“Avoid weasel words when you can. Your writing will be stronger, more authoritative, and more compelling for it.”
In an article on copywriting, Eddie Shleyner likens common modifiers like ‘reduce’ ‘fights’ and ‘as little as’ with egg eating weasels. While they appear perfectly fine on the surface, just like the eggs— which get sucked out through a small hole a la the weasel—they’re empty inside and leave room for plausible deniability. This doesn’t build confidence in your readers and you should avoid using them in your email copy.
