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.

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

Want to start writing on LinkedIn this year? 

The FIRST thing you need is a point of view. 

The SECOND is for it to be a *valuable* and *distinct* point of view. Something you can be known for. 

Especially now, when any yahoo can regurgitate POVs from AI. 

But how do you know if yours is hot or not? 

Anthony Pierri told me early on about Wes Kao's Spiky Point of View. 

It's a great resource. I used that + added my own twist (challenger best practices) for my own POV and work. 

2 months ago, I created a custom GPT to help others with it. Since then, there have been 600+ conversations with a 4.8 rating. 🥹

This fills my heart because there was no agenda with this other than helping people. 

I'm so happy that people have found it useful. 

If you're interested, here's some more info on it: 

----

WHO IS IT FOR: 

Individual experts. Businesses could potentially use it too (although haven't tested it from that angle. Would be fun to see.) 

HOW IT WORKS: 

You have 3 paths: 

1) Workshop Mode 

This is a detailed walk-through to find your POV. It will walk through your expertise, niche, source "best practices", your opinions on them, and then generate and test spiky POVs. 

2) Mini Mode 

You know your niche and topics, you just want some quick hitters to think on. 

3) Scoring Mode 

You (think you) already have a spiky POV but you want to check if it actually is or not. It will give you a total score based on:

- Originality
- Usefulness
- Controversy 
- Conviction 

It WILL call you out on tepid takes. 

HOW TO GET IT: 

I will link it in the comments BUT it is also public in the GPT Library. Just search for "Spiky POV" and it should pop up. 

THE CATCH: 

There is none. It's free and available to all. Use it for good, not evil. That's my ask.

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

Marketers gearing up for another year in B2B.

Things my 6-year old has asked ChatGPT: 

1) What is Mrs. Claus’s real name? 
2) Are farts real? 
3) What would happen if cats could lay eggs? 
4) Can girls grow beards? 

My question: When is winter break over again?

graphical user interface, text, application

Ok, I'm going to go out on a limb here and say: 

No one has ever bought software because you used their logo on a landing page. 

"But it's personalization!" 

Sir, it's a parlor trick. You know it. I know it. Your buyers know it. 

I've seen it 1,000 times. 

"ABM personalization AT SCALE" is an oxymoron. 

It's not meant to scale. Or have a template that you can create across 1,000 accounts. Wut. 

It's meant to be personal. But personal doesn't mean slapping their logo, first name, and mom's SSN on the page. 

For B2B buyers, it's justifying the purchase. It's answering key questions based on where they are, like: 

Need CFO buy-in? Here's your cost breakdown. 
Need Legal buy-in? Here's how we're compliant. 
Need IT's help? Here's our implementation package.
Need references? Here's how your peers used us. 
Need reassurance? Here are our baseline results. 

Now, not ALL of these on the page. But one or some of these based on where buyers are in the decision process. 

THAT'S ABM personalization. 

Not "Hey Rick, I see you on this page. How's little Sammy doing? 😏" 

I’m going deeper into this at the 2026 LinkedIn ABM Bootcamp hosted by ZenABM.

My session: Why your ABM campaigns deserve better landing pages.

The cohort starts Jan 26. It includes workshops on by ballers like: 

Tim Davidson, Patrick Spychalski, Gabriel Ehrlich, Ali Yildirim🌲, Philip Ilic, Maximilian Herczeg, Kamil Rextin, Casper Emil Sciuto Rouchmann, Katya Tarapovskaia, and Emilia Korczynska

On topics like: 

- Building your first ABM strategy
- Using Clay for ABM 
- Target account list building
- Campaign strategy and LinkedIn ad planning
- Follow up sequences for high intent accounts
- Campaign setup and live teardowns of your ads

I would've cried TEARS of joy if this existed when I was in-house, and then cried TEARS of sadness if I missed out. 

So grab a spot because they are limited. 

zenabm(dot)com/abm-bootcamp

Future of website browsing 🤷🏽‍♀️ B2B beware.

graphical user interface, text, application, email

taplio

The Battle

Ryan Musselman

Tas Bober

Followers

Posts

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Performance ScoreRyan Musselman's LinkedIn Performance

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Ready to grow your LinkedIn presence?

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

Performance ScoreTas Bober's LinkedIn Performance

Ready to grow your LinkedIn presence?

Performance ScoreRyan Musselman's LinkedIn Performance