Evp

EVP — Early Value Proposition Generator

A Claude Code skill that generates Early Value Propositions (EVPs) — the one sentence that answers: "For in , we're the that does without ."

Uses the Eugene Schwartz awareness model to produce a different EVP for each tier of your audience — because the line that lands on a solution-aware prospect won't land on someone unaware they have the problem.

Quick reference

| Slash | What it does | |---|---| | /evp | Interactive — build an EVP for a specific awareness tier | | /evp craft | Generate 3 EVP variants for one awareness tier | | /evp brief | Build a structured 3-tier brief (Schwartz tiers 2/3/4) |

The framework

The EVP shape

For , in ,
we're the  that does 
without .

Rules:

• ≤22 words total
• One specific outcome (no "improve" / "optimize" / "enhance")
• One specific tradeoff (no "and more" / etc.)
• The ICP segment named explicitly
• The pain anchored on a real PSP, not a guess

The 5 awareness tiers (Schwartz)

The same product needs different EVPs depending on what the prospect already knows:

| # | Tier | Knows | EVP shape | |---|---|---|---| | 1 | Unaware | Doesn't know they have the pain | "If your is , you're losing ." (Pain reveal) | | 2 | Problem-aware | Knows the pain, doesn't know solutions exist | " isn't a problem — here's why." (Reframe) | | 3 | Solution-aware | Knows solutions exist, comparing categories | "Most teams pick for . We do instead." (Category split) | | 4 | Product-aware | Comparing specific vendors | "Versus : we ship on ." (Vendor delta) | | 5 | Most aware | Ready to buy from someone | "Operator Pass — ." (Direct ask) |

Most B2B buyers live in Tiers 2-4. Most operators write EVPs for Tier 5 (their internal product team's view) and wonder why nothing lands.

Where EVPs go

• Cold email — the 3rd line of every signal-anchored opener
• Hero copy — usually a Tier 2 or Tier 3 EVP
• Pricing page — Tier 4 (versus competitors)
• Sales call opener — calibrated to where the prospect is on the tier ladder
• Ad creative — usually Tier 1 or Tier 2 (problem reveal)

Workflow

1. Capture the inputs

| Input | Source | |---|---| | icp | ICP segment (specific, not "B2B SaaS") | | psp | PSP pain (load from claude-psp if available) | | outcome | The specific result you deliver | | tradeoff | The obvious tradeoff you spare them | | awareness_tier | Which Schwartz tier (1-5) we're writing for | | proof | (Optional) Case study / metric / social proof for the tier |

If psp is missing, push the user to build one first via claude-psp — EVPs without a PSP are guesses.

2. Generate 3 EVP variants for the tier

Each variant uses the shape but explores a different emphasis:

• Variant A — emphasis on the outcome
• Variant B — emphasis on the tradeoff
• Variant C — emphasis on the ICP segment

Validate each against the 22-word constraint.

3. Self-check

For each variant, validate:

• [ ] ≤22 words
• [ ] One specific outcome (no abstract verbs)
• [ ] One specific tradeoff (no "and more")
• [ ] ICP named explicitly
• [ ] Pain matches the PSP's vocabulary
• [ ] Variant fits the awareness tier (not a Tier-5 line for a Tier-2 reader)

4. Offer the brief mode

After delivering single-tier EVPs, offer:

> "Want a 3-tier brief — Tier 2 / Tier 3 / Tier 4 EVPs side-by-side > with proof per tier?"

Sub-skills

• [skills/evp-craft](../skills/evp-craft) — single-tier EVP generation
• [skills/evp-brief](../skills/evp-brief) — structured 3-tier brief

Plugs into

• claude-cold-email — EVP is line 3 of every cold email
• claude-psp — PSP is the pain layer underneath every EVP
• JMC EVP Generator course — the deep methodology

Full course

This skill is the agent-form of the JMC EVP course in The Compounding Engine. The course covers:

• The Schwartz 5-tier awareness model in B2B
• ICP-pain-EVP alignment patterns
• Tier-jumping (when prospects move 1→3 in one campaign)
• A/B testing EVPs across surfaces
• The "EVP brief" as a single source of truth for the company

→ jaymountconsulting.com/learn/courses/evp-generator

Source & license

This open-source skill is cataloged on AgentStack and links to its original source — we do not rehost the code.

• Author: cmj-hub
• Source: cmj-hub/claude-evp
• License: MIT
• Homepage: https://jaymountconsulting.com/learn/courses/evp-generator

Install and usage instructions live in the source repository linked above.