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 About Emotional Marketing Value (EMV)

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.

Q: 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.

Q: How did you determine which words have Emotional Marketing Value?

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 others.

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.

Q: 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.

Q: 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.

Q: 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!

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