Words from the Wise

The integration of content and marketing

Month: September 2016

Assure, Ensure, Insure

A while back, I received an email that promised to “clarify” the appropriate use of assure, ensure, and insure. It offered more confusion than clarification. So I would like to offer you my own explication:

Assure takes a personal direct object; so you assure a person of something, making him or her confident of its certainty. THAT is it! You never assure that… The personal object may be implied, as in “rest assured,” but it is always there.

The difference between ensure and insure gets a little more fuzzy. Older usage and spellings of these two words were not clearly distinguished, and some still use them interchangeably. But LMI style is based on Chicago style, so we use ensure as the general term meaning to make sure that something will (or won’t) happen, insure is reserved for underwriting financial risk.

To recap: We assure someone, we ensure events, and we insure things.

Getting Started with LinkedIn

Social media—and content marketing—works on the same premise of that old shampoo commercial from the 1980s—if I tell two people, and they tell two people, and they each tell two people, and so on, and so on…It is an easy way to get your name and expertise recognized.

So you can see how social media is a fantastic resource for business. And it’s free! Continue reading

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