You start off with a short sentence to ease them in.

Then you lean back with a slightly longer one just to prove that you’re capable of doing more than stringing together a couple of flashy, sticky dib-dabs.

So, after what can only be described as the complete runaway success of my expertly put-together phrase, “Sweet Petunia!” it has unfortunately become far too popular. Everywhere I go these days it is being ushered on street corners, shouted on fruit stalls, giggled in dog-grooming parlours and whispered down sewer grates. It takes a brave man to take a step back and even though I still hold her dear to my heart I think it is time to retire, “Sweet Petunia!” and look to pastures new.

I was in recent discussion with Senor Menendez and Master Reuben about my plight and they too were sad to see her go so soon but understood my reasons for doing so. Getting rid of her was the easiest part; finding a suitable and equally genius replacement would be where the toil began. Luckily being around academics such as these, it was finger wiggle time within a matter of minutes.

Can you replace “Sweet Petunia”? Of course you can. You need something catchy, something clever but also something people can identify with. You don’t want to push that sweet, sweet candy away. Ladies and gentlemen, I present the worthy replacement:

“Penny Vincenzi!”

I would have had, “Barry Norman!” but Master Reuben came up with it first and told me I would have to pay him royalties whenever I mentioned it. You have to be quick off the mark in this game.