Earlier this week, Adland published one of the funniest marketing-related posts I've seen in quite some time. It's all about the Advanced Marketing Institute's Emotional Marketing Value Headline Analyzer. Supposedly, you simply type your headline into the space on their site, and their tool will regurgitate a result that should keep copywriters and marketers laughing for hours. Here's the explanation from the Advanced Marketing Institute's website:
"What is the Headline Analyzer?This free tool will analyze your headline to determine the Emotional Marketing Value (EMV) score. As you know, reaching your customers in an deep and emotional way is a key to successful copywriting, and your headline is unquestionably the most important piece of copy you use to reach prospects.
Your headline will be analyzed and scored based on the total number of EMV words it has in relation to the total number of words it contains. This will determine the EMV score of your headline.
In addition to the EMV score, You will find out which emotion inside your customer's your headline most impacts:
Intellectual | Empathetic | Spiritual |
| Words which are especially effective when offering products and services that require reasoning or careful evaluation. | Words which resonate in with Empathetic impact often bring out profound and strong positive emotional reactions in people. | Words which havethe strongest potential for influence and often appeal to people at a very deep emotional level." |
For a better laugh, visit Adland and see the various headlines they tested using the Emotional Marketing Value Headline Analyzer. From their tests, it seems like spam earns a high EMV score. I tried just the opposite test, and inputted some of the most well known copy headlines. First, I tried Nike's "Just do it" and received the following report from the Advanced Marketing Institute's Emotional Marketing Value Headline Analyzer:
""Just do it"
Your Headline's EMV Score: | 33.33% |
This score indicates that your headline has a total of 33.33% Emotional Marketing Value (EMV) Words. To put that in perspective, the English language contains approximately 20% EMV words.
And for comparison, most professional copywriters' headlines will have 30%-40% EMV Words in their headlines, while the most gifted copywriters will have 50%-75% EMV words in headlines.
A perfect score would be 100%, but that is rare unless your headline is less than five words.
While the overall EMV score for your headline is 33.33%, your headline also has the following predominant emotion classification:
Spiritual |
Your headline carries words that have a predominantly Spiritual appeal. Words that resonate with Spiritual impact are the smallest number of words in the language. AMI research has found that Spiritual impact words carry the strongest potential for influence and often appeal to people at a very deep emotional level. Words with Spiritual impact are best used with people and businesses desiring to make an appeal to some aspect of spirituality. This does not mean religion specifically, but any product or service that resonates with “spirituality” oriented markets are appropriate. The clergy, new age, health food and related markets all respond favorably to sales copy heavy with Spiritual impact content. Women and children also respond strongly to words in the Spiritual sphere. Marketing documents with strong Spiritual impact content can make for the most powerful presentations in the marketplac,e but must be used with considerable skill." |
33.33% is not very good. I wonder if Nike knows about this.
I decided to give the EMV Analyzer the benefit of the doubt and thought that perhaps this poor analysis was just an anomaly. Next, I input Burger King's classic and effective headline, "Have it your way," which was ranked 24th in the Advertising Age Top 100 Ad Campaigns of the Twentieth Century. Here's the EMV result:
""have it your way"
Your Headline's EMV Score: | 0.00% |
This score indicates that your headline has a total of 0.00% Emotional Marketing Value (EMV) Words. To put that in perspective, the English language contains approximately 20% EMV words.
And for comparison, most professional copywriters' headlines will have 30%-40% EMV Words in their headlines, while the most gifted copywriters will have 50%-75% EMV words in headlines.
A perfect score would be 100%, but that is rare unless your headline is less than five words.
While the overall EMV score for your headline is 0.00%, your headline also has the following predominant emotion classification:
Neutral |
Your headline either has no words that invoke emotional impact with people person, or the percentage of such words is so low as to be unlikely to make any emotional impact Headlines with little or no emotional words rarely do as well as headlines with stronger emotional content. You can attempt to shorten your headlines, or use different words and analyze the new headline." |
Oh no. This does not bode well for the futures of some of individuals who have long been thought to be the best and brightest copywriters of our generation. Of course, if you've been reading my posts since I started writing for MarketingBlurb, you've probably realized I'm fairly sarcastic, and that sarcasm is in full force here.
It seems like the Emotional Marketing Value Headline Analyzer tool is not very helpful or accurate at all unless your headline says, "opportunity, opportunity, opportunity." Then it's EMV would be 300% (as tested by Adland). As we know, there's a lot more to copywriting than keyword stuffing.
What do you think about the Emotional Marketing Value Headline Analyzer? Test some headlines then come back and leave a comment to tell us what you learned.
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