Ideas Matter -- FORBES

The Exuberant Wade Cook
By Mark Skousen

The first time I met Wade B. Cook was at a seminar for small investors in the early 1980s, when real estate and other inflation hedges were the rage. Cook gave a workshop on how to buy and sell mortgages--"discounted paper"--for quick profits, which he called the Real Estate Money Machine, which became a best-selling book of the same name. Forget buy-and-hold, he urged. Speculate. Trade mortgages: "Roll them." Churning mortgages to create a "money machine."

For a while Cook sold lots of books and tapes and had lots of fans, but apparently his money machine stopped working, and in 1984 he filed for bankruptcy well ahead of the real estate crash that took place later in the decade.

I thought Wade Cook would disappear like the rest of the get rich-off-real-estate gang, but I was wrong. He's back, reincarnated as a stock market expert. Three of his books are on the Business Week bestseller list: Wall Street Money Machine, Wall Street Miracles and Bear Market Baloney. His book Real Estate Money Machine is back in print. His company is on the radio, promoting his one-day seminars, his books, videos and his three-day, $4,700 Wade Cook Workshops. Apparently the fish are biting.

Never one to overlook an opportunity, Cook has taken his company public (Nasdaq: WADE), and it has risen 500% in the past year. Recent market cap: $210 million. Cook owns 62% of the stock.

Cook's enticements would catch the eye of any red-blooded investor: Get 14% to 34% monthly returns-consistently! Double your money every 2 1/2 to 4 1/2 months! The evangelist is not timid: "I'm into formulas which produce safe, sane 20%-plus monthly returns," he says.

You don't even need patience for the Cook approach: He promises fast results. In his books he annualizes his weekly, daily and even hourly returns. You'd think people would know better, but apparently they don't.

How does Cook suggest going about investing? Forget buy-and-hold, he urges once again. Trade options. Make full use of margin. Turn your stocks over constantly. "Roll them" like a money machine. He urges buying stock right before the ex-dividend date, capturing the dividend and then selling. But doesn't the stock price drop by the amount of the dividend "This is not always the case," Cook claims.

For quicker profits, Cook goads his followers to load up on companies announcing stock splits. He pleads, "Show me a company that has done a stock split, which one year later (or two) is trading down." Want faster profits? Buy options and buy on margin.

Can't you get into trouble with a margin account? "Absolutely not." It's not surprising that with claims like these Cook's company has been the subject of a fraud investigation by the SEC since March 1996. He denies any wrongdoing. And goes right on leading naive investors to potential doom.

Perhaps Alan Greenspan had Wade Cook in mind when he referred to "irrational exuberance" on Wall Street. It's certainly irrational. This is the same nonsense Cook was peddling nearly 20 years ago, but this time it's stocks, not real estate. The advice is just as dangerous and the people buying it are just as uninformed.

What I find scary is that there is a market for this stuff. The last time Cook prospered was when real estate became overheated and later crashed. Is his resurgence a harbinger of doom. Is the popularity of his stock market stuff telling us something? I hope not.

If it's good stock market advice you want, read J. Paul Getty's 12-page chapter on "The Wall Street Investor" in his classic work How to Be Rich. Sample: "The seasoned investor buys his stocks when they are priced low, holds them for the long-pull rise and takes in-between dips and slumps in his stride." There's more wisdom in those 26 simple words than in all the get-rich books ever written.

Forbes, December 1, 1997