| 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:
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
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
