Understanding ETFs. An ETF (exchange traded fund) is a way for you to invest/trade in the market.

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1 Let s start with the basics. An ETF (exchange traded fund) is a way for you to invest/trade in the market. ETFs are easy to invest in; no broker/financial advisor needed. You can do it yourself. All you need is an online, self maintained brokerage account, like Schwabb, Ameritrade, ETRADE. This type of account is very easy to set up. You may already know that there are two major US stock exchanges: New York Stock Exchange NYSE National Association of Securities Dealers Automated Quotations NASDAQ As an individual, you can invest in/trade shares of public companies that are part of the NYSE or NASDAQ. Really, it s that simple. Some people like to invest in or trade individual stocks, such as Apple Computer, IBM, Starbucks, to name a few. Each of these stocks has its own symbol. For Apple, it s AAPL. For IBM, it s IBM. For Starbucks, it s SBUX. Other people like to invest in Mutual Funds. A Mutual Fund is simply a group of stocks lumped into one basket. This basket can then be invested in or traded. This allows individuals to get a piece of more than one company at a time and helps spread out the risk associated with owning stock of a single company. Makes sense, right? Think about it. If you buy shares of stock in one company, and that company gets in trouble, then the value of that company can sink quickly, and your capital can disappear quickly as well. Owning a piece of a mutual fund helps you spread your capital out to a number of companies, so even if one company gets into trouble, it can be balanced by the other companies that are part of the fund. Generally, Mutual Funds are offered by financial advisors and brokers who are looking to manage your money. For that privilege, they are paid a fee. Some Mutual Funds also carry an upfront fee to buy, so now you re into your financial advisor as well as into the Mutual Fund. Recognizing a gold mine existed if buying into a fund could be made easier and cheaper, the market developed the ETF as an alternative to investing in Mutual Funds. And, instead of having to pay a financial advisor a bunch of money and then pay a fee for the privilege of buying a mutual Fund, you can buy/sell ETF s in your own self administered brokerage account for a fraction of the cost.

2 Here s an example: Say you had $10,000 to invest. If you hired a money manager, he s likely to charge you 1% to invest on your behalf. That s $100 out the door right away. If he/she decided to buy into a Mutual Fund, it might have a fee of 1%, or more! There s another $100 out the door. Right off the bat, you re starting $200 in the hole, which means the first 2% of return on your investment is going towards fees. Now, let s say you decide to take this investing on yourself. Same ten grand. But instead of hiring a money manager, you set up an online brokerage account. Now you are in a position to buy/sell ETF s on your own. Typically, it costs $8-10 to make an individual trade, and that goes for ETF s as well. Let s say $10 to make it easy. So, If you took the same $10,000 and bought an ETF, you would have $9,990 remaining to be put to work for you. That compares to $9800 you would have if you hired a financial advisor who charged you 1% and if there was a 1% fee for buying the Mutual Fund. Which would you prefer? So, assuming you like the idea of keeping more of your money from the get go, then you will need to understand more about ETF s so you can make intelligent decisions. Remember that there are two major US stock exchanges: NYSE NASDAQ Within these two exchanges, there are three major indexes and a fourth that is important as well: The Dow Jones Industrial s - DOW The S&P S&P The NASDAQ - NASDAQ The Russell RUT The Dow Jones is made up of 30 large companies. In other words, an average of the Dow Jones index is derived by calculating the value of these companies each and every day. Too complex to get into the math, just trust us! The S&P 500 is made up of 500 companies. Same theory as the Dow, just more companies.

3 The NASDAQ index is made up of the 100 largest non-financial related companies, what you might know as Tech companies. The Russell 2000 is made up of 2000 companies that have smaller market values. Why is any of this important? Because there are ETF s that you can trade as an individual that track the performance of these four indexes. In other words, if you had reason to believe that the DOW was getting ready to move higher, you could buy an ETF that would INCREASE in value if the DOW went up. At the same time, if the DOW went down, then the value of the ETF would DECREASE. Same with the other three indexes; the S&P, the NASDAQ and the RUT. LET S RECAP HERE: You = Investor NYSE & NASDAQ = Two major US exchanges DOW, S&P, NASDAQ, RUT = Major indexes within the two exchanges Financial Advisor/Mutual Fund = $$ cost to you ETF = Ability to do the same thing a Financial Advisor/Mutual Fund do at a much lower cost Here s the bottom line - there are a lot of financial instruments, like ETFs, that allow you to take investing/trading into your own hands. And you can buy and sell them without having to pay a fortune. Remember that an ETF is like a Mutual Fund in that it represents a conglomerate of companies instead of just one. So, if you were to buy an ETF that went up and down based upon the performance of the DOW, there would be 30 companies to rely on instead of just one. If you were to buy an ETF that went up and down based upon the performance of the S&P, there would be 500 companies to rely on instead of just one. So, while you might lose sleep every night wondering if a stock in an individual company you own might stumble and go down in value, you might sleep better knowing it would take a lot of companies stumbling at once for the value of your ETF to go down. This is called spreading out the risk. Now, what if we told you that there are hundreds of ETF s out there? You might say, WHAT?? You might be thinking, I thought there were 4 ETF s; one for the DOW, one for the S&P, one for the NASDAQ, one for the RUSSELL Nope. TONS more!

4 For example; the NASDAQ is comprised of thousands of companies like Apple Computer, Google, Starbucks, to name just a few. And, the NASDAQ is also comprised of various sectors. So, Starbucks, for example, would fall under the category of discretionary spending (No one is forcing you to buy that Latte!) A company like Intel would fall under the category of semi-conductors. So, you could buy an ETF in the discretionary spending sector or the semi-conductor sector, and many others as well. Why would you want to mess around with ETF s in various sectors when you could make it simple and invest in/trade ETF s in the DOW, S&P NASDAQ and RUT? That s a very good question. Here s the answer. Some people like larger menus. Think about it. If you want a hamburger, fries and a coke, you might well go to McDonalds. Simple, and predictable. So, if you are looking to keep it really simple, then you are likely to be satisfied investing in/trading ETF s in just the DOW, S&P, NASDAQ and RUT. And, for many, that s actually not a bad strategy. On the other hand, if you are looking for a larger menu (variety is the spice of life?), like the thought of spreading things out, like the idea of more volatility (bigger swings) then you might want to look at the entire variety of ETF s out there. And there are plenty. Like anything else when investing, every individual needs to decide their risk tolerance level. For example, are you the type of person who frets about every penny and are going to worry all the time about the movement in those ETF s you get involved with? Or, are you the type of person who craves a bit of action, and are willing to take some additional risk for the chance of greater opportunities? Are you someone who is willing to keep on top of the market enough so if it becomes necessary you can dump a position and look at other opportunities or are you someone who wants to just plunk your money down and not look for a while? If you tend more to the conservative side, consider sticking with ETF s that track the DOW, S&P, NASDAQ and RUT. If you aren t afraid to take some additional risk, then consider spanning out some, looking into sector ETF s as well. Then, if you are someone who is on the upper end of the willing to take a risk scale, you will love this; there are ETF s that can produce results sometimes 2-3 times faster than the standard ETF. Unfortunately, they can also move against you 2-3 times faster than the standard ETF, thus the necessity for an iron stomach. These are called leveraged, or Juiced ETF s

5 Now, we all know the market can go up and it can go down. So, good news! There are ETF s that you can profit from when the market goes up and there are ETF s that you can profit from when the market goes down. Yes, you read correctly. The clever inventors of ETF s wanted to make sure there are ways to play the market either way. So, if you thought the market was about to head south, you could buy an ETF that would profit (for you) if the market went down. Thus, you aren t confined to just investing/trading to try to profit from a rising market. Like every type of investing, there s never a sure thing. EVER! But, if you can figure out the best time to be long the market (wanting it to go higher) and the best time to be short the market (wanting it to go lower) and you can combine that with an effective ETF strategy, well, that would just be terrific! Now that you ve got a better handle on what ETF s are, let s take a look at some of the more popular ones that track the major indexes. Dow First, there s the DIA. This ETF moves up and down depending on the movement of the Dow. Since it s a long ETF, if you own it, you want the market to go up for you to profit. If you are looking for more action, then you might consider investing/trading in the DDM, the Dow s Juiced ETF. Theoretically, this ETF moves at twice the pace of the DIA. However, we have found some flaws in this theory which we share with our members. If you wanted to bet against the Dow, then you would invest/trade in an inverse ETF ; that is, one that you would profit from if the market went lower. The DOG is the regular ETF while the juiced ETF is the DXD. S&P First, there s the SPY. This ETF moves up and down depending on the movement of the S&P. Since it s a long ETF, if you own it, you want the market to go up for you to profit. If you are looking for more action, then you might consider investing/trading in the SSO, the S&P s Juiced ETF. Theoretically, this ETF moves at twice the pace of the SPY. However, we have found some flaws in this theory which we share with our members. If you wanted to bet against the S&P, then you would invest/trade in an inverse ETF ; that is, one that you would profit from if the market went lower. The SH is the regular ETF while the juiced ETF is the SDS.

6 NASDAQ First, there s the QQQ. This ETF moves up and down depending on the movement of the NASDAQ. Since it s a long ETF, if you own it, you want the market to go up for you to profit. If you are looking for more action, then you might consider investing/trading in the QLD, the NASDAQ s Juiced ETF. Theoretically, this ETF moves at twice the pace of the QQQ. However, we have found some flaws in this theory which we share with our members. If you wanted to bet against the NASDAQ, then you would invest/trade in an inverse ETF ; that is, one that you would profit from if the market went lower. The PSQ is the regular ETF while the juiced ETF is the QID. RUT First, there s the IWM. This ETF moves up and down depending on the movement of the Russell Since it s a long ETF, if you own it, you want the market to go up for you to profit. If you are looking for more action, then you might consider investing/trading in the UWM, the RUT s Juiced ETF. Theoretically, this ETF moves at twice the pace of the IWM. However, we have found some flaws in this theory which we share with our members. If you wanted to bet against the S&P, then you would invest/trade in an inverse ETF ; that is, one that you would profit from if the market went lower. The RWM is the regular ETF while the juiced ETF is the TWM. A lot of individuals have retirement accounts, perhaps a 401k, or something similar. You can invest/trade ETF s within your retirement account. In fact, while most retirement accounts are prohibited from shorting the market, that is, betting it will go down, a great advantage of ETF s is you can buy an ETF that works in your favor if the market goes down. That s a powerful tool to have in your arsenal. So, if you did nothing else, you could set up an online brokerage account (assuming you don t already have one) and begin investing/trading in ETF s that track the four major indexes. And, you could place those trades in ETF s that give you the potential to profit if the market goes up or down.

7 Obviously, there are many more things to take into consideration when trading ETF s. This is why we developed a 10 part video series, ETF Trading Strategies, which not only covers those topics discussed in this write up but also gets into other topics including: The Basics Part 1: What are ETFs? The Basics Part 2: The Advantages of ETFs The Basics Part 3: The Types of ETFs Identifying Relative Strength The Importance of Intermarket Relationships Trading the Leveraged ETFs: Follow the Underlying Index Trading the Leveraged ETFs: Benefit of Compounding Trading the Leveraged ETFs: Pitfalls and Traps The Importance of Investing in ETFs using Technical Analysis Invested Central s marketvisual: Index and Sector Analysis To learn more, just go to

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