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Ensure, Insure and Assure
Ensure,
insure and assure are three simple words that are
often abused.
Ensure means to make sure. It is a good word, but it tends
to be overused. Many writers like to place it before most
of their verbs.
Original
If you want to attend the conference, please ensure that
you inform Martha Jones so she can submit your name. However, what is it you really want? Do you want the reader
to make sure he or she does it, or do you want him or her
to actually do it?
Revised
If you want to attend the conference, please inform Martha
Jones so she can submit your name.
Note: Busy readers prefer short, to-the-point sentences.
Insure means to provide insurance. It is not interchangeable
with ensure.
Example
How can you insure yourself against identity theft?
Assure is to remove worry or uncertainty.
Example
I assure you that the operation is painless.
I assure you that if you ensure your word choice is correct,
then it is not likely you will have to insure yourself
against job loss.
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