This I Know
Marketing Lessons from Under the Influence
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This I Know
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Narrated by:
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Terry O'Reilly
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Written by:
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Terry O'Reilly
About this listen
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 CanadaYou may also enjoy...
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Now, for the first time, Seth Godin offers the core of his marketing wisdom in one compact, accessible, and timeless package. This Is Marketing shows you how to do work you're proud of, whether you're a tech start-up founder, a small-business owner, or part of a large corporation. Great marketers don't use consumers to solve their company's problem; they use marketing to solve other people's problems. Their tactics rely on empathy, connection, and emotional labor instead of attention-stealing ads. When done right, marketing seeks to make change in the world.
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Why is Red Bull so popular, though everyone—everyone!—hates the taste? Humans are, in a word, irrational, basing decisions as much on subtle external signals (that little blue can) as on objective qualities (flavor, price, quality). The surrounding world, meanwhile, is irreducibly complex and random. This means future success can’t be projected on any accounting spreadsheet. To strike gold, you must master the dark art and curious science of conjuring irresistible ideas: alchemy.
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5 out of 5 stars
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Rory Sutherland's narration is truly special
- By Shane Duquette on 2020-04-29
Written by: Rory Sutherland
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The Age of Persuasion
- How Marketing Ate Our Culture
- Written by: Terry O'Reilly, Mike Tennant
- Narrated by: Terry O'Reilly
- Length: 10 hrs and 24 mins
- Unabridged
-
Overall4.5 out of 5 stars 45
-
Performance4.5 out of 5 stars 36
-
Story4.5 out of 5 stars 36
The Age of Persuasion is for those who say "advertising doesn't work on me" as well as those who want to understand how this industry has become inseparable from modern culture. Using their popular CBC Radio series as a starting point, Terry O'Reilly and Mike Tennant tell the fascinating story of how modern marketing came of age - from the early players to the Mad Men of the 1960s and beyond.
-
5 out of 5 stars
-
Wisdom to my ears
- By James O'Connor on 2020-02-28
Written by: Terry O'Reilly, and others
-
My Best Mistake
- Epic Fails and Silver Linings
- Written by: Terry O'Reilly
- Narrated by: Terry O'Reilly
- Length: 9 hrs and 7 mins
- Unabridged
-
Overall5 out of 5 stars 127
-
Performance5 out of 5 stars 117
-
Story5 out of 5 stars 117
The Incredible Hulk was originally supposed to be grey, but a printing glitch led to the superhero’s iconic green colour. NHL hall-of-famer Serge Savard’s hockey career nearly ended prematurely, not because of an injury, but because of an oversight. And the invention of a beloved treat, the Popsicle, began with a simple mistake. In his fascinating and meticulously researched new book, Terry O’Reilly recounts how some of the biggest breakthroughs and best-loved products originated with a mistake.
-
5 out of 5 stars
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loved it
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Written by: Terry O'Reilly
-
Building a StoryBrand
- Clarify Your Message So Customers Will Listen
- Written by: Donald Miller
- Narrated by: Donald Miller
- Length: 4 hrs and 56 mins
- Unabridged
-
Overall5 out of 5 stars 738
-
Performance4.5 out of 5 stars 592
-
Story4.5 out of 5 stars 590
Donald Miller's StoryBrand process is a proven solution to the struggle business leaders face when talking about their businesses. This revolutionary method for connecting with customers provides listeners with the ultimate competitive advantage, revealing the secret for helping their customers understand the compelling benefits of using their products, ideas, or services.
-
1 out of 5 stars
-
A giant ad for their product.
- By Brian Middleton on 2018-04-09
Written by: Donald Miller
-
Business Made Simple
- 60 Days to Master Leadership, Sales, Marketing, Execution, Management, Personal Productivity and More
- Written by: Donald Miller
- Narrated by: Donald Miller
- Length: 6 hrs and 55 mins
- Unabridged
-
Overall4.5 out of 5 stars 35
-
Performance4.5 out of 5 stars 22
-
Story4.5 out of 5 stars 22
It’s hard to be successful without a clear understanding of how business works. These 60 daily entries from New York Times best-selling author Donald Miller focus on the tangible skills it takes to offer extreme value to your organization while building your company, your career, and your legacy.
-
5 out of 5 stars
-
Failing to get this book will cost you more than you likely already owe
- By Alex Kazam on 2022-04-30
Written by: Donald Miller
-
This Is Marketing
- You Can't Be Seen Until You Learn to See
- Written by: Seth Godin
- Narrated by: Seth Godin
- Length: 7 hrs and 2 mins
- Unabridged
-
Overall4.5 out of 5 stars 569
-
Performance4.5 out of 5 stars 454
-
Story4.5 out of 5 stars 453
Now, for the first time, Seth Godin offers the core of his marketing wisdom in one compact, accessible, and timeless package. This Is Marketing shows you how to do work you're proud of, whether you're a tech start-up founder, a small-business owner, or part of a large corporation. Great marketers don't use consumers to solve their company's problem; they use marketing to solve other people's problems. Their tactics rely on empathy, connection, and emotional labor instead of attention-stealing ads. When done right, marketing seeks to make change in the world.
-
3 out of 5 stars
-
Seth puts me to sleep
- By Andrew Cao on 2019-02-13
Written by: Seth Godin
-
Alchemy
- The Dark Art and Curious Science of Creating Magic in Brands, Business, and Life
- Written by: Rory Sutherland
- Narrated by: Rory Sutherland
- Length: 9 hrs and 38 mins
- Unabridged
-
Overall5 out of 5 stars 99
-
Performance5 out of 5 stars 74
-
Story5 out of 5 stars 74
Why is Red Bull so popular, though everyone—everyone!—hates the taste? Humans are, in a word, irrational, basing decisions as much on subtle external signals (that little blue can) as on objective qualities (flavor, price, quality). The surrounding world, meanwhile, is irreducibly complex and random. This means future success can’t be projected on any accounting spreadsheet. To strike gold, you must master the dark art and curious science of conjuring irresistible ideas: alchemy.
-
5 out of 5 stars
-
Rory Sutherland's narration is truly special
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Written by: Rory Sutherland
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2 out of 5 stars
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Overall4.5 out of 5 stars 25
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Apply the seven universal elements of powerful stories to dramatically improve how you connect with customers and grow your business through social media channels.
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5 out of 5 stars
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It's a good one
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5 out of 5 stars
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Simple to understand-Great information
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Performance4.5 out of 5 stars 25
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Story4.5 out of 5 stars 25
There are four characters in every story: the victim, the villain, the hero, and the guide. These four characters live inside us. If we play the victim, we’re doomed to fail. If we play the villain, we will not create genuine bonds. But if we play the hero or guide, our lives will flourish. The hard part is being self-aware enough to know which character we are playing. In this book, Donald will use his own experiences to help you recognize if the character you are currently surfacing is helping you experience a life of meaning.
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1 out of 5 stars
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Boring…
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The Ultimate Sales Machine
- Written by: Chet Holmes
- Narrated by: Amanda Holmes, George Newbern
- Length: 11 hrs and 28 mins
- Unabridged
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Overall5 out of 5 stars 115
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Performance5 out of 5 stars 92
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Story5 out of 5 stars 92
The only lasting way to enhance your productivity and growth is to focus on a handful of basic concepts and repeat them week after week - and teach your staff to do the same. This audiobook explains how to tune up virtually every area of your business systematically, with just a little disciplined focus. Spend an hour per week on each "impact area" of your business, and you will be astonished at how much you can accomplish.
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5 out of 5 stars
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A machine for success
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- Written by: Ryan Serhant
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- Unabridged
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Overall5 out of 5 stars 736
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Performance5 out of 5 stars 613
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Story5 out of 5 stars 614
Through useful lessons, lively stories, and vivid examples, this book shows you how to employ Serhant's principles to increase profits and achieve success. Your measure of a good day will no longer depend on one deal or one client, wondering what comes next; the next deal is already happening. And Serhant's practical guidance will show you how to juggle multiple deals at once and close all of them. Every. Single. Time.
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5 out of 5 stars
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Serhant Needs to Put Out More Books!
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Written by: Ryan Serhant
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
Average Customer RatingsReviews - Please select the tabs below to change the source of reviews.
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Overall5 out of 5 stars
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Performance5 out of 5 stars
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Story5 out of 5 stars
- Sorin
- 2018-09-13
Very entertaining and informative
Enjoyed it thoroughly especially since the author narrates it.
Great read especially if you have a business.
#Audible1
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Overall5 out of 5 stars
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Performance5 out of 5 stars
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Story5 out of 5 stars
- LOUISE E YATES
- 2019-12-10
Excellent
This book provides great insight and practical easily applicable advice. I worked at a local advertising agency 20 years ago, have been in corporate branding, and now own my own small business. This book is very relevant to all three roles. Terry also performs his book with the same tone as his CBC radio show.
PS some MBAs are creative, not just analytical :)
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Overall5 out of 5 stars
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Performance5 out of 5 stars
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Story5 out of 5 stars
- Trev Kim
- 2021-02-09
One of the best books ever! A manual for life.
Terry Oreilly is a person who understands the human psyche. He is a master story teller who captivates our attention and shows us how to share our gifts with others and be compensated for the same.
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Overall5 out of 5 stars
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Performance5 out of 5 stars
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Story5 out of 5 stars
- Andy Veilleux
- 2018-08-24
Amazing look into the world of marketing.
I highly recommend this book for anyone interesting in marketing or advertising, even if your interest is only casual.
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Overall5 out of 5 stars
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Performance5 out of 5 stars
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Story5 out of 5 stars
- Dylan Lunenburg
- 2018-10-05
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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Overall5 out of 5 stars
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Performance5 out of 5 stars
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Story5 out of 5 stars
- Dana Pharant
- 2018-09-19
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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Overall5 out of 5 stars
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Performance5 out of 5 stars
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Story5 out of 5 stars
- Anonymous User
- 2019-10-24
Nicely done Terry
Excellent content and well delivered. Just what I have learned to expect from Terry O’Reilly.
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2 people found this helpful
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Overall5 out of 5 stars
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- Lil Tay
- 2018-09-20
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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Overall5 out of 5 stars
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- Anonymous User
- 2019-05-23
great book
Really good book .
gives you a great inside look at marketing..Canadian and real..
easy to listen to
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Overall5 out of 5 stars
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- Thomas Morin
- 2021-07-11
huge insights in the mechanics of marketing
Terry shares generously from his expert career is expert career in marketing. I'd say this is marketing 101 for anybody in business.
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