Thought Leaders Hurt Cause By Using Male Tone

Published: 11 January 2018

Linstock recommends firms change their thought leadership writing to better reflect a female tone, and adopt a larger mixed-gender approach to their efforts in the arena.

The fact that thought leadership content leans more towards the male voice — top down, forceful, unequivocal — is arguably undermining the ability of the content to nurture interaction and collaboration.

New research from Linstock Communications finds a majority of firms could be undermining themselves by using a masculine tone in their thought leadership writing, turning off readers who find it too assertive.

According to the research, based on analysis of 100 pieces of writing, 58% of thought leadership pieces are written in a male voice, which tends to include language that is forceful and dominating.  By doing so, those companies are less likely to engage readers, undercutting their ability to achieve a key objective of such works — collaboration, Linstock found.

To read the full article, please visit the Holmes Report here.

More from linstock

58 per cent of thought-leadership content uses a male tone, which Linstock said is assertive and discourages collaboration.

This report explores the extent to which thought leadership today adopts a more male or female tone of voice and the potential consequences for your business.

As part of our activity with Grant Thornton International, we produce insights on women’s progress in occupying senior business positions.

Simply raising awareness isn't enough. We want to know what needs to be done to effect change in the actual, physical world. We must have solutions.

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