In a recent episode of the THINK Business podcast, Jim Matuga, the founder and president of InnerAction Media, sat down with host Jon Dwoskin to discuss the art and impact of storytelling in marketing. With over 35 years of experience, Jim has honed his approach to helping businesses connect with their audiences by simplifying, clarifying, and amplifying their brand messages. This passion for effective communication has fueled InnerAction Media’s mission, which is captured in the company’s promise: “You have a story. We’ll make sure it’s heard.”
What Makes a Great Story?
According to Jim, every compelling story starts by identifying the customer’s problem. Many small businesses and nonprofits struggle to convey the value of their products or services in ways that resonate with their audience. Rather than focusing on their own achievements, Jim emphasizes the importance of centering the customer in the story. “What’s in it for them?” This question is at the core of crafting a message that connects on a personal, emotional level.
Jon echoed this sentiment, noting that while traditional marketing approaches often highlight the business’s attributes—like awards, years of experience, or large facilities—effective storytelling should reach beyond these details to establish a human connection. “People buy from the heart, not just the brain,” Jon observed. Jim agreed, emphasizing the need to tap into customers’ internal motivations and challenges.
Helping Clients Uncover Hidden Challenges
For many business owners, the real challenge lies in identifying their own obstacles. Often, companies are so close to their own issues that they miss the bigger picture. Jim and his team start with a “marketing blueprint,” a deep-dive process designed to clarify the client’s pain points, uncovering both external and internal factors driving customer behavior. For InnerAction Media, the goal is to find the emotional touchpoints that resonate most deeply with audiences, especially in areas like healthcare where personal stories can drive powerful connections.
Keeping it Simple and Memorable
In today’s fast-paced world, a concise and engaging message is essential. Jim emphasized the importance of a “one-liner” pitch that quickly distills the core value of a business. This short statement, he explained, should do more than just communicate a company’s offerings—it should spark curiosity, prompting potential clients to say, “Tell me more about that.”
The Evolution of a Story: Visuals and Emotional Connection
A significant part of InnerAction Media’s approach to storytelling involves creating rich visuals that align with the story arc. Before heading to a shoot, Jim’s team meticulously plans each step to ensure the narrative flows naturally, moving through the customer’s problem to a resolution. Video is one of their primary tools, helping to build trust and establish connections quickly.
Consistency is Key
Reflecting on his own journey, Jim shared how consistency has been vital to his success. Regular content creation, like the podcast Positively West Virginia, has allowed him to build a connection with his audience over time. This “long game” approach has been crucial in establishing his brand and reputation. As Jon noted, content creation isn’t about going viral—it’s about continuity, building relationships, and staying true to your message.
The Role of Culture in Business Success
For Jim, one of the most important lessons he’s learned as a business owner is that “culture is everything.” In recent years, he’s become increasingly intentional about defining and cultivating InnerAction Media’s culture. This focus on values and team alignment has not only shaped the company’s identity but also attracted and retained talent who share the company’s vision.
Through storytelling, Jim and his team at InnerAction Media help businesses connect with their audiences in a meaningful way, highlighting the human side of each brand they work with.
To dive deeper into the conversation, you can listen to the full podcast episode here.