I remember a pizza parlor where my kids and I recently had this huge pizza slice each for dinner. As we were waiting for our order, I can't help but notice all these words and sentences scribbled in cursive writing on the walls of the restaurant. When I started reading them, I was surprised that they were about the story of the first pizza and how the restaurant came to be.

I could probably recite the story to you if you would want me to. Even my kids loved reading the story and they told it to their friends, and my eldest even made the tale one of his "do you know" questions. My kids were so drawn to the story that they would even recite it to each other. Just like a bedtime story.

So what's my purpose for telling you this anecdote, you might ask. It's this: if you want your marketing collaterals such as your brochure printing materials or flyers to really work, you need to come up with a truly capturing "bedtime story" to tell your customers and target audience.

Remember how our parents would try to capture our attention by telling us a bedtime story or two until we nod off to lala land? You'd probably be able to recite fairy tales like Cinderalla, and Snow White and the Seven Dwarfs. Or you were terrified that the Big Bad Wolf might try to eat you. Or that the tooth fairy might not be able to get your tooth under your pillow.

The point I'm trying to make is that if your customers could remember your own story half as much as they remember their bedtime stories and fairy tales, then you would have a very effective marketing strategy indeed to build your business.

As what a new marketing concept promotes, every company has its own unique and distinct story to tell that forms part of its image and identity. Without the seemingly bedtime stories of each one of us, our customers and clients would not be encouraged by our marketing collaterals at all. In fact, modern marketers would tell you that the most successful business brochures and color flyers would be those that have a story to tell.

So the next time you're looking for a way to generate leads from your marketing materials, build your company image by telling your own legend and tale. Tell your company story. Having one to impart to your audience will go a long way in helping you become successful in your chosen field.