Honest sympathy Longsuffering26 Jun 2015 12:45
I really feel for anyone who bought Santander as high as £15. I was lucky and bought at £4.76 and have enjoyed really good dividends for some years, and regard the current price as a blip. I wish I could hold out some hope for a return to £10 plus, but at best I see a gradual recovery once Greece is sorted.
I do not agree that buying shares using personal experience is a bad thing. I was a member of a small investment club for about five years. Different members brought different experiences to bare on share selection. We alighted on Acorn (now Arm Holdings) when they were about £2, because one member was an IT teacher. Workspace Group and Unite Group were both discovered through members experiences with the companies, and both have soared. E2V was bought because one member was an employee, and is an interesting and profitable holding. Santander was added because several members changed their accounts to one of their many new branches opening at that time and we did not like the other banks much. All these remain in my portfolio except for Arm, which I almost regret selling at a huge profit.
I really believe in buying companies in which people I know have knowledge and experience! The other important factor may also apply to your situation. Buy shares carefully and HOLD them, giving them time to grow. Top slicing is for professionals not individuals like us.
Of course this has merely worked in my case and may be quite wrong for others.