Goal Dilution
We believe something is more effective when it has just one clear benefit.
The research
Short essays about the benefits of activities were read to participants and they were asked to rate the impact of these activities. (1) Single benefit — Aerobic exercise can reduce heart disease. (2) Double benefit — Aerobic exercise can reduce heart disease and maintain healthy bones. When two benefits were listed, participants reported a 9% lower impact of the same activity to meet both benefits.
Zhang (2007). The dilution model
I remain just one thing, and one thing only, and that is a clown. It places me on a far higher plane than any politician. — Charlie Chaplin
Case study
Levi's is synonymous with denim products, and that's because they've never left it! Even when they sell t-shirts, jumpers and other clothing items, their sole focus is always denim.
Thought starters
Demonstrate how your offering will help satisfy the primary goal of the user
For offerings with multiple benefits, split it into smaller parts and give each part a single dedicated benefit