Mk 027

---
name: mk-027
description: "Audience and selling-point matching. Use when the task requires a Persona × USP communication-priority matrix. Apply this method to the specified inputs and verify the deliverable"
---

# MK-027 | Audience and selling-point matching

For a regular chat, upload `packs/mk-027.md`. It includes the shared rules, this method, and required references

## Purpose

This skill delivers: **A Persona × USP communication-priority matrix**

Hypotheses are useful but do not establish demographics or market share; do not fabricate interview content or customer experiences

## Required inputs


Available raw records: customer questions, won/lost-sale and usage records, verified product claims, evidence, and the current task

## Method Steps

1. Identify the current task and buying barrier from questions, won/lost sales, and usage records, then match verified benefits. Persona age or occupation is background, not automatic evidence of priorities
2. A benefit resolving the condition blocking the current choice becomes the lead for that context. Shared necessary features remain support rather than fabricated exclusivity
3. Split different tasks within one role into different angles. The same task across roles may share a message; demographic segments do not require invented differences
4. Connect situation → concrete problem → consequence → supported product outcome, then write a usable message with fact, benefit, and evidence. If the product cannot resolve the key barrier, change the offer or suitable audience
5. Replace the lead when new remarks or product conditions change the barrier, identifying the replaced statement. Request one actual lost-sale reason or original question rather than a full persona questionnaire

## Calculation and Interpretation

The mapping records task evidence, candidate USP, why it matters now, usable proof, message, and replacement condition. Without outcome data, describe a supported function rather than inventing quantified results

Check example (hypothetical): store manager A worries about cleaning before closing, supporting an evidenced quick-cleaning benefit. Manager B worries about fitting the equipment, supporting actual dimensions and compatibility instead of the same generic efficiency claim

Decision rules authored by ThinkWithBlack, 2026-10-14; original course sources remain below

## Required output fields

| Order | Field | How to complete |
|---:|---|---|
| 1 | Context and job evidence | Use the supplied source, calculation, or explicit unknown |
| 2 | Candidate USP | Use the supplied source, calculation, or explicit unknown |
| 3 | Use in this situation | Use the supplied source, calculation, or explicit unknown |
| 4 | Proof source | Use the supplied source, calculation, or explicit unknown |
| 5 | Priority and reason | Use the supplied source, calculation, or explicit unknown |
| 6 | Actual message | Use the supplied source, calculation, or explicit unknown |
| 7 | Conditions for changing priority and unknowns | Use the supplied source, calculation, or explicit unknown |

## Verification cases

**MK-027-C05 | An order contains maternity and baby products**

Expected: Do not immediately identify the buyer as a mother; separate the buying and using roles

**MK-027-C06 | Different clues support two situations**

Expected: Keep both candidates and request the data that would distinguish them

## 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: Persona

Source basis: extracted from course materials

Source URL: https://docs.google.com/presentation/d/11Jecvwonn6oA3y3zexPkNOv0iAJuL_7uqERiSNexjjw/edit

English translation of source excerpt:

> Niches form the mass market × precise Personas × digital assets