This I Know

Marketing Lessons from Under the Influence

Publisher: Knopf Canada
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 bestselling 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.

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When you create a message with emotional content, it attracts people. Leadership consultant Edwin H. Friedman puts an even finer point on it, saying, “People can only hear you when they are moving toward you, and they are not likely to when your words are pursuing them.” Emotion pulls, it doesn’t chase....
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#1 NATIONAL BESTSELLER 

“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

“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. . . . [A]n indispensable guide to competing for your customers’ attention. . . . 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.” —Loan Stars