Shortly – 6,500 Years of Customer Service Avoidance
From Proto-Indo-European to polite deflection in modern times
The Long History of Saying ‘Soon’ Without Meaning It
When someone tells you they’ll get back to you “shortly,” what they really mean is: they won’t — but politely.
This isn’t a modern invention. The word “shortly” is part of a linguistic lineage that stretches back over 6,500 years, from ancient Indo-European roots to your latest customer service chatbot. What began as a word for cutting has become a blade for trimming expectations.
The Etymology Timeline
- Proto-Indo-European (*sker-*): to cut, separate
- Proto-Germanic (*skurta*): short
- Old English (*sceortlīce*): in a short manner
- Middle English (*schortliche* / *schortly*): briefly, soon
- Modern English: “shortly” — a word used to give you hope… while buying time
Modern Usage: A Placeholder for Action
Today, “shortly” appears in:
- Press releases: “A statement will be issued shortly.”
- Customer service emails: “We’ll contact you shortly.”
- Software update messages: “Restarting shortly…”
In all of these, “shortly” serves one master: delay wrapped in reassurance.
Why “Shortly” Still Works (Too Well)
“Shortly” is:
- Temporally vague
- Comfortingly brief
- Perfect for institutional evasion
And that’s exactly why it persists across global languages, tech platforms, and bureaucratic scripts. It’s the word you use when you want to appear responsive without making a real commitment.
Conclusion: The Word That Outlived the Promise
From PIE roots meaning “to cut” to cutting people off gently in emails, “shortly” has remained one of language’s most enduring forms of benign manipulation.
“Shortly” is the linguistic equivalent of a buffering wheel: smooth, silent, and unlikely to result in action.
The Antidote to “Shortly.”
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1. Politely Request Specificity
Antidote: Turn the fog into a timeframe.
- “Thanks — just so I can plan my next steps, could you let me know approximately when that will be?”
- “When you say ‘shortly,’ do you mean later today, or should I follow up tomorrow?”
- “Understood. Is there a target time you’re aiming for?”
(This keeps things professional but prompts a real commitment.)
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2. Reconfirm in Writing
Antidote: Pin it down in the record.
- “Appreciate it. I’ll check back at 3 PM if I haven’t heard from you by then.”
- “Great, I’ll wait for your update before [specific action], but if I don’t see it by [time], I’ll follow up.”
(Especially useful in email or chat threads.)
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3. Offer an Alternative
Antidote: Remove the bottleneck.
- “If it’s going to take a while, is there anything I can do in the meantime to help move it along?”
- “If ‘shortly’ ends up being later today or tomorrow, just let me know so I can adjust.”
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4. Humor as Gentle Pressure
Antidote: Acknowledge the vagueness with a smile.
- “Ah, the famous ‘shortly’! Should I grab coffee, or plan a weekend getaway while I wait?”
- “No problem — I’ll set my watch to ‘shortly o’clock’ and stand by.”
(Works well when the relationship allows a light tone.)
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5. When You Need Action Now
Antidote: Escalate politely.
- “I’m on a tight deadline — can you give me a more definite time?”
- “If this can’t happen in the next hour, I may need to escalate or find a workaround.”
🧭 In short:
The cure for shortly is specificity.
It’s perfectly appropriate — and often appreciated — to gently ask “When exactly?” or “By what time?” so you’re not left circling that linguistic buffering wheel.
No language seems to have a single term as uniquely, precisely imprecise as English “shortly.”
| Language | Word / Phrase | Literal Meaning | Typical Usage |
|---|---|---|---|
| 🇬🇧 English | shortly | soon (vague) | Announcements, customer service, emails |
| 🇩🇪 German | in Kürze | in shortness | Announcements, loading screens, official notices |
| 🇫🇷 French | sous peu / bientôt | under little / soon | Trains, call centers, bureaucratic replies |
| 🇪🇸 Spanish | en breve | in brief | Government forms, business emails |
| 🇨🇳 Chinese | 稍后 (shāo hòu) | a little later | Call center scripts, pop‑up messages |
| 🇯🇵 Japanese | まもなく (mamonaku) | before long | Train platforms, automated announcements |
| 🇰🇷 Korean | 곧 (got) / 잠시 후에 | soon / after a short while | Airport gates, customer service, apps |
Like tracing words through time?
Got a favorite corporate euphemism? Drop it in the comments!
Interactive Graphic
The interactive timeline graphic showing the etymological evolution of “shortly” appears below: