| name | evp-brief |
| description | Build a structured 3-tier EVP brief — Tier 2 (problem-aware), Tier 3 (solution-aware), Tier 4 (product-aware) — side-by-side with audience, pain, EVP variants, and proof per tier. Becomes the single source of truth your hero, ads, cold email, and pricing-page pull from. Loaded by the main evp skill when the user wants a full brief. |
| user-invocable | false |
| allowed-tools | ["Read","Write","Grep"] |
EVP Brief — sub-skill
Produces a structured 3-tier EVP brief covering the three tiers where
most B2B buyers live: Tier 2 (problem-aware), Tier 3 (solution-aware),
Tier 4 (product-aware).
Activation
Loaded by evp on:
- "Build an EVP brief"
- "3-tier brief"
- "EVP across awareness levels"
Workflow
1. Confirm the ICP scope
The brief is per-ICP. If the user has multiple ICPs, ask: "Which ICP
are we building this brief for? (Run again per segment.)"
2. Capture inputs once
| Input | Source |
|---|
icp | Specific ICP segment |
psp | PSP doc from claude-psp (or build inline) |
outcome | The specific result you deliver |
tradeoff | The obvious tradeoff you spare them |
competitors (optional) | Top 2-3 competitors for Tier 4 framing |
proof_per_tier (optional) | Case study / metric per tier |
3. Generate the brief
For each of Tier 2, Tier 3, Tier 4:
- Audience description (what they know, what they don't)
- Tier-appropriate pain framing
- 1 primary EVP (best variant) + 1 alternate
- Proof aligned to that tier (different proofs land at different tiers)
- Where to deploy this EVP (which surfaces)
4. Output
# EVP Brief — <ICP>
**PSP anchor:** <pain in their vocabulary, one sentence>
---
## Tier 2 — Problem-aware
**Audience knows:** the pain exists; doesn't know solutions exist (or
doesn't think any are worth evaluating yet).
**Best framing:** Pain reveal + reframe.
### Primary EVP
"<22-word line>"
### Alternate
"<22-word line>"
### Proof for this tier
<Demonstration of the pain at scale — e.g., "62% of Series-B SaaS hit
this within 18 months of funding.">
### Deploy on
- Hero copy on landing pages
- Top-of-funnel ad creative
- Cold email line 3 (when targeting based on signal that implies awareness)
- Podcast-appearance pitch lines
---
## Tier 3 — Solution-aware
**Audience knows:** solutions exist; comparing categories of approach
(in-house vs agency vs DIY vs tool).
**Best framing:** Category split — why your category beats the
traditional one.
### Primary EVP
"<22-word line>"
### Alternate
"<22-word line>"
### Proof for this tier
Comparison pages
Mid-funnel ads
Cold email line 3 (when targeting based on category-discontent signal)
Sales call opener (when prospect has tried alternatives)
---
specific vendors exist; comparing options head to head.
Vendor delta — your specific advantage on a specific
axis vs named competitor.
"<22-word line — references competitor>"
"<22-word line — references competitor>"
, we ship the
in instead of .">
Pricing page hero
Sales-call objection handling
Battlecards
Bottom-funnel ads
---
This brief is the authoritative messaging document for . When
hero copy, ad creative, cold email, or pricing-page lines need to be
written or rewritten, pull from the tier that matches the audience's
actual awareness level.
Re-run this brief every 90 days. EVPs decay as the market catches up
and competitor positioning shifts.
References
