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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.

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.

1 of 1 people found this review helpful

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Excellent!!!

Loved it. Always great listening to Terry O'Reilly! Fantastic information, delivered in a great way!

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100% spot on for marketers

This book brings tremendous value to marketers and looks at marketing from a third person perspective!

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An outstanding book

This was a lot of fun to listen to. I'm so glad Terry O'Reilly read it himself. If you've listened to the podcast, you'll love this book. Each chapter was like a podcast. There's so much information, thought, fact and fun packed into this book. I'll be listening to it and loving it again.

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I love Terry O'Reilly

Listening to this book read by the author is FANTASTIC!! Thank you for your knowledge and experience Terry!

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Engaging and sensible!

One of the best audio books I have listened to this year. Terry is very engaging with a wonderfully pleasant voice and manner that easily captures the imagination and keeps him or her there. His lessons in marketing taken from the many years he has spent in the advertising business are thought provoking and practical. He has no need to boast or vaporize incessantly on meaningless and self centred escapades during his time in business, just recounts what worked and how it would still work in our changing economic environment. He gets to the heart of the matter without wasting the listener's valuable time. Looking forward to future books!

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Terry O’reilly at is best.

After years of living with PTSD I could no longer read because of attention difficulties. Now with a new access to an amazing app I can now access books like: This I Know. This is a book I recommend to everyone who is on business or anyone who want to market themselves in this age where only a few stick out. Reading this great marketing bible in this format opened a new reality that works with my lack of attention.

Don’t forget #Audible1

Thanks for the new world your service opened for me.

Pierre

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Inspiring and elightening

I heard this book on #Audible1 and it was a fantastic thing to do. THe author knows about marketing and business and has lots of war stories to share. Who knew a business book could keep you on the edge of your seat. I own a couple of small businesses and found Terry's lessons deeply valuable. I have recommended this book to every business owner that I know.

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LOVE LOVE LOVE!!!

Granted, I am a huge fan of the Under The Influence podcast, so I was really looking forward to this on #Audible1. But I think even if you are not, you will get so much out of the stories and be able to take your marketing up a notch or two with the information that is mostly learned through story. Given that story marketing is now the way to get noticed, you will want to listen to this one!

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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
  • Toronto
  • 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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  • paul
  • ELK RIVER, MN
  • 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.