Words remain the foundation to good communication. They often convey more than their dictionary meaning.
According to research from Dr. Hakim Chisti in the 1970s, “tonality that flows through language, are in many ways more profound and powerful than the dictionary meaning itself.”
What follows from this is: “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.”
Measuring “emotional marketing value”
One of the first skills you should nurture is the art of writing a headline. This is what your readers will see first. It has to tap their emotions first to get them to take the next step and read your article.
Great headlines are vital whether they’re on Twitter, Facebook, LinkedIn or Google+.
The Advanced Marketing Institute has developed an “Emotional Marketing Value Headline Analyzer Tool,” which purports to take the guesswork out of measuring headlines. While many marketers “guess” at how people will react to certain words and offers, the institute says its test will give you an actual rating that you can use to judge how well your copy will be received.
I tested at least 10 different headlines before selecting this one because it obtained a high rating. The reason you’re reading this article is maybe because this tool is effective.
Some of my other headlines tested a lot lower and were discarded. The analyzer tool does appear to be based on scientific research and is worth evaluating.
Three things consider in your headlines
The free tool from the Advanced Marketing Institute uses three elements which are dependent on your audience. My headline is for predominantly a business audience so the “intellectual” aspect is important.
Here are the three elements the institute says you should take into account when constructing a headline, as well as in your writing.
Key #1: intellectual
These are words which are especially effective when offering products and services that require reasoning or careful evaluation.
Key #2: empathetic
Empathetic words are what you should use if you want to resonate with empathetic impact. These often bring out profound and strong positive emotional reactions in people.
Key #3: spiritual
These are words which have the strongest potential for influence and often appeal to people at a deep emotional level.
What about you?
Do your headlines work? Could you do better? Do you think this tool is valuable?
Remember it is a free tool, so I’m interest to hear your experiences on whether it is sharp or blunt instrument.