Why do business owners need to know about content creation?
You may be more familiar with the term “copywriting,” but content creation is essentially the same thing. It is the term used today for writing that becomes content for anything from blogs and websites to articles, ebooks, books, and advertising on TV, radio, TV, or the Internet. Whether you’re writing your own content—as many small business owners are—or hiring a copywriter or freelance writer, you want your content to be attention-grabbing and compelling.
Use Headline Analyzer to grab your readers’ hearts as well as their minds
Last week’s Friday QuickTip was about the handy tool Tweak Your Biz Title Generator for content creators. This week’s tip fits nicely right beside that in your toolkit. Unlike Tweak Your Biz Title Generator, this week’s tool, Headline Analyzer, doesn’t give you ideas for titles. Instead, this handy free tool analyzes your headlines to determine the EMV (emotional marketing value). When it comes to creating your content, you need to connect with your market on an emotional level – that’s the key to good copywriting!
When you enter your headline into the entry box, Headline Analyzer gives you an EMV score along with an explanation. It will tell you in which of the three EMV categories, your title has the most emotional impact: intellectual, empathetic, and spiritual.
Here’s an example
Using one of the titles generated in last week’s Friday QuickTips tutorial–7 Ways To Blog Persuasively–I plugged that into Headline Analyzer, chose the category and then clicked “Submit for analysis.” There aren’t a lot of category choices, so I usually choose “business/professional services.” Here are the results. It’s hard to read all the words in the screenshot, so I copied them for you below the image:
This score indicates that your headline has a total of 40.00% 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 40.00%, your headline also has the following predominant emotion classification:
Intellectual & Spiritual
We’ve determined that your headline appeals equally to people’s spiritual and intellectual spheres.
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 marketplace, but must be used with considerable skill.
Intellectual impact words are best used to attune copy and sales messages aimed at people and businesses involved in the fields of education, law, medicine, research, politics, and similar fields. While not restricted to these groups, by giving presentations which are weighted with Intellectual impact words, your clients and customers will be more positively influenced and you are more likely to attain a more favorable response.
Basically, this tells me my title is a pretty good one. It will make an emotional connection for my audience both intellectually and spiritually, and those of you who know me will appreciate how tuned in I am to the power of connection.
I plugged in the title of this post and got a score of 50%. I’m surprised it got such a high score, so I’ll be doing more testing.
Not only is Headline Analyzer a good resource for checking the headlines of any current content you’re creating, it’s also a great way to go back through and see how some of your old content headlines do on the EMV level. I can see this tool as being particularly valuable for nonprofits who are often trying to engage potential donors through their emotions.
Thanks to Advanced Marketing Institute for providing this free tool!
[important]If you need some outside help with the creation of your compelling content, call me, Elizabeth Cottrell, at 540-436-3969. I love helping my clients express themselves clearly and powerfully. CLICK HERE to learn more about my freelance writing, blogging, and editing services.[/important]
Photo credit: “Emotion or Mind” by L. Klauser via Dollar Photo Club