Cool MateAssure
UK /["/əˈʃʊə(r)//əˈʃɔː(r)/","/əˈʃʊəz//əˈʃɔːz/","/əˈʃʊəd//əˈʃɔːd/","/əˈʃʊərɪŋ//əˈʃɔːrɪŋ/"]/US /["/əˈʃʊr/","/əˈʃʊrz/","/əˈʃʊrd/","/əˈʃʊrɪŋ/"]/
Definition
to tell somebody that something is definitely true or is definitely going to happen, especially when they have doubts about it
In simple words: To make someone feel sure about something
Examples
- I assure you that everything will be fine.
- Please assure me that you will attend the meeting.
- She assured him of her support during difficult times.
- The manager needed to assure the clients of their safety.
- They assured us that the product is of the highest quality.
- The results assure a successful outcome for the project.
- His calm demeanor assured the team that they would succeed.
- If you need help, I can assure you that I'm here for you.
Usage notes
Use 'assure' when you want to promise someone that something is true or will happen. It’s often used in more formal situations. Avoid using it in casual conversations where simpler verbs like 'tell' or 'say' might fit better.
Grammar pattern
assure + object + that-clause
Memory hint
Think of 'assure' as 'Assure you can be sure!' - a reassurance.
Collocations
- can
- hasten to
- of
- let me assure you
Synonyms
- guarantee
Antonyms
- doubt
- disprove
- deny
Common mistakes
- Confused with 'ensure' which means to make certain something happens.
- Using it without a direct object; 'I assure that...' is incorrect.
- Mixing up 'assure' with 'insure' which relates to insurance.