Briefle words · Writing & copy
Weasel words
Vague words that make a claim sound impressive or meaningful while committing to nothing specific or checkable.
Say it to an AI
Five-bullet product description for a 24 oz insulated bottle. Every bullet is a concrete claim with a proof point: hours cold and hot, weight, cup-holder fit, dishwasher-safe, lifetime warranty. No weasel words like 'premium', 'quality' or 'long-lasting'.
How an expert would brief the stronger version of “Product page description”.
See it
Try it as a puzzle →An outdoor gear shop's product page for an insulated water bottle.
Why: B's 'Fits in most places you'd need it' and 'quality you can trust' can't be proven wrong, which is why they don't persuade.
More ways experts use it
Landing hero for month-end close software aimed at finance managers. Lead with a concrete value proposition (3 days instead of 10), then one line on how it works plus a proof point. Confident, specific claims, no hedging or weasel words.
Accounting software landing hero · Writing & copy
Related words
Room 1 · Essentials
Learn “Weasel words” in a five-minute lesson