You may have heard that it’s important to take the emotions out of investing. But is this true for all emotions?

Certainly, some emotions can potentially harm your investment success. Consider fear. If the financial markets are going through a down period – which is actually a normal part of the investment landscape – you might be so afraid of sustaining losses that you sell even the investments that have good prospects and are suitable for your needs.

Greed is another negative emotion. When the financial markets are rising, you might be so motivated to “cash in” on some big gains that you will keep purchasing investments that might already be overpriced – and since these investments are already expensive, your dollars will buy fewer shares.

In short, the combination of fear and greed could cause you trouble.

But other emotions may prove useful. For example, if you can channel the joy you’ll feel upon achieving your investment goals, you may be more motivated to stay on track toward achieving them. To illustrate: You may want to see your children graduate from post-secondary school someday. Can you visualize them walking across the stage, diploma in hand? If so, to help realize this goal, you might find yourself ready and willing to contribute to an education savings plan such as an RESP (Registered Education Savings Plan). Or consider your own retirement: Can you see yourself traveling or pursuing your hobbies, or taking part in whatever activities you’ve envisioned for your retirement lifestyle? If you can keep this happy picture in mind, you may find it easier to maintain the discipline needed to consistently invest in your TFSA (Tax Free Savings Account), RRSP (Registered Retirement Savings Plan) or other investment accounts.

Another motivating force is the most powerful emotion of all – love. If you have loved ones who depend on you, such as a spouse and children, you may want to protect their future. One key element of this protection is the insurance necessary to take care of your family’s needs – housing, education and so on – should something happen to you. Your employer may offer group life insurance coverage, but it might not be sufficient, so you may want to supplement it with your own policy.

Everyone hopes to be healthy throughout life. But long-term care requirements as you get older could prevent you from enjoying the things you do today. That’s why your financial strategy needs to help protect the assets and lifestyle you’ve worked hard to build. This type of care, such as an extended nursing home stay, or the help of a personal support worker, is extremely expensive, and, for the most part, is outside the reach of provincial health care plans. So to pay for long-term care, you might have to drain a good part of your resources – or depend on your grown children for financial help.

To keep your financial independence and avoid possibly burdening your family, you may want to consult with a financial professional who can recommend a strategy and appropriate solutions to cover long-term care costs.

By drawing on positive emotions, you can empower yourself to make the right financial moves throughout your life.

Insurance and annuities are offered by Edward Jones Insurance Agency (except in Québec). In Québec, insurance and annuities are offered by Edward Jones Insurance Agency (Québec) Inc.

This article was written by Edward Jones for use by your local Edward Jones financial advisor, Nicolle Lalonde.