Ryan Musselman

Founder @ Coaches who Close

I help executives, coaches, and creators turn their career experience into a coaching offer and leverage their YouTube/LinkedIn channels as conversion properties.

In July of 2023, I left my executive role behind to pursue a content coaching business. 

Wild ride. 
Tons of failures. 
Totally screwed up at first. 

But in 2025 I passed $1M in coaching sales. 

Focusing on the big 3 (Offer, Content, Sales) is what got me through the valley, so my content is designed to help you do the same.

Founder | Coaches who Close

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

My life and business are changing. 

On December 26, 2025, I upload my first YouTube video. 

YouTube is hard. 
I currently suck at it. 

It’s a whole new journey compared to LinkedIn. But the journey is exactly what it’s about for me. 

Ideating, scripting, storytelling. 
It really is a science and art. 
It takes time and patience.

So I’ve paused my coaching practice in its current form. 

Because last week I produced a video about how my LinkedIn journey led to a 7-figure coaching business and it’s taken every ounce of energy to not delete the post. 

Don’t get me wrong, I’m grateful. 
I’ve met amazing people. 
Especially clients. 

But the video confirmed my growing suspicion: 

I’ve reached the inevitable, “what’s next?” question.

The only answers I have:

— Build my next ‘thing’ in the creator economy
— Join a company remotely in the creator economy
— Or a combo of both. I’m excited with any answer.

I also have a major desire to launch a podcast studio in the Dallas, Texas area.

I love podcasts and want to build mine/help build them for others. There's something special about this idea, but I don't know what it is yet.

I recently had a coach tell me:

“Ryan, to the degree you transform your state of being into the truth of your being, you are free to create the life of your choosing.”

That quote will be vague to you if you're not familiar with the best book in the world, "Straight-line Leadership" by Dusan Djukich.

The information in that book helps you unpack that statement. 

Between December 26 and the date of this post, I’ve created and deleted multiple YouTube channels and multiple YouTube videos. 

And it’s because I battled with the “shoulds” of life. 

“I should niche down…”
“I should do a channel like this…”
“No, I should do a channel like that…”

So, I’m ditching the echo-chamber of online biz advice.

Not because it’s altogether bad, but because I need to return to creating for the joy of creating. 

That’s how this whole LinkedIn thing started.
And the only reason it became successful. 

I love content, educating, sales, and building. So, I’ll put on my backpack, grab my Alani energy drink, and walk that rode until the true opportunity reveals itself.

I'll still be posting on LinkedIn. 

PS) I converted 2 spare bedrooms in my home. One is called the boardroom and it's for writing/ideation. The other is a studio for recording. 

And we bought a puppy. Meet Chaila-Rose 🐶🌹

Pictures attached.

Write for 20 minutes every day (without Chat GPT).

My top 5 favorite times to write:

1) After commenting on posts. The brain is awake.
2) Early in the morning (with a coffee - well 3 ☕ )
3) After a walk with no music (only thoughts)
4) After inspiration from a podcast
5) After reading

This isn't an anti-AI post. 
I like Chat and others.
I use them often.

Content creation is a deep skill that changes you - your thoughts get clearer and your communication gets stronger. 

There's a unique satisfaction on the mind when your thoughts get developed word-by-word for a post. 

Your LinkedIn content needs this. 
Your audience wants this.
You do too. 

Enjoy the slowness of it. That's the magic doing its thing.

Most creators on LinkedIn see a flatline when they start. 

Low reach, empty comments, tiny followers. 
But this doesn't mean you suck. 
You're just new.

When I first started posting in 2022, I talked about brand partnerships in the creator economy. 

Each posts was under 10 likes.
Then I steadily grew to 6,000 followers. 

But then I got hired as a content executive, didn't think I was going to post anymore, so I nuked my profile (the irony lol). 

(literally deleted every post 😅)

I started from 0 a few months later. 
Low reach, mild comments. 
Slow follower growth.

This story doesn't end with a sudden burst of explosive growth. That's not how LinkedIn works for 99.99% of people. 

Most of us will experience drops of growth at first with an occasional breakout post. 

Then small growth spurts. Then another breakout. 
This is how growth happens on all platforms.
So embrace the slow process.

This person will always grow:

The one who creates.

They improve each post by 4.79% (kidding - just aim to improve one thing with every post, whether it's the hook, body, story etc).

They don't stop creating. 
They don't stop improving. 

You can't unsee this data below.

LINKEDIN
Posting just once a week puts you in the top 1% of the platform's most visible professional voices.

YOUTUBE
Once you hit 100 subscribers, you are in the Top 63% of all YouTube channels globally (1,000 subs is top 34%).

PODCASTS
If you reach Episode 21, you have officially outlasted 99% of all podcasts ever started.

The only unfair advantage someone has is not quitting.

I made $1M from LinkedIn and learned this.

No seriously, you want a small LinkedIn audience.

Content saturation is creating more fragmentation than ever, but this is actually an advantage in disguise.

My LinkedIn is living proof of this in 3 ways:

1) I never "blew up" on LinkedIn

My 73,000 followers might "seem" big. But in the expansive creator economy, it's tiny.

I've never been viral. 
I only had a few growth spurts.
Mostly, my growth was pretty slow. 

I started posting in April of 2022, 4 years ago. 

My smallest LinkedIn growth was in 2025, but it's my highest year of earnings. 

I grew most when I posted about copywriting.
...but made little (2023). 

Second-most when I talked about LI growth.
...but earned more (2024).

Slowest with coaching businsesses. 
...but totally crushed it (2025).

I freaked-out when reach dropped even more last year 😂

It made me want to go back to "what works" for getting attention. I diagnosed all of the wrong problems, changed things I didn't need to change, and felt miserable. 

Then I stayed the course to focus on one topic:
The coaching lane with my proven niche. 
And only focused on solving. 

My clients got great results and I did too.

2) I never "blew up" because I niched

I do 1 thing: help you build a coaching practice on LinkedIn. 

If that doesn't describe you, then you'll only like my content for how it helps you grow on LinkedIn. 

If it does describe you then this is also true:

You're a leader with career experience. 
You've likely held an executive role.
You're probably 35+ years old. 

And you want to coach to:

A) Own your career
B) Help people

3) I never "blew up" because I didn't need to

And
You
Don't
Need
To
Either. 

99.99% of LinkedIn accounts won't be huge. 
But you can let the pressure off. 
You don't need scale.

I had a client earn $200K in January alone:

- He is super niche'd on LinkedIn and YT
- Very little engagement across the board

Another earned $42,000 from 1 workshop:

- She only works with people in tech
- Less than 30 likes per post

And a 3rd got his first $30K/month.

- He only works with Dads
- 20-70 likes per post

Here's the real way to think about LinkedIn:

1) Growth is slow

Accept this truth. It's sufficient. 
Delete 'fast' from your mouth.
Just target your buyer.

2) If your offer is clear, you will sell

Yes, it must solve a real problem.
There must be real demand.
Biz/Career coaching = 💰
(even w/ saturation)

3) People buy from you, BECAUSE of YOU

Your vibe. Your stories. 
The way you solve.
How you coach. 

You can try all kinds of persuasion tactics, but everyone sees fake scarcity and fake urgency miles away. 

Just start helping people solve a problem.
Then invite them to continue teaming. 

Solve problems and your niche will find you.

Hey, I’m Steven, CEO of TrioSEO. I help CMOs turn SEO and GEO traffic into qualified leads with search-driven lead magnet systems. What does that mean? Click ...see more 👉👉

If you’re in B2B or SaaS, this will probably sound familiar.

Your SEO traffic is growing, but leads aren’t moving the way they should. Reports look fine, and rankings exist, yet SEO still feels hard to trust as a growth channel.

That gap is almost never a content problem. It’s a system problem. At TrioSEO, we build SEO lead generation systems designed to capture demand, not just attract it. 

The core idea is simple: pair high-intent search keywords with SEO-backed lead magnets, then use content to compound traffic into those assets over time.

That usually means tools, calculators, estimators, or interactive assets built around searches people are already making. 

Before TrioSEO, I co-owned a portfolio of 40+ websites, published hundreds of articles per month, and scaled to $1.4M ARR purely through SEO. That’s where I learned the difference between content that ranks and systems that convert.

Today, I’m building TrioSEO alongside Connor Gillivan and Nathan Hirsch, operators who’ve scaled and exited multiple 7- and 8-figure companies using SEO. We approach client strategies the same way we’d approach our own business.

If you’re trying to figure out why SEO isn’t pulling its weight or what it would take to turn search into qualified leads, feel free to DM me. Happy to compare notes and see if it makes sense to talk.

Steven Schneider

Avoid SEO If You Hate… 👇

1. Organic Traffic
2. Brand Authority
3. Sustainable Growth
4. Better Website For Customers
5. Connecting w/ Customers

So, is SEO worth all the work?

I might be biased, but…

yes :)

____

Want me to build an SEO lead magnet funnel system for your company? 

Some of our clients are getting 120-175+ leads per month. Send me a message and let's explore your first funnel.

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I build SEO lead magnet funnel systems • CEO @ TrioSEO

Avoid SEO If You Hate This

Stop Using "Book a Demo" CTAs (here's why) 👇

Most SEO traffic isn’t sales-ready. They want clarity (not a demo). “Book a demo” skips value, trust, and qualification.

That’s why traffic ≠ leads. So, what works instead?

Search-driven lead magnets: calculators, quizzes, estimators, and other simple tools.

They rank in Google, AISEO loves them, people use them, add their info, and you get leads. 

We have a proprietary framework, and I'm giving away this process for free in my eBook, From Search to Sales. 

Look for the 📌 below and grab your copy :)

Want me to design an SEO lead magnet funnel system for your company? Look for the second 📌 below and let's see if partnering makes sense.

♻️ p.s - please repost this for others ♻️

The Hidden Cost of “Book a Demo” CTAs

11 SEO maintenance strategies:

(for sustainable growth)

1) Ensure Your Site’s Mobile-friendly
2) Update Content Regularly
3) Set a Check-in Schedule
4) Review Keywords Often
5) Review Analytics Often
6) Speed Up Your Website
7) Fix Technical Errors
8) Watch Competitors
9) Monitor Backlinks
10) Fix Broken Links
11) Build Backlinks

What did I miss?

____

Want me to build an SEO lead magnet funnel system for your company? Some of our clients are getting 120-175+ leads per month. Send me a message and let's explore your first funnel.

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Steal My 11 SEO Maintenance Strategies

I read the State of AEO/GEO report so you don't have to

Conductor just release a massive study that was pretty impressive. TL;DR: If your brand isn’t showing up in AI answers, you’re invisible before the click

Fun fact: 94% of CMOs already know this and that’s why AEO/GEO budgets are increasing... a lot.

Check out the full report in the 📌 below 

Special thanks to Conductor for sponsoring this post :)  

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p.s. - Want me to build an SEO lead magnet funnel system for your company? Send me a message and let's explore your first funnel.

State of AEO/GEO Report in 2026

The SEO funnel CMOs inherit is sad :( Here's why:

Most don’t sit down and design an SEO funnel. 

9 times out of 10, they inherit one that evolved over time. On paper, it looks fine, but in reality, it sucks.

Search visitors land because they’re trying to understand a problem or get a sense of what something might cost. 

They read the content, maybe click around, then hit a wall where the only option is to talk to sales. 

Most aren’t ready for that, so they leave.

Traffic grows, but leads don’t (and SEO gets blamed).

The issue isn’t content quality or keyword selection. It’s that there’s no system between “I found you” and “I’m ready to talk.”

That missing middle is exactly what we build at TrioSEO → lead magnet funnel systems.

Build a tool that attracts, engages, and qualifies visitor information for your sales team.

I broke the full system down step by step in my ebook, from search to lead capture to nurture. I’ll link it in the comments if you want to grab it for free :)

Want me to build an SEO lead magnet funnel system for your company? Some of our clients are getting 120-175+ leads per month. Send me a message and let's explore your first funnel.

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How I Create SEO Keyword Clusters in 8 Steps:

(explained at a 7th-grade level)

Most SEO strategies fail because people chase one keyword at a time.

That’s not how search works anymore.

Keyword clusters help you:

→ Cover a topic in depth
→ Rank for both short-tail + long-tail queries
→ Build real topical authority

If you care about sustainable organic growth, this one’s for you

____

Want me to design an SEO lead magnet funnel system for your company?

Get a free strategy session and let's see if partnering makes sense.

♻️ p.s - please repost this ♻️

How I Create Keyword Clusters

What high-intent SEO actually looks like

(with proof)

High intent isn’t a keyword.

It’s behavior.

Most teams stop at content and hope

“Book a demo” magically converts.

____

Want me to build an SEO lead magnet funnel system for your company? Some of our clients are getting 120-175+ leads per month. Send me a message and let's explore your first funnel.

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What High-Intent SEO Actually Looks Like

My most underrated blog strategy

(explained like a 7th grade level)

So what makes a great blog article?

→ Prioritizing reader psychology

Okay, what does this mean?

Well, aside from the usual: 

— High-volume keywords
— Optimized headings
— Blah, blah, blah

Article flow matters

(more than you think)

____

Want me to build an SEO lead magnet funnel system for your company? 

Some of our clients are getting 120-175+ leads per month. Send me a message and let's explore your first funnel.

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1 Critical Component of Any Successful Blog

BIG Update: What I’ve Been Building (it's free)

I’ve been a bit quiet on LinkedIn - here’s why:

I’ve been building a new system centered around tool-centric SEO: designing, developing, and implementing lead magnet funnel systems for clients. 

Our tools attract, engage, and automatically funnel visitor qualification data to your sales team. 

Imagine someone searches for a “XYZ Calculator,” finds your interactive tool, collects their data, and enters them into a nurture funnel after sending an automated report.

We already have two case studies live and clients are getting 100+ leads/mo. 

So I bottled up the process into a 50-page eBook, which is yours for free :) 

We are looking to partner with LAW FIRMS and give away FREE SERVICES in exchange for case studies. 

If you know any personal injury attorneys or family law attorneys, please tag them below or introduce us. 

♻️ p.s - please repost this for others too♻️

p.p.s - all content from here on out is about this strategy. I hope you enjoy it!

Free eBook Launch - Grab Your Copy!

11 FREE Google Chrome Extensions (For SEO + More) 

What would you add to my list?

____

Want me to grow your business w/SEO?

Get a free strategy session and let's see if partnering makes sense.

♻️ p.s - please repost this ♻️

11 Google Chrome Extensions I Use Daily

Here's something to consider 👇

The fastest way to waste organic traffic is to treat it passively rather than actively.

When someone finds you through search, they’re trying to answer a specific question or make sense of a decision, but most CMOs overlook that. 

The visitor reads, nods along, and then hits a dead end. 

→ Maybe they click a menu item
→ Maybe they scroll a bit
→ Maybe they leave

Either way, the demand you worked to earn never turns into anything concrete.

From the outside, everything looks healthy: Rankings are up, sessions are climbing, and the content did what it was supposed to do.

What’s missing is a clear path forward that matches why the person searched in the first place.

That's why we've started making lead magnet funnel systems to attract, engage, and qualify leads.

That process of going from search to sales is what I map out in my ebook, step by step, using real examples of how we do it at TrioSEO. 

I’ll link it in the comments if you want to grab it for free.

Want me to build an SEO lead magnet funnel system for your company? 

Some of our clients are getting 120-175+ leads per month. Send me a message and let's explore your first funnel.

♻️ repost this for others also ♻️

It's crazy to me that more SEOs don't talk about this:

Most companies don't have funnels built for search. 

Search visitors don’t arrive ready to talk. They arrive trying to answer a specific question or size something up. 

When the funnel jumps straight to a demo or Calendly, intent drops immediately.

This is where SEO lead magnets actually matter. 

Tools, calculators, generators, quizzes, and estimators built around high-intent searches let people get clarity in the moment, without forcing a conversation too early.

SEO lead magnet funnels attract, engage, and convert (frictionlessly).

I broke this down step by step in my ebook, including how we leverage tool-centric SEO at our agency. 

I’ll link it in the comments if you want to grab it for free :)

Want me to build an SEO lead magnet funnel system for your company? 

Some of our clients are getting 120-175+ leads per month. 

Send me a message and let's explore your first funnel.

♻️ repost this for others also ♻️

Lol, who's heard this? Let's be real tho:

Competitor research is a data point, not a blueprint.

Build your own strategy (that’s where the real ROI is)

____

Want me to grow your business w/SEO?

Get a free strategy session and let's see if partnering makes sense.

♻️ p.s - please repost this ♻️

You often hear (which I also agree with):

“Good things come to those who wait.”
But in reality, I think many will agree:
Our ability to delay gratification
Is a true sign of our ability
Separate greed
And prioritize 
Process 
But
We all know
That’s much easier
Said Than Done – Right?
Because delayed gratification
Also sucks. It’s hard. It’s really hard. 
Especially when our time is correlated
To money, happiness, and everything else

TL;DR - Patience & Perseverance Always Pays 

P.S. This pic was last summer in London (take me back)

____

Want me to build an SEO lead magnet funnel system for your company? Some of our clients are getting 120-175+ leads per month. Send me a message and let's explore your first funnel.

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taplio

The Battle

Ryan Musselman

Steven Schneider

Followers

Posts

Engagements

Likes

Performance ScoreRyan Musselman's LinkedIn Performance

Performance ScoreSteven Schneider's LinkedIn Performance

Ready to grow your LinkedIn presence?

taplio

The Battle

Ryan Musselman

Steven Schneider

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 ScoreSteven Schneider's LinkedIn Performance

Ready to grow your LinkedIn presence?

Performance ScoreRyan Musselman's LinkedIn Performance