THE

TURTLE
ALWAYS
WINS
How to Make Millions
in the Stock Market

BO SANCHEZ

TABLE OF CONTENTS
Foreword
Introduction: Befriending the Alien with a Simple
Story
Chapter 1: Plant in the Spring or Beg in the Fall
Chapter 2: You Can be Rich
Chapter 3: The Race
Chapter 4: How People Get into the Stock Market
Chapter 5: The Four Animals in the Stock Market
Chapter 6: Follow the Turtle
Epilogue: Will You Act Now?
Appendix: SAM Is the Name of Our Turtle
About the Author

In this book you'll learn what I

believe to be the best, simplest and safest - strategies of
multiplying your money in the
world.

FOREWORD

There are very few individuals in this world

who are open-minded enough to absorb knowledge
and information and then simplify it in a way that
others can understand. This is the special gift of Bo
and, after years of reading his books on financial
literacy and attending his Truly Rich Club financial
coaching sessions, I'm convinced that his Strategic
Averaging Method (SAM), as outlined in this book is
the ultimate investment answer for those who are
interested to invest in the stock market but are
afraid to take the first steps.
I am a firm believer that with the necessary
guidance and proper education, anyone, regardless
of age and experience, can learn to invest
successfully. And I am confident that you will find
that wisdom within the pages of this book.
I have the deepest respect for Bo as he
continues with his mission of sharing the secrets to
financial freedom with the Filipino public and I can

only hope that you will heed and benefit greatly from
his words.
God bless you on your journey to become
truly rich.

Edward K. Lee
Founder and Chairman of the Board
Citiseconline

INTRODUCTION

BEFRIENDING THE ALIEN

WITH A SIMPLE STORY
Question: Is the stock market like an alien
monster to you?
And do you think that the stock market is for
billionaires only and not for regular human beings
like yourself?
You're not alone. A lot of people think this
way.
In think book, I'd like to dispel all that
confusion by telling you a simple story. In fact, it's a
child story you've already heard. Except that I added
a few characters and tell it with a twist. (Because I
have a twisted mind.)
The story is about a race between a squirrel,
a rabbit, a slot and a turtle.
When it comes to investing your money, I
want you to be like a turtle. Because in the race I'm
about to describe, a turtle always wins.
Two years ago, I shocked the world by writing
my book, My Maid Invests in the Stock Market and
Why You Should, Too. (Overnight, that book became

#3 in the Top 10 Bestselling Books in the biggest

bookstore chain in the country.) All of a sudden,
people realized that anyone can be rich through the
stock market.
In this book that you're holding now, you'll
learn what I believe to be the best, simplest - and
safest - strategy of multiplying your money in the
world.
Are you ready to change your financial life
forever?
Turn the page.

May your dreams come true,

Bo Sanchez
P.S. For more guidance on how to invest in the stock
market, I created the TrulyRichClub. If you visit
www.TrulyRichClub.com, you can download my
ebook, My Maid Invests in the Stock Market and Why
You Should, Too, for free. You'll also receive my
Truly Rich eLetter for free.
But should you join my TrulyRichClub, you'll
receive a truckload of materials to help you grow in
your financial and spiritual life. Every two weeks, I
send out my Stocks Update eReport which tells you
what stocks I'm buying and selling, plus a lot more.
If you want to gain financial abundance, go to
www.TrulyRichClub.com now.

Wealth is not built in days;

wealth is built in decades.

CHAPTER 1

PLANT IN THE SPRING

OR BEG IN THE FALL
Do you want to prosper?
Then take this powerful message to heart:
Plant in the spring or beg in the fall. It was Jim Rohn
who said those wise words and Ive never forgotten
them.
Friend, life is always a choice.
God doesnt force His plan of abundance on
you.
You have to say yes to that plan of abundance
if you want it.
Are you saying yes today?
Let me tell you the story of two lolas
(grandmothers
The Story of Lola Penny
I have a friend who retired seven years ago.
Lets call her Lola Penny.
Actually, her real name was Lola Penang. She
took a vacation in America, when she came back,
she was now called Lola Penny.

Lola Penny is a widow with 4 children and 6

grandkids.
For 38 years, Penny worked as an accountant,
crunching the numbers for her company. Because
she was such a good accountant, she was promoted
many times and became the manager of the entire
department.
And she was earning very well.
But Penny told me that even if she was
earning very well, she was living from paycheck to
paycheck.
This brings me to a very important principle:
Income does not equal wealth. Its not how much
you earn that makes you wealthy. Its how much you
invest from what you earn that makes you wealthy.
Yes, she saved some money. But like most
Filipinos, she saved only for the big expenses: She
saved to buy a house. She saved to pay for the
schooling of the kids. She even saved for the
wedding of the kids. But she failed to save for the
biggest expense of all: retirement.
Like many, she totally depended on the
retirement package from her company.
When she retired seven years ago, Penny got
P3 million.
For the first year, it was heaven on earth.
Every Sunday, she brought her grandchildren
to the mall to buy them toys.

And when her children needed money, theyd

run to her.
Mommy, can we borrow money to repair our
car?
Mommy, we lack P20,000 for Juniors tuition
fee. Can you help?
Mommy, your apo (grandson) will compete in
a swimming competition in Singapore. Can you pay
for his plane fare?
But very quickly, her money ran out.
After 7 years in retirement, Lola Penny was
penniless.
This Isnt Just A Story;
This Is Harsh Reality
Today, Lola Penny totally depends on her four
children to give her money. But she knows that they
have financial problems of their own.
One time, she overheard her daughter
arguing with her kuya (older brother) on the phone.
What she heard tore her heart.
With anger in her voice, her daughter said,
Kuya, its your turn to give money to Mommy! Im
the one who takes care of her at home! Im the one
spending for her food everyday! And Im the one
buying her medicines. Last week, I spent P3000 for
her meds! My husband is already complaining why
we always dont have money!

When Lola Penny heard her daughter

complaining, she began to cry.
The painful words she heard that day were
like many knives stabbing her chest.
Lola Penny felt she was just a burden to her
children.
And she wanted to die right there.
Heres the irony: All her life, as an
accountant, Penny was very good at managing the
money of her companybut she never managed her
own money.
This is not just a story.
This is harsh reality: According to surveys,
98% of people aged 65 and above are just like Lola
Penny.
They depend on their kids, or they depend on
their tiny pension, or they depend on charitable
institutions, or they have to keep workingor they
have nothing to eat.
Only 2% of people aged 65 and above are
financially free.
Like Lola Pilar.
The Story Of Lola Pilar
You can retire in two ways.

You can retire like Lola Penny or you can

retire like Lola Pilar.
Penny is a pseudonym. Thats not her real
name.
But Lola Pilar is no pseudonym.
Pilar is my mother.
She is 85-years old.
Today, I give my mother a nice monthly
allowance.
I do it not because she needs it, but because
I need it. I need to show my love to her.
But in reality, my mother doesnt need my
money.
Let me tell you why.
Many moons ago, my mother worked in a
small music store as a Cashier. Her salary was P120
a month. After working for 19 long years, she
received a separation pay: A whopping P2000!
She invested that P2000 in the Stock Market.
The year was 1966.
And whenever she had extra money, shed
invest in very well known companies. My parents
bought the stocks of giant companies of their time:
San Miguel, Ayala, etc.
My father retired at the age of 65. He passed
away at 88. For those 23 years, my parents sold a
portion of their stockslittle by littlefor their big
expenses.

After Dad passed away, Mom announced, Im

selling all my stocks. I was surprised that she still
had P1 Million from that last saleeven if they were
already withdrawing their cash from there little by
little.
I asked her, Did you sell everything?
Mom said, Yes, I did. Well, I left the
crumbs

Crumbs?

What crumbs? I asked.

She explained, Oh, I left the very little
investments scattered in various companies. Theyre
very tiny. Nothing much.
That conversation took place three years ago.
Just two months ago, I told her, Mom, youre
85. You better sell whatever you have left in the
Stock Market. Yes, I know theyre crumbs. But just
collect them anyway.
She agreed. She called up her stockbroker
and said, Can you sell all the tiny stocks I have
left?
She was expecting P10,000. At most,
P20,000.

But she got the shock of her life. The

stockbroker told her, Mrs. Sanchez, your stocks are
worth P1.2 Million.
Mom turned to me and said, Bo, Im rich!
I told her, Mom, youve always been rich.
You just think youre poor.
Forty-five years ago, my mother planted
P2000 in the stock market. And through the years,
she planted little seeds of P50, P100, and P200 in
giant companies.
Because she planted in the spring, today, she
isnt begging in the fall.
In her whole life, my mother never received a
huge amount of money. She never inherited money.
She never won the Lotto. She only built her wealth
slowly.
Remember this truth I heard from David
Bach: Wealth is not built in days; Wealth is built in
decades.
There are two ways of retiring in life: Are you
going to be a Lola Penny or a Lola Pilar?
God places the two roads before you.
Penny Poverty or Pilar Prosperity?
You choose.
God Says, Plan Ahead!
People today are living longer.

If you live until 90, will you have enough

money for your needs? Or will you be depending on
your kids?

God Is Saying, Plan Ahead.

Remember: No one plans to fail. We just fail

to make a plan.
Jesus said, Suppose one of you wants to
build a tower. Wont you first sit down and estimate
the cost to see if you have enough money to
complete it? For if you lay the foundation and are not
able to finish it, everyone who sees it will ridicule
you, saying, This person began to build and wasnt
able to finish." (Luke 14:28-30)
Today, think about the tower of your financial
life.
God invites us to be like the ant. The Bible
says, Go to the ant, sluggard; consider her ways and
be wise; who, having no guide, overseer, or ruler,
provides her food in the summer and gathers her
food in the harvest. (Proverbs 6:6-8)
In other words?
The ant plants in the spring. So it wont beg in
the fall.

Plan To Be A Donor, Not A Donee!

Anawim is our home for the abandoned

elderly. I built it some 15 years ago.
I know its a beautiful place. Its so beautiful,
some people tell me, Bo, when I grow old, I dream
of living there. No, I dont want you to live there.
That place is for the poorest of the poor. Old people
who failed to plant in the spring and are now begging
in the fall.
Dont dream of being an Anawim resident.
Dream of being an Anawim donor.
How?
The secret is in the next passage

Dont Borrow; Start Lending

Everytime I talk on finances, I ask the

audience, How many of you have debts? The
response is shocking. It was as if I asked, How
many of you are human?"
Almost everyone has debts.
And Filipinos love the fact that they can
borrow.

One woman told me, Im borrowing money

from the SSS. I asked, Why? She said, Sayang if
I wont borrow. (It would be waste.)
Huh? I dont get it.
The Good Book says, "For the LORD your God
will bless you as He has promised you, and you will
lend to many nations, but you will not borrow
(Deuteronomy 15:6)
Do you see what I see in that verse? It says
that there are two signs that God is blessing you:
One, when you stop borrowing.
Two, when you start lending.
Friend, stop borrowing. (Note: Its OK to
borrow for business; its not OK to borrow for your
living expenses.)
Instead, start lending.
To whom will you lend?
Ninety-nine percent of Filipinos lend to
banks. How? You deposit your savings there.
But thats not a good choice. The problem
with banks is that they pay you a tiny interest of less
than one percent a year.
I suggest you lend your money to others
who can give you a higher return.
For example? Giant companies.
You can do that through the Stock Market or
Mutual Funds.
If you really like banks, then dont deposit
your money in the bank itself. Instead, buy shares of
the bank. Be an owner. How? Buy the stocks of

Metrobank, Banco de Oro, Bank of the Philippine

Islands. Over a 20-year period, your returns will be
much bigger!

The Universe Loves To Multiply

From my limited scientific knowledge, a cat

produces another cat, a dog produces another dog,
and a penguin produces another penguin. Thats just
how Gods universe works.
Ill be very worried if a cat produces a dog.
If that happens, the end of the world is near.
The Bible says everything "reproduces
according to its kind" (Genesis 1:11). In fact, this
line appears six times in the first chapter of Genesis.
And you see it throughout the Bible.
When the widow of Zarapath gave Elijah her
oil and flour, what did she get? More oil and flour.
Not clothes. Not wood. But oil and flour.
When Jesus fed the multitudes, He did it by
surprise, surprisemultiplying five loaves and two
fishes.
He didnt turn stone into bread.
He didnt turn stone into gold, and then
bought bread.
He turned bread into more bread.

Jesusthe Son of the Living Godneeded

bread to reproduce more bread.
Why?
Because this is a principle that operates the
entire universe.
Everything reproduces according to its kind.
If you want to prosper, you need to learn how
to multiply the little money that you have.
In 1966, Mom invested her separation pay of
P2000. Forty-five years later, that P2000 became
millions of pesos. (By the way, 1966 was really a
good year for Mom. Not only did she receive P2000,
she also gave birth to her favorite son. Ahem.)
Learn to multiply the little money that you
have and you will prosper!
If you retire poor, it's not God's fault.
God is giving you a choice today.
Will you plant in the spring or beg in the fall?

Why bother becoming rich if I

can't take others along with me?

CHAPTER 2

YOU CAN BE RICH

I'm the crazy guy who taught my maids to
invest in the stock market.
For those who didn't read my first book on
the stock market, let me give you a little recap.
It all started when, every other week, I'd
meet my three maids and my driver for a small
prayer meeting at home. After praying and sharing,
we'd end up talking about their personal lives. And
that included their finances. Seeing their inability to
save anything, I taught them a very simple "5
Envelope Plan." One of those envelopes was their
"retirement fund."
I also taught them how to invest. I told them
that whatever went into that envelope each month
should go to the stock market.
Today, they're very happy with their
investments.
Here's an update
One of my helpers has P132,532 and the
other one has P210,049 in the stock market.
I told my maid, "If you keep this up, you'll
reach your first million in seven years."
I'm excited for that day. I have a rather
selfish reason: so I can be one of the very few

people on this planet who can brag, "My maids are

millionaires."

My Driver is Catching Up

My maids have been investing for two years

now.
But my driver just started a few months ago.
He gave a lot of excuses. That he's got a lot
of expenses. That he's married. And has four little
kids. That his wife is a full-time housewife so the
entire family depends on his salary of P12,000 a
month.
That wasn't all. He explained that his
extended family and his wife's extended family - and
a whole caboodle of neighbors - depended on his
generosity during emergencies.
Which happened every time they moved. Or
breathed.
In other words, his P12,000 was feeding an
entire village.
So how can he save and invest with all these
expenses?
I didn't force him.
Instead, I let time convince him.
Every other week, when we had our small
prayer meeting at home, my maids would talk about

their investments. And they'd share how God was

blessing them.
One day, after one of my maids said her
investments had already reached P100,000, that
caught his attention.
Finally.
And he told us, "I'll start investing, too. How
do I start?"
Sometimes it takes pain to move some people
to change. Hearing one of my maids say she had
P100,000 was very painful for my driver. Because if
he started when she started, he, too, would have
P100,000. But at that time, he had nothing.
Today, he's a changed man.
Each month, he sets aside P2,000 to P3,000
of his salary for his stock market investments. And
for the first time in his life, he has hope. He knows
that he, too, will be a millionaire one day.
I'm very happy for him.
Today, he has P30,867 in the stock market.
And he's deliriously happy.
I know what you're thinking. "Gosh, that's so
tiny." For you and for me, perhaps. But to him,
that's the biggest amount he's ever held in his hands
in his entire human existence.
My driver lives in the slums. So in his
neighborhood, he already feels like a millionaire.

By the way, he still helps relatives and

neighbors in need. But I taught him to set aside a
fixed amount for his "alms fund" (one of the five
envelopes.) Once it runs out, I encouraged him to
tell the person asking for help, "Right now, I dont
have any money to help you. But next month,
perhaps I'll have some money again."
Obviously, no one asks him, "But dont you
have money in the stock market?"
No one knows about it. (Shhhhh. Don't tell
anyone.)

I Taught My Employees to Invest, Too

I run a number of non-profit organizations

and for-profit businesses.
Two years ago, I talked to my 100 plus
employees.
From janitors to managers.
I love talking to them because I don't see
them often.
You see, I'm a lazy boss. I don't visit my
office often.
More importantly, I have a fantastic team of
leaders in the office that dont need me there. So I
get out of their way as much as I can.
Obviously, my staff was wondering why the
Chairman of the Board was meeting them.

I took the microphone and announce, "I'm

here to make sure that when you retire, you retire as
multi-millionaires."
You should have seen their faces. Some were
probably thinking if someone spiked my breakfast
with shabu.
For the whole morning, I taught them how to
invest in the stock market.
Janitors. Messengers. Clerks. Managers.
Everyone.
After my talk, it was pretty noisy.
Everyone was talking, asking questions, and
filing out Citiseconline (renamed COL Financial
Group, Inc) application forms. (Note: Citiseconline is
our preferred online broker. They have a
"missionary" goal of helping "smaller" people learn to
invest.)
I also instructed my chief accountant to offer
the entire staff the option of an automatic salary
deduction each month - so they won't forget their
monthly investments. This was voluntary of course.
But many took the offer.

APPENDIX

SAM IS THE NAME OF OUR

TURTLE
By SAM, I mean Strategic Averaging Method.
SAM is the investing strategy that we use in
my TrulyRichClub.
By the way, I didn't invest the Strategic
Averaging Method. My mentor did. I just had the
privilege of naming it.
My Mentor is a billionaire who has done very
well. The stock market has been his playground for
the past 38 years.
What is SAM?
SAM is semi-passive investing.
SAM is passive investing with a little bit of
"cheating" and "timing."
SAM uses the Four Rules of Passive Investing
but adds a Fifth Rule to make it "semi-passive."
I know I covered these Four Rules in my
previous book, My Maid Invests in the Stock Market
and Why You Should, Too. To refresh your memory,
here are the Four Rules of Passive Investing again:
Rule 1: Invest monthly for 20 years or
more.

Buying stocks each month using your small

monthly savings. Its really making the stock
market your piggy bank. You do this longtermfor 20 years or more!
Rule 2: Invest even when theres a crisis.
Passive investing means disregarding if the
prices are up or down, if theres a tsunami,
earthquake, coup detat, or recession. You
just keep buying month after month after
month.
Rule 3: Invest only in Giants.
Passive investing means buying only
established, enduring, "blue chip" companies
that we believe will be there for the next 50
years. We dont dabble in penny stocks.
Because we believe in people who buy penny
stocks will become penniless.
Rule 4: Invest in many Giants.
Passive investing means not buying one Giant
but a handful of Giants. Why? Theres such a
thing as Black Swan in the stock market
when an unexpected event happens. We dont
want all our money to be in one company
and tragedy hits that company.
In SAM, we'll recommend five to six
companies in our list.

I repeat: SAM uses all Four Rules.

But it adds Rule 5. And Rule 5 is the magic sauce
that makes SAM a little bit more profitable than
passive investing.
The 5th Rule of SAM
We buy when the price is beneath our Buy
Below Price. We sell when the price is near
our Target Price.
This is how we "cheat": we use a little bit of timing.
If you're a TrulyRichClub member, you'll receive my
Stocks Update eReport. In that twice a month
eReport, I provide both the "Target Price" and the
"Buy Below Price" for each of our recommended
stocks.
Why do I like SAM?
Here Are Three Big Advantages of SAM

1. Faster Giants

For SAM, well narrow down the list to five to

six stocks only.
Lesser choices mean lesser stress for you!

Why narrow down the list to five to six

stocks? Because not all Giants are created equal.
Some Giants are so gigantic, their growth may be
slower.
Some Giants are in a mature industry, so the growth
will be minimal at best.
So well choose the Giants that we believe will
rise faster.
Obviously, we dont have a crystal ball with
100 percent accuracy. So we could be wrong in one
or two of our selections. But were hoping that our
right picks will be enough to make your money grow
faster.
2. Lower Prices

In SAM, you only buy when its price is

beneath our Buy Below Price.
Heres a secret in making more money in
stocks: You make your money when you buy, not
just when you sell. What do I mean? If you buy it at
a cheaper price, your earnings increase many times
more.
How does SAM do this? Ill give you a Buy
Below Price for each of our recommended stocks.

This will prevent you from chasing a rising stock all

the way to the top.
3. Secured Profits

In SAM, well tell you to sell after a few

monthswhen our recommended stock hits our
Target Price. By selling, you lock-in your profits. You
take your profits off the table. You take your money
from a company thats already gone up and put it in
another company that still has room to go up. This
multiplies your earnings nicely.
To follow SAM for your investments, you can join my
TrulyRichClub.
To join, visit www.TrulyRichClub.com now.