COUNTIF or SUMPRODUCT for text value/criteria with repeats HELP!

Ok...so, I basically want a text value "Interested" to count into a TOTAL column.

I don't know if I use SUMPRODUCT or COUNTIF for the entire row and column of E.

This is what I have right now:
=COUNTIF(E:E,"*Interested*")

It works...EXCEPT for the fact that I also have a text value "Not Interested" in the data as well...

So, my problem is that if I type in Not Interested, it also counts into the Interested column. How do I prevent this from happening?

I've also tried...a sumproduct, but I'm not sure....if I did it right.

Also, like I said...I mean if there is a way to make "Not Interested" a single criteria but keep the space..that might work? Or, how can I just basically make Excel not take "Not Interested" into the TOTAL column as both "Interested" AND "Not Interested".

THanks everyone.

Sorry if that was confusing. But one of the big problems is "Not Interested" counts into the "Interested" TOTAL column...not the other way around....

So, "Interested" never goes into the TOTAL column for "Not Interested"

the * characters are important just in case I have to put other words in there. So like...."called and emailed, interested"

I should have mentioned that I also have a CF: =SEARCH("interested",INDIRECT("E"&ROW()))=1
for each of the terms to "highlight/color" the rows.....These seem to be ok......

So, if I do take out the * characters...the highlights/colors go away...

and if I add the * into my CF : =SEARCH("interested",INDIRECT("E"&ROW()))=1

then...I have another problem where "not interested" is green, instead of red.

Someone please help...