**For different angles + audiences:**

1. **Direct + honest:** "We're raising our prices on 1 August. Here's why, and what existing customers get."

2. **Lead with the customer benefit:** "We're raising prices — and grandfathering every existing customer for 18 months."

3. **Specific-numbers-led:** "After three years of $19, our Pro plan is going to $29."

4. **Contrarian:** "Why we're raising prices in a recession."

5. **Curiosity-led:** "The five-line internal email that became this pricing change."

6. **Story-led:** "Our biggest customer asked us to raise prices. Here's how we did it."

7. **Reassurance-led, for nervous existing customers:** "Pricing is going up. Yours isn't."

8. **The strong, unhedged version:** "Our prices haven't moved since 2023. They're moving now."

9. **Sub-segmented:** "We're moving Pro to $29. Free stays free. Unlimited gets cheaper."

10. **The version that doesn't lead with prices at all:** "What three years of customers taught us about our pricing."

**Which works for which audience:**
  - For existing paying customers (who'll read the email anyway): #2 or #7 — lead with reassurance.
  - For prospects on your pricing page: #3 — they want the number, give it to them first.
  - For your blog post explaining the change: #6 or #10 — story-led pulls casual readers in.
  - For your tweet: #5 — curiosity wins on social.
  - For Hacker News: #8 — direct, unhedged, no apology.

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