Invest in vanity. Buy stocks in high-profile companies whose products are designed to make you feel good and look good.

Give a cold shoulder to cold callers. Never invest in anything based on a phone call from someone you don't know or whose office is a post office box.

The higher the yield, the higher the risk. A high yield is designed to attract investors. An outrageously high yield attracts fools.

Have the courage of your own convictions and don't be swayed by friends who boast about their financial home runs. Last year's winners are often this year's losers.

Invest less at the end of the month. Brokers tend to push stocks at the end of the month in an effort to match or surpass their previous month's sales.

Bulls make money and bears make money, but pigs seldom do. When a stock or mutual fund is up 30%, sell one-quarter of your position.

Never call your broker on Monday. Out of courtesy and common sense, wait until Tuesday. A good broker is focused on the opening of the market - at home and around the world - and on getting back into a business frame of mind after the weekend.