This is a famous quote from Nelson Mandela in negotiation setting, but it also speaks to other domain of application, such as business or marketing.
“If you talk to a man in a language he understands, that goes to his head. If you talk to him in his language, that goes to his heart.”
TRANSLATED INTO MALAY
“Jika anda berbicara dengan seseorang dalam bahasa yang difahaminya, bicara anda akan meruyup ke mindanya.
Jika anda berbicara dengannya dalam bahasanya sendiri, bicara anda menusuk kalbunya.”