claude-evp

Replace a $10K-15K positioning sprint with the Schwartz-tier EVP framework, as a Claude Code skill pack.

Generates Early Value Propositions — the 22-word line that says "For in , we ship without ." Uses the Eugene Schwartz 5-tier awareness model so you get a different line for each tier of your audience.

Based on the JMC EVP course. No LLM calls inside the skill. Deterministic scoring catches abstract verbs, missing metrics, and tier-mismatched lines.

What it does

graph TB
    A["/evp"] --> B{Kickoff: state check}
    B -->|First time| C[Onboarding<br/>brand-config + SOUL]
    B -->|Have config| D[Craft / Brief]
    C --> D
    D --> E[Score EVP<br/>script]
    E -->|≥70| F[Push to claude-cold-email + hero copy]
    E -->|<70| D

    style C fill:#1a1a2e,stroke:#00d4ff
    style E fill:#1a1a2e,stroke:#cc4714

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The 4 sub-skills

Sub-skill	What it does
evp-kickoff	Adaptive router — detects state (brand-config? PSP loaded? tier set? proofs reservoir?) and picks next-best step
evp-onboarding	10-min interactive setup → brand-config.json + SOUL.md with outcomes/tradeoffs/proofs
evp-craft	Generate 3 EVP variants for a specific tier (outcome-led / tradeoff-led / ICP-led)
evp-brief	Structured 3-tier brief — Tier 2 / 3 / 4 side-by-side with proof per tier

The deterministic script

Script	Job
scripts/score_evp.py	Score any EVP draft 0-100 across 5 axes (length, outcome specificity, tradeoff specificity, ICP named, tier-fit). Catches abstract verbs ("improve", "optimize"), missing metrics, missing tradeoffs, and tier mismatches.

Verified: strong T3 EVP scores 100/100; "We help companies improve their growth and optimize outcomes" scores 59/100 with per-axis flags.

The Schwartz model

Tier	Buyer knows	EVP shape
1 — Unaware	Doesn't know they have the pain	Pain reveal
2 — Problem-aware	Pain exists; no solutions known	Pain + reframe
3 — Solution-aware	Solutions exist; comparing categories	Category split
4 — Product-aware	Comparing vendors	Vendor delta
5 — Most aware	Ready to buy	Direct ask

Most B2B buyers live in Tiers 2-4. Most operators write Tier-5 EVPs (their internal product team's view) and wonder why nothing lands.

The 3-tier config

brand-config.json   ← Primary tier + outcomes-will-claim + tradeoffs + competitors
SOUL.md             ← Per-tier voice + proofs reservoir + won't-claim list
AGENTS.md           ← Refuses vague outcomes, refuses made-up proof

The skill refuses to generate an EVP without these set up.

Install

Claude Code

/plugin marketplace add cmj-hub/claude-evp
/plugin install evp

One-line install

curl -fsSL https://raw.githubusercontent.com/cmj-hub/claude-evp/main/install.sh | bash

Usage

> /evp

Adaptive kickoff. First run → routes to evp-onboarding. Once configured:

> Write a Tier 3 EVP for my ICP

Returns 3 variants (outcome-led, tradeoff-led, ICP-led), all ≤22 words, all using the operator's outcomes-will-claim list, all using PSP vocabulary, all tier-fit-verified.

Cost arbitrage

Role	$ range	What you'd outsource
Positioning sprint	$10K-15K	One ICP segment, 1-2 weeks
Messaging architect	$5K-12K	Hero copy + pricing page lines
Brand strategy consultant	$25K+	Multi-segment positioning system

This skill pack does the structural work — generates variants by tier, validates per axis, surfaces the brief. It does NOT replace TALKING to real buyers about their language (that's the PSP layer). It DOES replace the structural drafting work.

Plugs into

• cmj-hub/claude-psp — the pain layer underneath every EVP
• cmj-hub/claude-cold-email — EVP is line 3 of every cold email
• cmj-hub/claude-founder-brand — Pillar pillar content is often a Tier 2 EVP reformatted

Course

→ jaymountconsulting.com/learn/courses/evp-generator

Want it all-access? Operator Pass.

License

MIT. Built by Jay Mount Consulting.