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    The Effective Investor: 20 Secrets every investor should know
    The Effective Investor: 20 Secrets every investor should know
    The Effective Investor: 20 Secrets every investor should know
    Ebook193 pages2 hours

    The Effective Investor: 20 Secrets every investor should know

    By Mark K. Lund

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    About this ebook

    Magazines, media, big Wall Street firms, and most advisors are actively promoting a false narrative they want you to believe. The reason they push this narrative is because it makes them a lot of money. In The Effective Investor, Mark Lund exposes this false narrative, explains how it is used, taught, and promoted, so that you too will be able to recognize it. 

The good news is that you don't need their speculative ways of investing in order to be successful. This is the dirty little secret in the investment industry that they don't want you to know. With proper strategies and information you can achieve a level of confidence and peace with your investments and retirement plans that you never knew was possible.
    The Effective Investor answers questions such as:
    What kind of stocks will give me the best returns?
    What is the best ways to protect my money?
    When should I be in or out of the stock market?
    What are the hidden fees of investing?
    What's the biggest problem with mutual funds?
    
It's easy to get opinions on questions of this type. It's hard to get facts. The answers are based on results that can be measured.
    This is the book your current advisor hopes you never read!
    LanguageEnglish
    PublisherBookBaby
    Release dateMay 8, 2024
    ISBN9780983111030
    The Effective Investor: 20 Secrets every investor should know
    Author

    Mark K. Lund

    Mark K. Lund founded Stonecreek Wealth Advisors, a fiduciary, fee-only, Registered Investment Advisory firm. Mark started in this business back in 1999 and published his first book in 2010 called, The Effective Investor. He has written articles for or been quoted in: The Wall Street Journal, The Salt Lake Tribune, The Enterprise Newspaper, The Utah Business Connect Magazine, US News & World Report, and Newsmax.com, just to name a few. You may also have seen him on KUTV Channel 2 or as a guest speaker at a local association or business. His philosophy is that his client's vision comes first and it's the only vision that matters. Your vision is his number one priority. He grew up in Utah and currently lives in Alpine with his wife and two kids.

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      Book preview

      The Effective Investor - Mark K. Lund

      BK90087719.jpgBK90087719.jpg

      The Effective Investor

      20 Secrets every investor should know by Mark K. Lund

      Copyright© 2024 Mark Lund (1st edition was published in 2010. The 2nd edition was published in 2014. The 3rd edition was published in 2017. Updates to grammatical errors were done in 2024).

      All rights reserved. Except as permitted under U.S. Copyright Act of 1976, no part of this publication may be reproduced, distributed, or transmitted in any form or by any means, or stored in a database or retrieval system, without the prior written permission of the publisher.

      Visit our website at www.TheEffectiveInvestor.com

      ISBN-13: 978-0-98311-102-3

      eBook ISBN: 978-0-98311-103-0

      Printed in the United States of America.

      Edited by Chad Brooks and Derick Glissmeyer

      Additional books are available at a special discounted rate. For more information, please contact Mark Lund at 801-545-0696

      Disclaimer

      The information found in this book is the opinion and ideas of its author and is not intended to be used as the sole basis of any investment, tax, or retirement decisions. This information should be considered for educational use only, as prepared for general circulation and has been written without regard to any one individual’s financial circumstances and objectives of persons who receive or obtain access to it.

      The information is presented from sources that are believed to be reliable. However, the author does not make any representation or warranty, expressed or implied, as to the accuracy of the research, completeness, or correctness thereof or make any guarantee or other promise as to any results that may be obtained from using this information; no person shall have any liability whatsoever to any person for any loss or expense, whether direct, indirect, consequential, incidental or otherwise, arising from or relating in any way to any use of or reliance on the information contained herein.

      Some discussions contain forward-looking statements which are based on current expectations, and differences can be expected. All of the information, including the estimates and opinions contained herein, reflects the author’s judgment as of the publication or other dissemination date of the research and is subject to change without notice. Further, the author expressly disclaims any responsibility to update such research.

      Past performance is not a guarantee of future results. No one receiving or accessing this material should make any investment decision without first consulting a competent financial advisor and conducting his or her own research and due diligence, including carefully reviewing any applicable prospectuses, press releases, reports and other public filings of any investment being considered. None of the information presented should be construed as an offer to sell, buy, or a recommendation for any security, or an offer to provide advisory or other services by Mark Lund in any jurisdiction in which such offer solicitation, purchase or sale would be unlawful under the securities laws of such jurisdiction.¹ As always, use your best judgment when investing.

      Contents

      Acknowledgments

      Preface: The Effective Investor

      20 secrets every investor should know

      Introduction: The Investors Greatest Enemy

      Short-term performance can be a

      poor indicator of long-term performance

      Chapter One: A Trip to Hawaii

      The top asset protection tips to follow

      Chapter Two: The Earth is Flat

      The three biggest myths of investing

      Chapter Three: A Game of Hide and Seek

      How to find the hidden fees in your investments

      Chapter Four: And the Winner Is

      How to know what stocks are going to

      give you the best returns

      Chapter Five: A Game of Roulette

      The problem with five star mutual funds

      Chapter Six: The Genie in the Bottle

      How to know if you should be in or out of the market

      Chapter Seven: Capture Me if You Can

      Pursuing a better investment experience,

      a good news, bad news story

      Chapter Eight: Sunscreen or Umbrellas

      Where the biggest returns come from when investing

      Chapter Nine: The Peppermint Lifesaver

      How to reduce risk and increase returns

      Chapter Ten: Escape from Alcatraz

      The biggest problem with most mutual funds

      Chapter Eleven: The Old Violin

      The most important rule of investing

      Chapter 12: Sooo Many Options

      How to avoid a 20% tax trap

      Chapter 13: Per Capita or Per Stirpes

      How to avoid disinheriting your children or grandchildren

      Chapter 14: Point-to-Point

      What the insurance agent won’t tell you about annuities

      Chapter 15: Turning Money into Wealth

      What your biggest advantage is when

      it comes to building wealth

      Acknowledgments

      First and foremost, I want to thank my wife. She spent countless hours helping me with this book. She does so much to take care of our family. I don’t know what we would do with out her. She is such a great mother to my sweet children, whom I love dearly. I am fortunate to have such a wonderful wife. She is my best friend. I love her and cannot imagine life without her.

      I also want to thank my family and in-laws. They are a great support and a great example to me in regards to how we should live and treat one another. I want to thank them for always being there for me when I have needed them, supporting me in all that I do, and for living the lives that they do.

      Throughout our lives, there will always be certain people who stand out as those we are grateful to have met. They include neighbors, colleagues, and friends. Many of these have contributed greatly to my success, such as Bob King, Todd Johnson, Laurence Welling, Parley Hamblin, Ed Denyko, Dick Mack, many of the Gold Rush members, and so many of my neighbors, and friends, just to name a few. Their encouragement and friendship have brought joy into both my life and my business.

      Mark Matson has also been a great help. He has a sincere desire to help advisors and investors to be the best they can be. The idea for this book actually came from his Myth’s Seminar and I want to thank him for being so willing to share his knowledge and resources.

      Last but not least, I want to thank all my clients for their business and friendship. Thank you for the confidence you’ve shown in me. I have enjoyed getting to know you. I appreciate your business and look forward to working with you now and in the years to come.

      Preface

      The Effective Investor

      20 secrets every investor should know

      The person who makes a success of living is one who sees his goal steadily and aims for it unswervingly.

      – Cecil B. DeMille

      I often get asked how I got started in this business (investment management). I can trace it to a single TV commercial. When I was in my early 20s, I wanted to go into hotel management. Since the best school for that field was UNLV, I moved to Las Vegas and took a great job at the Monte Carlo Hotel as a bellman to pay for college. I met many interesting people from all over the world, including celebrities. It was fun to visit with the guests that were checking in and hear their optimism about coming to Las Vegas. Many had some strategy they had heard about or a book they were reading to help them win big; however, it was a different story for those checking out of the hotel, if you know what I mean.

      While living there, I realized I didn’t want to go into hotel management. I was putting all my tips in the bank but knew there had to be a better way to save money—that was always on my mind. That is why one day a particular TV commercial jumped out at me. It was about how to make your child a millionaire. I called the TV station, found out which company made the commercial, located their number and met with the people who had produced it. While talking with them, I realized that they were doing what I wanted to do—helping people with their investments and retirement plans. With the encouragement of a good friend (Ed Denyko), I decided to follow my interest and give up the hotel business. To make the story short, I moved back to Utah where my family was, married my sweetheart, and entered the investment management business in 1999.

      From the very beginning, I was introduced to many money managers, investment strategists, investment firms, and so forth, who all said they had it figured out—that their strategy to invest would beat the market. Many of them made a lot of sense, but when this did not happen, I was always told something to the effect, We were not able to foresee that terrorist attack or this credit crisis or this housing collapse. If these things wouldn’t have happened the way they did, we would have been just fine. Well, hello! Isn’t being unknown the very nature of the future? I felt like we were just being used and I saw us as victims, along with our clients. I knew there had to be a better way. I needed answers. My clients needed answers, and you need answers to some very important questions: How can we be successful at investing and planning for retirement without using speculative methods? And, how can we have peace of mind with our investments?

      I was fortunate enough to go to a conference and listen to some presentations on different theories and philosophies on how to invest. As I was listening, it became evident that there was a better way than what we had been led to believe. I wrote this book as a way to share the answers I have been able to get to that important question. The answers (insights) are what I call the Twenty Secrets To Be An Effective Investor. The first secret is to: UNDERSTAND THE SECRET NARRATIVE THAT’S BEING PUSHED IN THE INVESTMENT INDUSTRY.

      Magazines, media, big Wall Street firms, ETC. are always trying to create the perception that if you use their speculative ways of investing, you will beat the market. You see this type of marketing being used in magazines or the media all the time when you know what to look for. The reason they push this narrative is because it makes the mutual fund companies, magazines, brokerage firms, and financial community a lot of money (as I’m going to reveal in this book.) I’m going to help you to know what to look for by explaining this narrative, how it is used, taught, and promoted, so that you too will be able to recognize it by simply looking at the evidence.

      The good news is you don’t need to use their speculative ways of investing to be a successful investor. This is the dirty little secret in the investment industry that they don’t want you to know. With proper strategies and information you can achieve a level of confidence and peace with your investments and retirement plans that you never knew was possible.

      Brevity is usually an admirable trait, but not at the expense of valuable information. And what we have here is very valuable information. In fact, it takes a whole book to share with you the rest of my Twenty Secrets—secrets that will help you to be a successful investor and have peace of mind with your investments so you can enjoy retirement how you always envisioned, or in other words, turning that ordinary person into what I like to call, The Effective Investor.

      Introduction

      The Investors Greatest Enemy

      Short-term performance can be a poor indicator

      of long-term performance

      The best way to predict the future is to invent it.

      — Steve Jobs

      The most difficult part of planning for

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