You'll be happy to hear that he said yes, and went on to describe his 2 part strategy.
Part 1 is to keep marketing so you have a full pipeline. That gives you the confidence to raise your prices in the first place.
Part 2 is to always give them a reason why you're increasing the price.
Ed says it almost doesn't matter what the reason is, as long as you give them a reason and it sounds fairly, well, reasonable.
He went on to tell me a true story of how he raised his white paper prices recently on a long time client and succeed in negotiating an extra $1000 for his services. Listen here, or watch below, to find out exactly how he justified it. (BTW, they agreed to the increase.)