Every week I’ll be introducing a different weasel word: one which in advertising copy has a slightly different interpretation, and I’ll be giving you its true definition.
This week’s word: Promise
This is what you say when you want to imply ‘guarantee’, but the legal department is all over you like a swarm of blackfly if you so dare. For example: Price promise. “Our prices are the cheapest on the high street. That’s our promise to you.”
It’s a statement of intent, possibly a very heartfelt one, but it’s not really backed by anything you could hang your hat on. It’s a bit like promising to do your homework before you go out. You really, really mean to. In fact you promise to. You just don’t guarantee it, that’s all.