cmj-hub 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 segmentpsp_pain— pain in the prospect's vocabulary (from claude-psp)outcome— specific result you delivertradeoff— obvious tradeoff you spare themproof(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 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 — <ICP> · Tier <N>: <tier name>
**Pain anchor:** <PSP pain in their language>
## Variant A — outcome-led
"<22-word line>"
## Variant B — tradeoff-led
"<22-word line>"
## Variant C — ICP-led
"<22-word line>"
## Recommended primary
<A / B / C> — <one-sentence rationale>
## Where this fits
- Cold email line 3 (works on Tier 2-4 audiences)
- Hero copy (Tier <N> only — calibrate per page)
- Pricing-page tagline (Tier 4)
- Sales call opener (calibrate to where prospect is)
## Proof to back it
<Case study / metric / social proof aligned to this tier>
6. Surgical critique mode
If user pastes an existing EVP for critique, return:
Original: "<their EVP>"
Word count: <N>
Tier-fit: <which tier this actually lands on>
Issues:
- <issue 1>
- <issue 2>
Rewrite (same voice):
"<rewritten>"
Rationale: <one sentence>
References
../../evp/SKILL.md— the framework- The EVP course in The Compounding Engine: