I started doing nature photography in 2016 and became quite enthusiastic about it to the point where my friends started referring to me as “the crazy bird lady.” As a creative person, I certainly do photography because it brings me joy, but as a businessperson I was also looking for an outlet to share my art with others. I tried selling photographs online and at shows, but the competition is just fierce, and I wasn’t achieving the level of success I wanted to justify my efforts.
Things changed when, in 2019, a friend reached out and asked me if I would put together a picture book of bird photos as a gift for her god daughter. Let me say, even though I have been a professional writer most of my life, prior to that moment, I had never said that I wanted to be a children’s book author. But, as I started working on that first book, gathering photos, adding words, and discovering fun facts, I realized that it was an unexpectedly fun and creative outlet. And, as a businessperson, I felt that there was an opportunity to target an untapped niche of children’s nature books featuring actual photographs of the creatures being described.
My plan was to pursue self-publishing, but on a whim, I submitted the books to a publisher (not a vanity press or hybrid) that was accepting submissions directly from authors. They picked up four of my books (not “My Texas Bird Book” as they thought the interest would be too narrow), and the books went on to sell a combined total of about 30,000 copies. The company went out of business in 2023 and I finally got the copyrights back for the four books about mid-2024.
Because everything happened so fast (from writing to traditional publishing) I didn’t really have a chance to think about the concept and what I wanted the books to actually accomplish.
When I started working on my 6th book, “Backyard Critters and Creatures” I realized that there were some major issues with the content that I had been developing.
1. Reinforce elementary school science terms and concepts
2.Encourage kids to get outside and discover nature
3. Teach safe explorer techniques
These goals were specifically created to serve as a hook to get my books into schools either for author presentations or for districtwide purchase.
At this point, I completely revamped and rewrote the books I owned the copyrights to and once I got my other titles back from the publisher, I began the process of revamping my older titles. To date, I’ve written a total of 8 nature books and I have revamped 6 of them.
It generally takes me about a month to create one of my nature books, but there’s a lot of pondering and thinking before I sit down to start putting things together. Because I have my formula down, I don’t generally have many rewrites, just corrections and fine tuning.
Bird Nerd Publishing is your own imprint, correct? What made you decide to do your own imprint?
Yes, Bird Nerd Publishing is my own imprint. After my first go around with a publishing company (which wasn’t a bad experience by any means) I decided that I really enjoyed having the creative and business control of my books, so made the decision to stick to self-publishing. That being said, I had a very happenstance meeting with a literary agent over the summer (I wasn’t looking for the meeting, it just sort of happened) which resulted in my books being pitched to a division of Penguin Random House. So, now I have an agent and a pending publishing deal. The publisher is very excited to bring me on board and have offered me a 3 book deal… two of my existing titles and a new book to be developed. Needless to say, I’m thrilled with the opportunity and even though it wasn’t my original plan, I think it’s going to be a great partnership and adventure.
I read recently that for the first time ever, self-published authors are making more money then traditionally published authors. This deal I have pending is a very interesting concept in that they are working more as a distributor rather than a traditional publisher. I retain the copyrights to my books, and they handle the printing and distribution. I think it’s an exciting evolution in the publishing world where traditional publishing houses are seeing the value of self-published books and looking for creative ways to partner with self-published authors.
How many pictures do you take for each of your books to get just the right look? How do you go about researching your book factoids?
Billions… I take billions of photos! Seriously, I literally have over 100,000 photos in my nature library. Now, that’s not 100,000 good photos, but ones where the creature is in focus and maybe I might be able to do something with the picture at some point. That being said, generally when I’m working on the concept for a new book, I always start with the photos. For example, I’m currently working on a new book titled “Texas Critters and Creatures” about the different members of the animal kingdoms (not including fish) that can be found in Texas. When I began creating the book, I started by making lists of the different creatures that I had photos of grouped by animal kingdom. Then I started whittling it down to the ones that had the most interesting stories and fit the theme the best until I ended up with approximately 4 creatures per kingdom (4 birds, 4 mammals, 4 invertebrates, etc.). For the most part, I’m using photos that I already have and working the content around those photos. But with this particular book, I want to include the “state animals” so have had to do a little work to fill in those holes. For example, the state reptile is the Horned Lizard. I didn’t have a photo of that creature, so I arranged a visit for the San Antonio Zoo. They are conducting a reintroduction program with the lizards so are raising them and allowed me into their labs to get some photos. I have a few other photos for this book that I still need to get. But, generally speaking, I write a book with the photos I already have which is possible due to my extensive photo library.
As far as the content and factoids, I do a lot of reading across different websites. As we know, just because it’s on the internet doesn’t mean it’s true. I generally do a broad search on sites like Wikipedia to get a general sense of the creature I’m writing about. Then I’ll dig a little deeper or verify specific facts on more scientific based sites. Luckily, the internet makes researching easy.
What’s the best encouragement you’ve had in your writing?
My husband and other authors! Seriously, I wouldn’t have gone down the author road if it wasn’t for my husband’s encouragement. He’s been my biggest cheerleader every step of the way. That being said, when I start talking to him about my latest newsletter topic or the creatures I’m going to feature in my next book, his eyes will glaze over a bit. About a year ago I struck up a friendship with another children’s book author and it has been life changing. Not only has she become my best friend, but we can totally geek out with each other about the different ideas we have, a plot line we’re struggling with, newsletter ideas and just about everything author related. To have that person (or persons) who shares the same challenges and interests has been monumental in my growth as an author and publisher. I really can’t stress enough the importance of developing that professional network.
Marketing is the biggest key to getting sales. What is the best marketing source you've used that has produced more sales rather than just clicks?
Hands down, I sell more books on Amazon than anything else. I’m still trying to figure out Amazon Ads, but have been using a technique called the “lottery” system. There are a ton of YouTube videos on it. I like it as it keeps my advertising costs at a manageable level and I’ve seen my sales and profit go up ever since I started using it. In addition to that, I’m out in the world as much as possible. From public speaking events to school visits to markets and shows. And it never fails, whenever I’m out at some sort of public event, I see a jump in my Amazon sales.
What do you know now about writing and publishing you wished you had known sooner?
I really wish I had put more emphasis on gathering a tribe of other authors earlier in my journey. Having that support network of other authors has been such an amazing and positive experience that I wished I had invested the time into developing those relationships sooner.
Also, it took me a while to come to terms with the fact that I create my books backwards when compared to other authors. For me, it starts with the pictures and the layout. Once my book is completely designed, then I start adding the words. Also, I tend to be more productive when I’m working on multiple projects at the same time. There really is no wrong way or right way to create a story and I would have saved myself some frustration if I had allowed myself to follow my natural creative process rather than trying to fit into what I thought was “the norm.”
Are there any other points about your books that you would like to add?
I’m very much a “let’s throw the pasta against the wall and see if it sticks” kinda businessperson. And by that, I mean I like to try different things and see if they work. If they do, I move forward with them, and if they don’t, I move on to a new idea. Essentially, I don’t have a long-term plan but am rather stumbling down this crazy, random path not really knowing where I’m going. My best friend is always harping on me about the importance of developing “my brand” which has actually proven to be a little challenging because I’m not much of a long-term planner. So, for 2025 I really want to put more of an emphasis on developing a path forward without losing the ability to allow things to evolve organically. It’s a funny balance for sure.
I read an article today with a quote from Oprah Winfrey. She said, “Luck is preparation meeting the moment of opportunity.” I have always felt like I have fallen into success as an author because so much of it has been unplanned, so this comment really resonated with me. I am one of those people who is always thinking and pondering so when opportunities have presented themselves, I’ve been in a place where I can so, “Okay, let’s try that.” But every step of the journey, I’m doing something I love so, succeed, or fail, I am guaranteed a good time.
Lastly, I’d like to say that being a self-published author isn’t necessarily a linear journey. By that I mean your success isn’t based on continually churning out more books. For me it’s been more about tossing out a net in all sorts of different directions… all built around my photography. For example, I wrote my nature books. Then I created a nature journal for kids to document their discoveries. Then I developed an Explorer Kit with all the tools a child needs to explore their world (a nature book, a nature journal, binoculars, magnifying glass, color pencils, compass, ruler, and flashlight). Now I’m in the process of a creating a game called Matchology (think Go Fish marries one of my nature books… Matchology would be their baby). All of these things are really different from a product perspective, but they all work together and complement one another in some very exciting ways because they all start with my photographs.
What is the next book coming out? Can you give me a short synopsis?
Well, the first two sets of Matchology will release on my website and Amazon in March or April of 2025. I also have a few book projects I’m currently working on and plan on releasing in 2025. The first, as mentioned, is a nature book about the critters and creatures found in Texas. I’m also working on a birding journal for kids so they can document their discoveries. This journal is created specifically to accompany my bird-related nature books. Lastly, I’m in the pondering process of a book about the birds of the rainforest.
That's all for today's interview. If you'd like to learn more about Cheryl's books, here are some links to get you started.
These goals were specifically created to serve as a hook to get my books into schools either for author presentations or for districtwide purchase.
At this point, I completely revamped and rewrote the books I owned the copyrights to and once I got my other titles back from the publisher, I began the process of revamping my older titles. To date, I’ve written a total of 8 nature books and I have revamped 6 of them.
It generally takes me about a month to create one of my nature books, but there’s a lot of pondering and thinking before I sit down to start putting things together. Because I have my formula down, I don’t generally have many rewrites, just corrections and fine tuning.
Yes, Bird Nerd Publishing is my own imprint. After my first go around with a publishing company (which wasn’t a bad experience by any means) I decided that I really enjoyed having the creative and business control of my books, so made the decision to stick to self-publishing. That being said, I had a very happenstance meeting with a literary agent over the summer (I wasn’t looking for the meeting, it just sort of happened) which resulted in my books being pitched to a division of Penguin Random House. So, now I have an agent and a pending publishing deal. The publisher is very excited to bring me on board and have offered me a 3 book deal… two of my existing titles and a new book to be developed. Needless to say, I’m thrilled with the opportunity and even though it wasn’t my original plan, I think it’s going to be a great partnership and adventure.
I read recently that for the first time ever, self-published authors are making more money then traditionally published authors. This deal I have pending is a very interesting concept in that they are working more as a distributor rather than a traditional publisher. I retain the copyrights to my books, and they handle the printing and distribution. I think it’s an exciting evolution in the publishing world where traditional publishing houses are seeing the value of self-published books and looking for creative ways to partner with self-published authors.
Billions… I take billions of photos! Seriously, I literally have over 100,000 photos in my nature library. Now, that’s not 100,000 good photos, but ones where the creature is in focus and maybe I might be able to do something with the picture at some point. That being said, generally when I’m working on the concept for a new book, I always start with the photos. For example, I’m currently working on a new book titled “Texas Critters and Creatures” about the different members of the animal kingdoms (not including fish) that can be found in Texas. When I began creating the book, I started by making lists of the different creatures that I had photos of grouped by animal kingdom. Then I started whittling it down to the ones that had the most interesting stories and fit the theme the best until I ended up with approximately 4 creatures per kingdom (4 birds, 4 mammals, 4 invertebrates, etc.). For the most part, I’m using photos that I already have and working the content around those photos. But with this particular book, I want to include the “state animals” so have had to do a little work to fill in those holes. For example, the state reptile is the Horned Lizard. I didn’t have a photo of that creature, so I arranged a visit for the San Antonio Zoo. They are conducting a reintroduction program with the lizards so are raising them and allowed me into their labs to get some photos. I have a few other photos for this book that I still need to get. But, generally speaking, I write a book with the photos I already have which is possible due to my extensive photo library.
As far as the content and factoids, I do a lot of reading across different websites. As we know, just because it’s on the internet doesn’t mean it’s true. I generally do a broad search on sites like Wikipedia to get a general sense of the creature I’m writing about. Then I’ll dig a little deeper or verify specific facts on more scientific based sites. Luckily, the internet makes researching easy.
My husband and other authors! Seriously, I wouldn’t have gone down the author road if it wasn’t for my husband’s encouragement. He’s been my biggest cheerleader every step of the way. That being said, when I start talking to him about my latest newsletter topic or the creatures I’m going to feature in my next book, his eyes will glaze over a bit. About a year ago I struck up a friendship with another children’s book author and it has been life changing. Not only has she become my best friend, but we can totally geek out with each other about the different ideas we have, a plot line we’re struggling with, newsletter ideas and just about everything author related. To have that person (or persons) who shares the same challenges and interests has been monumental in my growth as an author and publisher. I really can’t stress enough the importance of developing that professional network.
Marketing is the biggest key to getting sales. What is the best marketing source you've used that has produced more sales rather than just clicks?
Hands down, I sell more books on Amazon than anything else. I’m still trying to figure out Amazon Ads, but have been using a technique called the “lottery” system. There are a ton of YouTube videos on it. I like it as it keeps my advertising costs at a manageable level and I’ve seen my sales and profit go up ever since I started using it. In addition to that, I’m out in the world as much as possible. From public speaking events to school visits to markets and shows. And it never fails, whenever I’m out at some sort of public event, I see a jump in my Amazon sales.
I really wish I had put more emphasis on gathering a tribe of other authors earlier in my journey. Having that support network of other authors has been such an amazing and positive experience that I wished I had invested the time into developing those relationships sooner.
Also, it took me a while to come to terms with the fact that I create my books backwards when compared to other authors. For me, it starts with the pictures and the layout. Once my book is completely designed, then I start adding the words. Also, I tend to be more productive when I’m working on multiple projects at the same time. There really is no wrong way or right way to create a story and I would have saved myself some frustration if I had allowed myself to follow my natural creative process rather than trying to fit into what I thought was “the norm.”
Are there any other points about your books that you would like to add?
I’m very much a “let’s throw the pasta against the wall and see if it sticks” kinda businessperson. And by that, I mean I like to try different things and see if they work. If they do, I move forward with them, and if they don’t, I move on to a new idea. Essentially, I don’t have a long-term plan but am rather stumbling down this crazy, random path not really knowing where I’m going. My best friend is always harping on me about the importance of developing “my brand” which has actually proven to be a little challenging because I’m not much of a long-term planner. So, for 2025 I really want to put more of an emphasis on developing a path forward without losing the ability to allow things to evolve organically. It’s a funny balance for sure.
Lastly, I’d like to say that being a self-published author isn’t necessarily a linear journey. By that I mean your success isn’t based on continually churning out more books. For me it’s been more about tossing out a net in all sorts of different directions… all built around my photography. For example, I wrote my nature books. Then I created a nature journal for kids to document their discoveries. Then I developed an Explorer Kit with all the tools a child needs to explore their world (a nature book, a nature journal, binoculars, magnifying glass, color pencils, compass, ruler, and flashlight). Now I’m in the process of a creating a game called Matchology (think Go Fish marries one of my nature books… Matchology would be their baby). All of these things are really different from a product perspective, but they all work together and complement one another in some very exciting ways because they all start with my photographs.
What is the next book coming out? Can you give me a short synopsis?
Well, the first two sets of Matchology will release on my website and Amazon in March or April of 2025. I also have a few book projects I’m currently working on and plan on releasing in 2025. The first, as mentioned, is a nature book about the critters and creatures found in Texas. I’m also working on a birding journal for kids so they can document their discoveries. This journal is created specifically to accompany my bird-related nature books. Lastly, I’m in the pondering process of a book about the birds of the rainforest.
https://www.cheryljohnsonauthor.com/
https://www.facebook.com/backyardbirdnerd
And here's a special bonus for my readers... Sign up for her monthly newsletter, for continuing fun facts, activities, and giveaways. By doing so, you'll also get a FREE eBook (the one you see next to this paragraph. Do it now!
https://www.facebook.com/backyardbirdnerd
And here's a special bonus for my readers... Sign up for her monthly newsletter, for continuing fun facts, activities, and giveaways. By doing so, you'll also get a FREE eBook (the one you see next to this paragraph. Do it now!
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