This Element is an excerpt from The ETF Trend Following Playbook: Profiting from Trends in Bull or Bear Markets with Exchange Traded Funds (ISBN: 9780137029013) by Tom Lydon. Available in print and digital formats. Why go "short"-and how to use leveraged ETFs to do it more effectively. During the last several bear markets, you might have been well served by reducing your exposure to equities. A number of investors-perhaps even you-decided to "short" the market instead of exiting entirely. By shorting stocks, investors can potentially make money when the stock loses value. Short selling can help you accomplish several goals.