Hi Paddy,
Sorry to hear about your losing trades - it does hurt when you watch a stock drop so much, and I guess you've learnt the hard way a couple of the lessons of trading - cut your losses early, and don't fall in love with your stocks.
I don't trade the Irish market, only the UK and US. IMO the ISEQ is too small to trade efficiently, but here's my tuppence worth about the UK and US markets (all in my very humble opinion, of course!!)
The different markets require different approaches. The UK FTSE 100 and 250/350 suits a dividend+growth strategy, where you're looking for high-yield (dividend) stocks that are undervalued, for a long-term hold. Check out any of Peter Slater's books for guides on how to select these.
UK AIM stocks currently suit value investing - you're looking for stocks that the market undervalues. There are many strategies for stock selection here, but unfortunately most of them require a bit of accounting knowledge and the willingness to spend a bit of time looking at P/E ratios, PEG ratios, news flow and contract wins, Director's dealings, institutional buying. There's also money to be made in speculative stocks (tiddler oil explorers and the like), but I don't really see these as investments, more of a gamble.
The US market imo lends itself more to classis technical analysis - charts, price, and volume - combined with strong fundamentals. Look for market leaders and sectors, and choose stocks that have good earnings backed by strong volume. I'm personally a big fan of William O'Neil and his book How To Make Money In Stocks.
In all of the above, you're looking to select the correct buy point, a target for selling, and a point at which if your stock drops you're going to get out, no ifs or buts. Sorry, but you're really going to have to invest some time in your learning to study charts and accounts. Traders' psychology and risk management are also good topics, this site is a great place to start.
It's like the horses in one respect - if you treat investing as gambling and bet everything on the horse with a name that sounds right, then you're going to end up going home with nothing but a few torn ticket stubs and an empty wallet. You need a reason to buy each stock, and if you only make 20% a year in the first couple of years then you're doing very well.
If it's any consolation, I've been trading now (part-time) for 5 years or so. In the first year I was up 100%, in the second year I thought I knew it all and finished the year with only 10% of my capital left. I've now recovered to the point where I can comfortably gain 40% or so in what has admittedly been a good few bull years. Hopefully I can protect my capital this time!!!
Shano (currently London, soon to be Donegal...)