Why Investors Keep Making the Same Mistakes

 

It’s amazing how often history repeats itself in investing. The market changes, technology changes, headlines change — but human behavior doesn’t.

 

People chase what’s hot, sell what’s scary, and panic every few years when the market drops. Then, when it recovers, they tell themselves they’ll never do that again — until they do.

 

I’ve seen investors with great portfolios ruin their results because of timing. They move the risk down or go to cash when they get nervous, then wait too long to get back in. By the time they do, the recovery has already happened.

 

Markets reward patience, not panic.

 

If you zoom out, every crash looks like a small dip on a long upward line. In the moment, it feels like the world’s ending.


The key is recognizing that feeling — and doing the opposite of what it tells you.

 

Smart investing is boring, patient, and repeatable.


The problem is, people are wired for excitement — and excitement and investing don’t mix.

 
 
Brandon M. Cox, CFP®

Brandon founded Coastline Complete Wealth in June 2023 with a clear purpose: to serve clients better, embrace his role as a fiduciary, and remove conflicts of interest. Since beginning his career in 2010, much of it at a large national firm, he repeatedly asked himself one question—how can this be done better? CCW is the answer to that pursuit. The firm transitioned to a fully independent, SEC-registered investment adviser in December 2025.

Brandon has been recognized by Forbes as a Best-in-State Wealth Advisor* in South Carolina. He is a CERTIFIED FINANCIAL PLANNER® professional and a Certified Financial Fiduciary®. He is also a member of the National Association of Personal Financial Advisors (NAPFA) and the Fee-Only Network. Brandon is also the author of Lowcountry Retirement: A Fiduciary’s Perspective on Retirement Income, Taxes, and Financial Planning.

Learn more about Brandon.

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Stop Chasing Headlines — The Market Doesn’t Care About the News

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The Market Doesn’t Care How You Feel