Create Pioneering Headlines: Use AMI Headline Analyzer

pioneering headlines make or break the news

The power of powerful, pioneering headlines, can be positive for your blog posts. The purpose of this post is to review Headline Analyzer, provided by the Advanced Marketing Institute. It is available to use on-line at:



The purpose of the site is clear, to rate any headline that you provide. How can you create pioneering headlines? This headline analyzer is one tool you should use. You should note that the analysis engine will trim your submission to 20 words. Any headlines exceeding 20 words are unlikely to be catchy or attract readers. The main screen is shown here:

Headline Analyzer Main screen

Tests Explained


For this test I have selected a variety of headlines about “flying cars” from recently published articles. I shall be using the same headlines when testing each of the analysing products. The purpose of the tools is to identify the Emotional Marketing Value (EMV) of the headline, which is used to determine the power of the headline. An addition descriptive text is provided to assist in understanding the impact.
EMV functions by scanning words used against the list of “impact words” stored in their database to determine a score. The scoring system used by the headline analyzer determines he power of the headline. AMI’s product works on the principle of the higher the score the better the impact of the headline used. The most powerful titles should be in the 50 to 75 percentile range. Remember it is almost impossible to attain a score of 100%


About Emotional Marketing Value


pioneering headlines - smileThe origin of the EMV is from research in the 60s and 70s performed by US researcher Dr. Hakim Chishti. He discovered basic harmonics, or tonality, flows through language usage and this produces subtle emotional reactions. Sound patterns can also have an impact on us even when we do not understand the language used.


Having a high EMV value for your headline is crucial to marketing your blog post. Headlines are seen in search results, on social media posts, etc. and are a key part of communication. They set the tone for the reader. The importance of this tool is that a writer should not guess how people react to the words in the title, but to test that through headline analysis.


The basic emotional reactions include: intellectual, empathetic, and spiritual parts of the mind. Note, by default, normal English language usage contains approximately 20% of words on the EMV list. A headline, containing 6 to 12 words, should be more effective at playing the emotions. It must tug at our heartstrings it must have something more.


Most creative writers should easily achieve a score of 30 to 40 percent. They should be aiming at attaining scores between 50 and 75 percent. With some tweaking this should be attainable, alter one or two words then re-run the analysis. Ultimately emotional, pioneering headlines can make or break the information you are providing, can you improve your headlines with some small simple tweaks? Yes, I have done.


EMV Uses


The intellectual, empathetic, and spiritual spheres of influence will each focus on different types of people. For example intellectual words are likely to have a greater impact on fields such as education, law, medicine, and politics. But they are not restricted to these groups. The same is true for empathetic and spiritual spheres, they attract people in certain businesses, for example nurses tend to be empathetic.


A balanced result is possibly the most desirable outcome, but this may depend on your target audience, which must always be considered.

Test Results


The following diagram shows each of the headlines used and how they performed.

AMI Headline Analyzer

The best performing headline being “Our Self-Flying Car Future“, with a score of 75%. I was surprised to see the majority of the headlines scored less than 50%. Many came from organisations that I had always considered good at creating headlines, news agencies. One even scored less than 20%, which should mark it out as a very poor headline, having little emotive value.The aim for the headline writer should be should be to attain a score in the 50 to 75 percentile range.


Improving Your Score

The purpose of using this tool is to improve your score. Take a poor performing headline and make changes, improve it
Here I played with “Flying Car –  This Is Why I’m Broke.” a little to see how much higher a score was possible, but retaining the broke theme.
  • I broke the bank to buy a Flying Car.” Offers some improvement, getting an EMV score of 22%. This headline appeals to people’s empathetic and spiritual spheres.
  • I’m broke because I bought a Flying Car.” Gets 37.5% with a predominantly empathetic appeal.
  • Broke? You need a Flying Car!” Scores 50%. It provides a perfect balance appealing to people’s intellectual, empathetic, and spiritual needs. It shows a bad headline can be improved.
Clearly, it is possible to experiment further to make changes that would bring in readers. but here it is possible to see the scope for change that you can make.


Conclusion – Getting Pioneering Headlines


Overall, I find Headline Analyzer, from AMI, easy to use, punch in your proposed headline, select the category, then click on “Submit for Analysis“. The results are well explained.

I have used it and had a 0% score, telling me the results were neutral, having no words that evoke any relevant emotions. Definitely, time to use some different words!

Headlines must evoke emotional responses to get readers. Asking questions is a great way to trigger emotion. Each result provided is explained, which helps you to understand where you need to improve. Getting the right results is all about generating pioneering headlines and this tool will help when consistently used.


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Buy Peter B. Giblett a coffee to thank him for reviewing the capabilities of the Advanced Marketing Institute’s Headline Analyzer. The images included here are from royalty free public domain image collections, photographs from Pixabay, or from Peter Giblett’s personal collection.

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