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For me, it's covers with men displaying their six-packs or anyone with a tattoo, by some female I've never heard of. That rings the Paranormal Romance alarm for me. I don't mind smut (kinky or straight) if it's done well and fits the plot, but most of these seem to read like the plot is a device to get from one kinky sex scene to the next even kinkier sex scene.
Mishistoricals - aka historical novels that read like the characters are moderns in fancy dress. (Another reason to avoid most romances).
Chick-lit. Ugh. Especially ones name-checking brands.
I also tend to avoid new YA novels too - unless it's by an established author. Life's too short to plough my way through badly written prose.
Preaching to the choir is another turn-off too. I don't mind messages if they're thought-provoking and integrate well, but books where the plot is the message writ large reminds me of being back at school reading approved authors, which usually involved turgid Victorian sententiousness.
And another pet hate - books that try to be the next Lord of the Rings and fail miserably.
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