This I Know

Marketing Lessons from Under the Influence

By: Terry O'Reilly

Narrated by: Terry O'Reilly

Length: 9 hrs and 10 mins

Publisher's summary

Canada's most famous adman spills a career's worth of marketing secrets, so anyone can compete with the best in their business - whatever that business might be.

Big companies spend a fortune marketing their wares and services. Can yours? Invariably people ask advertising veteran and CBC Radio host Terry O'Reilly one question more than any other: How does a little business compete with the big guys? After decades at the helm of an award-winning advertising production company, and over a decade exploring the art and science of marketing for CBC Radio, O'Reilly delivers all the answers they - and anyone with something to sell - ever wanted to know.

Following his best-selling Age of Persuasion, O'Reilly collects a lifetime of marketing wisdom into an indispensable guide to competing for your customers' attention. From understanding what business you're really in and foregoing the extra mile in favour of the extra inch, to the benefits of counterintuitive thinking and knowing an opportunity when you see one, This I Know will help anyone understand the fundamentals of good marketing strategy and building the relationships that turn good marketing into great results, no matter how big or small your budget.

Number-one national best seller!

©2017 Terry O'Reilly (P)2018 Knopf Canada

Critic reviews

“Terry O’Reilly lets readers into the fascinating world of marketing. Looking at both successful and unsuccessful campaigns from brands that you likely have in your home, O’Reilly uncovers the truth behind the spin and why it works so well. Very accessible and highly entertaining, readers will come away more informed and loaded with trivia...This I Know will be the funnest business book you will read all year.” (Colin Holt, seller at Bolen Books, 49th Shelf)

"What makes This I Know engaging - like O’Reilly’s work in radio and the earlier Age of Persuasion book - is the author’s obvious love of his craft. He clearly also admires the work of retailers, marketers, brand managers and advertisers when they market to us, the customers, with intelligence and foresight." (Winnipeg Free Press)

"[F]ourteen sturdy, anecdote-infused chapters cover[s] the basics of marketing . . . in an engaging, memorable way.... [T]he book will keep you happy and engaged as you grapple with that marketing puzzle.” (The Globe and Mail)

“O’Reilly is well worth listening to. His book should be required reading for entrepreneurs, small business owners and leaders of nonprofits who don’t have monster marketing budgets and ad agencies on retainer.” (The Hamilton Spectator)

Marketing school for entrepreneurs size small to tall

When I first read “This I Know”, Terry O’Reilly was the narrator in my head. Now he’s the narrator in my ears and my imagination was freed up to conjure ideas and plans to market my own business. (Listen with a note-pad handy, This I Know). The pause & rewind buttons got a serious work-out.
I want to personally thank Mr. O’Reilly for bringing his book to life and creating what is essentially a “Best Of” extended podcast of his beloved “Under the Influence” and “Age of Persuasion” CBC radio shows. Your hand-written thank-you card is in the mail (listen to find out why you should write him - and your customers - one too).

Bring your pen and notebook. You're going to need

Any additional comments?

Terry O'Reilly has spent his life writing this book.

'This I Know' is full of anecdotes and advice for brand new and well-established businesses. It comes to you straight from the mouth of an ad-man who knows exactly what he is talking about because he's done it.

I'm a weekly listener of Terry's CBC podcast 'Under the Influence'.

My radio company hired him to speak to our clients in a seminar environment a few years ago. It was memorable.

I've been in the marketing/advertising sales industry myself for over 25 years. I'm still learning. I'm also in the process of re-developing the way I talk to clients about how to grow their businesses. Terry's book is my manual.

I'm also using the secrets in his book for my own side business as a portrait and headshot photographer.

If you want to better your business' marketing, whether new or established, this is the manual for you too. There are actionable items and things that will make you think. You might even win an award.

You can buy the book but you'll still read it in your mind in Terry's voice. Download the Audible book for the full effect.

everything you know, organized.

terry takes many of the fundamentals we know and adds color and examples. so many examples.

Must read for marketers. Rules to live buy

You'll want to read this. Period.

Tons of amazing tips, several great cases. Wonderful things that I never learned during 4 years of marketing schooling and 3 yrs in the business at an agency.

Fast paced, insighful, and fun!

I'm a big fan of Terry's radio show and this was a mega dose in one coherent package. I'm sure I'll re -listen to this one again and again.

O'Reilly's gift to me and my business.

This book is the all-in-one tool I need to market my smallbusness. Thank you Terry

if you love Under The Influence, you'll love this

I am a huge fan of Terry's radio show, Under The Influence and this book was like that times 10. interesting stories of marketing campaigns, Ad concepts and the back stories behind their creations. only bad part was...it needed to be longer!!! you do not need to be in advertising or marketing to enjoy this book
it's for anyone and everyone.

The only semi pro capitalism show on the CBC

I really enjoy Terry O'Reilly's radio shows. He is creative, insightful, witty and alway interesting. Even though he is a closet leftwing nut job (only way to broadcast on the CBC), it seldom shows in his work 5/5

So helpful

Terry gets it and helps you get it. Such a good way to show us what's important in marketing, how to be, and what to do, really.

Enjoyed every second of it

This is the type of audiobook you need to listen to slowly, to truly savour and enjoy every bit of information Terry shares. He has a unique way of making otherwise boring and text-bookish lessons enjoyable, intriguing and fun. Who knew marketing could be associated with those adjectives. Thanks Terry...see you next week! :)