Part of the problem, possibly even the main problem, is that Jon Jones refuses to accept that his public persona is 100% heel and will never fully accept that role when it comes to promoting fights. He's not a likeable character at all but he still wants to be portrayed as the All-American, clean-cut hero and won't let the UFC market him as anything else.
When it starts unravelling like it is now he comes off so badly and he probably doesn't even understand why. On the plus side he's apparently trying to get hold of Paul Heyman to work on his promos, hopefully Heyman will spell it out to him.