1. The Rules Sarah Camacho Stephanie Perry

2. 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.

3. Books  The 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).

5. 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.

6. 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.

7. 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

8. Media Frenzy  Since 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”.

9. Media  Oprah: http://vimeo.com/17301550#http://vimeo.com/17301550#  Local 4: http://therulesbook.com/?post_type=television#! prettyPhoto/8/ http://therulesbook.com/?post_type=television#! prettyPhoto/8/

10. Success Stories  Women vouch by the rules  Credit their marriages to them  Send in their stories  http://therulesbook.com/success-stories/ http://therulesbook.com/success-stories/  Thousands of success stories sent in by women and men.

11. 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’.

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

13. Our ‘Rules’  Do what makes YOU feel comfortable.  Never be anyone but yourself.  Honesty is key.