evp-craft

EVP Craft — sub-skill

Generates 3 EVP variants for a specific awareness tier.

Activation

Loaded by evp on:

• "Write an EVP for <tier>"
• "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 segment
• psp_pain — pain in the prospect's vocabulary (from claude-psp)
• outcome — specific result you deliver
• tradeoff — obvious tradeoff you spare them
• proof (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 <ICP>, in <pain>, we're the <one team> that does <SPECIFIC OUTCOME> without <tradeoff>."

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 <ICP>, in <pain>, we're the team that hits <outcome> WITHOUT <SPECIFIC TRADEOFF>."

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

"<SPECIFIC ICP> in <pain> use us when they want <outcome> without <tradeoff>."

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: