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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

What the critics say

“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)

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  • kw
  • 2018-03-12

So good I am buying the hard copy too

I listen to Terry’s podcast, Under the Influence, and this book was like a season on steroids. Amazing consolidation of his marketing wisdom. I normally listen to books at 1.25x or 1.5x speed, but this book I needed to put on 1x so I could soak it all in. Now I’m going to buy the hard copy so I can highlight, bookmark, and write in the margins. A timeless classic.

3 of 3 people found this review helpful

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I can’t wait to listen again

I have been listening to Terry on CBC for years. Many years. His delivery is the reason I had to get this as an audiobook instead of a paper copy; it wouldn’t be the same without him.

If you want to figure out if this is right for you, listen to “Under the Influence,” his podcast on CBC. If you like that, you will absolutely love this. He dives deeper and delivers the punchline as well as the process behind the joke in this book. It is a window into his brilliant mind.

1 of 1 people found this review helpful

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wonderful lessons to keep in mind

a fantastic way to avoid many pitfalls in the Shark Tank of marketing. the stories entertain and inform within sight that doesn't come without Eric that is clear from the breadth of knowledge being shared

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Interesting examples but not a marketing guidebook

There are some interesting examples of people who have done things right. And of course I'm a big fan of the radio show, but if you're looking for a general guidebook of what a marketing department of a company is supposed to look like and what their responsibilities are, this is not it.

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  • eb
  • 2018-07-27

Fabulous

Best marketing book I ever read..... wait.... maybe the best BOOK I ever read. Very very well done.

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I've been a fan for years! Fantastic!

I've been a Terry O'Reilly fan for years. I was thrilled when I heard he'd compiled his years of experience into this book. Listened to it twice!

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An amazing insight to all things marketing.

Couldn't put it down. Even if you do not work in marketing or advertising I high suggest everyone listens to this book.

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This is a book all should read

Whether you are big or small or an individual. The stories here teach lessons that can be applied to your daily job or daily life.

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You’ll love it

If you’re a fan of Under the Influence , you’ll love this book.

If you’ve never listened to Under the Influence... what is wrong with you?? Jj :)

This book is a must read for marketers, business owners, or just fans of the subject you like stories from the inside.

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Really loved this but...

I absolutely love Terry O'Reilly's podcast and thought this would be a natural next step in following not only his career but his lessons from hands-on experiences. I wasn't wrong. This book is the definition of being teachy but not preachy; O'Reilly subtly leads the listener down a path of understanding by providing beneficial example after example and giving you a clear perspective on how to work in marketing/advertising industry with integrity. I found myself pausing the book, jotting down notes and then quoting his words to colleagues and my school mates. His subtle guidance is reassuring and I can 100% say that I have used his knowledge to further my own understanding of marketing best practices to benefit my career.

The only thing I would note was that I found certain examples he used were actually used more than once within the text of the book. At first I thought I was mistaken and that I had remembered it from the podcast but I am fairly certain one or two things he mentions early on are used again towards the latter chapters.

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  • Todd L
  • 2018-03-10

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.

2 of 2 people found this review helpful

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  • Bryce
  • 2018-03-08

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).

2 of 2 people found this review helpful

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  • Harper Price
  • 2018-03-01

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

1 of 1 people found this review helpful

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  • Michael
  • 2018-06-29

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.

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  • Carrie Butterwick
  • 2018-06-22

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.

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  • Danilo D.
  • 2018-04-13

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.