Michael Hackenburger

Denny Hatch is the author of six books on marketing and four novels, and is a direct marketing writer, designer and consultant. His latest book is “Write Everything Right!” Visit him at dennyhatch.com.

By Denny Hatch I hate to count the number of times I have nearly veered off the road trying to figure out what a wordy billboard is all about. Billboards today are serious and confusing. Does anyone remember the old red-and-white Burma-Shave signs by the side of the road—one after the other—that touted the brushless shaving cream? There were several hundred versions of these—every one of them a hoot. Each sign had a little bit of copy; just enough so that you didn't take your eyes off the road for too long. This was followed by another and another, until you had the whole

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