John W. Tuohy and his five siblings were sent into the Connecticut foster-care system in 1961, and Tuohy lived in ten foster homes growing up. This year he published No Time to Say Goodbye, a brutal but good-humored Irish-American memoir which holds its own on Amazon.com because he works at selling it. I asked him about marketing. A former political-campaign manager, Tuohy markets through his flagship blog mywriterssite.blogspot.com and subsidiary blogs, and has a keen eye for further opportunities. After a Connecticut social worker wrote him, “Everyone who works or lives in foster care should read this book,” Tuohy and the social worker met with officials to discuss distributing No Time to Say Goodbye to all foster-care workers. Tuohy’s previous books were also nonfiction, mostly about true crime.
Tuohy: I think readers need to identify with you, invest in you, in the first chapter. The reviews on Amazon all say the same thing: “I felt like one of the Tuohy children and wanted to be there and protect them.” That’s so wonderful. People write me and say, “I just finished your book,” and then ask, “Are you okay?” They’re under the impression this happened last week.
I sent out 200 free books, to figure out where my base would be. I thought Connecticut, because it’s small enough, and people there will “get” growing up Catholic because it’s a largely Catholic state. I sent books to all its libraries and newspapers. Only one newspaper story ran. Then I found all the Facebook pages having to do with Connecticut and put a free chapter online. I gave its address on Facebook and said, “If you want to read about growing up in Connecticut,” and many people did.
I published the first nine chapters on all of my blogs. Readers then wanted to know what happened, so they bought the book. The first nine chapters is really only 40 pages; my chapters are short. So it worked. Now I’m posting different chapters and will continue to do that over the next year. It’s a year-long project.
The book’s having success. I set up the marketing to get people talking. I’m on Goodreads. It’s really confusing, takes a lot of patience, but on Goodreads I can take the entire book and break it down into quotes and they’ll put the quotes up for me.
So far nobody has given the book a bad review. Not like my gangster books. I was putting out those gangster books when CreateSpace just got started. That’s how old they are. I was just throwing them out there to be the first guy on that market. They sell steadily, about one a week of each book. But there’s no piece of me in those books. They’re just facts. There’s no emotion. I realize now that that’s what readers want: raw emotion.