The headline is your first (and sometimes only) opportunity to grab your audience on an emotional level and make them want to keep reading your information. Yet writing headlines is often the thing that stops even good writers in their tracks.
Thankfully, there’s a free tool that can help writers at all levels create an attention-grabbing headline without having to spend all day doing it. It’s the Emotional Marketing Value Headline Analyzer from The Advanced Marketing Institute (AMI).
How The AMI Headline Analyzer Works
AMI states that their free tool “will analyze your headline to determine the Emotional Marketing Value (EMV) score. 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.” Just as a comparison, the English language is about 20% EMV words.
The analyzer also shows where your headline lies in relation to three emotional values: Intellectual, Empathetic, and Spiritual. So, if your audience is a group of business executives, you may want your headline to be more intellectual; if you’re writing for holistic healers, an empathetic headline may work better.
Any headline that hits all three values is worth using, even if it scores on the low side.
Understanding Your Outcomes
This tool is incredibly easy to use. Simply go to the Emotional Marketing Value Headline Analyzer web page, type in your headline, select the industry you’re writing for from the dropdown menu, and click “Submit For Analysis.”
You’ll see your overall score, which of the three values it falls into, and some additional information.
I used the analyzer to create the headline for this article. It scored 50%, which is where I expect to be as a professional copywriter.
Your scores will be based on your writing experience, but know that anything over 20% is a usable headline. And you’ll get better as you keep working with the analyzer.
Test It For Yourself
Try using AMI-scored headlines and non-scored headlines for a period of time, and track things like click-throughs, engagement, etc. You should find you get more traction from the AMI titles.
I resisted using this tool for a long time, thinking it would stifle my creativity, but had to work with it at a client’s request. I ate my share of humble pie when my oh-so-creative headlines scored very low in the analyzer, and I then became a fan.
It can take a few tries to that one great headline, and I recommend familiarizing yourself with the emotional value words to work them into your headlines. The Co-Schedule site has a downloadable list of these words you can use, as well as their own headline evaluation tool, but I prefer AMI.
Once you get the hang of the AMI analyzer, writing headlines for blogs, newsletters, and emails won’t ever again be the most time-consuming (or dreaded) part of your marketing communications. And you’ll get better engagement results to boot.