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.

Paid ads landing pages for growth-stage B2B SaaS | 400+ websites, 3x B2B Digital Marketing leader

Hi! I'm Tas (rhymes with SaaS. Coincidence?)  

Real talk: we do landing pages wrong in B2B. We're so focused on conversions that we completely forget that the B2B buying journey is non-linear, the buying committees are larger than ever, and the marketing teams are drowning in lack of resources with unrealistic targets.

This means that on-page conversions aren't a good indicator of success. Consumption of information is. 

We need to create landing pages that give buyers the information they need to make a business case and put us on the shortlist for evaluation. 

We need landing pages that match how B2B buyers buy. 

So I created The Scroll Lab (by Delphinium), a niche B2B marketing consultancy specializing in paid ads landing pages for B2B SaaS companies.

Here, we help you create a foundational set of landing pages that you never have to turn off. 

Here's our process: 

1. Create a killer business case for your buyer. 

We explore keywords, competitive solutions, buyer motivations, use cases, and objections to assemble exactly what your buyer needs to know. 

2. Build core landing pages (wireframe + copy)

Once we know what exactly your prospects need to see, we'll build a set of landing pages that ensure they see it. 

- Product Overview Page - your core value propositions 
- Comparison Page - you vs the alternatives in the market 
- Trust Page - proof of your credibility (both owned and sourced) 
- Pricing or Demo Page - time to decide 

3. Measure and Optimize 

In B2B, where it can take anywhere between 30 - 50 touchpoints before a buyer decides to interact, we will measure effectiveness and make optimization recommendations based not just on conversions, but how buyers are consuming the information. 

We stay with you for 2 testing cycles then build a testing roadmap that your team can manage independently after.

--- 

The results of putting the buyer first and focusing on consumption: 

- 265% increase in purchases for SnagIt (screenshotting tool) 
- 0.13% to 3.43% increase in meetings booked for Conveyor (security questionnaire automation) 

After managing over 400 websites in my 15-year career and making a TON of mistakes, I now help B2B marketing teams create landing pages for their paid media programs that do exactly all of the above. 

How I can help you: 

1) Follow along for content about B2B SaaS landing pages, B2B marketing, and niche consulting. 
2) Sign up for my free resource hub with 150+ pieces of actionable landing page & website tips.
3) Work with me for 1:1 help

Tas Bober

B2B buyers expect a relevant landing page for every ad they click. But most marketing teams are too stretched to build a new page for every campaign.

People assume they have 2 choices: 

1) They can send traffic to a generic homepage and waste ad spend 

OR 

2) They can burn out their team trying to custom-build a dozen pages from scratch.

Nothing we can't just solve with AI, right? Sure, if you like mediocre. 

The real bottleneck is the *way* you build.

I solve this with The Chipotle Framework: 

Think about their model. 

A burrito and a taco use the same core ingredients. They are just packaged differently based on what the customer wants.

Similarly, your landing pages should be modular, not manual.

1) The Wrap

Your Hero section. This is the only part you should change significantly to match buyer intent.

2) The Base

A consistent problem block. This shows the buyer you understand their pain before you try to sell.

3) The Meats

These are the specific ways your product solves the problem.

4) The Fixings

Proof points, logos, and testimonials to build credibility. Some extra blocks relevant to your business (ex. certifications). 

5) The Extras

The FAQ block. This is where you handle the objections that usually kill the deal, not just regurgitating what your product does. 

6) The Cash Register

A clear CTA, and what to expect if they engage.

---

Stop treating every campaign like a brand-new construction project, baby girl. 

Build the ingredients once. Reuse them forever

Bonus: Build the landing page first, then create ad variations from it. This way, they always stay relevant.

Paid ads landing pages for B2B SaaS | 400+ websites, 3x B2B Digital & Website leader | Co-host of Notorious B2B 🎙️

If I did outreach, this is the way I’d do it.

graphical user interface, text, application, chat or text message

This morning I was stressed about being behind on work. Both kids are home from school. 

But then I said f*ck it. This is what life is about. 

We’re at the zoo enjoying tropical Ohio weather. 

I’ll build 400 landing pages but I’ll only have a few moments like this.

No alternative text description for this image

Above the Fold 2026 wrapped. 

Back in the cold but looks like we brought back some sunshine (4 degrees when I left and it’s 51 today. That’s shorts weather for us in the northern half. Ayooo) 

Still recovering 😫

cc: 
Graham Ahner  
Jess Cook  
Sahil Patel 
Ademola Adelakun, MBET 
Maggie Arai  
Connor Lewis 🎬  
Fatema Ali Asghar 
Rielle L. 
Tim Davidson  
Dom Odoguardi  
Eric Holland 💀 
Natalie Marcotullio 
Jay Desai 
Darren Fanton ✦  
Lindsay Sugarman 
Alina Vandenberghe 🌶️ 
Kevin Rapp 
Amber Williams 
Carolyn Dilks 
Tiffany N. 
Ollie Whitfield 
Clay Ostrom 
Will Novelli 🐈 
Alexander Ferguson
Rob Kaminski

Tickets go up Feb 19th for Exit Five’s Drive. Come hang with me! 

PS: Sahil Patel a sweet message for you at the end.  

Dave Gerhardt, this post costs $1 million. Will invoice you.

taplio

The Battle

Ryan Musselman

Tas Bober

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taplio

The Battle

Ryan Musselman

Tas Bober

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

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Ready to grow your LinkedIn presence?

Performance ScoreRyan Musselman's LinkedIn Performance