Mine too! I try to find books that interest them. One of my hubs is on books for middle school readers and includes some books they really enjoyed.
Reading is tough to motivate when one hasn't grown up in a family that reads or values reading. We read all the time in my family and all of us can get lost in a book. Many of my students struggle to understand figurative language, big vocabulary words, and themes. I help them find books at their reading level and about something they are interested in. If a boy likes basketball, let him read a novel about a basketball player.
Some of my students struggle with fiction, but when they have nonfiction articles on topics they enjoy, they read with more enthusiasm. Find a topic near and dear to them, have them find articles in the newspaper, magazines, or internet about that topic, and share what they liked, learned, and then jump off from there. Challenge them to find a book about the topic, fiction or nonfiction.
When I select class novels, I try to find a variety of novels with characters who are near the ages of my students. Because my students are so diverse, last year we read a book with Burmese and Karenni characters, a book with a Latina protagonist, a book with a black main character, and so on. I tried to find topics they could relate to, as well - sports, adoption, identity, family, racism, conflict, etc....
I hope you can hook them into reading! Good luck :)