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The Seven S.E.C.R.E.T.S. of the Money Masters

ISBN: 978-0-470-61518-8
184 pages
October 2010
The Seven S.E.C.R.E.T.S. of the Money Masters  (0470615184) cover image


The fact is information is power. And, the truth is there’s lots of financial advice available. Unfortunately, it’s often either too confusing or biased. The Seven S.E.C.R.E.T.S. of the Money Masters cuts through the clutter, clearly presenting the seven most important questions you must be able to answer before making any investment decision. The book offers you some of the information that true money masters know, understand, and use to their advantage—but that hasn’t necessarily been passed along to the rest of us. Engaging and informative, the book:
  • Shines a light on the much broader issues of attaining wealth and getting your retirement plans back on track
  • Offers access to the S.E.C.R.E.T.S. website which includes additional resources and access to exclusive debt reduction software

The Seven S.E.C.R.E.T.S. of Money Masters goes where most personal finance books –and financial advisors – fear to tread, revealing the S.E.C.R.E.T.S. of Safety, Expense, Cash Flow, Rate of Return, Economy, Tax Efficiency and (common) Sense.

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Table of Contents



Introduction The Skinny Cow.

Chapter 1 Michael’s Very Bad Day.

Chapter 2 Safety.

Chapter 3 Expense.

Chapter 4 Cash Flow.

Chapter 5 Rate of Return.

Chapter 6 Economy.

Chapter 7 Tax Efficiency.

Chapter 8 Sense.


Appendix A: Seven Questions We Should Ask Our Money Managers.

Appendix B: The Seven Biggest Money Mistakes.

Resources and Recommended Reading.

About the Authors.


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Author Information

ROBERT SHEMIN is a wealth expert for CNN and a frequent guest on national, regional, and local television and radio programs. He has also been featured in over three hundred newspapers and magazines, including BusinessWeek, the Los Angeles Times, the Miami Herald, the New York Post, USA Today, the Wall Street Journal, and Time magazine, among many others. He is the author of ten bestselling books, including his latest, How Come That Idiot’s Rich and I’m Not?, a Wall Street Journal and New York Times bestseller.

PETER HIRSCH, formerly an attorney with Cravath, Swaine & Moore in New York City, is one of the nation’s most sought after inspirational speakers and sales trainers, delivering talks and training ranging from keynote speeches to sales and motivational talks to full weekend sessions. His first book, Living with Passion, is an all-time bestseller in the direct sales industry. Peter’s wealth management firm, The Leading Edge Network, is one of the most respected in the Dallas/Fort Worth metroplex. His passion is social entrepreneurship, specifically teaching companies how to turn consumption into compassion and success into significance.

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Press Release

October 21, 2010
The Seven S.E.C.R.E.T.S. of the Money Masters

What if everything a brand new or seasoned investor ever learned about investing in the financial marketplace was wrong? When would he/she want to know? Given the recent turbulence of the current market, most investors would like to know they have been approaching it incorrectly right now, before making any additional investments.

To aid those looking for financial clarity, best-selling authors and wealth experts, Robert Shemin and Peter Hirsch’s book, THE SEVEN S.E.C.R.E.T.S. OF THE MONEY MASTERS (WILEY; Hardcover; October 2010; $22.95; ISBN: 978-0-470-61518-8) gives new and veteran investors an easy-to-use guide with simple advice on how to navigate an evolving market and how to find the best financial partners to help with this task.

In order to become a money master, investors cannot solely rely on the best financial tools and software, or an advisor that totes these tools, but will have to learn the ins-and outs of the financial world in order to choose the best investments and financial partners to help the investment process.

THE SEVEN S.E.C.R.E.T.S. OF THE MONEY MASTERS offers readers a simple way to analyze any investment through seven financial secrets that can be easily remembered through the book’s simple acronym, S.E.C.R.E.T.S. The authors share tips on how this acronym for Safety, Expense, Cash flow, Rate of Return, Economy, Tax efficiency and Sense can bring incredible insight into one’s investments. The authors also believe that if investors would have had insight to these secrets prior to the recent recession, there may not have been such a severe financial crisis.

In addition to explaining how each aspect of the acronym can bring financial security to one’s finances, THE SEVEN S.E.C.R.E.T.S. OF THE MONEY MASTERS also uses a group of fictional characters to further explain each piece of advice. These characters serve as real-life examples of financial turbulence, allowing readers to learn how to apply the advice from the book to various financial situations.

The book’s S.E.C.R.E.T.S. will explain:

  • How to tell the difference between a financial advisor who is a master and one who is simply a salesperson
  • The little-known truth about the 401(k) and how keeping one might be costing a fortune
  • The shell game that allows Wall Street to advertise a 25 percent annual return for an account that is actually losing money
  • That while Uncle Sam might appear to be a kindly, benevolent uncle, he doesn’t necessarily have an investor’s best interests at heart, and may be planning to get his hands on investors’ retirement plans
  • How much money investments might be costing, instead of earning - since most investments cost more than one would think.
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