First Federal Bank Blog

If you’re advertising your business, you need to make every word count. That’s why it’s important to understand what weasel words are, how they can dilute your messaging, and ways you can avoid them in favor of more direct and impactful language.
 
What is a weasel word?
 
HubSpot Sales Blog editor Leslie Ye explains weasel words are used in an effort to get around being transparent or forthcoming. These words allow the writer to skirt making a direct claim by being ambiguous, or even misleading. They can lessen the power of your marketing and even damage the credibility of your business as a whole.
 
An entry in Mailchimp’s marketing resource library breaks down weasel words into several easy-to-understand categories. Quantifiers are among the most common weasel words because they allow the speaker or writer to get around having to use concrete numbers or statistics. Making a vague claim like, “many people say this product works” doesn’t work as well as it would to cite specific examples, which you could do by directly citing a positive review.
 
Qualifiers like “may” and “might” can be useful to suggest that the results of using a product or service will vary. Depending on your industry, they may even be necessary to avoid making a guarantee you’re unable to fulfill. But using them in excess makes it seem less and less likely that the product in question works the way it should.
 
You’d also do well to avoid buzzwords and euphemisms as much as possible. Being direct and clear in your language is a more effective way to get through to a reader. While you may believe using technical terms may lend to your authority, it makes it harder for the reader to understand what you’re saying.
 
How to write more effective materials
 
As weasel words are inherently vague, the best way to get around them is to be direct and precise in your marketing. If you want to tout the benefits of something you’re selling, do so using hard numbers and claims that you can substantiate. You can turn to reviews on platforms like Yelp or Google or solicit quotes from your customers, and you may be able to leverage sales data to make specific claims about the popularity or effectiveness of a product.
 
Ultimately, the goal of marketing materials should be appealing to your customers’ wants and needs. Demonstrating the value proposition of your business or service in straightforward terms makes for more effective, successful advertising. Be direct, be clear, and use active language.
 
One of the best ways to ensure your marketing is working as it should is to put the work into the hands of professionals. A marketing agency or dedicated marketing specialist will have the know-how necessary to craft materials that avoid weasel words and drive better results. That expertise can be a big difference-maker when you’re growing your business and looking to put your product in front of more customers.