Assure Me That You Can Insure Me to Ensure Continuity

By Dianna Booher

Mark Twain said it best: “The difference between the right word and the almost right word is the difference between lightning and the lightning bug.” Translation of the title? Tell me that you can insure my property to guarantee continued coverage.

Here’s an explanation to help you keep these three troublesome words straight in your mind:

Assure

To pledge or give confidence to people—use in the same way as reassure: He assured us that he would attend.

Ensure

To guarantee or make certain—use in cases other than when referring to people: This new packaging will ensure that the product arrives safely.

Insure

To make certain or protect against loss—use when referring to monetary payments: This bond will insure payment up to $2000.

The dictionary gives all three words as synonyms of each other. But a synonym has a SIMILAR meaning—not the same meaning. For example, “big,” “large,” “ huge,” and “gargantuan” are synonyms, but you can’t use them interchangeably: You might say, “He gave a BIG speech about saving money.” But you wouldn’t say, “He gave a LARGE speech about saving money.”

When your choices are “assure,” “insure,” and “ensure,” take care. Unless you work for an insurance company, you’ll need “ensure” most of the time.

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Dianna Booher works with organizations to increase their productivity and effectiveness through better oral, written, interpersonal, and cross-functional communication.She is a keynote speaker and the author of more than 40 books (22 on communication) including The Voice of Authority, Booher's Rules of Business Grammar, Speak with Confidence, and Communicate with Confidence. Dianna is CEO of Booher Consultants, a communication training firm offering programs in presentations skills, business writing, and interpersonal communication. Successful Meetings Magazine named her to its list of “21 Top Speakers for the 21st Century.” Executive Excellence Publishing also named Dianna to its “Top 100 Thought Leaders” and “Top 100 Minds on Personal Development.” www.booher.com or call 800.342.6621.

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