The Advanced Marketing Institute's Headline Analyzer calculates
the Emotional Marketing Value (EMV) of a headline. This short Q&A
has been assembled for you to better understand the EMV system.
||How do you determine the Emotional Marketing Value (EMV)
of a headline?
We have developed a software program which has access to
our EMV impact words. The program uses special alogorithms
to quickly compare the words of your headline with the words
from the EMV Impact list.
||How did you determine which words have Emotional Marketing
Our research started back the late 1960s and early 1970s.
Dr. Hakim Chishti was a U.S. government research scholar,
and was living in the Near East, studying the roots of several
languages, Persian, Aramaic, Hebrew, Arabic, Urdu and several
His research found that there are these basic underlying
harmonics, a tonality that flows through language, which are
in many ways more profound and powerful than the dictionary
meaning itself. Whereas sometimes meaning can be mistaken,
the sound tones are always interpreted the same way by the
emotions. These are better said as "emotional" reactions,
although the effect is subtle.
He first presented his research findings and theory of the
sounds patterns at an international conference of experts
on sound and Persian poetry. That was in October 1977. Most
of the leading experts of the world were there. In all, more
than 90 countries had their top scholars there. Dr. Hakim
Chishti was invited to represent the United States.
||Why is it important to have a high EMV rating?
Communication is the key of effective marketing. And the
key to communication is being able to reach the client at
an emotional level. Involving them in your copy, and invoking
their deeper thoughts.
While many marketers 'guess' how people will react to various
words and offers, we have determined a test which will give
you an actual rating that you can use to judge how well received
your copy will be to others.
||Which emotional impact group is best?
No group is 'best' or even better than any others. Each group
appeals to different aspects of an individual, and each EMV
impact group is suited to different types of people.
Balancing your headlines between two EMV impact groups or
balancing among all three of the EMV impact groups can bring
more power to your headlines.
||How can I improve my EMV rating?
Have you signed up for our free Newsletter? We give away
a free report that can help you increase your EMV rating as
well as change or balance your EMV impact groups. Sign up
to receive your free copy as well!
We are in the process of releasing an instruction course
which will give you deeper knowledge of the EMV Impact words
and how to create emotionally rich copy!