The RulesSarah CamachoStephanie Perry

The Makers Ellen Fein and Sherrie Schneider

Mid 50’s

Fein filed for Divorce (2000), remarried (2008)

Fein followed ‘the rules’ with second husband.

Shneider has never married.

Fein was an accountant.

Shneider was a freelance journalist.

Both admit to not being professionals.

Both have no professional qualifications.

BooksThe Rules: Time-Tested Secrest for Capturing

the Heart of Mr. Right (1995).

The Rules 2: More Rules to Live and Love by (1997).

The Rules for Marriage (2001).

The Rules of Online Dating (2002).

The New Rules: The dating do’s and don’ts for the digital generation (2013).

Not Your Mother’s Rules (2013).

Ideas & Rules If he doesn’t call, he’s not that interested. Period!

Always end phone calls first.

Don’t stare at men or talk too much.

Stop dating him if he doesn’t buy you a romantic gift for your birthday or valentine’s day.

Don’t see him more than once or twice a week.

Let him take the lead.

Be a “creature unlike any other”.

Don’t call him and rarely return his phone calls.

Don’t live with a man.

Be easy to live with.

Don’t open too fast.

Be honest but mysterious.

Young women: Wait 30 minutes to text back.

Older women: Four hours.

The Rules…Even if you’re engaged you still need the rules

Do the rules, even when your friends and parents think it’s nuts.

Don’t discuss the rules with your therapist.

Don’t break the rules.

Do the rules and you’ll live happily ever after.

Success Original Rules book: New York Times Bestseller

Sold 2 million copies

Women who followed the rules: ‘Rules Girl’

Critically acclaimed (1995-2013) by : Elle New York Magazine New York Post Daily Mail Today Show Toronto Sun Shape Australia The London Times New Zealand Herald Irish Examiner Forbes

Media FrenzySince first publication: Over 50 television

appearances/mentions: Sex and The City Friends Saturday Night Live The Tonight Show with Jay Leno GMA The View Oprah CNN

• Oprah: “Men like Rules women”.• Beyonce: “The Rules has worked for me”.• Kelly Rowland: “Its part of The Rules”.

Media Oprah: http://vimeo.com/17301550#

Local 4: http://therulesbook.com/?post_type=television#!prettyPhoto/8/

Success StoriesWomen vouch by the rules

Credit their marriages to them

Send in their stories

http://therulesbook.com/success-stories/

Thousands of success stories sent in by women and men.

Negative Reaction Groups felt that it was ‘outdated’ and antifeminist.

Playing hard to get leads to man thinking you’re uninterested.

After Fein’s divorce: considered her a fraud

‘sexist garbage’(Jezebel).

Relationships like equations.

Taking the equality out of a relationship.

In it for the money and attempting to ‘con women into thinking it’s empowering to give up all their power’.

‘…ignore all the speculative, baroque, antifeminist bullshit and just be a fucking human being’.

Negative Reactions Cont’d Hypocritical: Women can act uninterested, but the

second the man does, he’s gone.

Goes against being yourself.

Lying into a relationship.

Reviewers complained it was contradictory.

Male readers claimed it was insulting and ‘scared’ them.

Recent books are being criticized for ‘dated’ views.

Limits our self expression. (Cosmopolitan, 2013)

http://www.youtube.com/watch?v=WmAiZiFBLG4

Our ‘Rules’Do what makes YOU feel comfortable.

Never be anyone but yourself.

Honesty is key.