Sunday, 16 July 2017

Authors — do you know about Emotional Marketing Value?

What is Emotional Marketing Value (EMV)?

Communication is the key of effective marketing. And the key to communication is being able to reach the reader at an emotional level. Involving them in your words and invoking their deeper thoughts.
While many authors 'guess' how people will react to their words,  researchers have determined a test which  gives an actual rating that can be used to judge how well received your copy will be to others.
Effectively, by using emotional words in your titles, subtitles and book description your book will have greater impact and you'll get more sales.

So how do I do this?

Here's the first draft of the cover of a book I've been working on for some time Let's see how it can be improved:
There are four key areas of text here where EMV can have a dramatic effect:
  1. The title and subtitle
  2. The first line of the description on the back cover - 'Author John Chapman shows what is involved in getting your book published.'
  3. The phrase '…the choice is yours and it's not as difficult as you might think.'
  4. The section 'Getting sales is not quite so simple though. John walks you through editing, cover design, book descriptions and book promotion.'

First we need to measure the impact of these areas

There are two free online tools for this. I find that titles and headlines are best measured with the CoSchedule headline analyzer tool at https://coschedule.com/headline-analyzer. Entering the text of the heading and subheading there gives a score of 64. Not perfect but what I wanted here was a big impact made by the first three words and last three words. As CoSchedule point out—that's what people tend to see first.

The description text on the back cover is best analysed for it's EMV using the free tool provided by The Advanced Marketing Institute at http://www.aminstitute.com/headline/index.htm

This tool handles a maximum of 20 words at a time so the three sections of text were entered one at a time using 'media and communications' as the type.
'Author John Chapman shows what is involved in getting your book published.' got an EMV of 16.67%
'the choice is yours and it's not as difficult as you might think' got an EMV of 15.38%
'Getting sales is not quite so simple though. John walks you through editing, cover design, book descriptions and book promotion.' got an EMV of 20%
Considering that average language has an EMV of 20% these are not good scores.

The results of tweaking the words

Phrase
EMV %
the choice is yours and it's not as difficult as you might think
15.38
the choices are yours and it's not as difficult as you might think
23.08
the choices are yours and it's not as difficult as you might believe
30.77
the choices are yours, and it's not as tricky as you might believe
38.46
the choices are up to you, and it's not as tricky as you may believe
46.67
the choices are up to you and are not as tricky as you may believe
53.33
According to the Advanced Marketing Institute most professional copywriters' headlines will have 30%-40% EMV Words in their text, while the most gifted copywriters will have 50%-75% EMV words. I'm happy with a score of 53.33%
In the same way I tweaked the other phrases and ended up with:

Author John Chapman leads you through the intricacies of getting your book to readers. - (EMV 50%)
      • Conventional publishing
      • Independent - Print on demand
      • Ebooks
…the choices are up to you, and are not as tricky as you may believe. - (EMV 53.33%)

John directs you through cover design, book descriptions, keywords and book promotion because, unfortunately, getting sales is not so obvious. - (EMV 55%)

As you can see changing a few words has left the meaning the same but the impact is far greater. A few minutes exploring these tools and your book descriptions can have a dramatic effect.


…and the book?

It's still being checked and edited but if you sign up to my email list and mention 'Illustrated Guide' in the comment area, I'll let you know when it's available. That's at http://bit.ly/avilist



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1 comment:

  1. Ah, that sounds a bit clever! I may have to investigate this theory for future books... Thanks for the tip!

    ReplyDelete