Sure Dividend

HIGH QUALITY DIVIDEND STOCKS, LONG-TERM PLAN

High Quality Dividend

Investing Guide
By Ben Reynolds
 Table of Contents
Why Dividend Stocks? ............................................................................................................... 3
How to Select High Quality Dividend Stocks ............................................................................ 4
How to Use Systems to Beat Behavioral Flaws...................................................................... 4
Rule # 1 – The Quality Rule ................................................................................................... 5
Rule # 2 – The Bargain Rule................................................................................................... 6
Rule # 3 – The Safety Rule ..................................................................................................... 7
Rule # 4 – The Growth Rule ................................................................................................... 8
Rule # 5 – The Peace of Mind Rule ........................................................................................ 9
Rule # 6 – The Overpriced Rule ........................................................................................... 10
Rule # 7 – The Survival of the Fittest Rule .......................................................................... 11
Rule # 8 – The Hedge Your Bets Rule ................................................................................. 12
What Type of Stocks Do the 8 Rules Find? .............................................................................. 13
List of Top Ten for April 2014 ............................................................................................. 13
Portfolio Building Guide........................................................................................................... 14
Examples ............................................................................................................................... 14
Investing is a Marathon, not a Sprint ........................................................................................ 15
Conclusion ................................................................................................................................ 16
Sources ...................................................................................................................................... 17

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 High Quality Dividend Investing Guide

This guide will show you exactly how to select high quality dividend stocks. More importantly,
you will know the logic behind high quality dividend investing. You will have a simple
investing system to easily implement high quality stocks into your portfolio in as little as 5
minutes a month. Finally, it is my hope you will find peace-of-mind in your investments
knowing you are investing in fantastic businesses with a long history of profitability.

Why Dividend Stocks?

Common wall-street logic holds that dividend stocks are “safe”, but don’t offer high returns.
This is only half-true. Dividend stocks are less volatile than non-dividend paying stocks. What
is not true is that dividend stocks offer lower returns.

Dividend paying stocks outperformed non dividend paying stocks by 7.13 percentage points per
year from 1/31/1972 through 2012i

Dividend stocks have historically substantially outperformed non-dividend paying stocks. The
large majority of stock market gains over the last 40 years come from dividend paying stocks.
Dividend paying businesses outperform because they:

1. Reward shareholders (by paying dividends)

2. Are generally profitable (because they can pay a dividend)
3. Are usually proven businesses (again, because they can pay a dividend)

Dividend stocks make excellent investments. This is not the entire story, however. Some
dividend stocks perform much better than others do. When you focus on high quality dividend
stocks trading at fair or better prices, you can systematically build a portfolio of the best-of-the-
best businesses when they are ripe for investing.

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 How to Select High Quality Dividend Stocks
The process of selecting and investing in high quality dividend stocks is time consuming. Worse
yet, every one of us (me included, of course) is overflowing with cognitive biases that prevent us
from making the most logical decisions we can with the information available.

Cognitive biases occur not just in individual investors, but also with financial advisors,
investment advisors, hedge fund owners, mutual fund managers, newsletter writers (uh-oh!), and
all other investment professionals. Cognitive biases (and high fees) are why passive investment
strategies (indexing) have outperformed active (stock selection) strategiesii.

The takeaway from this chart is not that index investing is amazing, but that selecting stocks
based actively, without a predefined plan, is hazardous to your wealth.

How to Use Systems to Beat Behavioral Flaws

The way to overcome cognitive biases is through systematic investing. Systematic investing
focuses on building a logical system to identify attractive investments rather than relying on “gut
feel” and hoping for the best. Systematic investing has historically done very well because it
avoids cognitive biases (see Quantitative Value by Gray & Carlisle for more).

Using systems that define when and what to buy and sell eliminates emotion from investing.
Without emotional investing, we are free to make the most logical investing decisions. Sure
Dividend’s 8 Rules of Dividend Investing are quantifiable and based on research. Each rule is
influenced by many of the greatest investors of all time. Rules 1 to 5 show what high quality
dividend stocks to buy. Rules 6 and 7 determine when to sell. Finally, Rule 8 discusses
portfolio allocation.

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 Rule # 1 – The Quality Rule

“The single greatest edge an investor can have is a long

term orientation”

– Seth Klarman

Common Sense Idea: Invest in great businesses that have

a proven long-term record of stability, growth, and
profitability. There is no reason to own a so-so business
when you can own a great business for a very long time.

Financial Rule: Invest only in stocks with 25 or more

years of consecutive dividend increases

Evidence: The Dividend Aristocrats (stocks with 25+

years of rising dividends) have outperformed the S&P500
over the last 10 years by 2.88% per year.iii

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 Rule # 2 – The Bargain Rule

“Price is what you pay, value is what you get”

– Warren Buffett

Common Sense Idea: Invest in businesses that pay you

the most dividends so you can increase your cash flow from
your investments.

Financial Rule: Rank stocks by their dividend yield.

Evidence: The highest yielding quintile of stocks

outperformed the lowest yielding quintile of stocks by
1.76% per year from 1928 through 2013.iv

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 Rule # 3 – The Safety Rule

“The secret of sound investment in 3 words; margin of

safety”

– Benjamin Graham

Common Sense Idea: If a business is paying out all their

profits as dividends, they will have nothing left to grow the
business. When a downturn in the business occurs, they
will have to cut the dividend. Invest in businesses that have
much higher profits than they do dividend payments so
your dividend payments are secure.

Financial Rule: Rank stocks by their payout ratios.

Evidence: High yield low payout ratio stocks

outperformed high yield high payout ratio stocks by 8.2%
per year from 1990 to 2006.v

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 Rule # 4 – The Growth Rule

“All you need for a lifetime of successful investing is a few

big winners”

– Peter Lynch

Common Sense Idea: Invest in businesses that have a

history of solid growth. If a business has maintained a high
growth rate for several years, they are likely to continue to
do so. The more a business grows, the more profitable
your investment will become.

Financial Rule: Rank stocks by their long-term revenue

growth.

Evidence: Growing dividend stocks have outperformed

stocks with unchanging dividends by 2.4% per year from
1972 to 2013.vi

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 Rule # 5 – The Peace of Mind Rule

“Psychology is probably the most important factor in the

market – and one that is least understood”

- David Dreman

Common Sense Idea: Look for businesses that people

invest in during recessions and times of panic. These
businesses will have a relatively stable stock price that will
make them easier to hold for the long run.

Financial Rule: Rank stocks by their long-term volatility.

Evidence: The S&P Low Volatility index outperformed

the S&P500 by 2.00% per year for the 20 year period
ending September 30th, 2011.vii

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 Rule # 6 – The Overpriced Rule

“Pigs get fat, hogs get slaughtered”

– Unknown

Common Sense Idea: If you are offered $500,000 for a

$250,000 house, you take the money. It is the same with a
stock. If you can sell a stock for much more than it is
worth , you should. Take the money and reinvest it into
businesses that pay higher dividends.

Financial Rule: Sell when the normalized P/E ratio is over

40.

Evidence: The lowest decile of P/E stocks outperformed

the highest decile by 9.02% per year from 1975 to 2010.viii

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 Rule # 7 – The Survival of the Fittest Rule

“When the facts change, I change my mind. What do you

do, sir?”

– John Maynard Keynes

Common Sense Idea: If a stock you own reduces its

dividend, it is paying you less over time instead of more.
This is the opposite of what should happen. You must
admit the business has lost its safety and reinvest the
proceeds of the sale into a more stable business.

Financial Rule: Sell when the dividend payment is

reduced or eliminated.

Evidence: Stocks that reduced or eliminated their

dividends had a 0% return from 1972 through 2013.ix

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 Rule # 8 – The Hedge Your Bets Rule

“The only investors who shouldn’t diversify are those who

are right 100% of the time”

– John Templeton

Common Sense Idea: There are 10 stocks on your list

each month. They are ranked in order. When you go to
invest, buy the highest ranked stock of which you own the
least of on the list. You will be spreading your bets over
different businesses as time goes by. Better yet, you will
still be investing in great businesses at fair or better prices.

Financial Rule: Buy the highest ranked stock of which

you own the least.

Evidence: 90% of the benefits of diversification come

from owning just 12 to 18 stocks.x

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 What Type of Stocks Do the 8 Rules Find?
The business that the 8 Rules of Dividend Investing select have a long history of profitability.
They are well-known, familiar household names. This is because they have been so successful
for so long. I personally feel a sense of relief knowing I am invested in tried and true businesses
that have withstood the test of time. I hope you do as well.

To give you an idea of exactly what type of businesses the 8 Rules of Dividend Investing selects,
I have included the Top 10 highest ranked stocks for April 2014 below.

List of Top Ten for April 2014

1. Wal-Mart Stores (WMT)

2. Pepsico, Inc. (PEP)

3. McDonald’s Corp. (MCD)

4. The Coca-Cola Company (KO)

5. The Chubb Corporation (CB)

6. Exxon Mobil Corporation (XOM)

7. Kimberly-Clark Corpporation (KMB)

8. AFLAC Inc. (AFL)

9. The Clorox Company (CLX)

10. Target Corp. (TGT)

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 Portfolio Building Guide
Invest in the top ranked stock you own the smallest dollar amount of each month. Over time,
you will build a well-diversified portfolio of great businesses purchased at attractive prices.

Examples

Portfolio 1 Portfolio 2
Ticker Name Amount Ticker Name Amount
WMT Wal-Mart Stores Inc. $ 1,002 WMT Wal-Mart Stores Inc. $ 4,374
XOM ExxonMobil Corp. $ - XOM ExxonMobil Corp. $ 4,878
MCD McDonald's Corp. $ - MCD McDonald's Corp. $ 4,353
KO Coca-Cola Company $ - KO Coca-Cola Company $ 2,952
PEP PepsiCo Inc. $ - PEP PepsiCo Inc. $ 3,309
KMB Kimberly-Clark Corp. $ - KMB Kimberly-Clark Corp. $ 4,864
CLX Clorox Company $ - CLX Clorox Company $ 6,660
CB Chubb Corp. $ - CB Chubb Corp. $ 2,367
TGT Target Corp. $ - TGT Target Corp. $ 2,818
AFL AFLAC Inc. $ - AFL AFLAC Inc. $ 6,243

 If you had portfolio 1, you would buy ExxonMobil, the top ranked stock you own least.
 If you had portfolio 2, you would buy Chubb Corp., the top ranked stock you own least.

If you have an existing portfolio, switch over to the Sure Dividend strategy over a period of 20
months. Each month, take 1/20 of your initial portfolio value, and buy the top ranked stock you
own the least (as per the examples above).

When you sell a stock, use the proceeds to purchase the top ranked stock you own the least.
Reinvest dividends in the same manner.

This simple investing process will build a diversified portfolio of high quality dividend stocks
over a period of less than 2 years. Your savings will be invested only in highly ranked stocks by
buying in over a period of time. Further, higher ranked stocks will get proportionately more
investment dollars as they will stay on the rankings longer. You will build up large positions in
the highest quality stocks.

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 Investing is a Marathon, not a Sprint
The system and method above will not work if you do not approach it with the correct mindset.
There will be months of underperformance versus the market (especially during bull markets).
Not every investment will turn out as you want it to. It is critical to keep an even keel and focus
on long-term results.

"Absent a lot of surprises, stocks are relatively predictable over twenty years. As to whether
they're going to be higher or lower in two to three years, you might as well flip a coin to
decide”
- Peter Lynch

Do not think of your stocks as bits of data on a computer that bounce up and down in value
every day. They are fractional ownership shares of great businesses. When you own
McDonald’s stock, you own a little bit of each McDonald’s in the world. You make a fraction (a
very tiny fraction) of a penny every time a Big Mac sells.

You would not sell your house because someone came in and offered you less money that it is
really worth, so why would you do that with a great business? Holding great businesses for long
periods is a fantastic way to compound wealth.

“If the job has been correctly done when a common stock is purchased, the time to sell it is –
almost never.”
- Philip Fisher

The advantage to holding businesses as long as long as they retain a strong competitive
advantage and continue to reward shareholders is you minimize frictional costs. You don’t pay
taxes on businesses you hold. The tax savings are ‘rolled over’ into your investment; they
continue to compound. You also minimize trading costs, which eat into profits of high
transaction strategies. Further you minimize the amount of time spent agonizing over what to
buy and what to sell, all while giving your great businesses the opportunity to grow over a long
period of time.

"When we own portions of outstanding businesses with outstanding managements, our

favorite holding period is forever."
- Warren Buffett

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 Conclusion
Investing can be complicated and time consuming, but it does not have to be. There are 3
keys to wise investing:

Invest in high quality dividend stocks

Invest with a systematic plan

Invest for the long-run

Sure Dividend’s monthly newsletter provides our members with the Top 10 stocks based
on the 8 Rules of Dividend Investing each month. You can benefit from our newsletter
by investing in high quality growing dividend stocks in as few as 5 minutes a month.
Give yourself peace-of-mind knowing you invest in high quality businesses for the long-
run. Invest with a plan.

See www.suredividend.com/subscribe for more info about our free 30 day trial and $9
per month pricing. Use the coupon code EBOOK to receive 50% off your first month
after your trial period.

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 Sources
The information in this eBook comes from the sources below. They are full of relevant
information for Dividend Investors.

If you know someone who may find the information in this eBook useful, please share it
so they can benefit as well. Thanks for reading.

i
Reason to Consider Dividend Paying Stocks by Fayez Sarofim & Co, Page 6
ii
Graph from The Case for Index Fund Investing by Vanguard, Page 8
iii
S&P 500 Dividend Aristocrats Factsheet, February 28 2014, page 2
iv
Dividends: A Review of Historical Returns by Heartland Funds, page 2
v
High Yield, Low Payout by Barefoot, Patel, & Yao, page 3
vi
Rising Dividends Fund, Oppenheimer, page 4
vii
S&P 500 Low Volatility Index: Low & Slow Could Win the Race, page 3
viii
The Case for Value by Brandes Investment Partners, Page 2
ix
Rising Dividends Fund, Oppenheimer, page 4
x
Frank Reilly and Keith Brown, Investment Analysis and Portfolio Management, page 213

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