very good man. I feel very blessed to have a client — and personal friend — like him.
The 3 Big Takeaways
- The customer feedback is proof that being honest in your communications reaps rewards. Transparency doesn’t hurt your business — it strengthens customer relationships… even when delivering bad news. It can create more loyal customer advocates, not just buyers.
- Don’t worry about delivering bad news. Instead, focus on delivering authentic news. Customers can handle difficult information when you respect them enough to tell the truth.
- Not confident in your writing and communicating ability? Look into hiring a pro. Effective customer communication is a skill. If you’re not comfortable crafting these messages, work with someone who specializes in authentic communications. lmk if you need a referral 😉
What do you think of these customer responses? Have you ever received a price increase notification that made you feel respected? Or one that made you feel ambushed? Please share your customer service experiences.
Stay authentic — and remember that caring communication always beats corporate-speak.
Jeffery E. Pizzino, APR (seen here in a vintage photo circa 1983 serendipitously doing a Clash impersonation in a since-forgotten location) is a spin-free public relations pro who is passionate about telling the why of your story with clarity, impact and authenticity. He began his PR career in 1987 at Ketchum Public Relations in New York City but has spent the majority of his career as a solopreneur. He’s the Chief Authentic Officer of the Johnson City, TN-based public relations firm, AuthenticityPR. He also functions as the fractional CCO for technology startup Converus.
Jeff has an MBA in Management from Western International University and a Bachelor of Arts degree in Communications — with an emphasis in PR — from Brigham Young University (rise and shout!). He’s a native of Milwaukee, Wisconsin, but also holds an Italian citizenship. Jeff and his storyteller wife Leticia have four children and four grandchildren. In his extremely limited nonwork hours, he studies italiano, practices guitar, write songs, gardens, disc golfs, reads, listens to New Wave music, serves in his church, watches BYU football, and plays Dominion and Seven Wonders. Email Jeff.
