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.

ADHD Career Coach | Founder of Momentum — the 8-week coaching program built to get ADHD brains off the overthinking line and into a rhythm of task execution (even on low-energy days)

If you're like most senior leaders I work with, you're not stuck because you lack experience, but because locking into your next move feels impossibly heavy.

I know that feeling well.

For years, I could lead teams, close deals, and make high-stakes decisions without blinking.

But when it came to my own next step?

– Everything blurred.
– The options multiplied.
– The second-guessing crept in.

And the longer I sat with it, the harder it got to move at all.

You can probably relate:

– You can see multiple lanes.
– You can imagine yourself in all of them.
– You can talk yourself into each one if you're not careful.

But eventually, the weight of all those possibilities starts to work against you.

➝ Your story doesn't point anywhere.
➝ Your positioning feels scattered.
➝ Your confidence nosedives.

And you start asking the real question:

"𝗪𝗵𝗮𝘁 𝗽𝗮𝘁𝗵 𝗮𝗰𝘁𝘂𝗮𝗹𝗹𝘆 𝗺𝗮𝗸𝗲𝘀 𝘀𝗲𝗻𝘀𝗲 𝗳𝗼𝗿 𝗺𝗲 𝗻𝗼𝘄?"

Most people assume it's a motivation problem.

It's not.

𝗜𝘁'𝘀 𝗮 𝗵𝗲𝗱𝗴𝗶𝗻𝗴 𝗽𝗿𝗼𝗯𝗹𝗲𝗺.

Because when you're keeping too many options open, nothing really lands.

Once you stop hedging and lock into one clear lane, 𝗲𝘃𝗲𝗿𝘆𝘁𝗵𝗶𝗻𝗴 𝗱𝗼𝘄𝗻𝘀𝘁𝗿𝗲𝗮𝗺 𝘀𝘁𝗲𝗮𝗱𝗶𝗲𝘀:

➝ Your direction locks in. 
➝ Your positioning becomes clear. 
➝ Your visibility grows in the right spaces. 
➝ Your authority increases with the people who matter.

Small wins start stacking again.

Movement feels normal.

Confidence comes back online.

𝗧𝗵𝗮𝘁'𝘀 𝘁𝗵𝗲 𝘄𝗼𝗿𝗸 𝗜 𝗱𝗼.

Through 𝗠𝗼𝗺𝗲𝗻𝘁𝘂𝗺 — my 8-week 1:1 career accelerator — I help leaders in transition stop hedging, lock into one clear path, and build visibility and authority where it actually matters.

Here's what you get:

– A structure for clarity, positioning, visibility, and authority
– The accountability and scaffolding that keep you steady
– 1:1 support to reduce friction instead of adding pressure
– A 2nd brain to guide the work between calls (Persona™)

By the time the conversations start, people already understand who you are, what you bring, and where you fit.

And once you lock in?

Momentum becomes the norm.

📩 𝗗𝗠 𝗺𝗲 "𝗠𝗼𝗺𝗲𝗻𝘁𝘂𝗺" 𝗶𝗳 𝘆𝗼𝘂'𝗿𝗲 𝗿𝗲𝗮𝗱𝘆 𝘁𝗼 𝘀𝘁𝗼𝗽 𝗵𝗲𝗱𝗴𝗶𝗻𝗴 𝗮𝗻𝗱 𝘀𝘁𝗮𝗿𝘁 𝗺𝗼𝘃𝗶𝗻𝗴 𝗳𝗼𝗿𝘄𝗮𝗿𝗱.

David Hannan

10 harsh truths I learned switching careers at 50.

Thinking about a pivot? Read this twice:

1️⃣ You're not too old to change.
But you are too old to keep pretending you're fine

2️⃣ Purpose doesn't just appear.
You create it through messy action and alignment

3️⃣ Confidence won't lead the way.
But it will follow consistency.

4️⃣ Long careers makes choosing difficult.
Each option looks like the right and the wrong one.

5️⃣ Your old career isn't wasted.
It's raw material for your next chapter.

6️⃣ Focus won't magically show up.
You have to build systems that hold you together.

7️⃣ Motivation lies.
You need momentum, even tiny steps count.

8️⃣ You won't feel clear before you start.
Clarity comes after commitment, not before.

9️⃣ Reinventing yourself takes guts.
Especially when it’s easier to stay put than moving. 

1️⃣0️⃣ Progress will feel invisible.
Until one day, you realize how far you've come.

I learned these the hard way by breaking patterns I didn't even know I had. 

If I knew them sooner?

I would've spent less time overthinking and more time trusting the process.

Which one feels the most true for you?

Share below in the comments—let's compare notes.

Helping senior leaders stop hedging and lock into one clear path | Founder of Momentum | Former $4M full-desk recruiter

10 surprising job search truths I know at 53.

(that I wish I knew at 33)

1. Networking is essential.

Realize that building authentic relationships can open more doors than just handing out business cards.

2. Building a personal brand is crucial.

How you present yourself online and offline can make or break opportunities in your industry.

3. The myth of job security. 

Recognize that the concept of lifetime employment is largely outdated. Diversifying your skill set and being adaptable are your best insurance policies.

4. Self-care is a priority. 

Prioritizing self-care can enhance both your job satisfaction and performance. Ignoring this can lead to burnout and reduced productivity.

5. The value of cultural fit. 

While high salaries or brand-name companies may seem attractive, finding a workplace where you fit in culturally can be equally, if not more, important.

6. Facing ageism. 

Discrimination based on age is a real challenge; staying relevant and adaptable are keys to overcoming it.

7. The importance of time management. 

Understand that being busy isn't the same as being productive. Effective time management is a crucial skill for a fulfilling career.

8. The power of negotiation. 

Whether it's your salary, role, or benefits, strong negotiation skills can significantly impact your path.

9. More than just job titles. 

There's more to job satisfaction than just your title. It's about work-life balance, company culture, and a sense of purpose.

10. Financial planning is a necessity. 

Planning for financial stability is essential, whether for retirement or navigating potential job losses.

The only thing I'd change? 

Start believing them sooner.

PS. What would your #11 be?

10 Job Search Truths I Learned the Hard Way

I turned down $3k and a new client in January. 

Zero regrets.

A Head of Comms DM’d me about working with me. 

Before I responded, I checked their comment history.

Three scrolls in, I found him going off on a recruiter I know. 

Not pushing back or disagreeing respectfully. 

Just mean.

The kind of mean that tells you exactly how someone shows up when things get hard.

Guess what? Coaching’s hard, too. 

On paper, he was solid. But I’m not working with him.

It’s the reason I read beyond someone’s headline. 

Your comments are the realest thing on your profile. 

They show me how you treat people who disagree with you, what you sound like when you’re tired, the version of you nobody’s edited.

I’ve left frustrated comments too, but there’s a difference between saying something’s broken and being rude about the people who don’t see it your way. 

Here’s what I notice with people stuck in their search.

They’re pointing outward. 

All recruiters are idiots. 
Hiring managers are clueless. 
Their last boss was a scumbag.

And that outward pointing keeps them stuck.

Because it’s not about any of those people, it’s about misplaced anger. 

If you’ve been unloading in the comments, do something this weekend. Go through your activity and look at what you wrote.

Ask yourself if that’s someone you’d want to hire. If the answer is no, clean it up.

Not because I’m watching, and many won’t notice. 

But you will.

The person who shows up Monday with a cleaner feed moves differently. 

That person gets callbacks.

You can tell the truth and be smart about it. You can be frustrated and also be someone you’d hire.

I get it, a job search is hard.

Just don’t be a dick about it.

Your reputation’s tied to every single comment.

And it’s why I check them every single time.

PS. Got you thinking about that comment, didn’t I?

No alternative text description for this image

The biggest networking mistake senior leaders make on LinkedIn.

Ever sent a cold DM asking to pick someone's brain?

Of course you have. Who hasn't?

Here's what's happening on the other end: You're asking a stranger for help. For time. For attention. 

And they don't know you yet, so it feels icky.

What actually works is totally different.

Instead of reaching out to that person directly, show up in the rooms where they're already hanging out. 

And I'm not talking about sliding into their DMs. 

I'm talking about finding content that connects:

Could be from a recruiter. 
Could be from a company posting. 
Could be from a thought leader in your space. 

Something that actually resonates with you.

Then you engage in the comment thread. 

Real engagement. 

Not "love this" or some anemic platitude.

You add something to the conversation. Show up where others are already discussing the same stuff.

Do that over and over. Ten, twenty times. 

In the spaces where the people you want to know are already present.

Here's what happens: You become visible. People start recognizing your name. And then—this is the key part—you start becoming familiar. 

That familiarity builds trust. 

And once you've got trust, that's when you can actually reach out and have a real conversation.

It's the relationship rule of three:

Comments boost visibility. 
Visibility leads to familiarity.
Familiarity is the key to trust.

And trust is when you can start picking brains.

P.S. ♻️ Repost to help someone else in your network.

Last week a client said, "I could do any of these five things."

That's where most people get stuck.

I've been sitting with a lot of people whose background just makes sense. 

They've got the experience, and they've done some pretty cool things, but then you ask them what they want next, and there's this shift.

They can talk for twenty minutes about what they've done. 

But when you ask, "So what's the next move?" something happens. It's like they suddenly realize they're choosing which version of themselves to lead with. 

Not which job, but which identity.

One version is the operations person. The systems builder. Another is the people leader. Hired well and trained people up. And then there's the strategist. The one in the room where decisions got made.

They're all real, and they've all got proof.

But when they try to hold onto all of them, their voice changes. There's this hesitation. 

I'll hear it when they talk about what they want next. They'll start clear and then it softens. "Or I could also..." shows up mid-sentence.

It's not a confidence thing because they know they're capable. It's just that their story doesn't actually point anywhere. It sits there in all directions at once.

A hiring manager can hear that. 

They hear the capability, the experience, but they don't hear where the person is actually trying to go.

It's not that any one version is weak, they just haven't decided which version is actually driving the ship yet.

So everything stays flexible, and everything stays technically true.

And why they're stuck between all five.

PS. The first in your list is usually the one.

Defending my team didn’t rattle me, the train ride home did.

This was 2018, back when I was still recruiting.

I had to push back on senior leadership about something that would have landed badly on my team. 

In the room, I kept it together. I listened, took notes, tried not to react. They said I handled it well.

But on the Metro-North ride home, I felt completely detached, just staring out the window. 

I got home and shut down, and the next couple of days took more out of me than I thought.

When you’re the one carrying the weight in the room, you don’t really get to fall apart.

You regulate yourself, you absorb what’s coming at you, and you try to make it usable for everyone else.

That’s how you end up in bigger rooms.

It also takes something out of you.

Before that meeting, I’d already rehearsed what I was going to say and run the objections in my head. 

While I was sitting there, I wanted out, but I kept it together because that was the job.

None of that shows up on a resume or in a performance review.

When I talk to senior leaders now who are between roles or thinking about their next move, this is usually the part that doesn’t come up.

They’ve been carrying that weight for years, and it just feels normal.

The calm exterior, and underneath it, a steady internal burn rate.

You don’t really notice it while you’re still in it.

Sometimes in a career transition, the exhaustion’s been building long before the search even starts.

P.S. What other parts of leadership don’t get airtime?

This is some of the best news I’ve heard on automated/AI generated comment moderation come out of LinkedIn in ages. 

This will have a direct impact on all the big name accounts who’ve relied on engagement pods to boost reach through automated comments. 

Christmas came early. 

LIAM DARMODY — LFG!

Back with a Friday update - today, it's about a comments and the steps we are taking to keep the conversations in the comments authentic and helpful. 

tldr: Automated comments - comments submitted to LinkedIn via a browser extension, script, or third party tool, without human action involved in clicking the “comment" button - are not allowed on LinkedIn. Instead, we want to focus on the comments that are authentic and spark genuine conversations.

taplio

The Battle

Ryan Musselman

David Hannan

Followers

Posts

Engagements

Likes

Performance ScoreRyan Musselman's LinkedIn Performance

Performance ScoreDavid Hannan's LinkedIn Performance

Ready to grow your LinkedIn presence?

taplio

The Battle

Ryan Musselman

David Hannan

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 ScoreDavid Hannan's LinkedIn Performance

Ready to grow your LinkedIn presence?

Performance ScoreRyan Musselman's LinkedIn Performance