April 17, 2009
News & Opinion: Avoid Weasel Words
"Whenever you can, it is a good idea to avoid "weasel" words, the words in the copy that take away from what the headline promised..."Up to six extra hours" could literally mean as few as 10 minutes. This is not the kind of clever idea you should use to promote your Phufkel*. If you think you should ask a lawyer to tell you if your copy is legal, it probably isn't a good idea to use it, no matter what the answer is. If you want to build a long-term business, take the higher ground."
-Jay Heyman from All You Need is a Good Idea p180
*Phufkel is Heyman's word for product or service