Ryan Musselman

Founder @ Coaches who Close

I create funny AI ads for B2B businesses and business owners without requiring you to be on camera, write scripts, think of content ideas, or build your personal brand.If you're serious about being funny (lol), book with me here and let's see if I can help: https://calendly.com/ryanmus/funnyads

Founder | Coaches who Close

Equipping coaches to close, scale, and enterprise with new clients, content engines, and constant lead flow.

I'm seeing 2 styles of LinkedIn content, and:

(one of them is becoming cringe) 😬

1) Authority Content
2) Narrator Content

Authority Examples 😬

“Stop giving value. Start creating gravity.”
“Here’s the ONLY way to grow on LinkedIn in 2026.”
“If you’re not doing this, you’re losing trust fast.”

Narrator Examples 

“Is online coaching dying?”
"Posts that hit lately feel less polished."
"LinkedIn might be going through its copycat era."

You'll spot Authority Content when it makes you feel:

1) Managed
2) Called-out
3) Prepped-to-buy

You'll spot Narrator Content when you FEEL:

1) Seen
2) Included 
3) Intelligent 

Narrator content challenges you to draw your own conclusions from the post. 

You become more insightful in this process, which causes you to value the creator's presentation of the information, ultimately leading to more trust with the person who posted.

Not saying you shouldn't do authority content. 

But I'm theorizing you can get the intended value of both styles by using narrator content more.

Here's the easiest way I've found to narrate:

Start (some) of your posts with:

"I'm seeing...
"I've noticed...
"These 5 emerging...
"The [thing] that's [getting result]...

Here's a full example hook to illustrate:

"The LinkedIn strategy that's getting clients for small accounts."

PS) Are you observing something similar?

Someone needs to hear this today ⬇️

We've wasted years of our life:

1) Responding to arguments
2) Defending our position
3) Explaining ourselves

Only to realize we never needed to:

1) Respond to arguments
2) Defend our position
3) Explain ourselves 

Build whatever career you want.

I'm seeing 3 big changes with organic content:

1) The Death of Posting M-F

(especially with LinkedIn content)

I used to post 7x per week, then went down to 5x. Then switched in and out of 3x to 7x posts per week. But now when I try to batch create, it appears my content hits less. I also no longer enjoy that strategy because it rushes my mind and ideas don't get to bloom. 

When I post less, but dig deep, it's just better all around. This is much more than a "quality over quantity" argument. I think it's a true behavior change in the creator and the reader. 

The bombardment of content from everyone, everywhere, all at once, is making us consume different and in ways we don't fully understand yet. But I think we're all feeling the heavy shift without being able to explain it. 

2) Long-form, Slow Growth, and Micro-audiences

Long, slow and micro is my new goal and I never thought I'd write a sentence like that. My view on content changed and thinking this way lets the "content pressure" melt off my soul. I don't only see "small" as the new "fast," I see it as the new "purpose."

(this may not be true of everyone)

This isn't another "1,000 true fans" argument. It's more about the internal dialogue that becomes the content people can relate to. The post you're reading now is an example of it.

I'm also not trying to build a mega-business. I'm into the idea of building a lifestyle business that requires very little maintenance, to the degree that it's not only lucrative financially but it's liberating with time. 

This enables the option to return to the corporate world (I've been missing the people, teams, goals, challenges). Plus, I'd have additional income that has a better ROI than a basic side hustle and enables me to explore time allocation to a role of my interest (I'm seeing many roles that I actually want - what is happening to me?!). 

3) Small Promises, Small Wins, Small Effort

Last week I asked myself: "Why does everything need to be a big promise and high-ticket cost? What if there were small promises that cater to a different part of the market?" 

Then I listened to a podcast about someone I’d never heard of who built a $10M business in 5 years using funny ads. Prior to hearing that episode, I was thinking similarly, so to me, that's less of a coincidence and more of a flashing sign. 

I've also gone into the deep end of studying ads and ad-based conversion funnels. My mind has completely shifted into "figure out ads." It's simply too high-leverage to ignore. 

I will master that process with good copywriting. The right set of ads, for the right mini-course, with the right kind of small promise, small win, and small effort...there's something special about that. I'm going to figure it out.

PS) What are you seeing with online content?

If you write for their benefit, you'll sell a transformation.

If you write for your benefit, you won't sell much.

Written for your benefit: 

“Sign-up for my weekly content newsletter.” 

Written for their benefit: 

“Become a content mastermind in 90 days.”

I like the idea of dedicating 1 post per week to:

→ a listicle of lessons from posting on LinkedIn that week.

(it challenges you to pause + reflect)
(it's human-driven to the core)
(great for relatability)

So, 5 lessons from creating content this week:

1. I officially feel “back”

I stopped posting for 3 months but recently started again. Believing my content would be THE catalyst for building a coaching business on LinkedIn is why I made the jump from corporate America in 2023. Glad I took the risk. And glad to be back.

2. We're all going to post & grow in 2026

I stopped believing in LinkedIn for awhile. Like when they got rid of pinned comments, created LinkedIn Games, and hurt our reach. But then I stopped pouting and got back to work (already seeing growth from text-only posts again). We'll all grow if we slow down, get 1% better with every post, and write well for our audience, we'll grow.

3. I've been craving a return to LinkedIn Lives

I used to do this in 2023 - every week. My buds Luke and Jasmin would send me a video segment and my LinkedIn Live felt like a live podcast/show. I shouldn't have stopped, so I'm rebuilding it. And I've always wanted a podcast, so, 2-birds-1-stone. 

5. I enjoy teaching content strategy + offers again

For awhile, I deeply explored changing how I help people. Then I returned to text posts and started trusting my creativity again. Then had a client earn a literal $200K month from his offer launch, another earn $40K, another hit his first ever $30K, another do $14K, followed by a $16K, then another got $5K. So I snapped out of my funk and once again, got back to work.

PS) All methods for offer sales work if you focus.
(get better and don't quit 🙂)

One of these sounds like work.

The other sounds like relief.

1) Feature (what it is):
“Weekly templates + prompts”

2) Outcome (what it does):
“Never stare at a blank post again”

PS) You need both. But lead with outcomes.

Well, looks like human-written LinkedIn posts (with text only) still work. 

Btw, I recommend going to my profile and reading that middle post. It's about a content style called "Narration Content."

Separates you from the robots. 

All 3 of my top posts, that were text only, used that style.

PS) There's nothing wrong with using images. These findings are from testing.

Collin L.

I Build High-Performing Email Systems For Busy Coaches & Solopreneurs, So They Can Increase Clientele & Drive Revenue On Autopilot

.Hey, I'm Collin.

I teach busy entrepreneurs and leaders how to reduce stress and mental fog that cost them time, money, and opportunities.

You know the feeling...

That moment before a big decision where your mind goes foggy. The endless loop of "what if" scenarios. That voice saying you're not ready, not good enough, or that you'll make the wrong choice.

I've been there too.

But here's what I discovered:

This isn't a character flaw. It's a nervous system issue. And it's fixable.

In fact, you can rewire your mind for calmness, clarity, and confidence... without years of therapy or "grinding harder." Just awareness, the right tools, and a willingness to change.

That's what you'll get here.

So, if this sounds interesting to you, shoot me a DM :)

LinkedIn Ghostwriter

Writing LinkedIn content to achieve my clients' desired outcomes. 

- Driving engagement
- Growing their following
- Building authority
- Landing clients for work

We build a specific plan, tailored to your social media brand. 

Most of my clients want to grow their brand and land clients. We do this in separate phases. 

Send me a DM to build your content plan and achieve your brand's goals!

You know exactly what you need to do.

But you just can't start because... well, self-sabotage.

We've all experienced this.

- You freeze
- You procrastinate
- You make a poor decision

Here's the thing...

You can be smart, capable, and want to succeed but still sabotage yourself. 

It happens because your brain wants to keep you safe.

And pushing beyond your comfort zones? Well, your subconscious mind perceives that as a threat.

This makes taking action feel impossible.

But what can you do?

How can you eliminate self-sabotage behaviors all together so that you keep making progress?

Stop fighting against it.

Become aware. Notice when it begins to happen in certain circumstances.

Use emotions as a signal that you need to focus on the task at hand.

Don't try to avoid it.
Don't try to fight it.

Lean into it.

Collin Lavigne

I Help Busy Professionals Reduce Stress & Achieve Peak Mental Clarity │ Sustainable High-Performance Without Burnout.

Your identity is running on old software.

And this is holding you back. Because it was programmed YEARS ago when you were a little kid, before you could think for yourself.

For many of us, this led to:

- Narrow perspectives
- Limiting beliefs
- Self doubt

None of these serve you.

So how can you "rewrite" these programs? How can you change deeply held ideas and beliefs?

Here's my approach.

Decision paralysis destroys dreams.

But why does this happen? 

And what can we do to overcome this pattern of overthinking that keeps us stuck?

I Help Busy Entrepreneurs Reduce Stress & Achieve Peak Mental Clarity │ Sustainable High-Performance Without Burnout.

Stop trying to force new habits. 

It feels useful, but they never stick long-term because if you're building on a broken foundation.

Here's what I mean: 

Behavior change rarely sticks. That's because they're just the surface of something much deeper...

Your identity.

If you don't make changes to yourself at the identity level, then you'll eventually fall back into your old ways.

This is why most diets fail.
This is why most resolutions fail.

It's not that the person lacks willpower, discipline, intelligence to keep "pushing through" the struggle.

But in reality: 

It's because they're trying to change behavior without changing themselves. 

So, start making identity-based statements.

Don't say, "I need to stop procrastinating."

Say, "I am somebody who gets things done."

This goes a long way.

Most people think confidence is all about your skills, experience, or the situation you're in.

But in reality?

That's just a small part of it. Here's what confidence really boils down to, and how you can improve your own today.

Your unconscious mind runs your life.

It can process millions, maybe even billions, of information bits every second.

And it largely influences:

- Thoughts
- Emotions
- Reactions

But few people ever take the time to actually investigate aspects of their unconscious mind.

Instead, they allow it to direct their life, and they call it fate.

You have more control than you think.

You can understand what's happening beneath the surface of your conscious awareness and gain clarity on these unconscious behaviors.

Some great ways to start:

- Self hypnosis
- Deep meditation
- Writing without constraints

The question isn't whether or not you can understand these unconscious aspects of yourself.

But will you?

Most people think anxiety is always a bad thing. 

But that's false.

You can use anxiety as a "signal" that helps in many areas of your life.

The challenge:

It requires you to do the inner work beforehand, so you can become aware of how to best use anxiety to your advantage.

Here's how to start.

You avoid hard things.

Not because you're lazy. But because your brain wants to keep you safe and thinks "discomfort = threat."

Just keep in mind:

Every time you push through something difficult, you're teaching your nervous system that discomfort isn't danger. It's growth.

And if you do this enough times?

Your brain starts to crave that resistance because it knows this means you're making progress.

This is because you've flipped the script on your reward system.

Look, we've been conditioned for immediate gratification.

Scroll. Dopamine.
Scroll. Dopamine.

But the people who operate at peak performance have retrained their brains to think the opposite.

They embrace the friction.

And this here is the key to performing at your best.

taplio

The Battle

Ryan Musselman

Collin L.

Followers

Posts

Engagements

Likes

Performance ScoreRyan Musselman's LinkedIn Performance

Performance ScoreCollin L.'s LinkedIn Performance

Ready to grow your LinkedIn presence?

taplio

The Battle

Ryan Musselman

Collin L.

Followers

Posts

Engagements

Likes

Performance Score.css-goub6s{font-size:var(--chakra-fontSizes-md);font-weight:500;color:var(--chakra-colors-gray-600);display:block;margin-top:var(--chakra-space-1);}Ryan Musselman's LinkedIn Performance

Performance ScoreCollin L.'s LinkedIn Performance

Ready to grow your LinkedIn presence?

Performance ScoreRyan Musselman's LinkedIn Performance