Like those adverts which tell you the value of investments can go down as well as up, supporting a football team should come with a similar warning.
But investing your time and emotions in a club, much like sticking your cash in the financial markets, while never guaranteeing a pay-off normally gives you some kind of reward at some point.
Just ask Norwich City fans who, on 5 October last year may have been ready to cash out as their side lost to great rivals Ipswich for the first time in 16 years and continued their slide which eventually bottomed-out at 23rd.
With some reaching for their guides to League One, Norwich speculated to accumulate, sacking head coach Liam Manning after only two wins from 15 Championship games and appointing Philippe Clement.
The turnaround has been remarkable. Some might even say unbelievable were the facts not there in black and white.
Since the Belgian arrived at Carrow Road on 17 November, only Coventry (50) have taken more than the Canaries' 49 points.
The turn of the year has seen something even more spectacular with Norwich top of the Championship's form table and now eight points short of the top six.
With all that considered, Saturday seems an appropriate time for Norwich and second-placed Ipswich to reacquaint themselves for the second East Anglian derby of the campaign (12:30 BST).
'Top six a pipe dream'
Excitement and expectation is building in Norwich that they could not only gain revenge for that early-season defeat by Ipswich but also sneak into the play-offs.
"I think in their heart of hearts, most Norwich fans know the top six is a pipe dream," BBC Radio Norfolk sports editor Philip Daley said.
"But after the way the season started, let them dream.
"Not winning on Saturday won't pull the rug from under them, it's more for those fans that put bets on when the odds were over 100-1, that we want that to come true."
Clement himself is also trying to dampen the fervour.
"Speaking about promotion or play-offs you need to be consistent over a full season and this squad hasn't proved that," Clement told BBC Radio Norfolk.
"Maybe in the past four months there has been a lot of consistency but not all season and you need to have that before you can talk about those things."
With the way the fixtures are scheduled on Saturday, Norwich can cut the gap between themselves and the top six to five points with a win and former Canaries and Ipswich goalkeeper Andy Marshall believes it is now the most important derby since they met in the 2015 Championship play-off semi-finals.
"Derbies are personal for the fans, you've got Ipswich who got the win earlier this season for the first time in a long time and they've got the bragging rights," Marshall said.
"Norwich have to right a wrong and put on a performance like they have for the past 20 or 25 league games.
"There is more pressure on Ipswich because they're not playing a Norwich City from October, they're playing a totally different side. You don't need to build this up, Ipswich need to come at Norwich and Norwich will go at Ipswich."
'Pressure on every game'
While Norwich have been digging themselves out of a self-inflicted hole, Ipswich, like a sensible saver have been quietly building their balance of points.
As Coventry and Middlesbrough raced out of the blocks, Kieran McKenna's side were busy getting used to life back in the Championship and up until 6 December were outside the top six.
Doing the double over Coventry either side of Christmas and with just two league defeats in 2026, Ipswich appear to be hitting their stride at just the right time.
McKenna says despite Norwich's much-improved form he does not believe they are much different from when they faced each other at Portman Road earlier this season.
"It's clear the manager has gone in there and done a really good job and picked up excellent results and over a period of time they've been one of the best teams in the division," McKenna said.
"But they weren't a bad team at the start of the season. Liam didn't get results at the start of the season and get the momentum, which can happen in this division. But it's not like they were a bad team at that point.
"At no stage in the season did I think they were a bad team and we had to work really hard and play well to beat them in the first game and will have to do the same again."
Ipswich have not won at Carrow Road since February 2006 and are hoping for a first league double over their rivals in 33 years with McKenna preparing his players for a hostile atmosphere.
"When you are preparing for every game you try to give context to it, make sure the players know what the crowd might be like, what the stadium is like, what the pitch is like and what the context for the other team is," he told BBC Radio Suffolk.
"At this time of the season when you're going for what we potentially are there's external pressure on every game as there will be for our game at Portsmouth on Tuesday and Middlesbrough next weekend, that's the way it is but it's something you have to enjoy."
Whoever takes the spoils on Saturday, their supporters can feel safe in their lifetime investment, until the next time.
BBC Sportwill have live text commentary of the East Anglian derby between Norwich City and Ipswich Town on Saturday.
- Listen to Norwich City content and interviews on BBC Sounds
- Listen to Ipswich Town interviews and content on BBC Sounds
