Grammar Tips from Prompt Proofing: Are You Sure?

    VANCOUVER, BC, July 05, 2013 /24-7PressRelease/ -- Insure, ensure or assure? Are you always sure you're using the right one? These words are commonly confused, especially the first two.

Insure has to do with insurance - plain and simple. You can insure your car, your house or your life by paying premiums to protect yourself against financial loss.

To ensure means to make sure - or certain - that something happens, or doesn't happen.

"My brother will go with you to ensure that you get home safely."
or
"Maintaining your car's engine regularly should ensure that you will not break down."

If you assure someone of something, you are convincing them that it will be so, or offering a guarantee.

"I assure you, this bridge is perfectly safe."
or
"Rest assured, he will be proven innocent; he has a cast-iron alibi."

That said, there are some situations where, with some changes of wording, all three words could be used appropriately in similar sentences - the difference may be quite subtle. Consider the three following sentences:

"I will take an umbrella to insure against rain."
(No monetary premium is being paid, but taking an umbrella is being used in the same sense, it's an insurance policy against the likelihood of rain.)

"Carrying an umbrella is a good way to ensure it won't rain."
(The meaning is slightly different - you want to make sure it won't rain - a subtle, but significant difference.)

"I assure you, it won't rain - the forecast was for sun all day."
(This time the speaker is attempting to convince the listener that it will not rain.)

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