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The stock market
              is falling swiftly, and you don’t have the luxury of time. So I’ll
              get straight to the point:
If you haven’t
              done so already in response to our many earlier warnings, you’d
              better sell or hedge your vulnerable investments now.
              If you don’t, be prepared to suffer far deeper losses in the bear
              market of 2008 and beyond.
But beware:
              Most brokers will try to talk you out of it. They have a hidden
              agenda. They want to keep you as a customer; and they know that,
              once customers sell their stocks, they often close their brokerage
              accounts.
With this in
              mind, many brokers have been trained with up to seven sales pitches
              designed to keep you in the market come hell or high water.
Broker
              Pitch #1: “Buy more.” Their argument goes something
              like this: “Your stock is now selling at bargain prices. So if you
              didn’t already own 100 shares, you’d probably be thinking about
              buying — not selling. Instead, why not double down and take
              advantage of dollar-cost averaging?”
The more likely
              result in a bear market: Every time your stock falls by another
              $1 per share, instead of losing just $100, you’ll be losing $200.
Broker
              Pitch #2: “Hold for a recovery!” They argue that
              the “market will inevitably recover,” that the “recovery is always
              bigger and better than any near-term decline,” and that you should
              therefore “always invest for the long term.”
The reality:
              Bear markets can last for years. It could take still longer for
              the averages to recover to current levels. During all those years,
              your money is dead in the water. And don’t forget: If the company
              goes out of business, your stock will be worthless and will never
              recover.
Broker
              Pitch #3: “You can’t afford to take a loss.” If
              you insist on selling, brokers often come back with this approach:
              “Your losses are just on paper right now. So if you sell, all you’ll
              be doing is locking them in. You can’t afford to do that.”
What they don’t
              tell you is that there’s no fundamental difference between a paper
              loss and a realized loss. Nor do they reveal that the Securities
              & Exchange Commission (SEC) requires brokers themselves to value
              the securities they hold in their own portfolio at the current market
              price — to recognize the losses as real whether they’ve sold
              the securities or not.
Broker
              Pitch #4: “You can’t afford to take a profit and pay the
              taxes.” If you’ve got a profit in a stock, they say: “All
              you’ll be doing is writing a fat check to Uncle Sam. You can’t afford
              to do that.”
The reality:
              Although it’s not shown on your brokerage statement, the true value
              of your portfolio is NET of taxes. So whether you or your heirs
              pay those taxes now or in the future is mostly a difference of timing.
              And if our next president approves legislation to raise capital
              gains taxes next year, it could actually cost you more. Besides,
              which would you prefer — paying some taxes on profits or paying
              no taxes on losses?
Broker
              Pitch #5: The “don’t-be-a-fool” argument. “Stocks
              look very cheap now and we’re very close to rock bottom,” goes the
              script. “We may even be right at the bottom. If you sell
              now, three months from now, you’ll be kicking yourself. Don’t be
              a fool.”
The truth: Brokers
              don’t have the faintest idea where the bottom is. Nor does anyone
              at their firm. And they know darn well that stocks do not hit bottom
              just because they look cheap. Worse, for their own accounts,
              brokers and their affiliates have been — and are likely to
              continue — liquidating shares, often targeting precisely the
              same shares they pitch to their customers.
Broker
              Pitch #6: “The market is turning.” If the market
              enjoys an intermediate bounce, which it certainly will at some point
              soon, this pitch is invoked. “Look at this big rally!” they say.
              “Your shares are finally starting to come back. After waiting all
              this time, are you sure you want to run away now —
              just when things are starting to turn around in your favor?”
The truth: In
              a bear market, intermediate rallies actually give you the best opportunity
              to sell.
Broker
              Pitch #7: The last ace-in-the hole in the broker’s arsenal
              of pitches is the patriotic approach. “Do you realize,”
              they’ll say, “what could happen if everyone does what you’re
              talking about doing? That’s when the market would really
              nosedive. But if you and millions of other investors would just
              have a bit more faith in our economy — in our country —
              then the market will recover and everyone will come out ahead.”
The truth: Locking
              up precious capital in sinking enterprises is not exactly good for
              our country. Better to safeguard the funds and reinvest them in
              better opportunities at a better time.
Surprise,
              Surprise: The Wall Street Journal 
              Has Just Made Some of These Same Pitches
Given that the
              Nasdaq lost more than 75% of its value in the early part of this
              decade and that bank stocks are now down over 50% since their recent
              peaks, you’d think Wall Street would have learned to refrain from
              pitching the same old BS.
But if this
              weekend’s edition of The Wall Street Journal is any indication,
              little has changed … 
“There’s a
decent argument to be made for buy and hold,” says the Journal.
“Aside from the absurdity of liquidating an entire equity portfolio
— the tax headaches would be epic — investors ultimately
end up better off than if they had tried to sell at the top and
buy at the bottom. ‘It’s hard to time the market, so stay in and
benefit from the inevitable turnaround,’ says David Dreman, chairman
of Dreman Value Management.”
In other words,
              they’re telling you to sit it out and watch the value of vulnerable
              stocks evaporate.
My view: This
              advice is driven by the same hidden agenda still prevailing in the
              brokerage industry — to keep you in bad stocks at all costs.
Were you entrapped
              by similar pitches during the great tech wreck of 2000-2002? If
              not, great! If so, don’t let it happen again. And in either case,
              use it as a learning experience — to pull out some valuable
              lessons that could save you a lot of money today …
Lesson
              #1
              Many Stocks Have Hidden Risks
              That No One Tells You About.
Even during
              the tech bubble, most investors recognized that there was a chance
              their stocks could go down, at least for a short while. But they
              never dreamed their tech stocks could go down so far nor so fast.
              They had no inkling of the multiple, hidden risks that can drive
              their portfolios into the gutter:
The
              risk of earnings lies.
              Let’s say a stock is selling for $40. And let’s say its earnings
              are $2 per share. So it’s valued at 20 times earnings, and this
              is considered fair. Suddenly, the news comes out that the earnings
              are a bold-faced lie. The true earnings of the company is only half
              what was stated — $1 per share. “Oh, no!” exclaim the investors.
              “At 20 times earnings, it’s really only worth $20 per share.” The
              stock promptly plunges to $20 — an instant 50% loss to shareholders.
In the tech
              wreck, we saw this kind of outright fraud at big-name companies
              like Enron, Worldcom, Tyco, and Adelphia. And we saw it repeated
              hundreds of times with lesser companies. This time around, we see
              a similar pattern among financial companies that continually understate,
              cover up or even lie about their true losses.
Case in point:
              In March 2007, a Bear Stearns hedge fund manager emailed a colleague
              saying, “The sub-prime market is pretty damn ugly … I think we
              should close these funds down.” Instead, the company soothed investors
              with the message that “all was fine.” Three months later, the funds
              failed and investors were left with less than 30 cents on the dollar.
The
              risk of inflated Wall Street ratings.
              In the tech bubble, Wall Street’s enthusiastic “buy” ratings —
              often bought and paid for by the rated companies — drove thousands
              of investors into stocks that weren’t worth the paper they were
              printed on. When it became apparent that the stock ratings were
              a sham, investor losses were greatly compounded.
Today, little
              has changed. The SEC and Elliot Spitzer’s attempt to encourage independent
              research on Wall Street has largely failed.
Worse, the ratings
              issued by Wall Street’s leading government-sanctioned agencies —
              Moody’s, S&P and Fitch — are still bought and paid for
              by the rated companies, often resulting in inflated grades.
Case in point:
              The rating agencies stalled for months before finally downgrading
              the nation’s giant bond insurers, Ambac and MBIA. And despite the
              recent downgrades, the ratings still fail to recognize that the
              bond insurers’ entire business model — based on unanimous
              triple-A ratings — has been destroyed.
The evidence:
              Credit swaps being traded right now on Ambac and MBIA imply that
              the probability of default over the next five years is an astounding
              90%! And still they’re getting “A” or better ratings? It’s a joke.
The
              risk of failure. The company goes out of business
              and investors suffer a 100% loss. Unusual? Not quite. In the tech
              wreck, at least 600 Internet companies went under. And between 1990
              and 2002, bankruptcy claimed 390 insurance companies, 932 banks
              and thrifts, plus tens of thousands of business corporations.
The situation
              today: Although the Federal Reserve was able to ease the credit
              crunch by dropping interest rates seven times and rescuing the likes
              of Bear Stearns, analysts are now concerned that the Fed is running
              out of options. What happens in the wake of the next big meltdown?
              I don’t think you want to hang on to your financial stocks while
              Wall Street tries to guess at the answer.
My
              rule number one
              of investing is: Never underestimate the risk.
Lesson
              #2
              So-Called “Free Advice” 
              Can Cost You a Fortune!
You can get
              “free advice” from many sources — not just your stockbroker,
              but also your insurance agent, your financial planner and other
              professionals. But it isn’t really advice. And it certainly isn’t
              free.
In the last
              bear market, “free advice” — embedded in the hyped-up ratings
              and research reports issued by major Wall Street firms — cost
              investors a fortune, luring them into Nasdaq stocks that brought
              losses averaging more than $75 for every $100 invested
              near the peak. Plus, free advice in other areas — from bonds
              to insurance — can be equally expensive.
With “free advice,”
              you can actually get hurt in three different ways:
- You pay significant
 fees that, despite any assurances to the contrary, inevitably
 wind up coming out of your pocket.
- You buy investments
 that are more likely than usual to be underperformers or outright
 losers.
- You wind up
 getting locked in to plans or programs that charge various kinds
 of exit penalties. So when a better, alternative opportunity comes
 your way, you have to either pass it up or pay through the nose
 to switch.
In short, taking “free advice”
              can be like walking into the ring with a professional wrestler.
              First, he socks it to you with fees. Then, he dumps you into bad
              investments. And last, he pins you down on the mat and won’t let
              you go.
So my
              rule number two of investing is: Never
              act on so-called “free advice.”
How can you
              tell? It’s actually quite simple. Everyone you deal with in the
              financial industry is either a salesperson or an analyst/advisor.
              It’s virtually impossible for anyone to be both at the same time.
The salesperson
              will tell you he’s not charging you for the advice. He’ll tell you
              it “comes with the service” or it’s covered by the transaction fees
              or commissions. That’s a dead giveaway.
The analyst
              (or a true advisor) tells you, up front, what he’s going to charge
              you, he charges the fee, and then he tells you what he charged you.
              It couldn’t be clearer.
The fee could
              be something in the neighborhood of $100 per year for a subscription
              to an investment newsletter. Or it could be, say, $100 per hour
              for a personal consultation. That’s cheap insurance that can save
              you — or make you — a tidy sum.
Still not sure
              how to distinguish between a salesperson and a true analyst or advisor?
              Here’s what I suggest: No matter whom you encounter in the financial
              industry — stockbroker, insurance agent, financial planner
              or banker — ask these questions:
1. Do you
              (or your company) make more money the more I buy? If the answer
              is yes, you’ve got a problem right off the bat. Often, the best
              investment decision is not to buy. And sometimes an even
              better decision is to sell. If buying nothing or selling
              is going to be a negative for his earnings, you don’t have an advisor.
              You’ve got a salesperson posing as an advisor.
2. Who pays
              your commissions or fees? If he says it’s someone other than
              you, he’s probably lying. Shake his hand, bid him farewell and walk
              out the door. No financial institution I’ve ever heard of really
              pays sales commissions out of its own pocket. If a salesperson is
              making commissions, it always comes out of your pocket,
              directly or indirectly.
3. Where
              are you getting the information or report you’re giving me?
              If the answer is a source that will benefit from your purchase,
              you can probably throw most of the info into the trashcan.
In the tech
              wreck, investors got hooked by salespeople repeatedly. And the same
              is happening right now. But with these three questions, you can
              discard the salespeople and find the true advisors. They are those
              who are …
- Always compensated
 by you — not by the companies whose financial products you
 buy.
- Always compensated
 for their time or their information — not for a sale.
- Always your
 advocate and defender. Whether it’s just a normal, friendly transaction
 or a heated legal dispute, it’s always crystal-clear which side
 they’re on — yours and only yours.
I repeat: “Free
              advice” is neither free nor advice. Sooner or later, it could cost
              you a fortune in terms of mediocre performance or, worse, outright
              losses.
Am I being overly
              harsh on ethical brokers, sales agents and financial planners? Perhaps.
              But only in the sense that it’s not really their fault. It’s the
              system that’s rigged against you.
You see, even
              the most well-meaning salespeople still have to make a living. But
              they can’t make a good living if they tell their clients to stay
              out of the most popular stocks … avoid mutual funds that charge
              a big fee … or stick with insurance policies that pay the lowest
              commissions. Nor can they afford to recommend investments that involve
              very low fees and commissions, which happen to include some
              of the best choices you can make today.
If they consistently
              give you this kind of advice, they can’t put food on the table for
              their families — let alone send their kids to a good college.
              And they’ll never be eligible for the big bonuses and rich rewards
              that inevitably flow to the top-performing salespeople.
Many salespeople
              do try to be as ethical as they can be within the limitations of
              the system. They’re friendly and helpful. They bend over backwards
              to do right for their clients. But they’re still salespeople. Work
              with them to buy the products you want. But get your information
              and advice elsewhere.
Lesson
              #3
              Wall Street’s “Rules of Thumb” 
              Are Often Flawed or Deceptive
The bias revealed
              in the last bear market went beyond just recommending bad investments.
              It also was the source of many investing “rules” promulgated by
              Wall Street pros and blindly accepted by most investors —
              most of which were myths in disguise.
Some examples
              …
Myth:
              “Always invest in stocks for the long term.” You saw this
              in The Wall Street Journal story I just quoted. And you’ve
              probably heard it in many other permutations as well: “Historically,
              stocks have always moved higher,” they say. “Bull markets are longer
              than bear markets,” goes the argument.
The reality:
              Most of the stats they cite assume you bought stocks after
              a major decline, when they were at rock bottom. The reality is few
              people ever buy at those levels. Indeed, most people tend to buy
              most of their stock after a major rise, when stocks are
              very pricey. For example:
- If you bought
 the average Dow Jones Industrial stock before the Crash of ’29,
 you would have lost 89 cents for every dollar invested. And even
 if you had both the cash and the courage to hold on (few did!),
 you’d still have to wait 24 years — a full generation —
 before you could recoup your original investment … and another
 20 years before you could catch up with an investor who just
 earned a steady 5% yield during that period.
- If you bought
 the average Dow stock at its peak in 1973, you would have lost 45.1%.
 The Dow touched an all-time high of 1051 on January 11, and then
 dropped for two years, hitting 577 in December 1974. It did not
 cross above 1000 again until eight years later.
- Losses in
 many so-called “conservative stocks” were just as bad. If you bought
 the average utility shares, considered safer than most stocks, your
 losses would have been 88.2% in 1929-32 and 45.3% in 1973-74.
- All the averages
 understate the true losses and recovery periods. Reason: Bankrupted
 — or greatly downsized —companies are routinely removed
 from the averages and replaced with cream-of-the-crop companies.
 If your portfolio includes some of those companies, your losses
 will be worse than the averages and your recovery period will be
 longer.
Myth:
              “Don’t sell in panic. It’s probably the bottom.” Why is
              it that when brokers sell, it’s supposedly based on reason —
              but when you or I sell, they say it’s based on emotion?
The classic
              example they like to remind you of is the Crash of ’87, which took
              the Dow down 36% in a big hurry, and then was over almost as quickly
              as it began. “People who sold at the bottom of the ’87 crash missed
              out on the biggest bull market in history,” they say.
The reality:
              There are two problems with that argument. First of all, even if
              you sold at the very worst time in 1987, there were many, many opportunities
              to buy back into the market in subsequent months.
Second, their
              recommendation not to sell didn’t work too well in 2000-2001. The
              pundits unanimously declared a bottom in April 2000 when the Nasdaq
              was off 37.1%. Then, they declared another bottom in December 2000,
              when it was down 55.4%. If you followed their advice, instead of
              getting hurt just once, you got killed again and again.
Then, ironically,
              when the Nasdaq did hit a bottom — that’s when the majority
              of “experts” on Wall Street themselves began to panic! Reflecting
              the nearly unanimous pessimism of Wall Street experts, Business
              Week advised its readers to dump their shares even if they
              had already plunged 80% or 90%. Time’s front cover featured
              a mean bear and warned of more big trouble ahead. Nearly all the
              great “bulls” on Wall Street temporarily abandoned their optimistic
              bent and “warned” you about events that had already happened.
My
              rule number three of investing: Sell BEFORE
              the panic stage. In practice, that means selling just as soon
              as your stocks fall below a predetermined loss level that you’re
              comfortable with. The actual level will vary, and certain investments,
              like options, must be treated differently. But generally, a 20%
              decline in a stock is a key level to consider.
Myth:
              “Mutual funds have smart managers. They will give you diversification.
              They will protect you.”
The reality:
              Mutual funds are neither manna from heaven nor the holy grail of
              investing. In the great stock market years between 1997 and 1999,
              only 24% outperformed the S&P 500.
In 2000-2001,
              the smart, sophisticated mutual fund managers running tech funds
              got scammed just like everyone else. In fact, every single one of
              200 tech stock funds lost money, with 72.5% of the funds losing
              more than the Nasdaq Composite Index. So much for expertise
              and diversification!
Four
              More Rules of 
              Investing in Today’s Market
My
              rule number four: Keep a substantial portion
              of your money in cash or cash-equivalent, including foreign currencies.
              (For specific instructions, see my two-weeks-ago Money and Markets,
              Triple
              Crisis: Your First Defense.)
My
              rule number five: Hedge with inverse ETFs —
              special exchange-traded funds designed to go UP in value when the
              market goes down. (For my step-by-step plan, see last Monday’s Money
              and Markets, The
              Triple Crisis Strikes Harder.)
My
              rule number six: Diversify over a broad spectrum
              of other investment classes, including natural resources like oil
              and natural gas. (If you want to get Sean’s oil report coming out
              tomorrow, today’s your last day to sign up. Click
              here. And if you invest in oil and gas stocks, be sure to also
              follow my rule number five for protection.)
My
              rule number seven:
              If you work with a money manager, ask him about his programs designed
              for a bear market. If he doesn’t have one, move your assets to one
              who does.
Good luck and
              God bless!
Martin
               
            
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