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Weasel Words

By Jacqueline Drew
START Marketing Inc.
www.startmarketing.com

“Up to 50 per cent off!”  “Part of this complete breakfast”  “Fights bad breath” All common phrases used in advertising, but all contain what advertising gurus call “Weasel words.”  Word designed to make the listener think the product think the product is living up to some kind of offer, but upon closer examination, actually isn’t.  The product that is on the “UP TO 50 per cent off” is actually only 15 per cent off – the UP TO phrase eliminated company’s promise of the 50 per cent.  The product that was “part of this complete breakfast”  was just PART OF  - it didn’t contribute to making the breakfast any more complete than did the spoon in the picture.  And the “Fights bad breath” actually didn’t eliminate the bad breath, it just “fought” it, which actually translates into “your breath still smells like vomit, but with a twist of mint.”

Unfortunately, weasel words are a part of advertising and marketing everywhere.  And why? Because these advertisers can’t make the REAL claim sound commanding enough by itself, so they exaggerate with a few slippery words, and then underdeliver.   But there are several problems with this strategy:

First, the attention gained by exaggerating the claim, for example “UP TO 50 PER CENT OFF” is quickly deflated by closer examination of the price tag that clearly shows only a 15 per cent reduction.  The customer knows she was deceived, and it creates a bad impression of the business.  

Second, if the company actually has a product that lives up to the claim as well, the customer is less likely to believe the real product is a good one. Companies everywhere are making consumers so skeptical, that even good claims, without weasel words, are regarded with suspicion.

Finally, advertisers that use a lot of weasel words are easy targets for good, legitimate competitors.     For example, “other mouthwashes only claim to fight bad breath.  This one actually eliminates it.”  

So next time you’re writing your advertising, or getting some slick advertising guru to do it for you, see if you can spot the weasel words…and do your best to get rid of them.  Your customers will appreciate your honest claims, as modest as they might be.  Because as slick as weasel words are, the companies that use them are still weasels.

(NOTE: And for consumers out there,  try googling “weasel words” for a powerful list of commonly used phrases…so you can better spot them.)