Ted Allrich is the founder of The Online Investor and author of the just released book: Comfort Zone Investing: Build Wealth And Sleep Well At Night. In this weekly column, he'll offer advice to investors who are just getting started.

There's an old saying on Wall Street: Invest when there's blood in the streets. Well, the streets are getting pretty slippery, especially if you're walking in the financials or housing stocks area. If you're not buying some of these stocks, you're going to miss out on some great profits.

First, before you do anything, do some basic math on any stock you consider in the financials or housing issues. Find out what the Book Value is (on AOL you can find that in Personal Finance in the Quotes program) or on Yahoo!Finance or other quote program. The Book value is what the company is worth if you subtract all the liabilities from the balance sheet. It's what's left for stockholders if the company were to dissolve and pay the remaining money to the shareholders.

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Comfort Zone Investing: Wall Street is slippery when wet originally appeared on BloggingStocks on Sat, 17 Nov 2007 10:30:00 EST. Please see our terms for use of feeds.