Ivana Sumbundu Explains How Readers And Indie Authors Find Each Other

0:00Welcome to Epic Entrepreneurs. I am Cliff McRae with Action Coach Business Growth Partners. Every week, we sit down with business owners, founders, and leaders to uncover the real stories behind building a successful business. The wins, the setbacks, the lessons learned, and the strategies that help them grow. No scripts, no fluff, just honest conversations with entrepreneurs who are in the trenches every single day. Whether you are a business owner yourself, thinking about starting a business, or simply enjoy hearing how successful people think and operate, you are in the right place. Let's jump into today's episode, shall we?

0:58All right, everyone. Welcome to this week's episode of Epic Entrepreneurs. I am Cliff McRae with Action Coach Business Growth Partners, where we work with local business owners to turn big ideas into real scalable growth. Today, I'm excited to be joined by Vana Sambundu with the Vanaverse. Vana, thanks for being here. How are you doing today? Thank you so much for having me. I'm so excited to be here. Okay. Yeah. No, we're very excited to have you. So if you don't mind, let's go ahead and jump right into things. Yeah. Sounds good. So for those of you who may not know it yet, what is the Vaniverse?

1:32What do you provide for the community? So the Vaniverse is an online literary platform, purposely servicing independently published authors. There is a lot of, for people that don't know, it's a very niche community that I help serve. But there are two types of authors. There's traditionally published authors and self-published authors. And the traditionally published authors go through those big publishing houses like Penguin Random House and all those big publishing companies versus self-published authors do all of the promotions and publications, editing, all of it themselves. They don't really have that team behind them like a traditional published author does.

2:16So I try to be that team for them, kind of like a one-woman show where I help them promote their books. I help with social media management. I help them get into bookstores. I help them get signings. I help them with their new book releases, really to help them promote their books and make sure that they get that visibility and greater reach. than just doing it themselves. I love that. I love that. And who are you as a person? Who is Vonna? Oh my gosh. So I guess we can kind of like talk about like how I even got started. So I've been an avid reader my whole life. I, since I can remember as a little girl, I've always loved to read.

3:03I would always go to the library with my grandpa and he would stay in like at a table for hours while I would just like roam the shelves and come back with like a pile of books. I remember like I would always come home with like two bags of books just to read them all and then go back to the library like the week after to return those and get a whole bunch of new books. I love, I love to read. I love to read pretty much anything. I think the first book or series that really, really got to me and kind of stuck with me like till today is the Harry Potter series. I am such a sucker for magic, for fantasy, just like the possibility that anything is possible, essentially, just that having that in the fantasy genre, you can really expect anything and everything to happen.

3:55And I just love those endless possibilities. Yeah, so when I started, I was reading my whole life. And then obviously, like I school, like with going to college and starting work in the real world, reading kind of took a backseat for me because I just didn't have the time to do it anymore. And it wasn't until May 2023 where I decided randomly to just pick up a thriller book because I also, I love psychological thrillers. That's another one of my favorite genres. But I read that book in like three days and I was like, my husband was like, you read that book in three days? And I was like, yeah, and I haven't done that in years.

4:38So it was a surprise to both me and him. So I was like, whoa, like this was actually really cool. Like something sparked, right? Like something came back and I was like, okay, cool. Like I want to do more. Like I want to read more. So I started little by little reading more thriller books until I was in Barnes & Noble's one day. And my husband decided to take me because he was like, let me get you a book because clearly you're enjoying it. You're having the time of your life reading all these books. and I came across this book called Fourth Wing by Rebecca Yaros. And for those that don't know, it is a romantic fantasy book.

5:11And at the time, this book was blowing on Instagram and on social media and pretty much everywhere. So I was like, okay, I'm seeing it blow up and I have no idea what this is about. So you know what? Let me just buy it. Let me see. It's been a while since I've read fantasy. And as soon as I read it, I could not put it down. It was one of my favorite books now. It's definitely in my top three. It was the best book I've ever read. And I binged it in like three or four days. It was amazing. So after that book, I was like, whoa, I need to read more fantasy. This is what I've forgotten. So that true spark of me loving Harry Potter and The Hunger Games and all of those popular books that we grew up with, it came back.

5:58That spark really, really came back. and that's when I started reading like other famous fantasy books like A Court of Thorns and Roses by Sarah J Maas, Throne of Glass, like all of those like famous really popular books in the fantasy community and I was on Instagram and I'm because obviously like the algorithm how it works is like now you're reading again great let's show you like this book let's show you this book let's show you this famous bookstagrammer and all those things and I really told myself like I want to be a part of this. I feel like I'm starting to find my people and I want to be a part of it in a bigger way.

6:38So I decided in December of that year, I decided to open a Bookstagram account, which is basically an Instagram account dedicated to everything book related, whether it's new releases or reviews or meeting authors or going to events, basically anything you can think of about it being book related is in associated with a bookstagram account. And then I'm sure I don't know if you've heard of also book talk, but that's like the TikTok side of things like they have their own like book community over there. And it just and that's really like what really started like my passion for wanting to be part of the book community more is joining bookstagram and essentially finding that they're not just big books, like popular books, like fourth wing, like I said, like she's Rebecca Yarns is a traditionally published author.

7:31So she's everywhere. But then I started like the algorithm started pushing to me and I guess my, the people that I was following started pushing these smaller authors called indie authors or self-published authors. And I was really intrigued because I didn't really know much about it, especially growing up. I knew nothing about it. And I was realizing like I started, I said, Hey, let me pick up this book by this author, this self-published author. I don't remember what the book was, but I guess it really made an impact because here I am today. But they, I had read the book and then I saw that they didn't have like that many followers.

8:09So I was like, Oh, let me send them a message just to tell them like, I loved your book and I can't wait for the next one. Or I can't wait to read more of your books. and they had actually responded to me saying like, oh my God, thank you so much. It was unreal the fact that an author had messaged me because I never really thought that that could happen before. So that really was like, whoa, this is really cool. I actually get to talk to authors. Granted, they're not like 30 ,000 followers and they're not big and famous, but they're still authors. They're still producing books. They're still putting their stories out there.

8:43So I'm like, okay, I want to know more authors. I want to do more of this. So little by little, I started reading more independently published books and connecting with these authors. And I was like, this is really cool. You can see how much work they're putting into it. They're blood, sweat, and tears, especially because they don't have a publishing team behind them. They're doing all the social media posts they do. They're doing it themselves. all of the selling, all of like the tours that they go on, like to sell their book for book releases or whatever, they're doing it themselves. There's nobody behind them.

9:21So for me, that was very admirable. And I was like, and I would always tell myself like, this is really cool. Like, I really want to connect with these authors. I want to get to know them on a deeper level. Like that, like for me personally, I can never write a book. I'll tell you right now. I can never write a book. I highly admire the people that do. And I know it's a lot of work. So I always got to thinking like, what motivates them to really write these books? Like what drives them every day? What causes them to like, how do they even get these ideas in their minds? That's like another thing.

9:55So my husband, always the optimist, always the big dreamer, the big thinker, which I hugely admire him for. He saw how much I was connecting with these indie authors. And he was like, I see you interviewing them one day. And I was like, haha, you're so funny. That can never happen. I am nowhere near extroverted enough to even talk to authors in person. But little did he know, that's exactly what I do to this day. So how that basically started was I started thinking about it. I'm like, what if I actually do interview authors and get to know their stories in a unique way? Like how to get them more out there, how to help them get more publicity, get more visibility, get more outreach.

10:46And I had started on an old project. It was a project where I did it with a friend and she would do like the photography and I would do the interviews. And we had gone to a book festival back in May of 2025. So exactly one year ago, one year ago this month. And we went to this festival and we started talking to authors and saying like, hey, like we want to interview you. Like, how would you feel about that? Like, cause we didn't really know what it entailed. We kind of just like, I went on a whim and I was like, let's interview. You could take their photos, like headshots. Because like I said, like these authors don't really have a team to do all this stuff for them.

11:30So we wanted to offer like both experiences together. So we started talking to all these authors and we were saying like, we want to record you. We want to learn about your books and it'll help kind of help you bring visibility to you, your books. And in exchange, you just give us credit for doing it. So we were not really asking for much. I just kind of really wanted to see if interviewing was meant for me. So that's essentially what we did. For the next few months, we just started interviewing a bunch of authors that we had met at the event. And I ended up becoming really, really good friends with these authors because just through connecting through the interview, but even also keeping in contact after the interview.

12:18It was... I learned so much through these interviews that I really... My respect for them really increased a lot. And I wanted to stay in contact because I got to know the person behind the reason for these stories existing. So it was during those interviews where I told my husband, I was like, I want to do more. I learned that I loved these interviews, but I feel like I could do more for these authors. There's a lot. I feel like they need help and I feel like I can help them in more than just interviewing them. So my business started when I decided to take the interviews and add them and make them better, make them bigger, make them better, and turn them into a full-fledged author event.

13:12So that's where my verse and voices events come from. And that's a very big part of my business is those verse and voices events. Basically, what the event is It's a four-part event where the interview is first and it's a live interview. So there is an audience and we try to make it as engaging and as interactive as possible. Because I have noticed going to these book events that you only really get like five to 10 minutes talking to the author one-on-one because obviously there's other people that come to the table and they want to know about your book. And obviously the author is there to sell.

13:51They're not really there to talk as much as we really want them to. So I kind of wanted to make that experience and expand it. So that interview is the first part. And then there's an audience Q &A portion where the people that come are able to easily ask their questions to the author with no rush. No expecting like, oh, we have to go because someone else is waiting. Like it's meant to be like intimate, interactive, engaging. And then the third part of the event is the author can choose to read a section of their book for new readers to experience what their writing style is like, what their tone is like, and to see if they were interested in then purchasing the book.

14:41And then the fourth part is a meet and greet with the author. So that's the standard part where when you go to a book event, that's essentially what you do is you go and meet the author, have them sign your book, etc. So that's where my business started. That's where the passion came from. And I know I said a lot. I kind of took you back all those years ago too. And fast forward to today. But basically, that's where the Vonoverse started. It started out as those verse and voices events. And that's pretty much where I was like, okay, this is going to be a thing. This is going to be a business that I know is going to help authors, and it's going to provide them a spotlight.

15:25And it's going to make them really, really stand out against people that maybe don't have those opportunities and maybe have them get discovered by more readers and more authors. That's the main purpose of my events. I try to make them spoiler free. I try to make them accessible to everybody because I just, I feel like it doesn't make sense for only the people that know the author to attend. I feel like it makes more sense for people that don't know the author, but like the genre to introduce them to a new author that they've never heard of before. But that interview portion makes it seem like, wow, I've known this person my whole life because I learned what motivates them.

16:07I learned what drives them. I learned what makes them wake up in the morning, aside from just writing a book, right? So that's, like I said, I said a lot, but that's where it originated. That's where the passion came from. So. Okay. Okay. Yeah. Now, what message or feeling do you hope readers walk away with after finishing reading your stuff? What are you hoping to get from it? Yeah, so for the readers, these Verse and Voices events are a big part of it, right? So I always hope that because these interviews, these events, they're always free, they're always accessible, and there's no spoilers, that they come out saying like, wow, I just met an author that I'm going to read their book because I just got to know them.

17:00So it's really doing something for the author to introduce them to new readers, but it's also connecting readers to new authors. And that's really what my passion has become. It's really just being that bridge between authors and readers that don't know that the other exists. And I hear it now that I've done the events a couple times. I have regular people that attend almost every event. They always tell me like, Ivana, I love that you're doing this. I love that I just met my new favorite author. I just made a friend out of this author. And it's so amazing to me. I feel like words can't even describe how happy it makes me feel because it's just like I helped make that happen.

17:48I helped make that connection. I helped bridge two people that never knew the other existed. And now they know each other. Now they've connected on social media. Now they bought their book and they get to read it. And they get to spam the author with all their complaints and all their joys and all their tears because of whatever has occurred in the book. And that's really what it is. Like if someone were to tell me like, Ivana, I bought the book from your event that you hosted because I just really connected with the author. I really resonated with their story. It makes... That's success to me.

18:26Like I did my job in connecting them. In terms of like helping authors, like the challenge, I think it's really... It's... I can... I see both sides of it. Like I see like the reader's perspective and also the author's perspective since I work so closely with them. it's it's it's discouraging for them sometimes because all they want to do is get their book out in the world and no and even if I help them with social media or if I help them get bookstores and get their books into bookstores and get signings scheduled for them at bookstores or at events I I can only do that I can only go that far right like I can't go to each reader and be like, hey, you need to buy their book.

19:11I can't control the outcome of things that I set up, essentially. Even for my events, I can't control the amount of people that come. But I try to make the experience as memorable and as purposeful as possible for the author, even though maybe two people came versus the 30 that they expected. So I think the most challenging part for me is to really help them put in all this work and then not see the results that they expected. It's hard on them. And it's really hard on me because I know they trust me to help them. But like I said, that's out of my control. That's out of their control. It's not something that we can, like I say, force people to do or to purchase or to attend.

19:59But it's more so just giving them that experience like, hey, you tried. And just because you maybe didn't do as well this time, that does not mean that you're set up for failure each and every time like going forward. It just shows you like, hey, you just got to keep being consistent. Okay. Okay. Okay. Yeah. Now, what would you say separates the authors who actually gain traction from the ones who stay stuck? Oh my gosh. I mean, I, I have seen, I've seen so many, so many with this, you know, a lot of authors, one of the things that I've feel like is a theme for today is a lack of consistency. They will...

20:40For example, I'll do a verse and voices event with them and then you never hear from them again. And it's not even just authors that do events with me. It's just authors in general. I think the lack of consistency is what hurts them the most. And we're in an age where social media is the number one thing. If you want to find something out, you don't go to the library anymore. You don't look in an encyclopedia. You will literally go on Google and Google it. Or you'll go on Instagram or Facebook or TikTok or whatever other social media platform and look up what you need to look up. And a lot of these authors, especially self-published authors, that's their kryptonite, just for a lack of a better term.

21:29It's exhausting for them to promote every single day and create new ideas for social media. And a lot of people come in... That's where businesses like mine come in where I try to offer an assistance for them to create their content for them. And just because they just... It's so mentally draining for them to come up with idea after idea and keep that consistency alive, especially on social media. And I've noticed that a lot of the times readers, if you're not present, if you're not active, they will come to you. You need to be open. And I know a lot of authors don't like showing their faces. And I understand that 100%.

22:16But there are other ways for you to actively engage with your readers on social media. Like the difference between the authors that succeed versus the authors that don't is that active engagement. Even away from social media, let's just put that on the back burner for a second. Even at book events that I've been to, the best way to connect with readers is to talk to them, right? Face to face. Let them get to know you. Hear what your book is about. Let them get a feel of what your personality is like. But a lot of these authors I've seen when I've gone to events like this, some of them don't even make eye contact with readers that are passing their tables.

22:57And versus authors that I know that they never sit down. When a reader passes by, they're like, hey, do you like romance? Do you like fantasy? They try to reel them in. They try to be that extroverted, that open person to get the readers to their table. And I feel like not... And I know it's so, so hard to be that person that does that outreach first. But the authors that really just stay at their table on their phone, hoping that somebody just shows up to their table, that's what drives readers away, at least from what I've experienced, what I've seen with my own eyes. I noticed the difference between the authors that are outgoing, that are always trying to talk first, initiate that conversation versus the authors that just stay seated at their table, their heads held down on their phone or reading or writing, doing their own thing, kind of disconnected rather than being in the present moment.

24:00And that's really what I think creates that wall that they feel stuck. And then they say like, oh, well, no one bought my book. Well, did you try? Like, were you actively reaching out to the readers that were passing by saying, Hey, do you like this genre? Can I tell you about my book? Even if you don't buy it, can you like just take this paper or whatever? Like take this QR code, let's connect on social media. Like that type of thing. Like that being that outreach, you know, a lot of authors, I think the bottom line here is they don't understand that when you publish a book, you become a business.

24:38It becomes a business to then sell your book, promote it, get it out there. Just because you write a book, it's not going to magically disappear in everybody's bookshelf. You know what I mean? If you write a book, you need to commit to wanting to get that book out there and doing whatever it is that works for you to consistently promote the book. You need to be outgoing. You need to be consistent. And you need to have that confidence in saying, hey, I wrote this book. Let me tell you about it. And I think the people that don't do that is what makes them stuck and what makes them fall behind. OK, OK.

25:18I love that. I love that answer. So, you know, your business handles a lot. You handle a lot of different things, moving pieces behind the scenes, you know, advance bookstores, communication launches. is how important have systems and organization become as you've grown? Oh my God. So, so unbelievably important. I like to consider myself a type A person, but I think I've become a type A person that I'm a type A person that thinks like a type B person, or is it the other way around? I'm not sure. But it has been so important because I work with so many authors. And on top of my verse and voices events that I have to schedule, I have authors that have book releases.

26:03I have bookstores that need to respond to or need scheduling. So there's a lot of moving pieces behind the scenes for me as, like I said earlier, a one-woman show essentially. Organization is top tier. I have like three planners on me. One that I keep in my purse, one that I keep at home and one that I keep in the car when I'm going somewhere with my husband. So I try to always have something that even if it's a quick note that I have to make or a calendar event that I have to schedule, I always try to keep something on me because I will be completely honest. If it's out of sight, it is definitely out of mind for me.

26:49I will forget. So I... And then I use spreadsheets. I am... I have a background in business and I have a background in finance. So spreadsheets are basically engraved into my brain. It's in my blood. It's all there. So I use the knowledge that I have from work, from my full-time job, and from my experience. And I try to incorporate it into my business. I feel like with my business background, that's what kind of helps me. It's kind of like second nature for me to keep all these schedules, to keep all these agendas, to have all these spreadsheets because I do this on a daily basis for my daytime job.

27:28So just doing it for authors makes it... A, it makes it more fun because I love to read. I love books. And it just... I mean, I'm in a niche that I love. And it just makes it more enjoyable for me. But I also... It's like, like I said, it's like second nature. I do a ton of admin work regularly. So I'm so used to managing a calendar. I'm so used to managing emails. Spreadsheets, like I said, they're like, I know it at the back of my hand. So I would say organization is super important, but it also isn't something that I stress about because it's all I do. It's all I do. It's all I've learned. It's all I went to school for.

28:07And I think that's why authors really, I hope, enjoy working with me because they know that I'm trustworthy, I'm reliable to keep track of things for them because they just have too much going on. So I think them being like, it's okay, Vana has it. She can take care of it. I'll just send her a quick note, add this to my calendar. Or can you reach out to this bookstore? Or can you schedule this for me? Like they'll know that I will take care of it in a reasonable amount of time and they don't have to give it a second thought. So I think being that organized is super, super important for the role that I'm in and for the job that I have.

28:44But it also makes all their lives like 10 times easier. So. OK. Now, what has been the hardest part about building your business around creativity and passion, would you say? Oh, gosh, the hardest part. You know, I think sometimes I get so put into the idea that like, this is a business and I have to get things done that I forget that this all started with the joy of reading and my love and passion for books. sometimes I sometimes it's become like I have to get this done or I have to reach out to this bookstore or I have to create this graphic for this author and it's it and I get to the point where I'm like I need I need to remember that this is all coming from a place of love and it's coming from a place of doing it because I've loved books my entire life and I just try to it's really hard sometimes I kind of get too far into my head where it's like, these are clients and they're paying me and I have to make sure I don't fail and I have to make sure everything is on point, everything is good.