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
About Dylan Schleicher
Dylan Schleicher has been a part of the 800-CEO-READ claque since 2003. Even though he's stayed on at the company, he has not stayed put. After beginning in shipping & receiving, he joined customer service and accounting before moving into his current, highly elliptical orbit of duties overseeing the ChangeThis and In the Books websites, the company's annual review of books and in-house design. He lives with his wife and two children in the Washington Heights neighborhood on Milwaukee's West Side.