Michael Levenson

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.

What in the hell was Roger Berkowitz thinking when he shelled out $150,000 for ads on the sides of Boston’s trolley system touting his chain of very fine Legal Sea Foods restaurants? Here are big illustrations of fish with cartoon balloons coming out of their mouths and one-line captions that include: “This conductor has a face like a halibut.” “This trolley gets around more than your sister.” “Hey, lady, I’ve seen smaller noses on a swordfish.” “Bite me.” These sassy lines show fish that are saying fresh things. “Fresh” fish. Get it? Ha-ha. My brother-in-law lives in Boston, and one of his favorite haunts

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