cmj-hub 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 | " — <specific terms + 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 generationskills/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
Free hosted version
The same job runs in a browser, no install and no key: EVP Generator