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This I Know

Marketing Lessons from Under the Influence
Written by: Terry O'Reilly
Narrated by: Terry O'Reilly
Length: 9 hrs and 10 mins
5 out of 5 stars (227 ratings)

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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)

What members say

Average Customer Ratings

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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.

4 of 4 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.

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A little embarrassed I used a credit for this ;)

The value that I got out of this was amazing. Which is why I'm a little embarrassed that I utilized my monthly credit on it.
I was lucky to have listened to all over books you mentioned and I am old enough to remember most of your examples. Which I think is why I did get so much value.
This book for me is a one big Ha!
Terry if you see this: Thank you. Wish I could work with you.
#goleafsgo

1 of 1 people found this review helpful

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For everyone in Marketing and Advertising

I love this book. Each of the case studies mentioned has been thoroughly researched and brilliantly illustrates the point(s) for the given topic. Terry is a legend in the radio advertising business and he has seen it all. The stories told in the book are powerful and memorable. I highly recommend this book for everyone in marketing and advertising - however, my 13 year old son has been listening to the book while in the car and I have overheard him re-telling the stories to his friends. I love that he finds these stories interesting! He also commented that Terry's voice and method of delivery is "absolutely perfect" for the stories. Listening to the audiobook is like sitting down with Terry and hearing him tell you these stories first-hand. I hope there are more books in this series. And, I began listening to his Podcast after listening to the book - that podcast is also fantastic if you enjoy the book. #Audible1

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Captivating!

Easy to listen to and continuously captivating with great stories, I would highly recommend this book!

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great book

Really good book .
gives you a great inside look at marketing..Canadian and real..
easy to listen to

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Listened to it twice. Great book

Very well written and performed by O'Reilly. I've enjoyed his CBC radio program, and this book is the perfect assembly of his knowledge and experience in one place.

I'm a small business owner and while listening to the book i often said to myself "that's an issue we've struggled with" so it's great to have someone with his background cover these common matters.

Narration and writing are great. Very accessable. Terry writes and speaks simply so that the reader can consume the material effortlessly.

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OK

podcasts are glorious.

hours of going on and on not so much. I don't want to hear the phrase THIS IS KNOW for a long while.

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Very enjoyable Listen

I am starting a small marketing company out of my home. The information in this book made me really rethinking how to launch it. Thank you very much for all the insites.

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Loved it.

Found it relevant, entertaining and informative. Found some things that I instinctively knew but didn't know how to verbalize and some things that I didn't know, but that tied other concepts together. I can't think of a single industry or career path that doesn't incorporate marketing..whether it wants to or not. Thank you for making this!

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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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  • Francisco Arizmendi
  • 2019-01-22

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! :)

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  • paul
  • 2018-12-13

everything you know, organized.

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

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  • Jason
  • 2018-08-28

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.

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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.