When numbers and words don’t add up

A couple years ago I purchased a new car. A few days later I got an email from Audi asking me to rate my experience. I clicked the link to the survey and ended up seeing this:


Ok, this should be easy.

“Ease of looking at dealer’s inventory” — great, no problems there. A 10, right? Well… was it OUTSTANDING? How about TRULY EXCEPTIONAL? No, it wasn’t those… I can’t say someone’s inventory was truly exceptional. I can’t put my name on that sort of endorsement. So…?

Comfort in the office where we cut the deal? It was fine — I couldn’t imagine it to be better, but was it TRULY EXCEPTIONAL? No. That doesn’t fit. So does that make it a 6 or 7? No, it was better than that… But… So…?

I see this sort of thing in surveys all the time. A simple 1–10 scale (or 1–5, it doesn’t matter), but the labeling of the numbers is so sensationalized that it turns me off. As far as the number goes, I’m happy to give something the highest rating, but the language overshoots the number and then I don’t know how to respond.

I find these sorts of things great reminders of how important it is to choose the right words. Don’t overshoot, don’t sensationalize. Be modest with language. Find the right fit and leave it alone.


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