To the sophisticated punter it is the ultimate question, are you better off looking for value or looking for winners?
There doesn't appear to be a choice to me, value always has to be the king. The counter argument is what is the point of backing something because you think it is a big price if it has little or no chance of winning? Betting is a long term pursuit and the key is to win in the long term. Everything is possible and has a probability of occurring, and other a sufficient length of time everything will eventually occur! Therefore if you back those occurrences at larger than their true odds, you will be a massive winner in the long run.
The nay sayers will use an example of a football team that is playing away to opposition that is generally accepted to be superior. Fulham against Manchester United at Old Trafford, for example. Fulham may be 16-1 but if you dare suggest that is too big a price and requires a bet, you are liable to be shot down in flames by those who believe that because the Cottagers are such big outsiders there is no point even contemplating whether or not they actually represent a value wager.
There is no point backing a string of big-value losers, they will reason. Don't waste your time with punters who think this way. They are irrational and cannot possibly be winning punters in the long run. In betting, and in football in particular, value lies more often than not in the bigger-priced contenders. This is largely because of the average punter's fixation with the very shortest prices on the weekend football coupon.
Bookmakers can usually tell whether they will have a winning weekend simply by looking at the results of the top teams in the English Premiership and Scottish Premier League.
In the autumn of 2011, Arsenal, Chelsea, Manchester United, Celtic and Rangers all won on the same weekend eight times out of 11.
This caused a large drop in bookmakers' profits as punters landed some significant accumulators. By the start of December a blind £10 weekly five-timer on the quintet was showing a profit of £310. With their profits being dented, the layers reacted by strangling the match odds of the five teams that were hurting them.
Predictably, it did not prevent punters steaming in to the so-called Big Five, even when they stopped winning so regularly. And with the hotpots shortening, their opponents were offered at even longer odds, leading to some decent paydays for those punters who took the rational view that the value lay with the long-shots.
The bottom line is that everything becomes good value if the price is right. You may head out of the house one day armed with £20,000 with the intention of buying a Mercedes. On the way to the showroom you pass the Toyota dealership where the comparable car in their range is on offer at £14,000.
Your heart was set on the Merc but here is a car every bit as good for £6,000 less. You don't know why it is being offered so cheaply but it is. You buy it and, whether you bank the six grand or use it to take the family to the Caribbean, you have made a value investment. So it is with betting. You intended to back Manchester United, but when you saw the prices and realised Fulham were so big, you backed them.
Many punters would, quite rightly, not dream of having a bet without searching for the best possible value, yet there are plenty who have no grasp of the concept of price-sensitivity and just back their fancies with the same bookmaker, be it on the phone, the net, or, more commonly, in the shop (internet punters tend to be more sophisticated and more aware of the basic premise that if you take the trouble to root out the best possible price you have a far greater chance of being successful over a long period).