Sunday, June 10, 2007

Having fun with EMV - emotional marketing value

During a market research for EMV migration of payment terminals (EMV stands for Europay, Mastercard, Visa; the smart debit cards), I hit on a completely different EMV.The Advanced Marketing Institute developed an Emotional Marketing Value (EMV) score.
It analyses the impact that a headline has on its readers.
It’s a tool for copywriters to check what the impact of a specific headline has on its readers.
Needless to say, I was intrigued.

The tool analyzes the words in the slogan or headline as follows:

  • Intellectual impact
    Words which are especially effective when offering products and services that require reasoning or careful evaluation.
    According to AMI, intellectual impact words are best used to attune copy and sales messages aimed at people and businesses involved in the fields of education, law, medicine, research, politics, and similar fields.
    While not restricted to these groups, by giving presentations which are weighted with intellectual impact words, your clients and customers will be more positively influenced and you are more likely to attain a more favorable response.
  • Empathetic impact
    Words which resonate in with empathetic impact often bring out profound and strong positive emotional reactions in people.
    According to AMI, empathetic impact words are best used to attune with people and businesses involved with care-giving.
    For example, nurses, doctors, and counselors all tend to respond easily and favorably to empathetic words.
    Women, and especially mothers, are very strong in their use of empathetic impact words in the language.
    While use of empathetic impact words does not have to be limited to these groups, we've found that by selecting m ore words with empathetic impact delivers desirable conversion responses from those types of market segments.
  • Spiritual impact
    Words which have the strongest potential for influencing people by appealing at a very deep emotional level.
    According to AMI, spiritual impact words are best used with people and businesses desiring to make an appeal to some aspect of spirituality.
    This does not mean religion specifically, but any product or service that resonates with “spirituality” oriented markets is appropriate.
    The clergy, new age, health food and related markets all respond favorably to sales copy heavy with spiritual impact content.
    Women and children also respond strongly to words in the spiritual sphere.
    Marketing documents with strong spiritual impact content can make for the most powerful presentations in the marketplace but must be used with considerable skill.

Again according to AMI, the English language contains approximately 20% EMV words.Most professional copywriters' headlines will have 30%-40% EMV words in their headlines, while the most gifted copywriters will have 50%-75% EMV words.
A perfect score would be 100%.
According to AMI, this is rare unless your headline is less than five words.

I played around a bit with the tool and try to find a top score in each category.
My first challenge was to create a headline with a strong intellectual impact.
I decided to zoom in on Apple’s new iPhone, and came up with the headline:“iPhone best technology”.
It scored 66.67% in both intellectual and empathetic impact, which does make sense.
Orpak’sfueling your business for success” has a 20% spiritual score.
A slogan I once coined for a high-tech company “your power to communicate” scores 50% on the spiritual scale.
Not bad, considering the company was active in broadband-over-powerline (BPL or PLC).
By repeating words, the score goes up.
Profit, profit, profit!” scores a cool 100% on the empathy scale; "free, free, free!" also scores 100%, but strangely enough on the intellectual scale.
"Opportunity, opportunity, opportunity!" even scores 300% in all three categories.

I also had a look at strong and successful slogans to see how they scored.
The US Army’s famous “we want you” scores 100% in all three categories.
Philips's new slogan “sense and simplicity” only has a 33.3% intellectual score.
May be it is too close to Jane Austen’s novel title for its own good?
Unilever’s feel good, look good and get more out of life” scores a measly 10% in the intellectual category, which I didn’t expect. I was sure it would do well in the empathetic and spiritual categories.
Bobcat’s “we are closer than you think” scores a nice 50% in all categories, despite it being slightly stalkerish.
Holmes Place (the global fitness center network) “One life. Live it well” doesn’t score at all. It is 0% neutral, although I expected it to score nicely in the spiritual category.
Nokia’s “connecting people” has as strong 50% score; but in the intellectual, not the emotional categories.

How reliable is this tool? I have my reservations, but it is definitely fun to use!

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