Orangeville, ON (My Corner Office) It has been observed that while certain marketers seem to attract mainly male clients, other client base skewed more female. One could assume this has to do mainly with the hard-edged or more literary image we respectively projected.

According to research by both academics and the artificial-intelligence-fueled startup firms Unitive and Textio, word choice plays a strong role in whether men and women feel comfortable responding to job postings – and by extension, websites, demonstrations of expertise and other marketing material.

Among the tens of thousands of phrases that research shows disproportionately attract either men or women, the following have far greater appeal for men:

fearless
flawless
dominate
ninjas
fast-paced
rock star
superstar
sets the standard
proven
driven
stringent
killer
VIP
world-class

More food for thought: Textio says that companies using gender-neutral language in their job ads fill posts 14 days more quickly, on average, than companies using language that skews either masculine or feminine.

The following free online tool lets you paste in several paragraphs to discover what the research says about your word choice:

http://gender-decoder.katmatfield.com/