Actually, scratch that. Here's a better question: What company do you love? Are you a devoted buyer of Chevrolet trucks? If so, then maybe General Motors (NYSE:GM) is the stock for you. Were you first in line when Guardians of the Galaxy 2, Rogue One, or Beauty and the Beast opened at the cineplex? Then maybe you should take a look at Disney (NYSE:DIS) stock. Disney owns the Marvel, the Star Wars, and, of course, the Disney movie franchises.
The 10/10 rule expects a 10% CAGR (compound annual growth rate) dividend growth to pass the test. To achieve consistent dividend growth with a 10% CAGR growth, a company must be able to grow the earnings, otherwise, the payout ratio will get out of hands. If the dividend payout ratio becomes an issue, investors will start assuming the dividend is at risk. Investors will sell, the price will go down, the dividend yield will go up and either the dividend is reduced or there is earnings growth.
The solution to both is investing in stock index funds and ETFs. While mutual funds might require a $1,000 minimum or more, index fund minimums tend to be lower (and ETFs are purchased for a share price that could be lower still). Two brokers, Fidelity and Charles Schwab, offer index funds with no minimum at all. Index funds also cure the diversification issue because they hold many different stocks within a single fund.
Another key metric to look at is return on equity, which measures a company's ability to turn capital into profits. Return on equity is calculated by taking a year's worth of earnings and dividing that figure by the average shareholder equity for that year. If that number is 15%, for instance, then 15 cents worth of assets are generated for every dollar investors put in. Again, you'll want to compare that number to other companies in the industry to see how it stacks up.
Before you begin investing, you need an overall framework for understanding the stock market. Ours is simple: We believe that the best way to invest your money in stocks is to buy great companies and hold them for the long term. The best investments don't need you to check on them daily because they are solid companies with competitive advantages and strong leadership. Patience is the secret to investing and making money grow.
Preferred stock, meanwhile, represents an ownership share in a company as well, only if you hold preferred shares, you're entitled to a predetermined dividend that's likely to be larger than what common stockholders receive. Furthermore, in the event of a liquidation (which is when a company shuts down operations and sells off all of its assets), preferred shareholders get paid before common stockholders, making preferred shares a less risky investment. On the other hand, preferred shareholders don't get voting rights on company matters.
If your savings goal is more than 20 years away (like retirement), almost all of your money can be in stocks, Waldman says. The stock market can be unpredictable, with huge ups and downs depending on how well the economy is doing, but you’re likely to make more money there than with less risky assets (like bonds, or keeping cash in a savings account). Over nearly the last century, the stock market’s average return is about 10% annually.

It’s important to consider transaction costs and fees when choosing your investments. Costs and fees can eat into your returns and reduce your gains. It is vital to know what costs you will be liable for when you purchase, hold, or sell stock. Common transaction costs for stocks include commissions, bid-ask spread, slippage, SEC Section 31 fees [31], and capital gains tax. For funds, costs may include management fees, sales loads, redemption fees, exchange fees, account fees, 12b-1 fees, and operating expenses. [32]