Know your audience
A disappointed Coca Cola salesman returns from his assignment to Israel. A friend asked, "Why weren't you successful with the Israelis?"
The salesman explained, "When I got posted, I was very confident that I would make it. But, I had a problem. I didn't know Hebrew. So, I planned to convey the message via three posters.
The first poster was a man lying in the hot desert sand, totally exhausted.
The second poster was the man drinking the Coca Cola.
The third poster was the man now totally refreshed.
"These posters were pasted all over the place."
"That should have worked!!" said the friend.
"The heck it should have!!" said the salesman. "I didn't realize that Israelis read from right to left!!!"