Assure Me That You Can Insure Me to Ensure Continuity
Dianna Booher, CSP

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.
 
Hereís 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 certainóuse 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 wouldnít 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.
 
 
© Dianna Booher, Booher Consultants, Inc.
Author of 42 books (Simon & Schuster/Pocket, Warner, and McGraw-Hill), Dianna Booher, CSP, CPAE, delivers programs on communication and life-balance issues. Her latest books: Speak with Confidence, Your Signature Life, Your Signature Work, E-Writing, and Communicate with Confidence. For more information, visit www.booher.com or call 800-342-6621.