Whose Speech Is It, Anyway?: Speech Style When you're talking to a group of fashion mavens, the difference between burgundy, crimson, scarlet, carmine, cerise, fuchsia, and cranberry matters. When you're addressing a general audience, red will do the trick nicely. 93 Here are some clichés to avoid like the plague. (That's our first one.) · · · · · · · · · · Dead as a doornail Gentle as a lamb Sweet as sugar Tough as nails Straight as an arrow Ripe old age Raining cats and dogs Face the music Happily ever after Hard as nails Sometimes, however, clichés can work for you. People tend to like to hear familiar ideas and sen- timents sprinkled among new ideas, like sugar on berries. Clichés can be an asset, if you use them cleverly. But for a cliché to work, it can't be used in its tired, old way. Instead, manipulate the cliché to make it work for you. Take the cliché "The business of America is business," for instance. (Even dinosaurs were probably sick of this one.) To give the cliché new life, try this: Calvin Coolidge once said that the business of America is business. That may have been true