A Coca Cola salesman returned from an assignment in the Middle East, very disappointed with his lack of success.
A friend asked him why he hadn’t been more successful with the Arabs.
The salesman explained to his friends that when he got posted to Saudi Arabia, he was very confident that he could make a good sales pitch, as Cola drinks are virtually unknown there.
But, he had a problem, not knowing to speak Arabic.
So, he came up with a plan to convey the message about how good Coca Cola was through three posters.
The first poster depicted a man lying in the hot desert sand, totally exhausted and fainting.
The second poster depicted a man drinking Coca Cola.
The third poster depicted a man now totally refreshed.
The salesman said that he had these posters posted all over the place.
“That should have worked”, his friend said.
The salesman replied, “I thought so too, but what I didn’t realize was that the Arabs read from right to left”
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