With a title like that I couldn't resist poking the link to see what sage advice awaited me behind it. The link led me to the Motley Fool web site. Ah, OK, I know what this is going to be all about.

Anyone who's been an investor for even half as long as I have remembers the days when Motley Fool was an investing counter culture. They sneered at the advice of the pros and set their own course, finding and recommending companies which measured up well against their particular (Foolish) criteria. But then a few years back they decided to cash in on the Motley's popularity. They closed up the site and asked us to pay for the privilege of participating in their community.

So when I clicked the link I knew exactly what I'd be in for: a sales pitch. And that's exactly what I got.

The Most Important Investing Lesson of All was actually there; but it's pretty well hidden. Allow me to explain.

Their sales pitch starts with the secret to better investing

Good news: There's a secret out there that can make you a better investor. You'll make more money, pay less in taxes, and spend less time stressing about the daily moves of your stocks.

That's the hook. So what's this secret? Compounding.

Simple, they say. Buy good stocks and hold on to them. Let the returns compound and get rich. They even give an example using Shelby Davis' buy and hold strategy, illustrating how it's possible to beat the market by a significant percentage with "the secret".

It's then the Fool tries to set the hook. Shelby Davis showed us a "better" way. The Fool has "the best" way. All you have to do is click the link. You're whisked off to the Motley Fool Stock Advisor landing page where the real sales pitch extols the benefits of the Motley Fool Stock Advisor. Whether you decide to sign up for a whole year or just a 30-day test run they want your credit card info.

Motley Fool Stock Advisor, no thanks. As I said above, the Most Important Investing Lesson of All was in the original page. What is it? It's this: There is no secret. Look all you want. You'll only find people who will ask you for money in exchange for investment advice.

Now maybe that sounds cynical. I don't intend it to be. Just look at it this way: Do you think anyone selling investment advice will shed a tear for you if you don't make money? No, absolutely not. They have no stake in your success. Only you do. The best you can hope for from anyone is a refund.

You want to invest successfully? Study up on good companies. Buy their stock and hold on to it. Buy more if they're stock is down on bad news but you know they'll get through it and prosper again. That's all it takes to be a successful investor.

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