Intrinsic Introductions

Businesses spend a lot of money on marketing and sharing what they offer with their customers and other stakeholders. They’ve got a fantastic product or service and they want everyone to know about it. But their efforts mostly don’t get the results they’re after. What went wrong? Why aren’t people lined up? The problem isn’t the offering — it’s the story they’re telling about it. Most business owners/ marketing teams focus on the product/service and how wonderful it is. But the story their audiences want to hear is ‘How does it make my life better? Can you solve my problem?’ If you as a business owner aren’t telling that story, they are going to lose interest very quickly. Your audience cares about themselves, not your offering. Business storyteller and writer Denise Summers BAC of Amphora Communications will share how to tell a better story for better results. https://amphoracommunications.ca

Denise Summers is the Principal of Amphora Communications, a business storyteller and ghostwriter, and the former host of Stand Out!, a video interview series celebrating women founders and business leaders, published on Calgary and Edmonton’s Business digital news platform. Since 2002, Denise has worked with hundreds of clients from start-ups to multinationals to create and share their stories. Denise's expertise at detecting the right story and choosing the right medium to share it -- whether through video, a book, a thought leadership blog, website content, developing a social enterprise, media interviews and more, has led to success and sustainability for her clients. Denise has applied her storytelling and writing skills to projects as diverse as a multi-national oil company needing help during a takeover to bring new employees into the future, to ghostwriting the first business book for a successful local HR consultancy (which created significant awareness and attention for the company and resulted in new clients), to media pitching for a First Nations colouring book and journal (several years later, this once bootstrap start-up produces several other products and has expanded into a nonprofit).