Canadian freelance copywriter raises prices by 10%, then spends week writing apology emails to clients

Writing wrongs? Freelance copywriter Liam McKenzie, 34, has reportedly spent more billable time apologising for increasing his rates by 10% than the increase is expected to generate over the next financial year.

The Vancouver-based freelancer announced the modest price adjustment after discovering he hadn't reviewed his rates since 2021, despite inflation, rising software subscriptions and repeatedly advising clients to "know the value of your brand."

What followed was a meticulously crafted series of personalised emails that industry experts have described as "the most Canadian rate increase in recorded history."

According to recipients, each email opened with three paragraphs of gratitude before reassuring clients the increase was "completely understandable if it no longer fits your budget."

McKenzie also offered to discuss the change, negotiate alternative arrangements, reduce project scope, delay implementation until next quarter, or "simply pretend this email never happened."

"I just didn't want anyone thinking I was being greedy," McKenzie explained. "I even apologised for the timing, despite sending it on a Tuesday because Mondays felt too aggressive."

Friends say the freelancer then spent the next five days refreshing his inbox every six minutes while mentally drafting responses to conversations that had not yet occurred.

"He'd convinced himself clients were furious," said fellow freelancer Rachel Singh, 39. "In reality, most replied with 'No worries' or approved the quote without reading past the first sentence."

Business coach Daniel Fraser, 47, said the behaviour is common among independent creatives. "Freelancers will happily spend six hours defending a $150 price increase to a client who spends twice that on office coffee each week."

McKenzie has since been able to successfully implement the new pricing across his entire client base, while quietly offering a 10% discount to the first prospective client who described the project as "a really exciting opportunity."

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