You'll have seen loads of 'New Year, New You' stories by now - do this, stop doing that, buy a different shampoo and you'll look years younger, feel heaps better and be far more attractive.
The most consistent message seems to be that the appearance of youth is the key to success. Even for men, who traditionally have a longer shelf life than women, being young (or at least appearing to be) has enormous cachet.
There are plenty of ways to pass yourself off as a younger feller - new haircuts, plastic surgery, a spot of Botox, maybe getting rid of that unsightly beard. Best of all, try losing a few kilos - chiselled is always better than jowly.
But have you tried this? It's simple and, while not entirely foolproof, it's certainly guaranteed to bring results. What is it? Lie about your age.
Until quite recently whenever I mentioned how old I was, the response would be something along the lines of "No, really, you don't look it", "My God you are not" etc.
So imagine my surprise when I told someone my real age and their response was ... "Oh yeah".
My face had caught up with my birth certificate, something needed to be done, and the simplest thing was to rewind the clock.
It's as easy as that. Now if anyone asks my birthday I give my wife's. And just like that I'm six years younger.
Proof of youth
What's wrong with that? It's not like I'm trying to commit identity fraud. I'm not passing myself off as anyone else, just lopping 70 months off my age.
It obviously doesn't work with banks or insurance companies which, annoyingly, want to know my actual birthday "for security purposes".
It probably won't fool HR when the grim reaper of redundancy next passes through the office, either. Everyone else will have no choice but to believe it.
And more people are doing it than you might think. I recently read a story about someone I'd interviewed a few years back and smelt a rat. A quick look back through the clippings file revealed that he, too, had at some point been a bit elastic with his age. And good for him.
My sister admitted to me the other day that she's been doing it for years and claims her partner's birthday as her own now and again. She has to remember his star sign and act the part when she does but otherwise, she says, it's a big success.
Getting away with it
But can you get away with it? Pick a new birth year - and stick to it. Maybe keep the same birthday. You might have to bone up on kids' TV or pop songs from your purportedly formative years.
I'm luckier - an accent that identifies I'm not from around here gives me a degree of vagueness about these things. Don't lop too much off, either - ideally, no more than 10 per cent of your real age.
I don't think it's a big deal. You are, after all, only as old as you feel. And if you feel like being a bit younger what's to stop you? Go on, give it a whirl.
Is your age set in stone or do you tell the odd white lie?