The stock you're still holding | Investor Plus, Equity Story

The slow bleed

$7.80, on a good story

You bought at $7.80. The story was good. The business made sense, someone you trusted rated it, and the chart was heading the right way.

It ran to $8.95. You were going to sell at $9. Nine was a nice round number, and it was five cents away.

It never got there. It slipped back, and you called it a dip. Then it was back at $7.80, and selling at what you paid felt like wasting the whole ride. Then it was under that, and selling meant admitting a loss.

Now it's $4.60. Somewhere along the way it stopped being a trade and became a long-term hold. Nobody sat down and decided that. It happened one week at a time.

Read that back as if it happened to someone else. He didn't pick a bad stock. He had no plan for getting out of it.

That's the whole problem. What was missing was one number, written down before the buy, that said: if it gets here, I'm out.

"Too many times I've sold at the bottom or bought at the top. Their trading techniques have shown me when and what to trade."

Tim

Why it keeps happening

You're not blowing up. You're bleeding out slowly.

If it blew up, you'd notice. It doesn't. A few shares that ran and got sold too early, a few that fell and got held, and a portfolio that has gone nowhere for years while life got on with it.

You remember the wins. You don't add up the losses. You know why: the total would be uncomfortable.

And the next good story will turn up, because they always do. Without an exit decided in advance, nothing stops it going the way of the $7.80 one. Different ticker, same ending.

The objection

It'll come back. Maybe. Then what?

Some do. Plenty don't. And while you're holding one, you can't tell which kind it is. That's what makes the long-term hold so comfortable: as long as you don't sell, it doesn't feel like a loss yet.

Run the arithmetic on the $7.80 share. From $4.60 it has to climb $3.20 just to get back to where you started. That's a rise of about 70 per cent, to finish level.

Waiting is a decision too, and the only one with no limit on it. Hope doesn't come with a sell price.

"I strayed believing this particular stock was going much higher, but it never did and I paid the price for not following their advice. The system works…"

Chris D.

The missing number

Three numbers, written down before you buy

Every formal recommendation in Investor Plus arrives with three numbers and the reasoning behind them: the price to buy under, the stop-loss guidance, and a target with a timeframe. The exit is set on a calm morning, before your money and your pride are in it.

Put a stop on the $7.80 share and the question you're facing at $4.60 never comes up. The stop makes that call weeks earlier, at a loss you agreed to before you bought.

Calls miss, and losses are part of it. Stops are guidance only, nobody can guarantee them, and prices can gap straight past them. The stop is there so a miss stays a small miss.

What every formal recommendation looks likeExample

Buy under$2.00

Stop$1.85

Target$2.30

Illustrative example only, not a real recommendation. Every formal Investor Plus recommendation gives you all three numbers before you buy.

"One of the hardest thing is when to sell, they'll let you know what they think if its time to do that. … I cannot trade without this one."

Chris D.

"The losses I have sustained have been aggravated through my own fault by not following Dave's advice of using an 8% stock loss. Since I have been using the stock loss I have gained considerably…"

Gregory D.

"They do not get 100% of their calls correct, but they do very well."

Roy R.

"I'm not promising you'll get those results, but the system doesn't change." David Tildesley. Individual experiences; results not typical; we don't claim you'll achieve similar results.

Why the small cut matters

Bank the fives, cut the twos

This is the part the long-term hold gets backwards. A small, planned loss costs you a little and frees the money for the next idea. A big, unplanned one locks the money up for years and needs a large rise just to get you back to even.

Equity Story's method goes after modest, repeatable gains and cuts the losers early. Six gains of 5 per cent compound to about 34 per cent: illustrative arithmetic of compounding, not a promise or forecast. It only holds up if the losers get cut while they're small. Bank the fives, cut the twos, and let the maths do the rest.

≈ +34% from six 5% gains

Illustrative arithmetic of compounding, not a promise or forecast.

The one you're holding now

Bring the share you can't bring yourself to sell

Nothing on this page is personal advice, so nobody here will tell you what to do with it. That decision stays yours. What you get is a proper way to look at it.

Every Tuesday at 7pm and Friday at 12pm (AEST/AEDT), David and Pete run Ask The Analyst, live on Zoom. Bring the share sitting well under what you paid and ask how they read it: the business, the chart, and where they'd want an exit if they held it. Miss a session and the recording is in the archive.

In your first week, the CTM Foundations module walks you through the exit-first basics: exits, sizing, stops. The first rule is the one the long-term hold never had. Before you buy anything, write down the price at which you'd sell it. Then run the same check on what you already own.

"The Ask the Analysts sessions have been invaluable to assess shares I have bought as I navigate and build my portfolio."

DR

"…helping you get on the right stock and getting out of or staying away from those which are looking shaky."

Chris D.

Start with week one

Your week

Fifteen to twenty minutes a weekday, in place of the 9pm price check

Each weekday David presents the Daily Market Edge: a 15 to 20 minute analyst video with the ideas, the reasoning and the three numbers. In a 2021 survey of members (n=190), 82% said they can't do without it.

Tuesday night and Friday lunchtime you can ask questions live. Sunday night brings the week's highest-conviction pick, and Einstein's Report lays out the Buy, Bullish, Sell and Bear signals with charts. The levels are set before you watch, so the app can stay closed.

Mon to FriDaily Market Edge

15 to 20 minutes with David and Pete. Buy-under, stop and target on every formal recommendation.

Tue 7pm · Fri 12pmAsk The Analyst

Live on Zoom. Bring your own shares. Recordings in the archive.

Sunday nightHot Stocks Weekly

The week's highest-conviction idea, with entry, stop and target.

WeeklyEinstein's Report

Buy, Bullish, Sell or Bear on the shares the team follows, with charts.

Buy

Bullish

Sell

Bear

Who's talking

Two named analysts you can see and question

David Tildesley, founder and portfolio manager, has more than 30 years on the ASX and presents the daily video. Peter Kopetz, Head Analyst, has more than 23 years in equity research and runs Ask The Analyst. You see their faces, hear their reasoning, and put your questions to them live.

Pete puts his goal plainly: "My main goal is helping people to trust themselves with investing." The licence and the ticker are both public. Check the licence, check the ticker.

David Tildesley

Founder and portfolio manager. 30+ years on the ASX. He presents the daily video and leads the exit-first discipline behind the Cincinnati Trading Method.

Peter Kopetz

Head Analyst, 23+ years in equity research. He runs the fundamental research behind every recommendation and hosts Ask The Analyst.

Equity Story Pty Ltd · AFSL 343937 (check it on the ASIC register) · part of Aland Equity Group (ASX: AEG) · founded 2008

In members' words

What changes when the exit comes first

Members on selling, stops and keeping their nerve, in their own words. Some of them say what it cost before they had a plan.

"I would have saved (not lost thousands of dollars) if I had have done this course earlier. I'm now more confident dealing with the fluctuations of the markets now that I'm armed with a simple plan."

Phil J.Trustpilot

"The guesswork is gone and there is no panic buying or selling since finding Dave and Pete. … using the Cincinnati method the entry and exit points are laid out clearly."

Craig M.Trustpilot

"The team at Equity Story have given me the ability to trade without emotion. Simple strategies that work. Keep to the plan and it works."

TimTrustpilot

"the continual warnings- don't be greedy-sell off losers- be patient build balanced portfolios-etc all commonsense stuff that most of us tend to forget without the constant reminders"

DavidTrustpilot

"Managing risk is where the Equity Story team excel. … Successful investment is about maximising the upside and limiting any damage on the downside."

Stephen M.Trustpilot

"I don't think anyone or any advice can give such guarantees. The annual subscription is designed to give you some ideas it is up to you to put in the work … member for life"

KayTrustpilot

"…David gave me more time than I could have hoped for just chatting, no hard sell…"

S M.Trustpilot

"In a crowded field the team at Equity Story stand out as being genuine, transparent, accurate and enjoyable to deal with."

Andy W.Trustpilot

What $247 buys

Everything, for $247 a year

If the only thing this membership ever does is help you exit one losing position two days earlier, it has covered itself many times over.

Daily Market Edge15 to 20 minute analyst video every weekday, with buy-under, stop and target$1,500/yr
Ask The AnalystLive Zoom twice a week with David and Pete$2,400/yr
Hot Stocks Weekly + Einstein's ReportSunday pick and weekly signals with charts$500/yr
CTM FoundationsThe exit-first rule set, taught in week one$800/yr

Total stated value$5,200/yr

Investor Plus$247

$247 flat, billed once, about 68 cents a day. Renewal is the same $247 with notice first. No monthly drip, no upsell maze, and we don't do fake was-prices.

The 30-day guarantee, and what it does not cover

Watch a week of the daily briefings and come along to one Ask The Analyst session. If it's not for you, email support@equitystory.com.au within 30 days for a full refund of your $247. No questions, no retention call.

That guarantees your satisfaction with the membership. Nobody can guarantee trading outcomes. Run from anyone who does.

Two paths

Two ways from here

Path A · Do it yourself

Do it yourself, with the exits set. Daily calls with the buy-under, the stop and the target, the week-one exit rules, and David and Pete live twice a week, for $247 a year.

Path B · Have it done for you

If you'd rather the professionals did it for you, there's a second path: the Aland Australian Equities Fund, $10,000 minimum, independently rated by Evergreen Ratings.

The Aland Australian Equities Fund (ARSN 695 130 922) is issued by Primary Securities Ltd (AFSL 224107) as responsible entity. Consider the PDS and TMD before investing. Fund information is separate from the Investor Plus membership.

If your last twelve months made you money and cost you no sleep, keep going: you don't need us. If they didn't, start with one habit. Before you buy anything, write down the price at which you'd sell it.

	Investor Plus	A hot tip
A stock to buy
A buy-under price
Stop-loss guidance, set before you buy
A target with a timeframe
The reasoning, explained
Named analysts you can question live
Exit rules taught in week one
Licensed (AFSL 343937), ASX-listed parent

The stock you're still holding is the one this is about

$7.80, on a good story

You're not blowing up. You're bleeding out slowly.

It'll come back. Maybe. Then what?

Three numbers, written down before you buy

Bank the fives, cut the twos

Bring the share you can't bring yourself to sell

Fifteen to twenty minutes a weekday, in place of the 9pm price check

Two named analysts you can see and question

David Tildesley

Peter Kopetz

What changes when the exit comes first

What a tip gives you, and what it leaves out

Everything, for $247 a year

Join Investor Plus: $247 a year

The 30-day guarantee, and what it does not cover

Fair questions

Two ways from here

Write the sell price down before the next one