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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