MK-010 | Emotional value proposition
For a regular chat, upload packs/mk-010.md. It includes the shared rules, this method, and required references
Purpose
This skill delivers: Source-supported emotional benefits and communication boundaries
Separate features, benefits, and evidence; do not claim exclusivity without competitor data
Required inputs
Provide: Product specifications, competitor differences, verifiable evidence, and intended customers
Method
- Use personal/emotional jobs in JTBD to answer "Can this make me feel better or help me avoid something unpleasant?"
- Ground emotional value in specific everyday situations, such as peace of mind, comfort, or avoiding unpleasant cleaning, rather than a vague sense of happiness
- Pair emotional benefits with functional jobs so the product's capabilities support them
Calculations and interpretation
Use only verifiable product differences. Mark claims lacking evidence as needing support; do not generate fabricated evidence
Required output fields
| Order | Field | How to complete |
|---|---|---|
| 1 | Factual feature | Use source evidence, an intermediate method result, or an explicit unknown; do not invent information |
| 2 | Customer task | Use source evidence, an intermediate method result, or an explicit unknown; do not invent information |
| 3 | Tangible benefit | Use source evidence, an intermediate method result, or an explicit unknown; do not invent information |
| 4 | Basis for comparison | Use source evidence, an intermediate method result, or an explicit unknown; do not invent information |
| 5 | Suitable angle | Use source evidence, an intermediate method result, or an explicit unknown; do not invent information |
| 6 | Lead/supporting/to investigate | Use source evidence, an intermediate method result, or an explicit unknown; do not invent information |
| 7 | Reason | Use source evidence, an intermediate method result, or an explicit unknown; do not invent information |
Verification cases
MK-010-C05 | The specification is true, but no industry comparison data is available
Expected: Functional benefits may be proposed; do not claim the product is unique or number one
MK-010-C06 | The information consists only of technical terms
Expected: Explain their role under the known usage conditions first; do not invent unverified effects
Method sources
Source file: 行銷策略實戰學程Day1-小眾就是大眾 × 精準 Persona × 數位資產
Location: Value
Source basis: extracted from course materials
Source URL: https://docs.google.com/presentation/d/11Jecvwonn6oA3y3zexPkNOv0iAJuL_7uqERiSNexjjw/edit
English translation of source excerpt:
- Three values used to select a specific product
