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.

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, Notorious B2B & The Marketer’s Exit 🎙️

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

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

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

taplio

The Battle

Ryan Musselman

Tas Bober

Followers

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Performance ScoreRyan Musselman's LinkedIn Performance

Performance ScoreTas Bober's LinkedIn Performance

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