A share is basically a portion of a company which entitles the owner of the share to share in the profits (and losses) of that company. Investing directly in shares, when markets are rising, is a sure way to make money. The only problem is that no-one knows in advance when markets will rise. Hindsight is a great adviser. Looking back, we would all know exactly:

• When to invest… at the bottom of the market when shares are cheapest
• And when to sell… at the top of the market when shares are the most expensive

The price of shares can vary greatly by the day or even by the hour. They are designed to be a long term investment - just because a share price falls one day doesn't mean that it will not rise again the next. Timing is also very important. When you sell can make a big difference to the profit you make. A day, or even an hour, can cut your profit, or wipe it out entirely.