TROUBLES OF A FISHMONGER
To.attract attention toward his shop a fishmonger displayed an old-fashioned signboard of which he was very proud: Fresh fish sold here. But the first day he opened his shop a customer said to him: “ What is the use of explaining that your fish is fresh? People will not imagine you sell rotten fish.” The fishmonger painted out the word fresh. Another customer then observed; “ Why say here? Everyone can see that. You seem to think your customers are stupid.” The fishmonger, afraid of offending his customers, suppressed the word here. “Why say sold?” asked a third customer; “ no one will suppose you give your goods away.” So the fishmonger left only one word on his signboard; Fish. He thought that in this way he was safe from criticism, but he was mistaken'. “Itis a word too many,” said a fourth visitor; “ wo all.know you sell fish; we can smell it a mile away!”
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https://paperspast.natlib.govt.nz/newspapers/ESD19400927.2.14.9
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Evening Star, Issue 23692, 27 September 1940, Page 3
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157TROUBLES OF A FISHMONGER Evening Star, Issue 23692, 27 September 1940, Page 3
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