Weasel words tend to weaken writing and should generally be avoided. Or should I say: Weasel words weaken writing. Use them with care.
See what I did there? I deleted weasel words ("tend to" and "should generally"), and the sentence is stronger. But weasel words aren't all bad...
Weasel words are powerful despite what we're commonly taught about them.
What are Weasel Words?
Weasel words (aka hedge words) are words or phrases like "just," "some people say," and "maybe." They create a sense of uncertainty and lessen the impact of a statement.
Examples of weasel words include:
Almost
Somewhat
Perhaps
Maybe
Just
Sort of
Possibly
Mostly
Nearly
Probably
Might
Sometimes
Some
Apparently
The list goes on...
We call them weasel words because they're wily and slippery — perfect for weaseling your way out of taking a stance. They allow the writer to "hedge" their statements, providing a safety net when making claims.
For example, this summer, I went horseback riding in Rocky Mountain National Park. The booking website said this:
Wildlife is almost always a certainty to be observed and makes this even a more pleasurable ride.
I would rewrite that awkward sentence, but that's a blog post for another day. Notice they are not promising that I'll see wildlife. They're saying it's almost always a certainty, but they're hedging because that's the nature of nature.
Sadly, I didn't see any wildlife. If I had, the ride would have been even better.
Can you spot the weasel words below?
"These boots will keep your feet dry in almost all weather conditions, and some of our customers say they are the most comfortable hiking boots for long treks."
Here's a rewrite:
"These boots will keep your feet dry in all weather conditions and are comfortable for long treks."
Weasel Words As a Legal Hedge
Some say (that's a hedge right there) that weasel words are deceitful or untruthful, but that's not always (there I go hedging again) true.
In the hiking boots example, the weasel-free version is less truthful than the original. The rewrite claims that the boots will keep your feet dry in ALL weather conditions, while the original said "ALMOST all."
In fact, your legal team will probably (weasel word alert!) like the first version because the word "almost" leaves room for the fact that, in some conditions, the boots might not actually keep your feet dry. The phrase "some of our customers say" means that some people found them to be comfortable. That's great social proof, but the unspoken part? Your mileage may vary. We aren't making any promises we can't keep in the hedged example.
Weasel Words and Persuasion
In addition to keeping the legal team happy, we can use weasel words deliberately to persuade.
For example, conversational hypnotists use words like just, perhaps, andsometimes in their work.
In conversational hypnosis, the word just is powerful. It doesn't ask for much, so there's little resistance. The hypnotist might say, "Just lay there and relax..."
The weasel word perhaps makes it easy to consider alternatives and possibilities in hypnosis (and, perhaps, in copywriting). And just about anything can happen sometimes.
In copywriting, we could write:
Get your wilderness certification in just three weeks
Just three payments of $89
Perhaps you'll reel in a catch that'll be the talk of the town
Sometimes, just one trek with the right gear is all it takes
Weasel Words and Brand Voice
Some brand voice types intentionally use hedge words, while others rarely use them.
For example, the "Voice of God" is direct and authoritative. A brand using this voice might say:
Our gear is a trusted companion in your quest for the extraordinary.
A brand using the "Friend at the Bar" voice might say:
Our gear might just be exactly what you need on your journey.
The phrase "might just be" softens the assertion, making it more like a friendly suggestion than a commanding endorsement. This aligns with the conversational and approachable tone characteristic of the "Friend at the Bar" voice.
Weasel words are yet another tool in a copywriter's toolbox. They help us with compliance, persuasion, and brand voice.
Need help with copywriting or perhaps defining your brand voice? (See what I did there?) Contact me today for expert assistance.
Great post