Book marketing has undergone far-reaching changes in the past few years. While in-person events and long-form interviews were once the staples, modern book marketing strategies now stress social media and phenomena like BookTok. 

Promoting books might seem like the antithesis of literary creation, but it’s the only way to reach audiences and cut through the noise. What happens, though, when marketing ends up hurting the very message the author was trying to convey?

Here are some examples of otherwise successful books that evoked criticism due to tone-deaf marketing. Although the books, and their movie or Netflix adaptations, may gross millions, manipulative or exploitative marketing leaves an unpleasant aftertaste.

1. “American Dirt” by Jeanine Cummins

One notable example of misguided book marketing that sparked strong social reactions is “American Dirt” by Jeanine Cummins. The book, published in 2020, was marketed as a groundbreaking novel about the struggles of Mexican migrants fleeing violence and seeking safety in the United States. 

However, the marketing campaign and the book itself faced significant backlash. The publisher’s marketing campaign included controversial elements, such as barbed wire-themed decorations at promotional events, which many found tone-deaf given the book’s subject matter. Some readers felt that such marketing trivialized the real-life struggles of migrants.

The combination of the book’s content and its marketing led to widespread criticism on social media. Many Latinx authors and activists voiced their concerns, arguing that the publishing industry often overlooks authentic voices from marginalized communities in favor of more marketable narratives.

Ultimately, the marketing strategy for “American Dirt” ended up serving as a cautionary tale about the importance of understanding and respecting the cultural contexts within which stories are told.

2. “It Ends With Us” by Colleen Hoover

This novel about abusive relationships was a phenomenal success on BookTok, TikTok’s community of readers. It Ends With Us has millions of reviews on Goodreads and was recently adapted into a successful Hollywood movie. 

However, the book and the movie have both come under scrutiny for their marketing approaches. The cover photo featured Blake Lively smiling warmly, surrounded by colorful flowers, giving the impression of a cheerful romance rather than a story about breaking the cycle of abuse. And the movie focused on the romantic aspects of an undeniably abusive relationship. The movie promotion celebrated “florals” and stylistic elements, which many felt diluted the seriousness of the subject.

This example also highlights the risks of building a brand without understanding its implications on the target audience. The publisher announced a themed coloring book after the novel’s success. Needless to say, it came across as tone-deaf and caused considerable outcry on social media. 

Its defenders claimed the book dealt with sensitive subjects like domestic violence, helping raise awareness about critical, often brushed-aside subjects. Many readers, however, felt it romanticized unhealthy relationships.

The problem of misguided depiction becomes worse for books that resonate with younger audiences. For example, highlighting romantic depictions in content focused on abuse can normalize it. A Reddit thread [r/books] laments how many books skip any discussion on birth control in the context of unplanned pregnancies.

3. “Go Ask Alice” by Anonymous

Published in 1971, “Go Ask Alice” was marketed as the real diary of a teenage girl who spiraled into drug addiction and eventually died. It became a bestseller and was widely used in schools as a cautionary tale about the dangers of drugs. However, the marketing strategy was later revealed to be misleading, sparking controversy.

The book was marketed as a true story, but it was later revealed to be a fictional work written by Beatrice Sparks, a therapist and author. Unsurprisingly, once the truth about the book’s authorship came to light, many educators and readers felt betrayed. The controversy overshadowed the book’s intended message, leading to debates about ethics in marketing.

Worse, the marketing played on the fears of parents and the vulnerabilities of teenagers, presenting the book as a shocking exposé of drug culture. Critics argued that this approach sensationalized the issue rather than fostering meaningful dialogue.

4. “The Egg Quality Diet” by Rebecca Fett

It’s not just fiction that suffers from this. Successful non-fiction books, such as The Egg Quality Diet by Rebecca Fett, often employ marketing campaigns that oversimplify complex issues.

The Egg Quality Diet offers a diet plan designed to enhance egg quality and increase the likelihood of conception, particularly for women undergoing in vitro fertilization (IVF).

The book’s marketing suggests that dietary changes alone can significantly improve fertility outcomes, which oversimplifies the complex nature of infertility. This can mislead readers into thinking that they can control their fertility solely through diet, potentially ignoring other medical factors that may be at play.

The ongoing Depo Provera brain tumor lawsuit, which targets Pfizer’s contraceptive injection, highlights how incomplete information can become life-threatening for women. 

Just as bad, the emphasis on diet and lifestyle changes can create pressure on women to take full responsibility for their fertility, which may lead to feelings of blame if they do not achieve the desired results. An unsuccessful IVF effort is emotionally draining. Turning it somehow into the woman’s fault is particularly harmful for those already dealing with the emotional toll of infertility.

A Necessary Evil?

For most authors I know, marketing is a necessary evil. For many readers, it’s just evil, as it often leaves them feeling manipulated—would they have picked up similar novels had it not been for the marketing hype? Goodreads even has a long list of “overhyped books”—titles that disappointed readers.

As readers, we must remain critical consumers. 

As authors, we must remember that the way a book is presented can significantly impact its reception and the conversations it sparks. While a compelling narrative can draw attention, misguided marketing can overshadow the story’s true message and alienate key audiences. Effective marketing should align with the themes and values of the work itself, fostering genuine connections rather than sensationalism.

With that in mind, happy writing — and happy book marketing!