5 Waffle Words That Undermine Your Business Message
The word “waffle“ can have bad connotations. It brings to mind a breakfast food with toppings rich in flavor and calories — and the inability to decide. I’ve waffled over waffles, but eating these tasty toasties regularly tends to expand the waistline.
You are what you eat, and your word choices reflect who you are. (Just don’t eat your words.) In business, waffle words weaken your message: they’re timid, afraid to commit, and can make you look the same way.
Remove these weasel words to improve your writing and earn trust with clients:
1. Well — As a transitional word, it lacks substance.
Example: I’ve added more info about the new heating system we want to buy to the proposal. Well, let me know your opinion of it.
Revised: I’ve added more info about the new heating system to the proposal. What do you think of it?
2. So — It’s one of “well”‘s cousins. If you can remove a word without affecting the overall meaning of a sentence, it’s not necessary.
Example: So, we should meet again after lunch.
Revised: Let’s meet again after lunch.
3. Sorry — I’ve been guilty of overusing it; I’ve been an apologist. Sometimes we can use it to avoid hard feelings and lean on it like a crutch. Overuse makes you look weak.
Example: Sorry, I just don’t think we should get a new water cooler.
Revised: We can’t afford to buy a new water cooler this quarter. Let’s revisit the decision next spring.
4. Maybe — If you tend to waffle, this would one of your favorite words.
Example: Maybe we can go to lunch sometime next week.
Revised: How about lunch together next Tuesday?
✅ Turn “maybe” into a firm commitment.
5. I think/I believe/I feel/I guess/I suggest… — They often don’t add anything to sentences. I’ve used them, usually to soften a statement. Phrases like “I feel” can connect with people emotionally. But, without them, your sentences can pack more punch.
Example: I think we should hire an accountant to prepare our tax return.
Revised: We should hire an accountant to prepare our tax return.
More Common Waffle Words to Watch — And Why
A Cornell University study on deceptive language noted that people who lie online often use vague phrases like “sort of” or “probably.” Even if you’re not lying, those words can make you sound unsure or evasive.
Another study of corporate press releases from major UK firms found they often use soft messaging or hedges to reduce their liability and protect their reputations. The most commonly used phrases:
- “Expect to” appeared in 35 percent of all forward‑looking statements
- “may” and “plan to” = about 20 percent
- “are likely to” and “are projected to” = 25 percent
Though these hedges protect companies from over‑promising, unless you’re truly unsure, they turn confident announcements into cautious forecasts, leaving your audience guessing and less likely to act. Your business writing doesn’t always need the same legal cover.
By swapping “expect to” for decisive verbs like “will,” vague next‑steps become clear calls to action — driving faster decisions and boosting client confidence.
| Word / Phrase | Why to Cut It | Business Impact | Examples With Revisions |
|---|---|---|---|
| expect to | Signals caution, not commitment | Reduces urgency | “We expect to launch in Q3.” → “We will launch in Q3.” |
| may, plan to | Hedge forward‑looking statements | Softens a promise; invites follow‑up questions | “Our team may expand next year.” → “Our team will expand next year.” |
| are likely to | Conveys a lack of certainty | Muffles decisiveness; readers might delay decisions | “We are likely to hit that target.” → “We will hit that target with current staffing — barring delays.” |
| are projected to | Frames as a tentative forecast | Erodes the perception of control; prompts extra scrutiny | “Second quarter earnings are projected to rise by 5 percent.” → “In the second quarter, we project earnings will rise by 5 percent.” |
Which waffle words do you dislike?
Does your writing need more weight? See how business writing coaching can help you flex your verbal skills to tone up your writing.
QUOTES
“One of our defects as a nation is a tendency to use what have been called ‘weasel words.’ When a weasel sucks eggs the meat is sucked out of the egg. If you use a ‘weasel word’ after another there is nothing left of the other.” ~ Theodore Roosevelt
“Weasel is language that sounds wishy-washy, even sneaky. It avoids saying anything definitively. Instead, every assertion is qualified to death. Words and phrases are constantly used to hedge the meaning of what’s being said. Weasel is a particular combination of vocabulary choices and sentence structures.” ~ Tom Sant, “Get Rid of Those Pesky Weasel Words“