While financial institutions’ copywriting needs are as diverse as their audiences, distribution channels and products, Brian McGlinchey has the agility to write copy to suit any marketing or communications objective.
Copy that sells. It’s been said that a copywriter is a salesperson behind a typewriter—update the technology and that’s exceedingly descriptive of Brian. As a former financial services representative and sales executive, he has a passion for grabbing consumers’ attention and inspiring them to take action, deftly pairing a consumer-friendly voice with compelling logic to paint your products and services in their most favorable light.
It’s an approach he’s applied to a diverse collection of projects, including brochures, direct mail, web content, product guides, e-mail messaging, pitchbooks, audio and video scripts and employee benefits material.
Copy that educates. Positioning your financial institution as a trusted source of consumer information? Brian excels at writing copy that speaks to even the most complex topics in terms consumers can readily digest, incorporating subtle suggestions that gently point the audience to your company’s solutions. He’s used those skills to create seminars, educational guides, web content, radio spots, e-books and e-zines.
Copy that speaks to financial professionals. Whether you’re addressing financial planners, life insurance agents, registered reps or financial services executives, Brian knows what they’re thinking. After all, he’s walked in their shoes—and he’s applied that insight to create everything from product guides to white papers to ghost-written articles for trade publications.
Copy supporting any product in the industry. Brian has written marketing or educational copy about most every product in the financial services universe, including:
If there’s a product Brian hasn’t written about yet, it’s a safe bet that—as a CERTIFIED FINANCIAL PLANNER™ professional, Chartered Life Underwriter, Accredited Asset Management Specialist, Chartered Retirement Planning Counselor and Chartered Property Casualty Underwriter—he’s studied it and been tested on it.
Want to see samples of Brian’s work? Contact him and he’ll share those most relevant to your particular needs.
“Brian delivers top quality writing under tight deadlines. He has a broad range of knowledge and can cover everything from basics for a consumer audience to advanced concepts for financial professionals.”
Vice President, Strategic Marketing
American General Life Companies
Certified Financial Planner Board of Standards Inc. owns the certification marks CFP® and CERTIFIED FINANCIAL PLANNER™ in the U.S., which it awards to individuals who successfully complete CFP Board’s initial and ongoing certification requirements.
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