Say 'see you later, alligator' to using cliches in your business presentations.

LET me be frank: At the end of the day, when all is said and done, you need cliches like you need a hole in the head.

Now that I have your attention with four cliches in a single sentence, let me tell you why your use of cliches can damage your image as a manager and reduce the effectiveness of your oral and written communication.

First, because cliches require no work, they suggest laziness. Is a person unruffled by stress? "Cool as a cucumber." Is an event astonishing? "Boggles the mind." Does a new rule apply to all? "Each and every." Does an upcoming project appear difficult? "Easier said than done." Are you eager to begin work? "Champing at the bit."

Second, because cliches are by definition unoriginal, they taint even the most original of ideas. As soon as people hear "more bang for the buck," "cutting edge," "thinking outside of the box" or any number of other tired expressions, they may think that everything else you say is equally unoriginal.

Third, cliches can be very irritating, especially when repeated often. Some people can't seem to complete a sentence without using terms like "slam-dunk," "to tell the truth," or "when all's said and done," all of which become annoying quickly. You can prove this easily by using the phrase "See you later, alligator," whenever you take leave of someone. Within hours people will be asking, begging, or demanding that you stop. (Actually, unless you have an unbreakable employment contract, it might be better to skip this experiment.)

Fourth, like slang, many cliches grow old quickly. "Alligator" dates back 50 years. Others--"straighten up and fly right," "the life of Riley," "not for all the tea in China," "it's your nickel," "put the cart before the horse"--are also ancient. Today's current cliches--"bottom line," "no brainer" and "it is what it is"--may age rapidly, which means your up-to-the-minute speech or white paper soon will be quaint.

Let's take a closer look at "it is what it is," one of the more popular current cliches. Al Gore used it in November 2002 when he spoke of the 2000 election. "I strongly disagreed with the Supreme Court decision. ... But, I respect the law, so it is what it is." Two years later, when the early election results didn't look good for President Bush, he said, "Well, it is what it is."

Pacers' guard Reggie Miller didn't like the brawl between Detroit players and Indiana fans, "but it is what it is." After his team unexpectedly lost a game, Robert Griffin of the Cleveland Browns said, "It is what it is."

There is another reason to avoid cliches. Because they are so familiar, they are often the easiest part of a presentation to remember. Your audience--whether a packed auditorium or your administrative assistant--will remember "the handwriting on the wall" but perhaps not what it says, will note "the moment of truth" but perhaps not what that truth is, and will wince when you say it's time to "bite the bullet" but might not remember why you think so.

Remember, cliche is a French word that means "old picture." Old pictures may be a good investment in the art world, but avoid them in the business world.

Gary Hankins is president of Pygmalion Inc., which trains executives in presentation skills, and is the author of "The Power of the Pitch: Transform Yourself into a Persuasive Presenter and Win More Business," published recently by Dearborn Trade Publishing, Chicago.