“The publishing world is an archaic and white industry.”

This statement was recently shared on LinkedIn by an author I’m working with who is about to launch a personal finance book targeted to a first-generation Latine audience. The author, who has taken on a big part of the book’s marketing efforts herself, did this not only to keep her costs low, but so that she could engage with her ideal reader since she knows her target audience best.

She is smart to do this. Diversity-related books don’t always get the personalized and dedicated marketing attention they need. In many cases, unfortunately, this has to do with complacency and routine. Many publishers have a rinse-and-repeat approach to marketing and promotion, and for books by and for a diverse audience, this tried-and-true approach can often mean overlooking the most important element of the book’s success: the book’s target reader.  

By simply thinking beyond the basics of book promotion and marketing, publishers and authors can reach a fresh group of diverse readers who are more than willing to review, discuss, share, elevate, evangelize, and ultimately buy your book. The following tips are just a few options to consider when it comes to promoting a book with a diversity, equity, and inclusion (DEI) lens in mind.

1. Engage with Book Clubs Celebrating Diversity and Inclusion  

There are many book clubs celebrating and discussing diverse voices. Bookclubs.com offers many clubs (bookclubs.com/join-a-book-club/diversified) targeted to BIPOC or LGBTQ+ audiences. Run a digital ad or newsletter placement targeting these clubs or offer to host an author Q&A with one of your authors who is part of one of these communities. Providing discussion guides written by someone who identifies with the audience can also make a strong impact when it comes to book selection by club organizers.   

2. Build a Diverse Influencer List for Social Media Promotion

Using social media influencers has become a highly effective way to introduce books to new readers. According to BookRiot (bookriot.com/booktok-survey), a 2023 poll of more than 10,000 TikTok users found that 48% of the users in the U.S. and 53% of Canadian users reported reading more because of BookTok’s influence. When researching influencers in the popular #BookTok or #Bookstagram spaces, look for individuals who represent and/or celebrate the reader you are looking to reach, or influencers who pride themselves on promoting and elevating books that openly embrace diversity and inclusion. Here is a list of popular accounts and some up-and-coming book influencers whose common goal is to diversify people’s booklists, support authors of color, and introduce social justice topics to the masses: mashable.com/article/diverse-book-recommendations-accounts-to-follow.

3. Meet Your Readers Where They Are

Readers are not always found in their usual habitats (i.e., the library or a bookstore). Reach out to local community groups and organizations that serve your target audience and see if they would be willing to host you for a reading and book signing. Children’s and YA authors can also contact schools and service clubs in areas where their target readers live to see if they would be willing to host them for a story hour or an informative and fun talk about what it is like to write a book. Community festivals and meetings are also fantastic places to engage. The point is: Don’t make your ideal reader have to seek you out. Take the time to strategically think about where they are, and go to them.

4. Submit Your Books for DEI Book Awards

Book award programs like the International Latino Book Awards, the Lambda Literary Awards, and the Black Caucus of the American Library Association Literary Awards offer the opportunity to get your book read by important influencers in those communities and for potential recognition, accolades, and media coverage within your target audience. A strong list of diversity-related book awards can be found at clemson.libguides.com/dei/book_awards.

5. Make Sure Your Promotional Materials Reflect Your Target Audience

It’s always important to look for ways to make your creative assets more inclusive and reflective of who you want to reach. This can be done with photo sourcing, graphical elements, colors, language, wording, and even how your materials are presented in terms of accessibility and how the reader will digest this information. If potential readers feel a connection or affinity with your materials, they are more likely to remember your book, talk about it with their peers, and, ultimately, purchase it.  

The above are just a few ways publishers and authors can make a difference when marketing to diverse audiences. The important thing to remember is to consistently keep DEI top of mind and to regularly seek out new ways to communicate and target the most important piece of the puzzle: your reader. 

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