The Butterfly Effect: Producing Big Results From Small Changes

Anytime Fitness

For more than a month, I’ve been waiting for Anytime Fitness to open its doors to the public. The gym is a two-minute drive from my house, and it promises to be open 24 hours a day, seven days a week.

But everything else about the business remains a mystery. I have no idea when the gym will officially open, what type of fitness equipment it will have or the cost of membership. I can’t tell you a thing. Nadathing!

Why?

Because Anytime Fitness neglected to list a phone number or website anywhere on its storefront – a simple action that would have had a positive impact on its success.

And get this: The gym is located near a busy intersection, adjacent to a Target and Lowe’s. Talk about a blown opportunity.

By providing contact information during pre-launch, Anytime Fitness could have built a solid foundation of customers before it even opened its doors – all without spending a penny on traditional marketing or advertising. (Hey, there’s no cheaper advertising than a good location.)

The Butterfly Effect states that a change in something seemingly small and insignificant — such as a flap of a butterfly’s wings — might have larger consequences in the future, such as the path a hurricane will travel.

Marketing consultant, Jim Connolly recently blogged about producing big results from small changes. Jim’s spot on. Far too often, marketers become so enamored with the big picture that they overlook the small, inexpensive changes that can boom sales through the roof. Things like:

Experimenting with headlines and copy
Improving signage and lighting
Maintaining convenient hours of operation
Updating your website regularly

Are you looking for the butterfly wings in your business?

Review the simple details that define your company, and make it easy for customers to do business with you. You just might see big results and spectacular growth.

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