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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