Tag: Books

The Melodee Aaron Special Collection Available NOW!


Drop by http://www.bookstrand.com/book/melodee-aaron-special-collection to grab your copy of the Melodee Aaron Special Collection today!


Get three of my best sellers in a boxed set for only $3.99!


Melodee Aarron Special Collection


Keep Loving!



Permanent link to this article: http://melodeeaaron.com/blog/2016/07/31/the-melodee-aaron-special-collection-available-now/

Care To Have A Few Shots With Me?



It’s All About Size


No matter if you write books for the children’s section or the erotica area in the bookstore, size can make all the difference in the word.


(See also my Rules for Authors – Number Thirty-One for more on size.)


Author James Patterson has recently starting doing something I’ve been saying for years:


Give The Readers What They Want


Sounds simple, doesn’t it? In practice, it seems pretty complex. The reasons for this apparent complexity are varied and beyond the scope of this blog. Let’s just say that there are no easy fixes for the problems.




Jim calls his implementation a “BookShot”.


To make a long story short (no pun intended), a BookShot is a specific subset of a novel that in an eReader or trade paperback will be about 150 pages. In terms more familiar to writers, that’s about 45,000 to 60,000 words. In general terms, this is a novel in the small end of the size range. The idea is to have something that a reader can get through without making a commitment of time longer than some marriages last.


There are two rather sad (to me, at least) facts that makes BookShots work: (1) The “free time” available to the average American is becoming smaller and smaller, and (2) The reading speed of the average American is falling like a swallow carrying a coconut along with their comprehension. Today, the accepted figure for free time is about 45 minutes per day. The average reading speed and comprehension is about 200 words per minute with 60%.


There is not a freaking thing we as authors can do to give the readers more time to read or make them read faster.


But we can impact the use they make of that time. Think about it…an average reader will spend nearly 2 minutes reading each page. If the book is, say 500 pages long, it will take them roughly 1000 minutes (or almost 17 hours) to read that book. At 45 minutes a day, it will take more than 3 weeks to get through your book, and that’s if ALL THEY DO is read that book. In practice, we’re likely looking at well over a month.


But what of a 150 page book? We cut everything down to 300 minutes. Just 5 hours. Only a week.


And in case you missed it, the reader can now read 4 times as many of your books.


Oh…and that means they will be BUYING 4 times as many of your books.


Just for fun, a typical 500 page novel will go for about $12 in trade paperback. Jim sells his BookShots for around $5. So, $12 x 1 = $12 and $5 x 4 = $20. No matter what percentage you get on each sale, if you sell $20 worth of books you make more than if you sell $12 worth of books at the same percent.


I know what you’re thinking…how about an even shorter book for a little less money?


The answer is an absolute “maybe”. Marketing surveys show that most readers are a little wary of books priced under about $4 and that are less than about 100 pages. It has to do with perceived quality. As an aside, ever wonder why a Cadillac takes 8 quarts of oil when a Chevy with the same motor takes 4.5 quarts? Some market studies show that car buyers equate more oil with better quality. Same thing with books in terms of price and length.


The trick is to find the combination of size and price that works for you and your genre.


Keep Loving!



Permanent link to this article: http://melodeeaaron.com/blog/2016/06/22/care-to-have-a-few-shots-with-me/

Melodee Wants to Know — What About Promotion?


What about book promotion?

Or, more specifically, what about book promotion services?

There are—as every author knows—hundreds or maybe thousands of companies out there who will, for a fee, promote your book. The exact definition of “promote” varies all over the place, and so does the price.

The real question comes down to if the companies provide any real value to authors and readers.

I have a few questions for you to consider…

First, for authors, do the promotion services you have used (or considered using) provide any value for you? Did you get what you paid for?

Second, more for readers, do you pay any attention to things you see coming from a promotion service? Do you read their posts in the several message loops or do you just sigh and delete them unread?

And lastly, back to the authors, what services would you see the ideal promotional company providing? What’s your wish list? And, how much would you pay such a service?

Here are a few things on my list…

Pay for Performance – Some kind of a commission basis.

Submission of a Book to Reviewers – Saves me the trouble of doing it.

Sends Promo E-Mail as Me – Uses my E-Mail address to send notes so as to maintain branding.

That should get you started!

Keep Loving!



Permanent link to this article: http://melodeeaaron.com/blog/2013/07/18/melodee-wants-to-know-what-about-promotion/

Who Likes ’em Big?



I’m curious about something…

There are a lot of readers, myself included, who like big books. And yes, I’ve seen the video…made me glad that I’m deaf.


How do the readers of erotica romance feel about that?

Do you like short stories, say under about 25,000 words? This would be around 90 pages, tops.

Maybe you like something a little longer, in the novella range of around 50,000 words. This would be about 180 pages.

Do you prefer the low-end of the novel range at maybe 100,000 to 130,000 words? Call these between 360 and 470 pages.

Or do you really like something in the long novel area at 180,000 or more words? These puppies are 650 or more pages long.

(Roughly speaking, on average, a trade paperback will have around 275 words per page. Obviously a lot of things can impact the exact number.)

Now remember…we’re talking about an erotica romance novel here. No matter how you slice it, that’s a lot of fucking between the pages.

Under some of my pen names in the non-erotica romance genres, I write those biggies. I think my longest came in at 275,000 words and just over 1,000 pages. Yeah, it sold like hotcakes.

But do readers of erotica romance like such books?

Keep Loving!




Permanent link to this article: http://melodeeaaron.com/blog/2013/04/07/who-likes-em-big/

Rules for Authors — Number Thirteen

What follows is one of my Rules for Authors.

These rules are things that all real authors should make a part of their mentality and are words to live by. Trust me…

After more than twenty-five years in this crazy business, I have learned these things well and they do make a difference!

No. 13 – Your great new title is already taken.

Titles are a problem for all authors. You want a title that will say something about the story and catch the potential buyer’s attention. Sometimes, that’s hard to do, and most of us struggle as much with the title as we do with the story itself.

But it seems that when you come up with a great title, someone else has already used it. Usually a fast search on Google will confirm this for you.

But on the other hand, so what?

Titles can’t be copyrighted. You can use any title you want, and no one can legally do anything about it. Obviously, you really don’t want to use something that was used before recently. Having two relatively new books on the shelf with the same title could confuse the readers. I try to avoid that.

But what if I wanted to use the title of, let’s say, The Old Man and the Sea for my new book? Odds are, no matter the bookstore, me and Hemingway are not going to be in the same place in the store. Papa’s books will be in the Classics section. Mine will be in the Romance section…maybe in the Smut section. There is little chance of confusion here.

But the rule is to check out the title. Has it been used before? If so, when? In what genre?

Finding that your first choice is taken might be a blessing in disguise. That forces you to brainstorm on a new title, and you may come up with something even better.

Don’t get discouraged…make it happen!

Keep Loving!


Permanent link to this article: http://melodeeaaron.com/blog/2013/01/21/rules-for-authors-number-thirteen/

Rules for Authors — Number Twelve

What follows is one of my Rules for Authors.

These rules are things that all real authors should make a part of their mentality and are words to live by. Trust me…

After more than twenty-five years in this crazy business, I have learned these things well and they do make a difference!

No. 12 – As soon as a book is released, you will find 100+ editing errors.

Murphy’s Law: If anything can go wrong, it will.

O’Toole’s Corollary: Murphy was an optimist.

Yes, Murphy is alive and well, and he’s in the publishing business.

Just a couple of my own experiences in this area…

I once released a hard science fiction novel through one of the major print houses. It had been through not only the normal editing process that all authors are familiar with, but also through extensive editing by real professional scientists due to the extreme technical content. This included physicists, biologists, chemists, and other more esoteric disciplines of science. Finally, release day came. That was on Monday. By Wednesday afternoon, I had more than 1,000 E-Mails from readers that one of the planets in the story was turning backwards or that it was in an impossible orbit. Guess what? The readers were right. Me and all of the scientists had simply missed the fact that there was an error in the math, and that let planet have an impossible orbit. Oops. We fixed that in the second edition.

I wrote a semi-historical novel once that was set in the 1490s, and I used a word that wasn’t in common usage until the late 1880s. Yeah, the editors and I both missed that one, but the readers didn’t. Oh…we never fixed that one, just added a disclaimer to the second edition in the forward.

And this ignores the normal spelling and grammatical errors that have fallen through the cracks. At a guess, I would suspect the number is somewhere in excess of a million over the last 25 years.

This kind of stuff happens. Don’t worry about it. Readers do—by and larger—understand that we and the editors are human. They will laugh it up for a while, and then finish the book anyway.

There are two genres where you can really piss off the readers when you make mistakes, though…historical and hard science fiction. The readers in these genres are absolute fanatics about attention to detail. And they will shred you if you mess it up.

For the most part, this is all petty stuff.

And remember, don’t sweat the petty stuff.

Oh, and don’t pet the sweaty stuff.

Keep Loving!


Permanent link to this article: http://melodeeaaron.com/blog/2013/01/14/rules-for-authors-number-twelve/

Rules for Authors — Number Eleven

What follows is one of my Rules for Authors.

These rules are things that all real authors should make a part of their mentality and are words to live by. Trust me…

After more than twenty-five years in this crazy business, I have learned these things well and they do make a difference!

No. 11 – Most promo companies only promote themselves.

This is not aimed at all promotional companies…just most of them. It is also not aimed at any particular company or companies…just general observations and comments.

What is it that most of the promotional companies do? In a nutshell, they send out notices about your book…most of them just shotgun a message about your book to the many Yahoo (and Google) groups on a periodic basis. A few will post to the several social media systems like FaceBook and Twitter. The exact details vary, but not by very much. This is basically all the services do, and they only do that for one particular book at a time from a client. Some offer package deals that cover several books.

There are a several problems with this…

First of all, they do nothing that you, the author, can’t do. And you, the author, can do it better.

Second, they focus only on one book. See Rule Number 7. There is a ton of money just sitting there on your backlist.

And thirdly, all of the promo companies work on a fee-based system.

Now that we have the three main problems identified, let’s talk about them. Because the problems are all interrelated, I’m going to just move forward. As we go, you will see the problems crop up and how we can better deal with them.

I know you have seen the messages on Yahoo groups from the promo services. They are always from something like, “Billy Bob Promotions”. Yeah, everyone else sees that, too. The subject may be something like, “Read Mary’s New Book!” A brief survey of the members of two of the largest Romance/Erotica Romance Yahoo groups found that just over 86% of the readers either have E-Mail filters set up to move messages from the promo companies directly to the trash bin or they just delete theses messages without reading them. In other words, of the people you want to see these messages, only about 15% of them even bother. The same thing applies on the social media networks…most readers don’t even bother to read the posts, let alone follow any links in them.

The real problem here is that the readers see the posts from the promo company as spam. I can understand that, because it is indeed spam. So, how do we get the readers to actually read the posts? Simple…the posts should come from the author of the book.

There are two ways to make this happen…

First, the author can send out the posts. Most all E-Mail programs will allow you to send an E-Mail at a later date and time you select, either built in or as an add-on helper application. The same thing applies for the social media networks…TweetDeck, HootSuite, and others allow you to schedule posts. The author picks a day and sets aside time on that day to write and schedule posts as appropriate. When the posts are sent, they are coming from the author, and readers tend to actually read those kinds of posts.

The other option is—in my opinion—better…the promo services should be posting as the author. This of course means that the promo company needs access to the author’s E-Mail and social media accounts. This entails a good deal of trust and some sort of assurance from the promotional service that the access will not be abused. This way of doing things lets the author focus on writing while the promo company does the promotion, just as things should be.

Next, the promo services should promote the author, not just one book. This is very similar to the idea of agents versus representatives as discussed in Rule Number 5. Just as you need a representative who will represent you as a whole, you need a promotional service who will promote you as a whole. Single title representation or promotion is a waste of time and money. By promoting the author, you make sales on the current title as well as on the backlist.

And now we come to the money shot…all of the promo companies work on a fee-based system. That is to say, you pay $x and they promote your book for a certain amount of time. The promo company has no skin in the game under this program and fee schedule. They get paid no matter what happens.

In the real world, advertising agencies are paid a combination of a flat fee plus a commission on sales. Why not in the world of publishing? Well, to be fair, that is the way it works in the print world, but the author is more or less out of that loop…the publishers will hire an advertising firm to do a campaign, and that deal will include a cut of sales to the ad agency. It doesn’t work that way in the E-Book arena, though. Why not?

Without a performance-based pay scale, the promotional company has no vested interest in making the ad campaign work. They are simply accountable to do the number of posts to the places they say they will make them to, and nothing more. There is no method in place to make sure that the campaign will actually work. This leads to cookie-cutter campaigns where they all look alike with only the names changed. There is no innovation or encouragement to make the campaign better.

What would fix this is a commission schedule. The promo company gets a flat fee for the up-front work of preparing the campaign, and then they get a percentage of the sales made during the campaign. This puts some of their skin in the game, and their income is now based on their performance.

Next, we need to talk about the difference between E-Publishers and Print Publishers. Very few E-Pubs do any promotion at all beyond generic advertising featuring all of their releases in a given time frame. A few go beyond that and will post group or social media messages for specific books, but not too many do that. On the other hand, print publishers often take out full-page ads in magazines and major newspapers to promote single titles. In general, E-Pubs do almost no promotion while the print houses might spend hundreds of thousands of dollars.

Lastly, let’s tie this all back to Rule Number 5…

The real representatives out there provide not only the normal services of traditional agents, and the editing services to get a manuscript ready to pitch to a publisher, but they also provide promotional services. Some of these representatives offer this as part of their standard package and others offer it as an add-on at additional percentage points, but almost all do offer it.

Most of these representatives do this promotion acting as the author…that is they post from the author’s E-Mail and from the author’s social media accounts. They know that readers pay far more attention to the author “talking” than to some promotional company spamming. Also, since most of the representatives are working on a percentage of royalty commission, the better the ad campaign is, the more money they make. In other words, they have skin in the game.

With all of the above said, there is no doubt that most authors need someone to help them with promotion. An author’s time is better spent writing their books rather than running amok posting messages and updates to promote their books.

The thing is, where do you get the most bang for the buck?

Look at the promotional companies carefully and assess what they can do for you and if their services are actually going to help you.

Keep Loving!


Permanent link to this article: http://melodeeaaron.com/blog/2013/01/07/rules-for-authors-number-eleven/

How Social Media Works for Authors



I’m on FaceBook, Twitter, Google+, and yes, even MySpace. Honestly, I spend most of my social media time on Twitter, with FaceBook coming in a close second.

On Twitter, I maintain a number of “lists” where I can group people I follow into categories that make sense. The lists let me read the tweets in a more organized way…for example, I have a list named “Best Bets” that are people I am friends with (really friends, not just casual follows) and tweeps who I find particularly interesting for some reason. This is a small list of only about ten people, so it’s easy to keep track of and read each and every post they make.

I have lists for writers/authors, musicians, poets, racecar drivers, and more. While some of the lists are fairly large, the groupings still let me focus on a particular topic as I read the tweets.

The vast majority of the 4,000+ tweeps I follow are in one or more lists.

On all of Twitter, there are exactly six tweeps I follow who don’t follow me back. Depending on your definition, none of them are “celebrities”. None are politicians, either. One of them is the Dali Lama. The Dali Lama has on the order of five-and-a-half million followers, and he doesn’t follow anyone. On the other hand, he’s very wise and I like what he has to say.

The real bottom line is that I follow very few people who don’t follow me, and the reason is very simple…

Odds are that someone who isn’t interested in what I have to say has nothing to say that is of any interest to me.

Call that arrogant if you like, but the fact is that the vast majority of Twitter users will not follow you if you don’t follow them. And most serious studies put the number in excess of 90%.

Every few days I will wade through my followers and those I follow. If someone has stopped following me, I stop following them. I also will stop following people who have not tweeted in the last 90 days, but I keep an eye on them…if they tweet again, I follow them again.

Along with this, I also purge my several Twitter lists…anyone I am not following gets removed from the lists. And it is this practice that got me thinking about something…

Churn Rate: (sometimes called attrition rate) In its broadest sense, is a measure of the number of individuals or items moving out of a collective over a specific period of time. (From Wikipedia)

In other words, what is the rate of tweeps who unfollow people?

I am primarily concerned with the churn rate for authors and writers. I have three lists that relate to this field: Writers, Writers2, and Writing Helpers. The first two lists are self explanatory and there are two lists due to the limits of how many tweeps can be in one list. Writing Helpers is primarily publishers, cover artists, reviewers, and similar “support” services for writers. In a typical month, the churn rate in these three lists is about 2%.

Now…I also have a list called Music that is mostly musicians and bands. There are a small handful of music production services in there, but just tiny fraction. The churn rate for the music list members is much smaller…over a month, perhaps 0.04%.

For all of the other lists, a typical monthly churn is about 0.09%.

What does all of this mean?

Sorry folks, but it means that authors are, by and large, totally clueless about how social media promotion works.

Remember when I mentioned MySpace above? Some of you may sneer, and maybe you should. MySpace is, frankly, dead and doesn’t know it yet, but MySpace was also the first of the social media sites. In the early days, music professionals and bands swarmed to MySpace to promote themselves, and they did a good job with it. More to the point, they learned a lot…

The key thing they learned is that if they didn’t show an interest in—and a respect for—people who followed them on MySpace, those people would stop following them.

And those people are their fans, the ones who buy their product. In other words, they pay the musician’s salary.

Sadly, writers don’t seem to understand this.

Some of that has to do with the flood of new writers in the various “self publishing” venues. Like all new writers, they want to change the world and have the attitude that sales don’t matter.

Sure they don’t. Keep telling yourself that while you slowly starve to death…or keep working at that job you claim to hate so much.

Some is connected to the idea that a reader will never stop reading your books no matter what you do. Right…let me know how that works out for you. Oh, that’s right…you can’t afford Internet access now and the library’s free access is all full up with other starving writers.

The real deal here is that writers need to learn the lessons that the musicians did long ago, and that is to avoid unfollowing people on Twitter. And the other social media sites, too. Create lists or groups or circles, or what-have-you to organize things so you can manage the data flow.

In other words, wake up and smell the money.

Keep Loving!



Permanent link to this article: http://melodeeaaron.com/blog/2012/11/28/how-social-media-works-for-authors/

Book Review – Windswept by Diana MacArthur


This time around we’re doing something just a little different…

Here I’m reviewing Windswept by Diana MacArthur, and the difference is that Windswept was just released on November 14, 2012 and Diana will be here to Guest Blog on November 22, 2012. Yes, on Thanksgiving Day!

Before we get into the review, I think I should mention a short caveat…Diana and I both write for Siren/BookStrand. Yes, I’m not above being a little biased in favor of Siren, but that’s with good reason: Siren is a top-shelf publisher, and they release quality books. By “Quality”, I mean that unlike so many of the e-publishers out there, Siren puts the same work and effort into their books as do the big names in the print world. Trust me…the edits alone are vicious! With all of that said, I have tried to keep my positive bias for Siren/BookStrand under control, but I make no promises.

Now, let’s talk about Windswept


First Impression – 5 Stars

Windswept is a short book checking in at just under 25,000 words. Let me just say for now that this is MUCH shorter than I would have liked. My first reading took only about twenty minutes, and I would have LOVED to stay in the world Diana created for a lot longer.


The first thing that grabbed me was the cover. Siren/BookStrand has a slew of great cover artists, and Ms. Kirchoff did a great job on Windswept.

After that, there is the overall professional appearance of the book in the reader. Nice layout and easy to read. More on this later.

The final thing is that we find out on the very first page that Cadence has got 99 problems, and not all of them have anything to do with music.

I knew at once that I was going to love this story.

Story and Plot – 5 Stars

Let me remind you that I’m deaf. As in “Deaf As A Post” deaf. I do love music, but that comes in a way that most hearing people can’t even begin to understand. I can’t, obviously, hear music like you do, but I can feel it. I can pick up the vibrations and follow the music well enough to sing along and dance.

The bottom line is that many of the things in Windswept about music are completely outside of my experience, and to a point are totally lost on me. But even though I don’t understand those things—and I have no way of ever understanding them—the little musical tidbits weren’t a distraction for me. In other words, the story is strong even without that aspect.

And that, my friends, is the sign of a well written story…when you take out a good deal of the back-story, can the book still stand? Well, rest assured, Windswept passes that test.

I’m a character freak. I like detailed, well-developed characters. Without strong characters, a story just simply falls flat on its face. Let me tell you about the three main characters in Windswept

I mentioned Cadence briefly above, and she is, of course, our heroine. Pretty, bright, and a technically accomplished musician, Cadence Bennett looks like she’s on her way to stardom. Wrong…Cadence has so focused on the mechanics of music that she has completely lost sight of the emotion of music. Along with that, she has built a wall around her own emotions and has become cold and distant. I was reminded of an old episode of the M*A*S*H TV show when Charles told a young soldier who was a concert pianist but had now lost function in one of his hands that, “…I can play the notes, but I cannot play the music. You capture the heart and soul of the music in the notes you play.” Cadence knows this, but she doesn’t know how to fix it. She needs help.

Chris Clements…other than “damn it”, what else could I add? I could tell you about how wonderfully delicious he looks, or how his passion flows through his music and spills over into his work-a-day life and words, but I could never come close to telling you how strong and intelligent Chris is. Let me just add that Chris has an entire menagerie of great things about him…some are even above his waist!

Ryan Matias is at least as amazing as Chris, but there are subtle differences, and those differences make the two men compliment each other. Given a choice between them, I’d take both.

Just like Cadence.

Continuity – 4.5 Stars

Windswept flowed very well, and the internal consistency was great. There were no loose ends left hanging that distracted me from the story, and in general Diana did a wonderful job with the tale.

The only issue I had with this area goes back to the cover…while Ms. Kirchoff created a great cover, I felt that the piano on the cover was a bit out of place. The group that Cadence, Chris, and Ryan form is wind instrument group, and I would have liked something more directly related than the piano.

Editing and Mechanics – 5 Stars

One of the things that Siren/BookStrand does best is the editing process, and Windswept is no exception. In my half a dozen or so reads of the story, I found no errors that are even worth mentioning. They did not detract from the book at all.

Overall Rating – 4.9 Stars

If you have read any of the above, you know by now that I loved Windswept. In case you missed that fact, take a look at my overall rating. I’m the first to admit that I’m tough on reviews…maybe too tough. An author—and the story itself—has to work very hard to get an overall rating of 4 Stars from me.

I gave Windswept 4.9 Stars, and that is an honest number.

Unlike some books I have reviewed over the years where I felt that the number was too high or too low due to the simple math of the equation, Windswept earned this number, and I feel good about it.

My only complaint is the one I mentioned at the start of this review…I would like to have seen the story longer so I could spend more time with Cadence, Chris, and Ryan. The world Diana created is a wonderful place to enjoy an escape from life, and the trio provides a veritable explosion of passion, desire, love, and carnal excitement.

I highly recommend that you drop by Siren/BookStrand today and pick up a copy of this wonderful first book from Diana MacArthur. You won’t be disappointed.

Keep Loving!



Permanent link to this article: http://melodeeaaron.com/blog/2012/11/20/book-review-windswept-by-diana-macarthur/

Rules for Authors — Number Four

What follows is one of my Rules for Authors.

These rules are things that all real authors should make a part of their mentality and are words to live by. Trust me…

After more than twenty-five years in this crazy business, I have learned these things well and they do make a difference!

No. 4 – If your “publisher” wants money, they are a printer, not a publisher.

See also Rules 1, 2, and 3 as they are closely related to this Rule.

This Rule summarizes the previous three rather nicely.

Honestly, this is just common sense, and needs very little in the way of expansion. But that has never stopped me from doing it anyway.

Look closely at your publisher. Do they want money to edit your story? Do they want you to pay for or provide cover art? Do they want to charge you a fee to read your story? Does your publisher charge you to have your story listed for sale in their catalog?

In other words, are you, as the writer, going to have to pay the publisher any money at all? What about paying for things that are a part of the publisher’s costs of doing business?

If so, you are not dealing with a publisher…you are dealing with a printer.

If you are dealing with a printer, that’s just fine as long as your goal is to be a printed writer. But let me give you a little tip here…save some money and go down to The UPS Store or maybe the FedEx/Kinko’s and just have them print your story. They can do a nice book-like layout and even put a cover on it (if you provide the art) and make you as many copies as you like.

Yes, it really is just that simple.

Here are seven things that are common to real publishers:

(1) They do not charge for editing.

(2) They do not charge for cover art.

(3) They do not charge to read your story.

(4) They do not charge to have your story in their catalog.

(5) They pay royalties. (The printers do this, too.)

(6) They pay an advance. (All decent print houses, anyway.)

(7) After you are established—and if you’re any good at all—they will contact you (or your agent) asking for new stories.

Again, if the operation you are dealing with doesn’t do all of these things, you are—at best—dealing with a printer. At worst, you are being conned.

Keep Loving!


Permanent link to this article: http://melodeeaaron.com/blog/2012/11/19/rules-for-authors-number-four/