By Chris Olsen

In late January, Barbara Miller emerged on social media. A couple of posts on TikTok and Instagram showed “Aunt Barb” as she promoted her newly self-published children’s book, “Just Cuz.” Behind the camera was her tech savvy nephew, Steven. Imagine the scene: A bespectacled widow in a wig and pearls sitting behind a table at a bookshop, arranging six Kinko’s copies of her book as she waits for the crowd to arrive.

Steven’s message in the viral posts: Nobody came to Aunt Barb’s book signing. She’d written and illustrated it while grieving the loss of her husband, Marv, whose catch phrase and signature shrug inspired the book’s main character. The dramatic conclusion to the video was a hopeful Aunt Barb who stood outside the empty bookstore and responded to Steven’s question about how she felt, “I know it’s gonna go great next time, JUST CUZ!”

The Internet Went Wild

Everyone wanted to know where they could buy the book and how to support Aunt Barb in the future. Even celebrities and influencers got in on it. Big brands like Visa, Teddy Grahams and Gain expressed support. Subsequent videos announced 20,000 copies would be printed and showed Aunt Barb thanking Visa for a gift card as she dropped off a single copy at a public library and left another in a Little Free Library in Austin, Texas.

In a matter of days, Aunt Barb received millions of likes and comments and gained hundreds of thousands of followers. The pity ploy worked initially because—for the most part—humans are inherently empathetic and compassionate and have a desire to help others.

It Quickly Fell Apart

A viewer recognized the Austin-based bookstore where the video was recorded and contacted them. They confirmed the shop had been rented on a day it was closed, and there wasn’t an event, which was why no one was there. The 20,000 print copies of “Just Cuz” never materialized. Aunt Barb announced a free downloadable e-book version on an AI-assisted platform called Giggle Academy, an app from the cofounder of cryptocurrency companies Binance and Blockchain.com. It was rolled out in Asia just as Aunt Barb was gaining notoriety.

Commenters began to call it out as a scam. Others on social media posted videos questioning its validity. Some chose to believe Aunt Barb and her story were real. But relationships built on manipulation and deception don’t typically last long.

The Author Disappeared

After announcing two more free e-books on Giggle Academy and a supposed TV deal, the @justcuzthebook social media accounts went quiet. There have been no posts since May. Perhaps Aunt Barb is now enjoying life outside of the spotlight. More likely, a tech company’s marketing team manufactured a stunt using a children’s book to capture download data from users across the globe.

Book publishing is not a get-rich-quick scheme. Achieving success as an author is a marathon, not a sprint. It requires showing up authentically and building lasting connections with readers over time. Rather than pity ploys, your best bet is to create a comprehensive marketing plan that supports your long-term goals.

Need help getting started? Find tips for marketing your book on our Resources and Tools page, including Seven Ways Authors Prepare for a Book Launch and our free Publish Her Book Marketing Checklist.

About the Author

Chris Olsen is a book designer, publisher, educator and the author of “Whyography: Building a Brand Fueled by Purpose.” The founder of Publish Her and Publish Her Story, Chris has helped thousands of women tell their stories and publish their books.

About Publish Her

Publish Her is a female-founded publisher dedicated to educating authors and elevating the words, writing and stories of women. We are passionate about amplifying the voices of women of color, women with disabilities and members of the LGBTQ+ community. We aim to make publishing an attainable, exciting and collaborative process for all.