Posted on October 8, 2021 at 9:00 AM by Guest Author

Are you working with an author who has just written a new book? Get practical tips and resources on where to find readers to help your client achieve success. 

Table of Contents 

What Challenges You May Face Promoting a Client’s Book 

Whether your official title is author manager or publisher, part of your role likely includes helping authors with their marketing. Those you work with depend on you to spread the word and eventually create superfans.

Unfortunately, this isn’t always an easy task. Even if you have significant experience and connections, you may still struggle with where to find readers for a client’s new book.  

Identifying the right readers and reaching them where they’re at can be difficult, especially when you run into one (or more) of the following challenges:

You have a limited marketing budget.  

If your client is just starting out or has only experienced modest success so far, chances are the marketing budget will be small.

That means you need to determine how and where to find readers in the most cost-effective way possible. You may not be able to use the same methods and channels you would normally. 

Your client doesn’t have any name recognition. 

Everyone has to start somewhere. However, when an author is in the early stages of their career, few people (if any) know who they are.

They don’t have the advantage of name recognition. As a result, it’s that much harder to find readers who are willing to take a chance on a new book penned by that author.  

Your client’s book may fall in a niche you haven’t cracked.

As a publishing professional, you probably have your own set of genre specialties. You’re confident promoting certain types of books because you’ve done it so many times before.

But when a client writes a book that falls within an unfamiliar niche, you may be unsure where to find readers. 

How to Identify the Ideal Reader 

As someone who works in the book industry, you know that to increase sales and downloads of a new book, you should start building buzz as soon as possible. And to do that, you need to identify the target audience.

So, if you’re having a hard time figuring out where to find readers for a client’s book, you should consider taking a step back and looking at who the ideal reader is. 

Here are some questions to help you do just that...

(Note: You’ve likely answered these questions already. But if your client’s book has been published and your marketing efforts haven’t been successful so far, it’s worth going through them again. That way, you can be sure you’re targeting the right people and get a better sense of where they are.)

Questions about the Book 
  • What genre and subgenre does the book fall under?

  • What’s the book’s hook?

  • What themes are present in the book?

  • What makes it compelling?

  • What other titles is it comparable to?

  • What topics are related to the subject matter?

  • What is the tone like?  

Questions about the Reader
  • What is their demographic information (e.g., age, gender, income)?

  • What are their hobbies and interests?

  • What format do they prefer?

  • Do they read for education or entertainment?

  • What other genres do they read?

  • What devices do they use?

  • What are their buying behaviors?

Of course, the questions above aren’t exhaustive. It’s never a bad idea to conduct more in-depth research on the target audience.

The more information you have, the easier it is to pinpoint those most likely to be interested in your client’s book. 

Where to Find Readers Who Will Enjoy Your Client’s Work 

Readers are everywhere. However, making the most of your client’s marketing budget means promoting their latest book where the right readers are.

After all, when you try to target everyone, you usually end up targeting no one. 

Using the information you’ve compiled on the ideal reader, you can determine where to find readers who fit the profile and are more likely to enjoy the book. The specific channels and methods you use will vary.

That said, there are a few general places worth taking a closer look at first.    

Here’s where to start...

1) On Social Media

You know how important it is for authors to have a presence on social media. It’s a big part of connecting with readers and building a loyal fan base.

Further, the ability to run paid ads helps with discoverability. That’s why you should look at which platforms are most popular among those in the target audience for your client’s new book. 






2) On Book Promotion Sites

Many avid readers sign up with websites to gain access to free or low-priced ebooks. And chances are, quite a few will fit the profile of your client’s ideal reader.

That’s why it may be worth reducing the price of their new book and running a promo with such a site. In doing so, you can introduce your client’s work to potential fans, get reviews, and increase the book’s ranking.

To make the most of your client’s marketing budget, you should focus on sites that...

  • Have a sizeable reader list

  • Pair subscribers with books in their preferred genres

  • Offer affordable pricing for promotions 

(Want to run a free ebook promotion with The Fussy Librarian? Learn more here!)

3) On Book Blogs & Recommendation Sites

To determine where to find readers for your client’s book, you need to consider the places the target audience goes for recommendations.

After all, readers don’t want to spend time or money on a book they end up disliking. So, they rely on the reviews of influencers and other readers to help them decide whether to take a chance on a book.

Goodreads is a place where readers of all ages and genre preferences hang out.

Despite many people having mixed feelings about the site, setting up your client’s Goodreads author page and having them participate in discussions can go a long way in garnering interest from readers. 

Additionally, look at influencers and bloggers in the space who are accepting submissions.  

4) On Google

Given the popularity of Google, you’ll likely have a good chance of finding readers for your client’s new book by advertising there. With Google Ads, you can create targeted ad campaigns for the book based upon keywords, geography, subject, and more.

This means you’ll be able to put the ad right in front of those who are actively searching for the type of book you’re offering. 

Tip: To reduce costs and improve results, choose specific keywords.   

5) At Literary Events

As of right now, a lot of events are still being held online. However, this can provide your client with the opportunity to reach a larger audience.

Many publishing professionals agree that such events have value, as they’re great at bringing in attendees.

Although sales from virtual events tend to be lower, they can effectively engage readers, grow your client’s fan base, and increase sales in the long term.   

So, if you’re wondering about where to find readers for a client’s new book, look at upcoming literary events that fit your client’s niche and have a good history of attendance. 


Figuring out where to find readers for a client’s new book can be difficult. But once you do some research on those most likely to read and enjoy it, you’ll be in a much better position.

Armed with that information, you can go on to put your client’s work in front of their target audience and increase sales and downloads. 

Looking for a more effective way of promoting your client’s work? Schedule a free-ebook promotion with The Fussy Librarian today and put your client’s book in front of thousands of avid readers!

Categories: Behind the scenes

There are no comments yet.
Add Comment

* Indicates a required field