A local fish monger, speaking to his friend, was describing the sign he
wanted for his business:

"It should have a nice fish logo and say 'Fresh Fish Sold Here.'"

"A fish logo isn't necessary," said the friend. "It just takes up space on
the sign and pictures of fish have been done to death."

"Oh. Well, then just 'Fresh Fish Sold Here.'"

"You don't really need the word 'Sold.' I mean, it doesn't say "Free,' it
goes without saying that the fish are for sale."

"So you think 'Fresh Fish Here' is good?"

"I would take out 'Here.' I mean, anyone who can see the sign is here,
right?"

"Well, I suppose. So the sign should just say 'Fresh Fish.'"

"I would take out 'Fresh.' It raises integrity issues; like, why is this guy
going out of his way to tell me his fish is fresh? See what I'm saying?
Like, maybe this guy's fish is not so fresh. Why put that in people's
minds?"

The fish monger, slightly exasperated, says "Okay! Just a sign that says
'FISH.' How's that?"

That is a story worth adding to a brochure!