Tuesday, November 14, 2006

Are Your Headlines Empathetic or Intellectual?

When I run across a cool Internet tool I can't wait to share it with you. Inside my very useful issue of Speakernet News, an ezine for professional speakers that's filled with great tips and tools, I discovered a headline analyzer.

Churning out pithy and effective headlines is tough. It's easy to write a headline that's too sales-y ( Eat all you want and still lose weight!) or too dull (Best Practice in Marketing) or not persuasive enough (Why Blog Comments Works). Honestly, it a challenge because I write a lot of headlines for articles, blog posts and marketing blurbs and the like. That's why I was so pleased to find the analyzer.

You simply type in your headline and hit a button. It analyzes the text and returns an EMV- Emotional Marketing Value. Most good copywriters score in the 30-40% range. Exceptional writers score over 50% in their copy. Then the tool tells you which emotions your words impact: intellectual, empathetic or spiritual. Did you know that most words fall into the intellectual impact category?

Here are the results of two headlines I'm running now:

Writing for Dollars- Marketing with Articles- EMPATHETIC 50%

Setting Fees that Feel Right & Still Make Money- INTELLECTUAL 37.50%

Nice scores but what really surprised me was the classifications. Who would've guessed that 'setting fees that feel right' would be considered a brainy appeal? Certainly not me. I was going for heart-felt.

What's this mean to you?
It helps to test headlines either with this tool or with real people to get their reaction. Also, it underscores again the importance of not assuming that you are actually communicating what you intend to communicate.

There's still time to sign up for either of these teleseminars using the links below:

Writing for Dollars
on 11/16 at 3 pm EST

Setting Fees that Feel Right with Mark Silver on 11/30 as 3 pm EST

Try. Fail. Learn. Grow!



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