evp

name	evp
description	Early Value Proposition (EVP) generator for B2B operators. Uses the Eugene Schwartz awareness model (unaware, problem-aware, solution-aware, product-aware, most-aware) to produce a sharp, 22-word EVP for each awareness tier — plus a structured 3-tier EVP brief documenting the audience, pain, EVP, and proof per tier. EVPs follow the JMC shape: "For <ICP> in <pain> we're the <one team> that does <specific outcome> without <obvious tradeoff>." Loaded for cold email openers, hero copy, pricing pages, and sales-call openings. Triggers on: "write an EVP", "value proposition", "elevator pitch", "positioning statement", "hero copy", "EVP brief", "what's our angle", "messaging by awareness level".
allowed-tools	["Read","Write","Grep"]

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 <tier>	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 <ICP segment>, in <PSP pain>,
we're the <one team> that does <specific outcome>
without <obvious tradeoff>.

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 — <specific price + specific outcome>." (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 — single-tier EVP generation
• 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