Seth Godin wrote a cautionary post last week on “weasel words”.

The upshot? Telling the truth is a better tactic than trying to hype, evade or downright lie. Telling the truth builds trust. It can pique interest and help connect you to the right people.

I’d like to expand Seth’s definition a tad to include words that evoke even shades of weasel. In professional services, this means making statements that anyone could (and probably has). Pronouncements that are so bland and expected, they convey nothing.

Here are a few examples of wasted weasel words (typos left intact and names disguised), from live websites of boutique professional service firms:

At some point, you do it. You decide to dive into the deeply risky in order to produce something meaningful. The bet-your-reputation project. The showcase speech. The book that challenges conventional wisdom. It’s exciting, scary and anything but safe.

Want to increase your shot at success?

Try learning from stunt artists—those incredibly nimble physical actors who leap from moving motorcycles, explode into flames and dodge speeding missiles.

Let's face it. Most professionals are afraid to fly our freak flag. To clearly and baldly show our clients what makes us uniquely compelling. It feels safer and more comforting to be like everyone else.

But those who make a lasting impact in their field, who we remember fondly, are often those who are authentic, even if that makes them a bit of a character.

In the last week, we’ve lost two of these characters: Leslie Nielsen and Ron Santo. Consider what being authentically different—and taking some bold risks—won them.

Before breaking into comic actor status, Nielsen was a serious dramatic actor. He had the look, the bearing, the hair. Remember The Poseidon Adventure? He was a workhorse actor who probably would have quietly filled small dramatic character roles until retirement.