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• Learn about your audience mix and background.
  1. For example, the Finns give very few signals when listening to a speaker.
  2. When a Japanese nods repeatedly and says "yes..yes" to your argument, he may not be agreeing with what you said but just showing you that he has heard your words.
• Make your stories or case studies relevant to your audience.
  1. For example, if you are talking to a group of Hungarian businessmen, they will usually not warm to a story set in a class room in Brazil, unless it is made relevent for them.
  2. Your audience from Hong Kong may not understand the fuss about deep-snow driving experience but your Swedish audience will definitely take to it.
• Use illustrations with care.
  1. For example: A simple illustration with your face in pain on the left, your product to relief suffering in the middle and your happy face on the right can explain how effectively your suffering relief product is to an English speaking audience. But take these illustrations to a group of Arabic speakers who read from right to left will mean your product makes a happy person suffer!
  2. A tick may mean no while a cross may mean yes in some countries.
  3. Most of the Continental Europe countries use comma and full stop in writing numeric figures exactly the opposite way to the British.