By: Lisa Patrick
For more than twenty years, Jen Frankel has been a steady and influential presence in the evolving world of independent publishing. As the founder of XenoProductions, Frankel has guided authors through the often-confusing terrain of self-publishing, helping them bring books to market with clarity, professionalism, and purpose, long before indie publishing became mainstream.
Her own novel, Undead Redhead, became an early success story in the indie movement, proving that originality, smart positioning, and a strong understanding of readers could rival traditional publishing models. The book’s premise alone signaled that Frankel wasn’t afraid to push boundaries: after a freak accident leaves protagonist Sharon Backovic dead, things somehow manage to get worse.
“You know things are bad when being dead is the BEST part of your day,” reads the novel’s tagline. Sharon, now a newly minted zombie, finds herself without a job, a phone, or a place to live, and grappling with the unexpected challenge of staying vegan while technically undead. The book’s sharp humor and genre-bending tone quickly found an audience, helping establish Frankel as both a creative voice and a savvy publishing strategist.
A Front-Row Seat to Publishing’s Transformation
Frankel entered self-publishing at a time when it was far from accepted. Over the past two decades, she has witnessed the industry undergo a dramatic shift.
“I’d say among the biggest changes is respectability,” she says. “As Greg Cope White said, ‘Self-publishing used to be a scar. Now it’s a tattoo.’ I couldn’t have said it better.”
What was once viewed as a last resort has evolved into a legitimate and often powerful pathway for authors. Platforms such as IngramSpark have expanded access to bookstores and libraries, while online marketplaces have allowed independent writers to compete alongside major publishers.
Yet despite technological advances, Frankel notes that the core process remains largely unchanged.
“What hasn’t changed? The process,” she explains. “From the earliest days in the early 2000s, the entire routine from upload to ordering has stayed much the same. A few book-building tools have made creating covers and formatting manuscripts easier, but it’s still rock and roll, still the same procedure.”
That consistency, she believes, is both a challenge and an opportunity for writers willing to learn the system rather than fear it.
The Success of Undead Redhead
When Undead Redhead gained significant success, it was due to careful planning and strategy. Frankel attributes this success to two key factors.
“Two things: a great concept that’s easily communicated in a few choice words, and a great marketer,” she says. “He set me up with a spectacular new cover that really spoke to readers and had a limited-time, super-focused business plan that let me make a big splash in my chosen categories in an extremely concentrated timeframe.”
The book’s success became a case study in how clarity of concept, strong branding, and smart timing can elevate an independent title in a crowded marketplace.
Helping Authors Think Like Communicators
Through XenoProductions, Frankel has spent years helping writers navigate not only the mechanics of publishing but the mindset required to succeed.
“Start thinking of your book as a connection point,” she advises. “You don’t just have something to say, you need to want to say it to someone. Writing is the starting point, but you’re not finished until your words find an audience.”
That shift, from solitary creator to active communicator, is often the missing piece for new authors. Frankel emphasizes that wanting readers is not a betrayal of artistic integrity, but rather its fulfillment.
“It’s not wrong to want to find a readership,” she says. “It’s the natural completion of an act of creativity.”
Common Mistakes and How to Avoid Them
After two decades in the field, Frankel has seen patterns repeat themselves, especially among first-time self-publishers.
“The most common mistake is not working hard enough on the cover image and marketing text,” she says. “The words on your cover and online description are the first point of contact between you and the public.”
While she approaches technology cautiously, Frankel acknowledges that tools like AI can be useful when applied thoughtfully. “I don’t use AI for much, but it can really give your cover blurb a push in the right direction,” she notes.
Ultimately, she stresses the importance of understanding the market. “Successful self-published authors know what’s selling in their genre and pick up cues that signal what their book is about.”
Opportunity in a Crowded Marketplace
Despite increased competition, Frankel views this as a particularly favorable time for independent authors.
“One great thing about self-publishing right now is that online spaces give indie authors many ways to find readers,” she says. “It’s not easy, but it’s possible.”
Perhaps most significantly, the playing field has leveled. “Your Facebook and Amazon ads show up in exactly the same places as those from big publishers,” she explains. “If you can target your promotions, you have the chance to connect with the same readers who buy New York Times bestsellers. They won’t know if you’re part of a multi-million-dollar machine or sitting in your home office.”
A Career Built on Craft and Connection
Through XenoProductions, Jen Frankel has built a career grounded in creativity, strategy, and an unwavering belief in the power of storytelling. Whether writing her own genre-bending fiction or helping others bring their work into the world, she remains focused on the same principle: stories matter most when they find the readers who need them.
With more than twenty years in the field and a track record that bridges art and industry, Frankel continues to shape the future of independent publishing, one book and one author at a time.
Jen Frankel’s books are available through major online retailers, including Amazon, as well as through independent bookstores. Additional information about her work can be found on her official website and on her social media and subscription platforms.
