Evp Craft

EVP Craft — sub-skill

Generates 3 EVP variants for a specific awareness tier.

Activation

Loaded by evp on:

• "Write an EVP for "
• "EVP for solution-aware prospects"
• "Tier 3 EVP"

Workflow

1. Lock the awareness tier

Ask the user which Schwartz tier (1-5). If they don't know, walk them through the 5-tier table from ../../evp/SKILL.md and ask: "Which describes your audience right now?"

Most B2B buyers are in Tiers 2-4. If the user says "Tier 5," push back — that's product-team thinking, not buyer-where-they-are thinking.

2. Capture the inputs

Required:

• icp — specific ICP segment
• psp_pain — pain in the prospect's vocabulary (from claude-psp)
• outcome — specific result you deliver
• tradeoff — obvious tradeoff you spare them
• proof (optional) — case study / metric backing it

If PSP is missing, suggest the user run claude-psp first. EVPs without a PSP are guesses.

3. Generate 3 variants

Each variant uses the shape but with different emphasis:

Variant A — outcome-led

> "For , in , we're the that does OUTCOME> without ."

The outcome carries the line. Use when the outcome is differentiated and concrete (e.g., "ships 14 qualified meetings in 30 days").

Variant B — tradeoff-led

> "For , in , we're the team that hits WITHOUT > ."

The tradeoff carries the line. Use when the tradeoff is the elephant-in-the-room reason the audience hesitates (e.g., "without hiring 2 more SDRs" or "without sacrificing self-serve").

Variant C — ICP-led

> " in use us when they want without > ."

The ICP carries the line. Use when the audience is hyper-niche and you want immediate exclusion-by-segment (signals fit fast).

4. Validate each variant

Run the self-check:

| Check | Pass criterion | |---|---| | Word count | ≤22 | | Outcome specificity | A concrete noun + metric, not a verb like "improve" | | Tradeoff specificity | A concrete thing they'd otherwise have to give up | | ICP named | Segment is specific enough to exclude wrong-fit | | Pain vocabulary | Uses their words from the PSP, not category jargon | | Tier-appropriate | Matches the awareness tier (no Tier-5 line for a Tier-2 audience) |

5. Output

# EVP —  · Tier : 

**Pain anchor:** 

## Variant A — outcome-led
""

## Variant B — tradeoff-led
""

## Variant C — ICP-led
""

## Recommended primary
 — 

## Where this fits
- Cold email line 3 (works on Tier 2-4 audiences)
- Hero copy (Tier  only — calibrate per page)
- Pricing-page tagline (Tier 4)
- Sales call opener (calibrate to where prospect is)

## Proof to back it

6. Surgical critique mode

If user pastes an existing EVP for critique, return:

Original: ""
Word count: 
Tier-fit: 

Issues:
  - 
  - 

Rewrite (same voice):
""
Rationale: 

References

• ../../evp/SKILL.md — the framework
• The EVP course in The Compounding Engine:

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.