Occasionally, when bored or waiting for a meeting to start, I check out recommendations from the breathless lists published online. Today’s was called “+300 Awesome Free Things for Entrepreneurs…”
One of the recommended freebies for bloggers and writers is a headline analyzer from the Advanced Marketing Institute.
Their analysis purports to tell you how well your headline scores on a dimension the AMI calls “Emotional Marketing Value.” The AMI tool will also tell you whether your headline will be considered intellectual, empathetic or spiritual based on the number of “EMV words” contained within the headline, a form of textual analysis. The inference applies to the industry you designate (in my case, business and professional services.)
What’s My Score?
Here’s my test of a dummy headline: 10 Proven Ways to Improve Your Content Marketing. This kind of headline is a dime a dozen these days — just substitute anything you wish for the phrase “content marketing.” Substitute “sex appeal,” and you can easily imagine which magazines might sport this headline…
I was flattered to read that my test headline ranked 62.5% on the EMV value, especially given this comment from the tool’s authors:
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.
On this basis my EMV score would put me in the class of “gifted copywriters.” Wrong…
Even more amusing is this comment:
Your headline carries words that have a predominantly Spiritual appeal.
Well, yes, I know I’m a serious yoga practitioner in my personal life, but would not have expected that to have seeped somehow into this test headline! The AMI tool must be reading my mind — or have serious flaws in the underlying algorithms. I don’t know about you, but to me there’s nothing remotely spiritual about the test headline. More convincing would be 10 Proven Ways to Achieve Nirvana…
My take-away (as a former language student): analyzing text, especially for emotional content, is much harder than it seems — whether the context is sentiment analysis, social media listening, whatever.
Beware 100% automated solutions, when not complemented by human insights, as their interpretations or inferences often miss the context that provides meaning or nuance to verbal expression.
Here’s my analysis (screenshot):
What’s the Score for This Blog Post?
FYI: the title of this blog post ranks 33.33% on the EMV score.
AMI notes that its content would appeal equally to people’s “empathetic and spiritual spheres.” On that basis it would be compelling, they say, to “people and businesses involved with care-giving,” such as nurses, doctors and counselors.