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TEN THINGS YOU SHOULD KNOW

These suggestions do not replace in-depth self-education or objective, knowledgeable professional advice, but they should prove helpful as a good place to start.

 
  Common Mistakes Things You Should Know Pretty Good Answers
1. Mistake price inflation for real investment returns. Real returns are provided by economic growth.  Inflation and even stock price changes don't create value for the investors as a whole. Remember to subtract inflation and taxes from your returns.  Don't expect to be able to spend more than about 3% of capital without its erosion.
2. Think that it is easy to earn above-average returns, and that you are a wimp if you just invest in the market averages. If you want more, someone just as intelligent as you must give up the difference.  On average, they will willingly pay you only a risk premium. Invest in stock index funds or ETF's.  Add enough bonds and cash equivalents to fit your risk tolerance and tax profile.
3. Buy stocks of only well-managed growth companies. The stock is not the company.  The difference is the price you pay for a share.  Besides, you need more diversification. Buy broadly diversified stock index funds or ETF's, or hold many different stocks and let most gains accumulate without trading.
4. Think that stocks, money managers, or investment letters that have done well will continue to do well.  Pay fees for active management based on past performance. The movement of stock prices is a game in which players in competition convert predictable economic events into unpredictable price movements. Allocate assets to stocks according to your risk management needs, not based on your short-term forecasts or on your ability to identify superior skill by money managers.
5. Make decisions on isolated individual securities rather than on their impact on your portfolio.  Hold more than 10% of your portfolio in the stock of your employer. The cross-relationships among returns across different elements of your portfolio determine much of what you will experience. Diversify holdings between stocks and bonds, and within stocks, among various industries, across big and small, growth and value, US and international.
6. Think fees, trading costs, and taxes are unimportant.  An extra 1% reduction of expense or effective tax drag can dramatically affect compounding of wealth over a long period.  Start with plain vanilla, low-cost index funds or ETF's, stock or bond, and US government bonds as your base case. 
7. Avoid the stock market entirely. People will pay you to bear hard-to-diversify risk. Keep a risk-appropriate fraction of your wealth invested in a broadly diversified stock portfolio.
8. React with emotion when the stock market rises or falls a lot.  Conversely, freeze in place, even when your risk tolerance has changed because of a substantial change in wealth. Expected return for the market has minimal relationship with past performance.  Make modest adjustments in stock-bond proportions as your financial circumstance, not the apparent return of the market, changes.
9. Spend lots of time reading the financial press, financial TV, and Internet news sites. Risk, tax and fee knowledge retains its value even if widely shared.  Ideas for extra return do not. Forget picking stocks or timing the market.
10. Rely on advisors who can do well only by getting you to churn your portfolio. Pay high fees for unproductive management. Most financial service companies are structured in ways that  produce powerful conflicts of interest. Consider fee-only financial planners, brokers who want lifetime relationships, or money managers with low costs who emphasize risk management and reduction of any tax impact.
 


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