"Shop Banner" joke

A psychotherapist was having so much success in his business, since starting from scatch, that he could now afford to have a proper shop banner advertising his wares. He hired a kid and told him to paint a sign board for him and put it above the entrance to his shop.
However, rather than his business building up, it began to slacken. He especially noticed that, after reading the sign board, the ladies began shying away from his shop. He decided he had better check out the sign for himself. Then, he understood why!
The kid had found a small wooden board, so he had to split the word into three:
Psycho-
the-
rapist

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