Investing is full of stories that sound good when they are told but don't hold up under close scrutiny. Consider a few: Buy stock in good companies and the returns will surely follow. Buy after bad news. Buy after good news. Stocks always win in the long term. Follow the insiders. Buy stocks with big dividends. Buy stocks that have gone down the most. Go with stocks that have gone up the most. What makes these stories alluring is that there is a kernel of truth to each one of these stories but none of them is foolproof. You will examine these and other investment sales pitches in this book, consider the potential downside with each, and study how you might be able to modify each one to reduce downside risk.