First thing he has to understand is that he appears to be trying mean reversion, which is inherently dangerous. It can be extremely profitable if your mean reversion model is a good one, but the more profit the more risk. Pretty much the only way to trade a mean reversion strategy is through options, so that your risk is inherently limited. But you have to be willing to do some serious homework if your going to use options.
Trend following then is what he should be doing. Pretty obviously that's not what he's attempting. It's a typical, very typical, newbie thing to try mean reversion. I can't remember how many times I've talked to folks who never made a trade in their lives and they bring up to me the name of some stock that's cratered and then invariably they'll look at me and say "So it's time to buy right?" (On stocks that have shot up of course the opposite question will be asked.)
It's really really hard not to just roll my eyes sarcastically.