We trust simple promises more than long lists. When brands focus on one clear benefit, it feels more believable than trying to do everything at once. Take it from Google.
When Chrome launched in 2009, they called it, “The Fast Browser.” They used this same line time and time again in multiple different ads. It’s a good line. But think for a second about all of the attributes Google didn’t mention.
They didn‘t mention how passwords are synced, how security is best-in-class, or integrations with Gmail. They didn’t mention the extensions, stability, or automatic updates. They could have done, but instead they focused on one benefit. Speed.
The campaign worked. Now, Chrome is the most popular browser in the world, capturing 71% of the market. Saying less can make your product feel more effective. Adding benefits can actually weaken persuasion. Here’s why.
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The Goal Dilution Effect
Google Chrome’s simple ad campaign is an example of the goal dilution effect. This cognitive bias causes people to believe products are less effective if they achieve multiple aims, instead of one focused goal. In short, the more benefits you give, the less believable those benefits are.
In a 2007 study by Zhang and Fishbach, participants were given information about how eating tomatoes could achieve certain goals.
Some are told eating tomatoes achieved just one goal: “help prevent cancer.”
Others are told eating tomatoes achieves two goals: “help prevent cancer and degenerative disease of the eye.”
Zhang and Fishbach found that participants rated tomatoes as 12% more effective at preventing cancer when this was the only listed benefit, compared to when an additional health benefit was also included.
The Beauty of Simplicity: Five Guys
Five Guys benefited from the same bias in 1986 when Jerry Murrell launched the first store. They didn’t attempt to be a jack-of-all-trades. They focused on one benefit, and that focus boosted how believable their claims seemed.
On Nudge Podcast, Richard Shotton explained how the Five Guys founder was inspired by the long queues outside of Thrasher’s Fries in Ocean City, Maryland. He’s quoted as saying, “There must’ve been 20 places selling boardwalk fries, but only one place had a long line.”
Why did Thrasher’s have such popularity? Well, according to Murrell, it was their focus. Thrashers only offered fries, nothing else.
Five Guys replicated the same tactic. Rather than offering side salads, desserts, fish fillets and other items synonymous with fast food stores. Five Guys only offered the bare minimum: burger and fries.
That simple menu helped Five Guys explode in popularity. The chain exploded in the mid-2010s, growing by over 700% in six years. With limited menus, the brand could focus on making excellent burgers and fries. And, with the goal dilution effect, customers got the message.
Less is more
Chrome and Five Guys remind us that restraint is a strategy. When you strip away everything a product could do and commit to what it does best, people believe. The strengths are impossible to miss. So, the brands that win aren‘t always the ones with the most to offer. They’re the ones who know what they do best and trust their customers to fill in the rest.