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Trade the tide, not the waves

In The Money

The simple options strategy
that always beats the market

July 25, 2024
Heather Cullen In The Money Book Series

Heather Cullen

Heather Cullen Author In The Money

Heather Cullen has traded the stock market for over 25 years and knows what works and what doesn’t.

Her books share her journey from losing money, to surviving then finally becoming successful. She shows how to not crash out and instead beat the market spectacularly. If she can create a financially-free life,  you can too.

ITM Market Data

The ITM (In The Money) Strategy

The Shocking Price of Bad Advice

Did you know that 95% of fund managers don’t even match the market? So the question is: why do people take their advice?  Anyone can do better by simply investing in an ETF. But there’s a problem: time. Most people don’t want to wait decades for financial freedom.

The ITM (In The Money) Strategy

There’s a simple strategy that has beaten the market spectacularly over the last 30 years. By how much? 10 times the market return. Yes, that’s right. If you had invested $1,000 in 1993 and used the ITM strategy it would be worth over $156,000 today.

Beating the market

Of course, the market has gone up too. If you had invested $1,000 into the S&P 500, and reinvested all dividends it would be worth $16,000. Nice. But wouldn’t you rather have an extra $140,000?

ITM Strategy Readers have Doubled Their Money

In The Money was first published in 2020, and readers who followed the simple ITM strategy have seen their money more than double. That’s including the 2022 – 2023 bear market! Can you afford to miss out on profits like these?

How does the ITM strategy Work?

It’s very simple. When the market is going up we make at least double the market return. When the market goes down we are on the sidelines  preserving our capital. That makes all the difference to our returns.

How will I know what to do?

Firstly, read In The Money: Bull Market Strategy which explains everything you need. Then, follow the weekly blog which updates you on the market and if any actions need to be taken.

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The world doesn’t need another stock market book with the same tired old advice.

Advice that doesn’t work. If it did then everyone would be rich.

But they’re not. There’s a better way.

The ITM Strategies.

What Will I need To Do ITM?

Everything you need is on this website. Updates, advice, tools, charts, news & more. Not sure about something? Ask questions and have them answered personally by Heather.

OK - But What Does It Cost?

Everything is completely free. There are no hidde costs. Charts, tools, news feeds, market data – they are all here on the website. Check them out for yourself. 

What's The Catch?

There’s no catch. There is no subscription fee or hidden costs. The ITM books start at $7.95 and are in eBook,  paperback and hardback. That’s it. No catch.

We follow the ITM trades for 30 years. Every single trade, no cherry-picking.

The good trades, the bad trades, the boring trades. No smoke, no mirrors.

The result? ITM beat the market and fund managers spectacularly.

You can too!

Why In The Money is Different

How ITM started

I’ve read hundreds of books about the stock market. I’ve tried so many strategies, fell for heaps of crackpot theories, followed market gurus. 

I made money then lost it again. Luckily, I was never completely wiped out but I never made enough to be able to quit my day job which I desperately wanted to do.

Finally, the light-bulb moment. I realized that all the strategies, theories, and gurus had one thing in common: THEY LOST MY MONEY! My financially-free future wasn’t going to happen unless I did something different.

So I did something different.

That’s what the books are about. A different way of trading. The ITM strategies.

Heather Cullen

In The Money (series)
The One-Hour Expert (series)

Mistakes? I've made a lot!

It’s embarrassing to admit that I’ve probably made more mistakes than any trader I know. BUT I’ve lasted longer in the market than almost every trader I know. WHY?

Because one thing I do really well is learn from my mistakes. I look on my losses as ‘tuition fees’, and over the years I’ve paid a LOT of tuition fees.

They’re in the ITM books. You’ll have a laugh at some of them. I can laugh – now.  I couldn’t laugh at the time because losing money is painful and I had a fair bit of pain.

The good news is that I’ve made the mistakes and done the pain so you don’t have to!

With the ITM strategy your success is guaranteed.  You WILL beat the market. 

In The Money: ITM Strategies


When you invest in the stock market you can do what everyone else is doing and watch your money increase slowly in a bull market and decrease a lot faster in a bear market. 

  Or you can do something different.

In the recent bear market, most investors watched helplessly as their balances plummet. And that hurts!

In The Money is different: the ITM strategies are simple and elegant, but most importantly: they work!


The ITM strategies have been backtested for 30 years through bull and bear markets.  Over that time, the bull strategy alone has beaten the market by 1,000%. Combined the bull and  the bear market strategy you are looking at more than 2,000% better than the average market return. 

Sounds too good to be true? It’s not. Every trade over the last 30 years has documented and you can review the trades and check for yourself. No smoke, no mirrors. 


In the books we see how ITM works in a real-life situation with real trades and real data. We start with $1,000 in our account 30 years ago, and follow the In The Money (ITM) rules implicitly, no exceptions, for 30 years. ITM has simple rules about what to buy and what to sell, so you can easily follow along and check. Everything is there: the good trades, the bad trades and the boring trades. No smoke and mirrors, nothing is hidden. You can check for yourself (many readers have and have been surprised that it is all correct!) 


ITM beat the market by 1,000% and our $1k is now worth over $156k. Yes, that is correct. The backtesting follows the ITM rules implicitly, and all trades are listed with the reason for getting in or out, and the effect on our account balance.  Unlike other books who only show the winning trades (with the benefit of hindsight) every single trade is shown, Even the losing ones, because not every trade can be a winning one. 

WHY does ITM work?

You don’t have to sit back and watch your money disappear in a bear market or make slow gains in a bull market.

You can do something about it, by learning to invest in a different way, a way that has been proven to beat the market spectacularly over the last 30 years.


Studies have shown that a blindfold monkey throwing darts at a list of stocks creates a better portfolio then the expert fund managers. Hard to believe, but true. Why? Because fund managers don’t do it very well at all – most UNDER-PERFORM the market. Many studies, like Morningstar, show that, and also that if one beats the market one year then the chances of them beating the market the next year are only chance. So a monkey to beating them is hardly surprising. 


Buying the index would, over the last 30 years, have made you more money than if you had it in a managed fund. What the ITM strategies do is to increase the index return by 100% or more by using DITM (deep in the money) options, plus a way of avoiding downturns that erode your capital.

These simple actions give us the great performance, beating the market (and the expert fund managers) by 800%. 


The ITM Bull and Bear Strategies that keep you safe in the market and on the winning side. You will avoid the bear markets that have a terrible effect on your balance, and get back in when the bulls are in charge again. 


Not everyone wants to trade the bear. Bear markets move faster than bull markets and are not so restful!  They need to be watched every day, unlike bull markets. But if you want to, the ITM Bear Strategy enables you to trade profitably when you are in a bear market. Added to your profits from the ITM Bull Strategy your total return is multiplied several times over.

WHO can do ITM?

Anyone can do ITM. Whether you are a complete beginner have been trading for years, the ITM Bull Market book covers all you need to know about options to be able to do the strategy and then is all about how the strategy works and how and when to enter and exit trades. Even experienced traders have written to me saying that although they had been trading for years, they learned a lot from my explanations.


Is ITM difficult to do?

It’s not hard at all. It is so easy even beginners can do it.

Does it take a lot of time?

No, usually about 10 minutes a week.

Does it work in a bear market?

Yes. There‘s a strategy for a bull market, another for a bear market. Both beat the market by a lot.

How will I know if I am doing it right?

There are easy entry and exit signals, and a weekly blog that shows how we are going and alerts you if something needs to be done. Otherwise, sit back and let the ITM strategies work their magic.

In The Money Logo

Trade the tide, not the waves

In The Money - Book Series

The first book covers the basics of options, how they work and the ITM rules. Then we start with $10,000 and apply the ITM rules, using real data from the last 30 years.

In The Money is light and amusing. You’ll chuckle at the mistakes I made but gain from the lessons I learned.

The second book looks at the bear markets of the last 30 years, and shows how they were traded with ITM. All the trades and rules are detailed so that you can follow the journey.

When put together with the ITM Bull strategy the results are guaranteed to amaze you!

Compare Option Strategies is a combined textbook and workbook. The textbook covers basic option strategies, trading signals and candlestick patterns. The workbook guides you through choosing your options and comparing the results of different strategies to refine your decision making and find out what works for you.

The 1 Hour Expert - Book Series

Reading Stock Charts

This 1 – 2 hour easy read introduces you to technical analysis and how to read stock charts. A beginner-friendly guide explains candlestick charts and the most commonly-used indicators, it making them easy to understand with straight forward explanations and real world examples.

Options Trading for Beginners

An Introduction to Options and Options Trading

This 1 – 2 hour easy read introduces you to options and how to trade them. A beginner-friendly guide, it demystifies the jargon making them easy to understand and accessible to newcomers  with straight forward explanations and real world examples.

Timing the Market

Debunking the Myth of Time in the Market
as the Best Investment Strategy

‘Buy and hold!‘ say the experts, ‘It’s the best investment strategy!’ Sounds like good advice? Yes. There’s just one problem: It is wrong! Timing the Market looks at the reseach for the last 100 years and  shows how to easily time the market to improve your profits massively.

About Me

My Books

Thank you – your message has been sent. Please note that  as of July 2022 Heather will answer all questions in the ITM Blog, not individually. You will be notified when there is a new blog post. Happy trading!