Crisis-talking McCain ended his Meet the Press interview by — surprise, surprise — reminding Americans how worried they are.

“People are very worried now — very, very worried — and have every reason to be,” McCain said. “I think it’s all about who can assure a better future.”

Let’s have some straight talk about assure vs. ensure. A politician assures other people, making promises to them or convincing them of his competence. A politician ensures that things occur or events take place. (Say, change.) To ensure is to make certain; to assure is to promise.

Since McCain says he’s all about action, not rhetoric, he should’ve said, “I think it’s all about who can ensure a better future.”

“I can assure you that I’m the most prepared to be president of the United States; under my leadership we’ll ensure a better future.”

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Insure, meanwhile, should be used solely in a financial context, referring to what insurance companies do. Think Cindy the Heiress.