Grammar Hammer: I Assure You, It’s Easy to Ensure and Important to Insure
Have you been so confuzzled with when to use “assure,” “ensure,” and “insure” that you actually go back and rewrite your sentence to avoid using that word? I confess, I do that all the time often.
“Ensure” and “insure” derive from the Latin word securus, which means “safe” or “secure.” This Latin word also give us “sure,” “secure,” “assure,” and “security.” These three verbs – assure, ensure, insure – all have the same general meaning: “to make sure.” The devil is in the details and context is key to determining when to use each of these words.
The simplest way I’ve found to keep these three words straight is as follows:
- Assure – something you to do a person, a group of people, or an animal to remove doubt or anxiety. Example: I assured my team that I would bring my world-famous tiramisu to our next team meeting. I don’t know how anxious my team is about what sort of food I bring to the team meeting, but if they are worried about it, I’m assuring them I will bring something yummy, thereby removing any doubt or anxiety they may have had.
Quick tip: You can only assure things that are alive – assure/alive – both start with A.
Read the full post by PR Newswire customer content services manager Cathy Spicer on Beyond PR.