Podcast Summary: Terry O'Reilly on Talk About Talk

Podcast Information:

• Title: Under the Influence with Terry O’Reilly
• Host/Author: Apostrophe Podcast Network
• Episode: Terry Guests on Talk About Talk
• Release Date: December 14, 2024
• Description: Under the Influence offers listeners a backstage pass into the ad industry, featuring fascinating and humorous stories connecting pop culture, marketing, and human nature.

Introduction In this special episode of Talk About Talk, Dr. Andrea Vojnitsky hosts Terry O’Reilly, the renowned host of Under the Influence. Celebrating his 20th anniversary on CBC, Terry shares his extensive experience in advertising, storytelling, and personal branding. The conversation delves into the essentials of effective storytelling, the evolution of advertising, and the nuances of personal branding.

The Essence of Great Storytelling Terry begins by exploring what makes a great story, emphasizing structure and the element of surprise.

• Structure:

  • “Structure is critical that you have a beautiful, teasing opening and then you have this really sumptuous middle and then you have this inevitable end that's just so satisfying.” [09:08]
  • Terry highlights the importance of having a clear beginning, middle, and end, a skill honed from his nearly 40 years in advertising where concise storytelling is paramount.

• Element of Surprise:

  • “Unexpected moments add impact.” [09:50]
  • He underscores that surprising the audience keeps them engaged and makes the story memorable.

Andrea adds her perspective, aligning storytelling with personal branding frameworks, reinforcing the power of threes in narrative construction.

Mastering Storytelling in Advertising Terry shares his admiration for brands that excel in storytelling, citing examples like Volkswagen, Nike, and Apple.

• Volkswagen in the 1960s:

  • “The storytelling made that car an icon.” [14:09]
  • Terry praises Volkswagen’s honest and humorous ads that highlighted the car’s flaws in a charming way, making it beloved despite initial criticisms.

• Nike and Apple:

  • “Just do it. Every Nike ad is a story about a team or a person achieving something amazing.” [14:47]
  • “Apple... every Apple ad is about one person achieving something with the power of a computer.” [15:22]
  • He points out how these brands maintain consistent storytelling that aligns with their core values, making each ad unique yet cohesive.

• Heinz as the Best Contemporary Storyteller:

  • “They are doing things like, I wrote them things down... it's all red.” [15:28]
  • Terry applauds Heinz for innovative campaigns that reinforce their brand identity, such as creating puzzles and unique tweets that engage their audience creatively.

Evolution of Advertising and Media The discussion shifts to how advertising has transformed with the advent of digital media.

• Terry notes, “Storytelling is spilled out of traditional media, for sure... most of it probably online.” [19:35]
• He discusses how brands like Heinz adapt their storytelling to various digital platforms, ensuring each medium is leveraged effectively to maintain consistency and engagement.

Personal Branding Insights Transitioning to personal branding, Terry emphasizes the importance of authenticity and uniqueness.

• Defining Your Unique Value:

  • “A great brand is what makes you different. And then how can I express that in creative ways?” [22:22]
  • He advises individuals to identify what sets them apart and communicate it consistently across various platforms.

• Peeling Back the Onion:

  • “What business are you really in?” [25:30]
  • Drawing from his book, Terry explains the importance of understanding the deeper value you offer. For example, Michelin isn't just selling tires but safety.

• Overcoming Personal Challenges:

  • Terry shares his journey from being a complete introvert to becoming a confident presenter, highlighting that embracing and overcoming personal obstacles can significantly enhance one's personal brand.

Terry’s Latest Book: "My Best Mistake" Terry introduces his book, My Best Mistake, which chronicles stories of individuals who turned career catastrophes into successes.

• Example - Steven Spielberg and Jaws:

  • “He didn't try them in salt water. The saltwater corroded all the mechanics.” [31:57]
  • Terry recounts how Spielberg’s mistake with the mechanical sharks led to innovative storytelling techniques that made Jaws a classic.

• The Power of Unseen Elements in Storytelling:

  • “The joy of audio... your listener becomes your art director.” [33:26]
  • He elaborates on how audio storytelling allows listeners to visualize narratives uniquely, akin to Spielberg’s use of implication in Jaws.

Communication Skills and Pet Peeves Andrea and Terry discuss essential communication skills, with Andrea sharing her top three communication superpowers: confidence, listening, and storytelling.

• Listening as a Critical Skill:

  • “Listening is a very underrated huge part of a great communicator.” [40:10]
  • Terry agrees, emphasizing that effective communication is not just about speaking but also actively listening to understand the audience’s needs.

• Communication Pet Peeves:

  • “People don't listen. Listening is a big part of communicating.” [40:00]
  • He expresses frustration with one-sided conversations and highlights the importance of dialogue over monologue in effective communication.

Rapid Fire Questions In the rapid-fire segment, Terry shares his favorite podcasts and books, recommending diverse titles like The Plot Thickens and Bank Robber Diaries for their engaging content and unique storytelling approaches.

Closing Thoughts Terry concludes with advice for aspiring storytellers and brand builders:

• Curiosity and Continuous Learning:

  • “To be a wonderful storyteller, you have to have an enormous sense of curiosity.” [45:37]
  • He encourages constant learning and curiosity about people and the world to fuel compelling storytelling.

• Collecting Stories:

  • “As a writer, I collect stories.” [47:14]
  • Terry emphasizes the importance of gathering diverse stories and insights to enrich one’s storytelling repertoire.

Conclusion The episode wraps up with Andrea summarizing the key takeaways:

1. Ingredients of a Great Story: Structure (beginning, middle, end) and the element of surprise.
2. Overcoming Obstacles: Turning challenges into strengths enhances personal and brand narratives.
3. Peeling Back the Onion: Deeply understanding and articulating the core value of your brand or personal identity.

Listeners are encouraged to explore Terry’s Under the Influence podcast and his books for more insights into effective storytelling and branding.

Notable Quotes:

• “Structure is critical that you have a beautiful, teasing opening and then you have this really sumptuous middle and then you have this inevitable end that's just so satisfying.” – Terry O’Reilly [09:08]
• “Unexpected moments add impact.” – Terry O’Reilly [09:50]
• “Storytelling is spilled out of traditional media, for sure... most of it probably online.” – Terry O’Reilly [19:35]
• “What business are you really in?” – Terry O’Reilly [25:30]
• “Listening is a very underrated huge part of a great communicator.” – Terry O’Reilly [40:10]
• “To be a wonderful storyteller, you have to have an enormous sense of curiosity.” – Terry O’Reilly [45:37]

Further Resources:

• Terry O’Reilly’s Podcasts: Under the Influence
• Books by Terry O’Reilly: My Best Mistake
• Talk About Talk Website: talkabouttalk.com

This episode provides a deep dive into the art of storytelling within advertising and personal branding, offering valuable lessons from one of the industry's most experienced storytellers. Whether you're a marketer, a personal brand builder, or simply someone interested in the mechanics of storytelling, Terry O’Reilly’s insights are both practical and inspiring.