Terry OReilly - This I know: Marketing Lessons From Under the Influence
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VINTAGE CANADA EDITION, 2019
Copyright 2017 Terry OReilly
All rights reserved under International and Pan-American Copyright Conventions. No part of this book may be reproduced in any form or by any electronic or mechanical means, including information storage and retrieval systems, without permission in writing from the publisher, except by a reviewer, who may quote brief passages in a review.
Published by Vintage Canada, a division of Penguin Random House Canada Limited, in 2019. Originally published in hardcover by Knopf Canada, a division of Penguin Random House Canada Limited, in 2017, and in the United States by Chicago Review Press Incorporated, in 2018. Distributed in Canada by Penguin Random House Canada Limited, Toronto.
Vintage Canada with colophon is a registered trademark.
www.penguinrandomhouse.ca
Library and Archives Canada Cataloguing in Publication
Title: This I know : marketing lessons from Under the influence / Terry OReilly.
Names: OReilly, Terry, 1959- author.
Description: Includes bibliographical references and index.
Identifiers: Canadiana 20169065863 | ISBN 9780345810373 (paperback)
Subjects: LCSH: Small business marketing. | LCSH: Small businessManagement. | LCSH: Advertising.
Classification: LCC HF5823.O748 2019 | DDC 659.2/81dc23
Ebook ISBN9780345810380
Book design: Andrew Roberts
Cover image: (target) H. Armstrong Roberts / Classic stock / Getty Images
v5.4
a
For Pete Watts,
who took a chance on me in my first copywriting job
For Trevor Goodgoll,
who took a chance on me in the big leagues
And for Debbie,
who took the biggest chance of all
Chapter One
Sludge or Gravy
What Business Are You Really In?
Chapter Two
Praying to the God of Otis
Perfecting Your Elevator Pitch
Chapter Three
Strategy
It Tastes Awful. And It Works
Chapter Four
Bieber in a Blender
If They Feel, They Believe
Chapter Five
Steinways and Autopsies
Tell Me a Story
Chapter Six
Finding Your Inner Broadway
What Is Your Greatest Area of Opportunity?
Chapter Seven
Start with the End
How to Make a Persuasive Presentation
Chapter Eight
Purple Chickens
The Joy of Counterintuitive Thinking
Chapter Nine
Fishing for Marilyn
Timing Is Everything
Chapter Ten
Nudge, Nudge (Wink, Wink)
The Power of Gentle Taps
Chapter Eleven
What Time Is the Three Oclock Parade?
Why Customer Service Is Marketing
Chapter Twelve
Going the Extra Inch
The Value of the Small Gesture
Chapter Thirteen
Reids Law
The Need for Tension
Chapter Fourteen
Keeping Your Shish on Your Kebab
Maintaining Your Personal Brand
Chapter Fifteen
This I Know
Ive spent most of my work time the last five years trying to help entrepreneurs grow their businesses.
Some of the businesses are start-ups. Others have been around for decades.
Some of the businesses offer products. Others offer services.
Some of the businesses use complex algorithms to offer digital solutions to enterprises. Others have invented new bathroom mats or shovelling aids.
Some of the businesses are run by individuals out of their homes. Others employ dozens and own their own production facilities.
But they all have one thing in common: They need customers to survive. They have to convince people or other companies to give up hard-earned money in return for their offerings.
That is not easy to do.
They are competing with other businesses. They are competing with inertia. They are competing with societys ADD. Heck, whether they realize it or not, they are competing with Netflix.
They need to get their potential customers attention and they need to convince them that their businesss solution is the right one.
They need to accomplish those two very difficult tasks cost-efficiently.
They need to read this book.
Terry OReilly is a marketing genius. I call him the Prince of Persuasion. A few months ago I begged him (literally) to come out of retirement to orchestrate a campaign for a company Im involved with. He declined because he was too busy writing this book. At the time I was disappointed, but after reading the manuscript I am so glad he decided to focus on this project.
You will be, too.
Dave Chilton,
a.k.a. The Wealthy Barber
By the time the Sex Pistols came to America in 1978, they were already a profane sensation in the UK. But their savvy manager, Malcolm McLaren, knew breaking into the States would be a different matter. The US market was hard to impress, and it had seen it all before. So McLaren devised a strategy.
He limited the Sex Pistols to performing in small towns in southern states. He knew the largely fundamentalist Christians would be absolutely appalled at the antics of Johnny Rotten & co. He counted on the press in those cities to generate a lot of scandalous publicity; the more notorious the Sex Pistols became, the more intrigued New York and LA would be.
It was a brilliant plan. Most bands set their sights on New York and LA immediately, but cant get noticed in these two competitive markets. McLaren knew the power in holding back, and having created pandemonium in conservative towns like Tulsa and Baton Rouge, he was able to use that outrage as a calling card in the Big Apple and Los Angeles.
While the Sex Pistols were offending audiences from coast to coast, I was a young man just starting my career in advertising. Originally, I sent sixty resums to sixty advertising agencies across Canada hoping to land a junior copywriter job, writing ads. I got back sixty-one rejection letters. Yes, one company rejected me twice. So I set my sights a little lower and dropped off a more creative resum at a small radio station called FM 108 in Burlington, Ontario. The sales manager, Pete Watts (a man named for his career destiny), liked my resum and hired me. It wasnt where I really wanted to bemy dream was to work at a major advertising agencyand radio wasnt my passion, but it was a copywriting job.
Pete brought in a handful of advertising contracts every day, and I was the only copywriter for the stations hundred or so retail clients. The days were twelve hours long, but I got to experiment with creative ideas because I had a lot of freedom; I answered only to the stations clients. Some of those commercials worked and some fell flat on their face. It was baptism by hellfire. And wouldnt you know it, I fell in love with radio.
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