炒股英语:Buy low, Sell high低买高卖- Warren Buffett

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Buy low, Sell high低买高卖- Warren Buffett does, you can
too
2008-10-19 12:37:53
Buy low, Sell high - Warren Buffett does, you can too
Buy low, Sell high is the oldest investment cliche. Sounds simple, but it is very hard to do. Why?
Psychology. Two things drive the stock market; fear and greed. Fear is a powerful emotion that
causes people to sell investments and seek comfort and safety in cash or gold. There is a lot of
fear around today.
Greed is an even more powerful emotion than fear. Fear is temporary, greed is
permanent. Greed always overtakes fear. Greed also lulls us into a false sense of security. For
most people logic and reason go out the window at both ends of the spectrum.
Warren Buffett says Be fearful when others are greedy, and be greedy when others are
fearful.
Buying low and selling high requires you to buy now when the economy is in a panic and fear is
rampant, and sell when things are going great and everyone feels giddily happy. Why would you
sell when your stocks are going up every week?
Psychologically it is incredibly difficult to buy now when all the news is bad and everyone is in a
panic. It is counter to every safety mechanism we have learned since we were born. It is equally
difficult to sell when everything is going great.
But, watch what Warren Buffett does. He isn't buying just any random stock. Buffett is buying
General Electric, Goldman Sachs, and other rock solid companies that are at bargain basement
prices today.
You make money selling stocks...not buying them. Here is another counterintuitive truth. Most
investors spend all their time researching stocks trying to time their buys for the best entry point.
Fine, but the reality is that you make money when you sell stocks, not when you buy them. How
much time do investors spend figuring out when to sell? Instead, we are congratulating ourselves
on what a great buying decision we made and convincing ourselves that the stock price will
continue to go up 15% to 20% per year. Everything is going great. No signs of trouble. Party on.
Short sellers are a different breed. They spend their time finding stocks they believe are over
valued...and selling them short. Meaning, they sell stock they don't own (margin), and hope to
buy it back (cover) when the price is lower. Stock investors could learn a lot by watching short
sellers.
I have learned, and forgotten, these lessons several times over the years, and paid the price along
with many other investors. Fear and greed are powerful emotions at opposite ends of the
spectrum. Both emotions cloud logic and reason. Warren Buffett is one of the few people with
the patience and determination to remember the lessons and make them work.
Remember this Be fearful when others are greedy, and be greedy when others are fearful. In
other words, do the opposite of what your emotions tell you. Easy to say...hard to do.

Avoid the Mistake That Cost Buffett 8 Years of Better Returns
By Richard Gibbons
October 18, 2008


There's one investment strategy you won't read much about on , even though many
have tried it. In fact, Warren Buffett spent eight years working with it before discarding it as
worthless.
What investment strategy is that? Technical analysis.
Invest like a lemming
Technical analysis is the practice of predicting where stocks will trade based on charts of
historical pricing and volume information. There's a certain logic to it. Stocks trade based on
supply and demand, which is greatly influenced by investors' attitudes about the stock. The
charts should reflect those attitudes and might predict where the stock will go.
It's an attractive idea. Johnson & Johnson has bounced between $$60 and $$68 quite a few times
in the past four years. Why not buy at the low, and sell at the high? Or look at Rohm &
Haas' (NYSE: ROH) chart. Clearly, investors love the stock. Its rise from $$7 to $$70 seems
unstoppable. Why not jump aboard and profit?
Technical analysis is a simple yet compelling strategy. You can see why Buffett spent years early in
his career trying to master it.
An expensive mistake
But Buffett discovered one small problem. Technical analysis didn't work. He explained,
that technical analysis didn't work when I turned the chart upside down and didn't get a different
answer.
After eight years of trying, he concluded that it was the wrong way to invest. Then he focused on
the teachings of Ben Graham, which stressed business fundamentals, finding a strategy that both
made sense and, more importantly, worked.
Three simple rules
The billionaire discussed that strategy at the 2008 Berkshire Hathaway (NYSE:BRK-B) general
meeting. When he was asked how to avoid the crowd mind-set, he said he simply followed
Graham's three most important lessons:
1. Buy stocks with a margin of safety.
2. A stock is part of a business.
3. The market is there to serve you, not instruct you.
The first lesson usually makes the headlines. It means that you should buy stocks for less than
they're worth. But when Buffett talks about the second and third lessons, he's basically admitting
that he wasted eight years of his investing life.
Buying a business
After all, thinking about a stock as part of a business is the opposite of what technical analysis is
all about. Technical analysis focuses on trading securities. It doesn't matter whether the security
is a share of ExxonMobil (NYSE: XOM), with its crude oil, natural gas, petroleum, electric power,
and petrochemical divisions; or whether that security is a derivative promising the delivery of
three tons of Italian meatballs. It's all the same because technical analysis doesn't care about the
business -- or the fundamentals.
In Graham's second lesson, stocks are far more than just pieces of paper or lines on graphs, and
to understand them, you need to understand the business. If you're looking at USG (NYSE: USG),
ignore whether the stock has been up three days in a row, and focus instead on whether the
company is in danger of tripping its debt covenants.
Ways to serve man


Similarly, when Buffett says the market isn't there to instruct, he's saying the movements in the
market aren't telling you how to invest.
When Advanced Micro Devices (NYSE: AMD) fell under $$2 per share in 1990, the market was
saying that Intel (Nasdaq: INTC) was going to eat the chipmaker's lunch.
When McDonald's hit $$13 in 2003, the market was announcing that the Big Mac would end up in
the Museum of Neat Ideas Gone Wrong, alongside the tapeworm diet, land wars in Asia, and
Paris Hilton's home videos.
But in both cases, the market was wrong.
So, instead of listening to the market, Buffett seeks to take advantage of it. Sometimes, the
market will offer to buy a stock for far more than it's actually worth. Other times, it'll offer you
the chance to buy shares of a great company for far less than its fair value. An investor who
understands the true value of a business will be able to profit when the market offers great
companies on sale.
The Foolish bottom line
You can learn from Buffett's error -- don't focus on charts. Instead, understand businesses and
seek excellent stocks the market offers at low prices. These days, the market is particularly
treacherous. Some stocks that seem cheap will turn out to be very expensive. Others that are
simply beaten down by negativity will post amazing returns.
Our Motley Fool Inside Value team is working to take advantage of the situation, and we've
identified several stocks we think will post some of those amazing returns. If you're interested in
reading about them, click here for a 30-day free trial.
This article was first published June 16, 2008. It has been updated.
Fool contributor Richard Gibbons should not be used as a dessert topping. He does not own
shares of any company mentioned in this article. The Motley Fool owns shares of Berkshire
Hathaway. Berkshire, USG, and Intel are Motley Fool Inside Value recommendations. Berkshire is
also a Stock Advisor selection. Johnson & Johnson is an Income Investor pick. The Fool's disclosure
policy bears an eerie resemblance to Charlie Munger.

Like J.P. Morgan, Warren E. Buffett Braves a Crisis
By STEVE LOHR
Published: October 5, 2008
In the midst of a financial crisis, a towering figure of American business steps forward with his
reputation and financial resources for public good and personal gain.
Their times and personalities are vastly different, of course. But J. Pierpont Morgan’s role in the
Panic of 1907 has its echo in Warren E. Buffett’s actions during the current financial troubles.
“What Buffett is doing is similar in ways to what Morgan did in 1907,” said Richard Sylla, an
economist and financial historian at the Stern School of Business at New York University. “It’s
what you might call profitable patriotism.”
Comparing the two men and their moves in periods of market turmoil, just more than a century
apart, reveals how much some things have changed over the years and how other things have
not, according to business historians and finance experts.
Morgan was 70 during the financial crisis of 1907, in the twilight of his career. Mr. Buffett is 78.
Like Morgan so long ago, Mr. Buffett now finds himself “at the center of things; he draws
headlines and he inspires confidence,” said Robert F. Bruner, dean of the Darden School of


Business at the University of Virginia, and a co-author with Sean D. Carr of “The Panic of 1907:
Lessons From the Market’s Perfect Storm” (Wiley, 2007).
In the last two weeks alone, Mr. Buffett has exercised his influence mainly by investing in
embattled blue-chip companies, committing a total of $$8 billion to Goldman Sachsand General
Electric. He drove hard bargains and invested on favorable terms.
Mr. Buffett has been fielding many phone calls recently because of his cash, his reputation and
his ability to act quickly. The G.E. investment, for example, was put together in a matter of hours,
after G.E. reached out to Mr. Buffett through his longtime banker at Goldman Sachs, Byron D.
Trott.
“In the last few weeks, everyone who has been in trouble or thought they were in trouble has
called him,” said Alice Schroeder, author of “The Snowball: Warren Buffett and the Business of
Life,” a biography released last week by Bantam. Ms. Schroeder, a former Wall Street analyst, is
the first Buffett biographer to receive his cooperation, and she said she talked to him regularly.
The companies benefit from the credibility dividend that comes with the Buffett endorsement.
Last Thursday, the day after he announced his investment in G.E., the company raised more than
$$12 billion in a public sale of shares.
Mr. Buffett is also the largest shareholder in Wells Fargo, which last Friday swept in with a $$15
billion bid for another banking company, Wachovia, offering seven times what Citigroup did at
the start of the week.
Mr. Buffett is the world’s richest person, topping this year’s ranking of billionaires by Forbes
magazine with $$62 billion. Mr. Buffett has pledged to give most of that fortune to charity upon his
death.
Yet even more than money, Mr. Buffett brings the reputational capital that comes from being a
peerless long-term investor, revered for his acumen and sound judgment.
“So there is immense signaling power to Buffett’s moves, showing others that now may be a
good time to invest,” Mr. Bruner said.
Morgan wielded his power over the financial markets more directly than Mr. Buffett, though his
personal wealth lagged the early 20th century industrial titans John D. Rockefeller and Andrew
Carnegie.
In 1907, the United States had no central bank. The financial crisis began that year because trust
companies handling wills and estates — firms long synonymous with safe investment — exploited
legal loopholes and became wild speculators in the stock market. When those investments
soured, the collapse of the trusts threatened the financial system.
Morgan stepped in and functioned as America’s central bank. The United States Treasury handed
him $$25 million (more than $$550 million today) with the blessing ofPresident Theodore
Roosevelt — who was not a natural Morgan ally, given his aversion for big business and its
leaders, memorably deriding them as “malefactors of great wealth.”
But those were dire economic times. Morgan gathered his fellow financiers at his Manhattan
mansion and hammered out a rescue plan. After a few rocky weeks, the panic subsided.
“In 1907, Morgan was not only committing some of his own money but also organizing the entire
financial community to join in the rescue,” said Ron Chernow, a business historian and the author
of “The House of Morgan” (Atlantic Monthly Press, 1990).
Indeed, Mr. Chernow said, one motivation for creating the Federal Reserve in 1913 was that
Morgan would not be around forever. Morgan died that same year.


Morgan also used the power of his personality and public statements to try to sway market
behavior and psychology. In the current crisis, when authorities became concerned that
short-sellers were accelerating the stock- market swoon, the Securities and Exchange Commission
issued a legal order prohibiting short-selling in the shares of roughly 800 companies.
In 1907, financial policies were less formal. Morgan simply stated that short- sellers, who bet that
a company’s share price would drop, “shall be properly attended to,” said John Steele Gordon, a
business historian and author.
His words were to be taken as an implied threat, and a reminder that he was watching. “Nobody
wanted to find out what that might mean,” Mr. Gordon explained. “In Morgan’s day, the world
was so much smaller, and Morgan was so powerful.”
The estimated $$44 billion in cash that Mr. Buffett’s company, Berkshire Hathaway, has on hand is
a modest sum compared with the vast size of today’s financial markets. So he can make selective
investments but not turn things single-handedly.
At a time when government looms so much larger in the economy than it did a century ago, Mr.
Buffett, unlike Morgan, is not directly involved in the current rescue. Yet Mr. Buffett has said that
the government has asked for his advice, and he knows and admires the architect of the rescue
package, Treasury Secretary Henry M. Paulson Jr.
Mr. Buffett, according to Ms. Schroeder, has over the years become more comfortable and more
committed to speaking out on public issues. “It’s not lost on him that people trust him more than
they trust politicians,” she said.
Mr. Buffett still speaks to the press only occasionally, and he declined to be interviewed for this
article. But after the House of Representatives rejected the rescue plan last Monday, Mr. Buffett
got a call from Charlie Rose, the television interviewer, who has known Mr. Buffett for years. He
urged Mr. Buffett to appear on his PBSinterview show as soon as possible.
“I told him, ‘You have to do this,’ ” Mr. Rose recalled in an interview on Saturday. “ ‘No one has
your credibility, and people want to hear what you have to say.’ ”
Mr. Buffett agreed to do it, and Mr. Rose flew to San Diego, where Mr. Buffett would be on
Wednesday. The hourlong interview on Wednesday night was vintage Warren Buffett: calm,
plain- spoken and wry.
He called the current crisis an economic Pearl Harbor, requiring immediate action. Its biggest
single cause, he explained, was the real estate bubble. “Three hundred million Americans, their
lending institutions, their government, their media, all believed that house prices were going to
go up consistently,” he said. “Lending was done based on it, and everybody did a lot of foolish
things.”
As far back as 2003, Mr. Buffett had warned that the complex securities at the center of today’s
troubles — once so profitable, but now toxic — were “financial weapons of mass destruction.”
These securities were engineered by the math quants on Wall Street, and in the interview Mr.
Buffett expressed his disdain: “Beware of geeks bearing formulas.”
To help pay for the rescue, the government should raise taxes on the wealthy, Mr. Buffett
suggested. “I’m paying the lowest tax rate that I’ve ever paid in my life,” he said. “Now, that’s
crazy.”
On Friday, after public sentiment shifted, the House passed the financial rescue package. But the
markets are still weak, and it remains to be seen whether Mr. Buffett’s recent investments will
prove to be wise ones.


“It’s a high-risk moment, and I think he may have ventured into the waters prematurely,” said Mr.
Chernow, the historian. “But Warren Buffett is worth many billions of dollars, and I am assuredly
not.”
A version of this article appeared in print on October 6, 2008, on page B1 of the New York
edition.

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