Investing is a marathon, not a sprint. It takes guts to stick to your plan and avoid selling into a bad market. “Buy low, sell high” seems easy enough to master. Many investors fail to follow this advice including DIYers and professional advisors alike. There are ways to avoid the pitfalls of emotional investing  — here’s a collection of a few to remember.

Establish long-term goals

Diversification is one of the cornerstones of traditional investment advice. The most common saying we hear is “never put all your eggs in one basket” and the moral holds true. Markets go up and down through economic change, business cycles, and a wide variety of factors changing investment outcomes. Managing these peaks and valleys is the primary goal of an investment plan. The best possible defense against risks in any investment strategy is diverse and well-balanced financial planning. 

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