Here are some key things to keep in mind when investing:

– Risk tolerance – Determine your appetite for risk. More aggressive investments like stocks offer higher potential returns but also more volatility. Conservative options like bonds have lower returns but less risk.

– Time horizon – Consider your timeframe for needing the money. Longer time horizons allow you to ride out market swings and invest more aggressively. Short term needs call for safer investments.

– Diversification – Spread your investments across different asset classes (stocks, bonds), market sectors (tech, industrial), geographies, etc. This reduces overall risk. Don’t put all your eggs in one basket.

– Fees and expenses – Minimize investment fees which eat into returns. Index funds and ETFs offer diversification at low cost.

– Taxes – Be thoughtful of tax implications of different investment accounts and assets. Use tax-advantaged accounts like 401ks and IRAs when possible.

– Starting early – Time allows your money to grow exponentially thanks to compounding. Investing early, even small amounts, pays off over decades.

– Dollar cost averaging – Invest consistently over time vs. lump sums. This smooths out market volatility and takes emotion out of investing.

– Active vs passive – Weigh benefits of active investing (higher potential outperformance) against higher costs and tax consequences. Passive index funds offer simplicity.

– Goals – Invest based on specific financial goals like retirement, college savings, etc. to ensure your money is working for your needs.

– Balance – Don’t put all investments in one basket. Maintain a balanced portfolio aligned to your risk, return and liquidity needs.