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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
  • 4.9 out of 5 stars (574 ratings)

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This I Know

Written by: Terry O'Reilly
Narrated by: Terry O'Reilly
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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 listeners say about This I Know

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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.

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8 people found this 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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6 people found this helpful

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Nicely done Terry

Excellent content and well delivered. Just what I have learned to expect from Terry O’Reilly.

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Love this... history, humor, (self)-help advice

Love this... history, humor, (self)-help advice... got it all. finished and started right back at the beginning.

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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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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

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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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Succinct Marketing Insights

Best book I have read on Marketing. Incredibly insightful. Great stories that illustrate his Marketing principle. Lots of ideas to market your product or service. Well read. Entertaining. This is one of my favorite books.

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Awesome and enlightening.

Terry O'Reilly knows more about advertising than any ten agencies put together, but that's not what's special about him. What's special is that he can articulate that knowledge in an easy to understand and entertaining format.

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You don’t know what you don’t know…

Every time I hear Terry’s voice I know I’m in for a treat. This was a beautiful audiobook filled with “This I know….” moments, real life stories to accentuate themes or key points, and warnings for how NOT to do marketing. Loved every minute of it.

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