Linguistic style plays a crucial role in winning a crowdfunding pitch especially for social entrepreneurs.
According to a brand-new research, the importance of how something is said depends on whether an entrepreneur belongs to an emergent category of new ventures (i.e. social entrepreneurs) or to an established one (i.e. commercial entrepreneurs).
social entrepreneurs need to compensate for their incomplete social categorization and the related ill-formed expectations by relying more extensively on linguistic style to attract funding.
The rationale behind this could rely on the fact that there is no consensus on what social entrepreneurship means.
So, if on one side the expectations faced by commercial entrepreneurs can be more easily addressed via various product, entrepreneur and firm related signals,
social entrepreneurs have to compensate for the ambiguity.
Find out more here.