The Rules is probably one of the greatest marketing ploys ever created and has developed – in its own words – “a creature unlike any other”. Successfully capitalizing on the classic "happily ever after" concept, Ellen Fein and Sherrie Schneider created a mega brand that has been selling millions of dollars of nonsense teachings to unsuspecting women for more than a decade. I call these teachings nonsense not because they are ineffective, but because of, among other things, Fein and Schneider's lack of authority, a number of glaring contradictions, inappropriate use of cause and effect, and a general lack of evidence to support their theories. subjects. Ultimately, The Rules seeks to provide women with guidelines for getting Prince Charming and other helpful tips for dating. Fein and Schneider build what many women may see as a compelling argument based on a series of fairy-tale motifs that encourage women to – in a sense – become a princess who should be taken care of in almost every aspect of a relationship. The Rules is a best-seller probably not because it is well written, but because it has a well-targeted audience that is capable of moving large groups of other women into bookstores. These women aren't necessarily desperate, but they may believe that marriage should be one of the foremost things on their minds. The Rules provide an organized solution to the problems of finding the right person. Its "solutions", however, are sometimes extremely challenging and often implausible. Ellen Fein and Sherrie Schneider attempt to establish themselves as experts on dating and marriage at the beginning of the book, but what makes these women the authorities on what The Rules are and how they work? They used them and are married. At least that's the only reason the text gives. The implication made by Fein and Schneider that they are somehow more knowledgeable about how to get the guy and succeed in marriage than people who have been married decades longer than them or even professionals is, at times, just plain ridiculous. The attitude conveyed in much of the support for their arguments simply seems to say “TRUST US!” – complete with bold font and exclamation point. This is something that many modern women would consider simply silly, but there is a group of women in this world who might be susceptible to believing that "fairy tales come true"..