Value investing is the strategy that made Warren Buffett a multibillionaire. It's the secret behind how to consistently buy low and sell high in the stock market. And it has been well-known as a long-term market-trouncing strategy for nearly a century. It's so good, in fact, that even those who believe that the market is efficient acknowledge an "anomaly" associated with this type of investing that makes it likely to outperform.
Yet even with all that going for it, value investing is notoriously tough to accomplish when there's real money on the line. There are two reasons for this difficulty. One of them has to do with the companies, and the other has to do with investors. To have a legitimate chance of enjoying even a portion of the success of the world's greatest value investors, you need to understand and know how to deal with both.
What's wrong with this company?
Companies' stocks don't become deeply value-priced simply to give you an opportunity to profit. They're generally available at bargain prices only because there's something seriously wrong with them. General Electric's
In all those cases, what now look like tremendous bargains, with the benefit of hindsight, at the time looked more like places where shareholder value was being destroyed. Those are the sorts of situations that often surround value investing opportunities. After all, if the value were really that obvious, then far more well-heeled investors would likely already be taking advantage of the opportunity and buying up the available discounted shares.
What you can do about it
As an individual investor looking to go bargain hunting, you have essentially two choices when it comes to opportunities like these: You can either bet big, or you can diversify and spread your risks. Buffett himself bet heavily on American Express
Buffett's mentor, Benjamin Graham, on the other hand, favored diversification, likening the market to a roulette wheel where value investors had the casino's house edge. Unless you've got legitimate reason to be as confident as Buffett was with his American Express purchase, stick with Graham and his roulette wheel. The diversification it provides does a far better job protecting your overall portfolio from any one missed guess than betting big will.
Do you have a mind for value?
In addition to needing the willingness to buy clearly damaged goods, value investors themselves need to have a very particular mindset. Patience, discipline, and objectivism are must-haves, as is a willingness to buck the trend and invest against conventional wisdom and market sentiment. In essence, you've got to be the type of person willing to buy those obviously damaged companies, and then wait years for the company to repair itself and the market's sentiment to shift.
And to top it all off, you've got to be willing to do all that when it's your money on the line. You know, your retirement nest egg, the cash that needs to last you the rest of your life, and the dough you scrimped, sacrificed, and lived without in order to have around to invest in the first place.
Sounds like fun, eh? In reality, that's a lot easier said than done. It's also a huge part of the reason why it's so tough to be a value investor, in spite of the well-known benefits from following the strategy. But don't feel too bad about it -- even Buffett admits mistakes on this front. For instance, he didn't sell Coca-Cola
On the bright side, though, it does show that you don't have to be perfect to be an extremely successful value investor. Indeed, getting it mostly right, most of the time is about all you can reasonably ask for. If you succeed at that level, and combine it with Graham's roulette wheel, the odds are very much in your favor that you'll wind up a successful value investor.
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At the time of publication, Fool contributor Chuck Saletta owned shares of General Electric and American Express. The Motley Fool owns shares of Coca-Cola. Motley Fool newsletter services have recommended buying shares of Chesapeake Energy and Coca-Cola. Try any of our Foolish newsletter services free for 30 days. We Fools may not all hold the same opinions, but we all believe that considering a diverse range of insights makes us better investors. The Motley Fool has a disclosure policy.