Would you use it?
Spoiler alert: there is. More on that shortly…
The key to being influential is to activate your followers. But moving people to action is easier said than done.
To be irresistible, reach your audience (whether it’s employees, fans, blog readers or followers) on an emotional level.
You’ve heard marketers say that “we buy on emotion and justify with logic.”
And it’s as true for messages as consumer products. Enticing people to pay attention and get on board is about grabbing hearts and minds.
Hitting them right in the feels. All the feels.
Instead of guessing how people will react to headlines and offers, you can use AMI’s EMV tool to rate exactly how much impact your words will have on your audience.
Our everyday English language contains 20% emotional value words. Using more EMV words will resonate with your audience and compel them to open your emails or listen to your presentation.
Check out these stats from American Marketing Institute:
“…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.”
The EMV Index got its start back in the 1970s, when research scholar Dr. Hakim Chishti discovered that there are basic underlying sound tones that are always interpreted the same way in our emotional response, regardless of the language spoken.
The Index is an algorithm that assesses how likely a group of words is to elicit an emotional response.
According to the AMI website, “A perfect EMV Index score would be 100%, but that is rare unless your subject line is quite short. A good score would rank anywhere from 40% to 75%.”
When I discovered the EMV, I tested a handful of headlines from the Famous in Your Field blog.
Ugghh. It was a real slap in the face. I DO NOT spend enough time on headlines.
Here’s the first one I pasted into the EMV tool:
|Your Headline’s EMV Score:||
Translation: completely ‘meh’; not good and definitely not great.
In fact, most of mine are downright barren of any emotional content, hovering around 20% to 30%. (One scored a cold fish 10% rating.)
For contrast, here’s my very best of the half dozen I tested:
That baby scored 54.55, and hit all three emotional classifications:
|We’ve determined that your headline appeals equally to people’s intellectual, empathetic, and spiritual spheres! Perfect balance!|
But it gets even better…
The words you use influence not just your audience’s action, but also how your audience views a topic or situation. Business Insider shared a University of Washington study “that asked groups of participants to watch a video of a simulated car crash and guess how fast the cars were going.
The video shown to each group remained the same, but a verb used in the question differed, as in: “About how fast were the cars going when they collided with/bumped/smashed/contacted each other?
The group that heard “smashed” gave the cars the highest estimated speeds, and when each group was asked a week later if the video they had seen contained any broken glass (it did not), the “smashed” group had a much higher percentage of remembering broken glass.”[http://www.businessinsider.com/proven-ways-to-get-anyones-attention-2015-3#ixzz3XE2GFSV5]
Where else can you use words and phrases with high emotional value?
And a big one: social media updates.
(Words with high emotional value get shared more on social media.)
Wondering what constitutes emotional words? Relax, good-looking people, I’ve got you covered with two fantastic collections, packed with emotional words.
186 “Power Words for Emotional Selling” from Karl Stepp.
50 Words and Phrases for Powerful Multimedia Content from Copyblogger.
Give this magical tool a whirl this week. Try to boost your headline or email subject into the professional copywriter’s range of 30% and above. Snaps for simplicity.