“Every cut is a lie. It’s never that way – those two shots were never next to each other in time that way. But you’re telling a lie in order to tell the truth. ” – Wolf Koenig
The audience relates to a video because it is truth. If you have ever been inspired by a video to make a change, buy a product, use a service it is because something in those images and language spoke to you. Your video should show not tell the audience why your company, product, service is what they need right now to accomplish their goals.