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?

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.

I turn founders into impactful writers so they can attract ideal clients.

In 2016, I joined the Slovenian Armed Forces and started training to become a military pilot.

After 3 years, I decided to walk away from what was supposed to be my dream job and start from scratch.

From 2019 to 2022, I worked in performance marketing, helping 20+ brands scale through paid ads and marketing strategy. 

For the past 2 years, I’ve been working behind the scenes as a ghostwriter, helping founders create LinkedIn content that reflects their expertise and positions them as authorities.

Outside of work, I’m into endurance sports. 7× Half Ironmans (and counting). It’s been a big part of my life, and it shaped how I approach everything.

If you are interested in growing your B2B business through content, DM me 'content' and let's chat.

Nejc Jamscek

Currently, I create content for 6 founders.

This is the single biggest insight I can give:

- Visual posts can work
- Dense posts can work
- Simple posts can work
- Text-only posts can work
- Infographic posts can work
- Educational posts can work
- Opinionated posts can work
- Case study posts can work

Posts should feel natural to who you are and what you want to be known for.

I work with a client who is naturally good at telling stories. On our content interview calls, whatever I ask, he always answers with examples. Either something that happened on a call or what a client said.

Another client is good at explaining the reasoning behind complex topics (the WHY), so we shape the posts more in that direction.

So, the best bet:

- If you're a data-driven person, show data
- If you're a storyteller, tell more stories
- If you're opinionated, share more opinions

Don't force yourself to be something you're not.

This way, you have way more chances of staying consistent and seeing the long-term results.

I help B2B founders grow their opportunities with content. Content Strategist & Endurance Athlete. 8x Half Ironman & 1x Full∙Ex-Military∙Ex-Pilot

taplio

The Battle

Ryan Musselman

Nejc Jamscek

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Performance ScoreRyan Musselman's LinkedIn Performance

Performance ScoreNejc Jamscek's LinkedIn Performance

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taplio

The Battle

Ryan Musselman

Nejc Jamscek

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 ScoreNejc Jamscek's LinkedIn Performance

Ready to grow your LinkedIn presence?

Performance ScoreRyan Musselman's LinkedIn Performance