Interview with Peter Houlahan

Author of Norco ’80: The True Story of the Most Spectacular Bank Robbery in American History

Where are you from originally and where do you reside now?

Southern California Native, Live in Fairfield County Connecticut

If you currently reside somewhere besides where you were born, what’s the story that lead from there to here?

Rather unexciting… Came East for business reasons in early 1990’s at age 29 and never left.

What made you decide to write and publish your first book?

I had been contributing to all sorts of publications and newspapers for years and decided I wanted to turn to something long form. There was a true story of a bank robbery that happened in Southern California when I was a teenager there that has always stuck with me. When I began to look into it a little more, I immediately realized I had a very big, very important story on my hands that had not been told before. That’s How “Norco ’80” came about.

How would you describe your books to first time readers?

Deeply researched and detailed, but told with story tellers narrative style. Informal prose, quick paced, equally character and plot driven. I really try to find the interesting and important elements of the story and bring them forward for the reader. For instance, if the bank robbers are shooting semi-automatic, high powered rifles, I make sure the reader knows exactly what those weapons are, what it feels like to shoot them, and how it feels to be shot at with them.

Who do you feel is most likely to connect with the topics you write about?

Certainly True Crime for “Norco ’80” but also a much wider readership interested in human experience, thrillers, courtroom drama and how massive events like Norco can impact so many lives on so many levels.

What unexpected or surprising thing did you learn during the process of writing and publishing?

With “Norco ’80” the most surprising thing by far was to discover the trial was as astonishing as the robbery and running gun battle itself. In terms of writing, the biggest surprise was how much I loved the research, finding documents and people and the new information they reveal. Best treasure hunt ever!

If you could, what advice would you give to your past self before embarking on this journey?

As long as you find a great story, non fiction is a much easier sell to agents and publishers than fiction. At least, that was my perception.

How many people would you ideally like to reach with your books?

I always aim high in my expectation and in the types of stories I choose. I do not want to be a genre writer, nor do I want to compromise my writing just to reach a larger audience. I am trying to tell stories that not only have dramatic tension, fascinating characters, but also larger meaning that will appeal to readers on many different levels. So… I’m thinking somewhere between a million and 5 million would be good. 😉

What has been the biggest challenge and frustration during the process to date?

Publishing industry is not great on detailed, timely sales data. Or, if they have it, they are not giving it to the writers. I have worked in other industries and with major corporations and find it unimaginable that any company could function without basic sales information.

What’s your biggest strengths when it comes to book a) writing, b) publishing and c) marketing?

Writing – applying the fundamental elements of fiction writing – character, story arc, narrative style… – to nonfiction. Publishing – I play well with editors. If that relationship is not healthy, a writer has a big problem on his/her hands. Fortunately, my editor Dan Smetanka at Counterpoint Press is one of the best. Marketing – I jump right in and take the initiative on anything not being covered by the publisher. For instance, Norco is a book about a law enforcement event. We knew there would be high interest in the book among those in law enforcement. So I put my efforts toward securing events and publicity within the enormous community of active and retired law enforcement professionals. Don’t sit around and wait for your publisher to do everything. Don’t step on their toes, but get out there and do the grassroots legwork and hit every angle, resource and relationship you know to gain visibility.

What’s your biggest weakness when it comes to book a) writing, b) publishing and c) marketing?

Writing – I need to trust the reader more. Sometimes I don’t know when to shut up trying to paint in every inch of the picture. If you’re executing the fundamentals of good writing – most importantly “show don’t tell” – you don’t need to belabor a point; they get it. Luckily, I recognize this in me and try to be on the lookout for it. And, I listen to my editors when they point it out. Publishing – I think I realize they know a lot more about their business than I do, so I sort of take their advice while also making sure I am in the loop and involved in strategy and tactics. Marketing – Social media… I just hate it.

When do you think you will write your next book?

On it now. Always be looking for the next story.

Are you self published or did you use a hybrid publisher, or a traditional publisher?

Traditional, but went with a strong independent publisher known for creative and energetic marketing. We had interest from the big guys and some great indys, but for this project it looked like a strong indy with a great editor was best. However, the first step was getting an agent, which I strongly recommend. I’m with Jeff Ourvan at Jennifer Lyons Literary Agency, and he has been awesome.