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.

Get More Bu$ine$$, Authority and Engagement on your $ales & News letters as an Expert. Direct Response Marketer & Copywriter

You know your expertise could transform your clients' lives.But LinkedIn feels like shouting into a void.You post. You get 12 likes — half from family. Meanwhile, coaches with half your experience are building audiences, getting inbound leads, and landing speaking gigs.You've tried fixing it:→ Hired a VA who made you sound like a 22-year-old marketing intern→ Bought courses that sit unopened in your inbox→ Posted "authentically" only to hear crickets→ Spent hours writing posts that took 3 minutes to ignoreThe problem isn't your expertise. It's that no one's built a system to translate YOUR voice into content that actually converts.That's what I do.I'm a creative strategist who built something different: 𝗧𝗵𝗲 𝗩𝗼𝗶𝗰𝗲 𝗖𝗹𝗼𝗻𝗲 𝗣𝗿𝗼𝘁𝗼𝗰𝗼𝗹.Before I write a single word, I build three things:𝗬𝗼𝘂𝗿 𝗩𝗼𝗶𝗰𝗲 𝗖𝗹𝗼𝗻𝗲 𝗘𝗻𝗴𝗶𝗻𝗲 — First, I decode your voice across 30+ dimensions (sentence structure, emotional tone, authority positioning, signature patterns). Then I build a custom AI writing system trained specifically on YOUR voice—with precision controls to fine-tune warmth, energy, humor, directness, and more.Not templates. Not approximation. Your voice, engineered.𝗬𝗼𝘂𝗿 𝗕𝘂𝘆𝗲𝗿 𝗣𝘀𝘆𝗰𝗵𝗼𝗹𝗼𝗴𝘆 𝗠𝗮𝗽 — I build the complete psychological architecture of your ideal client. Their fears. Their midnight thoughts. The exact moment they're ready to buy.So every post speaks directly to what's already running through their head.𝗬𝗼𝘂𝗿 𝗠𝗲𝘀𝘀𝗮𝗴𝗶𝗻𝗴 𝗖𝗮𝗹𝗶𝗯𝗿𝗮𝘁𝗶𝗼𝗻 — Every hook is engineered to hit the exact believability level that stops the scroll and drives action. Not too safe. Not too wild.The precise point where curiosity becomes "I need to reach out."Then — and only then — do I write.𝗧𝗵𝗲 𝗿𝗲𝘀𝘂𝗹𝘁?I helped Robb Fahrion (CEO, Flying V Group) grow from 15K to 21K followers with millions of impressions. His CMO Michelle Williams said: "Victor captures not just WHAT we want to say, but HOW we naturally say it."𝗪𝗵𝗼 𝘁𝗵𝗶𝘀 𝗶𝘀 𝗳𝗼𝗿:Business and executive coaches doing $15K+/month who know LinkedIn works but hate creating content.𝗪𝗵𝗮𝘁 𝘆𝗼𝘂 𝗴𝗲𝘁:→ Complete Voice Clone Engine build→ Full Buyer Psychology Map→ 12-16 posts monthly in YOUR voice→ Strategic commenting system → Monthly optimization based on performanceYour time investment: 60 minutes per month. That's it.You coach. I handle visibility.𝗡𝗲𝘅𝘁 𝘀𝘁𝗲𝗽: DM me "PROTOCOL" and I'll run a free Voice Analysis on your content—so you can see how this works before we talk.

Victor Odey

You're not overthinking LinkedIn

You're underthinking how to capture the way you already communicate.

"My Brain Just Isn't Wired for LinkedIn"

The excuse you tell yourself while watching less qualified coaches build their businesses. 

You're a deep thinker.

You analyze. You strategize. You solve complex problems for clients.

But LinkedIn feels like a different language.

All those quick posts... snappy one-liners... bite-sized insights...

That's not how your brain works.

So you convince yourself it's a binary choice:

Either be a "real" expert... or be a content creator.

You can't be both.

Except... that's complete made-up.

The coaches dominating LinkedIn aren't choosing between depth and social media.

They figured out how to translate their deep thinking into digestible content.

But here's where you've been going wrong:

You try to "dumb down" your expertise for social media.

You attempt to compress years of experience into trendy formats.

You force your complex insights into templates designed for surface-level content.

Of course it feels unnatural.

You're trying to become someone you're not.

What if the problem isn't your brain...

But your approach?

What if instead of changing HOW you think...

You learned to capture how you naturally communicate your thinking?

The way you break down complex concepts for clients already works.

Your 1-on-1 conversations convert because you naturally make the complicated feel simple.

Your expertise shines when you explain things in your natural rhythm.

But the moment you try to "create content..." you throw all that away.

There's actually a way to reverse-engineer your natural communication patterns.

The specific ways you build understanding.

How you transition between ideas.

The rhythm you use to make complex topics accessible.

Then systematically apply those patterns to every piece of content.

You're not learning to think differently.

You're learning to capture how you already think... in a way that translates online.

Your deep thinking becomes your competitive advantage.

Not something you have to hide or water down.

The best content creators aren't surface-level thinkers.

They're deep thinkers who figured out how to make their depth accessible.

Happy Friday :)


P.S. What would change if your natural way of explaining things could work as well online as it does in person?

P.P.S. How much of your best expertise stays locked in 1-on-1 conversations because you think it's "too complex" for social media?

I map the entire emotional universe of your buyer — then build cold traffic campaigns around the angles your competitors can’t see | DTC Creative Strategist | Health/Wellness & Supplements Brands.

What I have been up to lately...

Two words.

"Creative strategy"

There is huge demand for this right now and just went through a 4 day INTENSIVE workshop by two 9-figure copywriters/marketers on how to dive into this path.

Think everything from ads, advertorials, upsells, listicles, static and video ads, caveman pages, top 5 pages, PDPs, checkout pages and everything funnel.

As you can imagine...

All this takes work and I'm glad I can think more now with these projects.

We get paid to FEEL and use our judgement to the letter now. 

The voice clone protocol will just be a side thing I'll probably show to my potential clients if they want systems for content but creative strategy will be my main focus.

It's a tough challenge.

Markets are shifting.

Compliance is not a joke.

Pressing pain points in a generic level won't cut it anymore. Market segments is a REAL thing.

Concepts are huge.

Angles are non-negotiable.

Styles are imperative.

Hooks make or break the ad.

From now on I'll always think C.A.S.H.

I will target the Health and Wellness niche.

It's very saturated but I was taught the KEY to beating SATURATION is DIFFERENTIATION.

I'm about to go on an adventure of a lifetime.

Oh and btw, I learnt how to USE AI to speed up the whole process too.

AI is the internet of 1994. To ignore it in ANY area is ignorance on steroids.

So that's the latest on my end.

Working on my new banner and the likes. Plus I will be breaking down my thought processes of some ads I feel strike a cord.

Happy Thursday everyone :)

P.S. Why is almost everyone here on LinkedIn using AI and bashing it at the same? time?

𝟗𝟓% 𝐨𝐟 𝐜𝐨𝐚𝐜𝐡𝐢𝐧𝐠 𝐬𝐚𝐥𝐞𝐬 𝐜𝐚𝐥𝐥𝐬 𝐟𝐚𝐢𝐥 𝐛𝐞𝐟𝐨𝐫𝐞 𝐭𝐡𝐞𝐲 𝐞𝐯𝐞𝐧 𝐬𝐭𝐚𝐫𝐭…

Here's what usually happens

A coach will jump on a call with a prospect.

Opening line: "Tell me about your biggest business challenges..."

MISTAKE. Massive one.

Because this prospect? They've been through 4 other coaching programs. They've read 26 business books. They know more industry jargon than most coaches.

But a LOT of coaches are treating them like a Stage 1 beginner...

While pitching basic solutions to someone with Stage 4 sophistication.

Game over before it started.

Here's the uncomfortable truth...

Most coaches lose sales because they can't read prospect psychology.

They pitch time management to someone whose real problem is decision paralysis.

They offer accountability to someone who needs strategy. They create urgency with prospects who are naturally slow processors.

It's like speaking Spanish to someone who only understands Mandarin...

And wondering why they're not buying.

The coaches who consistently convert 70%+ of their calls?

They read psychology like most people read text messages.

Before they say ANYTHING...

They know exactly where their prospect sits on the sophistication spectrum. What their resistance patterns are. Which psychological buttons to push (and which ones to avoid). How their brain processes decisions.

That's why I built something different...

The Voice Clone Protocol doesn't just capture your communication style.

It comes loaded with 30 custom AI systems as BONUSES that read prospect psychology better than most coaches read demographics.

Systems that predict objections 3 conversations before they happen. That identify trust-building psychology and accelerate it from months to weeks. That find authentic urgency hiding in every prospect's situation.

Because here's what nobody talks about...

Psychology beats technique every damn time.

You can have the perfect script, the ideal pricing, the best case studies...

But if you're speaking to the wrong psychological layer...

You're just noise.

The Voice Clone Protocol changes that.

If you're ready to stop guessing what your prospects need to hear, DM "Protocol" let's chat.

Happy Wednesday :) 


P.S. What's the most frustrating part about sales calls for you - the uncertainty before they start or watching them fall apart in real time?

P.P.S. How many prospects have you lost because you couldn't figure out what was really going on in their head?

When people scroll past your ad in 0.2 seconds

Meta notices

I scrolled through Meta ads yesterday...

And counted the EXACT same hooks 17 times.

No joke.

Here's the 7 overused supplement hooks killing your conversions:

1) "Sick and tired of being sick and tired?"

Translation: "We have zero creativity."

2) "Doctors don't want you to know this..."

Because apparently all doctors are part of some conspiracy.

3) "If you're over 40, read this immediately"

Age-gating worked in 2019. Now it's white noise.

4) "This weird trick melts belly fat"

Weird how it's always a "trick" and never just... good marketing.

5) "Big Pharma doesn't want you to see this"

Same energy as "one weird trick" but with more paranoia.

6) "Harvard study reveals..."

Plot twist: It's usually a study on 12 people. From 1987.

7) "What if I told you..."

What if I told you this hook died with Matrix memes?

Here's why these don't work anymore:

Your audience has hook fatigue. They've seen these 1,000 times. Their brains literally filter them out now.

It's like banner blindness... but for your entire ad.

The algorithms notice this too.

When people scroll past your ad in 0.2 seconds... Facebook thinks your ad sucks. So it shows it to fewer people.

Which means you pay MORE for each click. And get worse results.

It's a death spiral that starts with a boring hook.

Meanwhile...

The brands actually making money right now? They're talking about sleep quality instead of "energy." Joint comfort instead of "pain relief." Mental clarity instead of "brain fog."

Same benefits. Different language.

Language that doesn't trigger the "ad filter" in people's brains.

Your prospects aren't stupid. They know when you're recycling the same garbage everyone else uses.

Treat them like humans having real problems. Not walking wallets who respond to psychological triggers.

P.S. The brands winning right now? They sound nothing like supplement brands. They sound like friends giving advice.

P.P.S. What's the most overused hook you've seen lately that makes you instantly scroll past?

10 things I am learning now to understand a buyer at a deeper level

5 is my favorite


- Core wound
- Pain Matrix
- Resonance hierarchy 
- Rhetorical frames (for hooks)
- Epiphany threshold
- Resonance hierarchy constraints
- Copy blocks
- PIG stories (Punch in the Gut)
- Benefit matrix
- Market resonance

I like Epiphany Threshold because it gives me touch points on things to say that will push my buyer towards the edge of believability. 

You can take shortcut here.

It's either you know WHO you're talking to or NOT.

No guessing work here.

It's been fun this past weeks.

Happy Monday.

The "Scroll-Stopping Thought Test" I use for every ad I write

It's subtle but powerful 

Last week I'm mindlessly scrolling Facebook…

(Like you're doing right now on LinkedIn...)

When this ad made me literally SAY OUT LOUD:

"Wait... how the HELL do they know that about me?"

And that's when it hit me.

Most ads suck because they're talking to EVERYONE.

Instead of talking to the ONE person who needs to hear it most.

Here's my test:

If your ad doesn't make your ideal prospect think "Holy shit, they're reading my mind..."

You haven't mapped the buyer deeply enough.

Most marketers think they know their audience because they can rattle off demographics.

"35-year-old entrepreneurs making 6 figures..."

Cool story, bro.

That's not buyer mapping. Think of it as census data.

Real buyer mapping sounds like this:

"You wake up at 3:15 AM thinking about payroll... again. The money's there, but it feels like you're one bad month away from having to lay people off. Your business partner keeps talking about 'scaling' but you're secretly wondering if you bit off more than you can chew."

See the difference?

One makes them nod along.

The other makes them lean in and whisper "How did you get inside my head?"

Here's the thing most copywriters and creative strategists miss...

The best ads don't just describe what someone DOES.

They describe what someone THINKS about at 2 AM when they can't sleep.

The conversation they had with their spouse last Tuesday.

The lie they tell themselves every morning in the mirror.

That requires you to go DEEP.

Not just "what do they want?"

But "what are they afraid to admit they want?"

"What would they be embarrassed if their friends found out?"

"What excuse do they make to justify NOT taking action?"

When you nail THAT level of specificity...

Your ads stop being ads.

They become mirror reflections.

And nobody can scroll past their own reflection.

So next time you write copy, ask yourself:

"Would my ideal prospect screenshot this and send it to their friend saying 'This is literally me?'"

If the answer is no...

Keep digging.

Because generic gets ignored.

But specific gets NOTICED.

And noticed gets PAID.

P.S. What's the most "mind-reading" ad you've ever seen? Drop it in the comments.

What I discovered after dissecting this supplement ad

This is a thorough ad breakdown in supplement advertising for women over 40. Not because it's perfect. Because it demonstrates how to navigate one of 

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Full Breakdown of BB Company's Radiancy Meta Ad. What Actually Worked and How I'd Improve it.

The awareness levels a lot of DTC brands completely ignore

Most DTC founders are throwing money at Facebook...

Complaining about rising ad costs...

While completely missing 80% of their market.

Here's the thing...

Almost every brand I see is ONLY targeting two types of people:

Problem Aware (people who know they have the issue)

Solution Aware (people actively shopping for fixes)

Which means they're fighting over the SAME tiny slice of prospects...

With every other brand in their space.

No wonder CPMs are through the roof.

But here's what's wild...

They're completely ignoring the BIGGEST opportunities:

The Unaware Audience

These people don't even know they have the problem yet.

They're just scrolling through their feeds...

Living their lives...

Totally clueless that your product could change everything.

Most marketers think these folks are "impossible" to convert.

That's uhmmmm, not TRUE. 

They're the CHEAPEST to reach...

And often convert better than anyone else.

Because when you show someone a problem they never noticed...

Then immediately offer the solution...

That's not marketing. Think of it as REVELATION. 

The Identity-Aware Audience

Even more overlooked.

These are people who already see themselves as "your type of customer."

The dude who considers himself a "biohacker" but hasn't bought your sleep device yet.

The woman who calls herself a "wellness queen" but hasn't tried your supplements.

They're already mentally aligned with your brand...

They just haven't made the purchase yet.

But instead of nurturing these people...

Most brands skip straight to "BUY NOW" messaging.

Missing the easiest conversions of their lives.

Look...

When you ONLY go after problem/solution aware prospects...

You're swimming in a red ocean.

Expensive. Competitive. Brutal.

But when you expand into unaware and identity-aware audiences...

Suddenly you've got access to MASSIVE pools of people...

That your competitors don't even know exist.

Cheaper traffic. Higher LTV. Creative angles that actually work.

It's not complicated.

Some brands would just rather keep doing the obvious thing...

Fighting over scraps...

Then wonder why their unit economics are fucked.

Your call.

But don't blame iOS updates when you're ignoring 4X your addressable market.


P.S. Which awareness level does your brand focus on? Curious how many are stuck targeting the "obvious" prospects...

Look at this stellar cover page of this magalog

The headline is pure DISRUPTIVE curiosity.

"23¢ life-saver Heart Surgeons NEVER tell you about!"

That's hitting THREE psychological triggers at once:

→ Authority conflict (surgeons are HIDING something)
→ Price anchoring (23¢ = practically free)
→ Health fear/hope (life-saver)

But here's what makes this GENIUS for today's Meta landscape...

The "FDA-APPROVED for baby food" angle is BRILLIANT social proof.

They're not saying "trust this weird supplement."

They're saying "it's so safe, they put it in BABY FOOD."

That's instant credibility in a world where everyone's skeptical of health claims.

The testimonial structure is PERFECT for video ads.

Instead of boring written testimonials...

They've got specific STORIES with measurable outcomes:

"Heart surgery CANCELLED!"
"Angioplasty postponed INDEFINITELY!"

Each one becomes a 15-second video hook.

The "pennies per day" framing DESTROYS price objections.

23¢ vs. the "cost of a gallon of gas" comparison makes ANY health investment seem stupid cheap.

But here's the META GOLDMINE...

The way they STACK multiple health benefits...

Heart, arthritis, diabetes, cholesterol...

That's not feature-stuffing.

I feel this is MARKET EXPANSION.

One creative can target 6 different health audiences.

Same product. Different hooks.

The scarcity elements translate PERFECTLY:

"Named Inside" creates curiosity gaps.
"True-Life Stories" suggests authenticity.
Doctor endorsement adds authority.

For 2026 Meta, you'd adapt this as:

→ Carousel ads with each benefit as a separate card
→ Video testimonials featuring those "cancelled surgery" stories
→ Comparison charts showing 23¢ vs. prescription costs
→ Behind-the-scenes content about the "baby food safety" angle

The REAL lesson?

This magalog works because it doesn't feel like an ad.

It feels like BREAKING NEWS about a medical cover-up.

That's the energy that CRUSHES on social.

Not "buy my supplement."

But "here's what Big Pharma doesn't want you to know."

Controversy + curiosity + credibility = CONVERSION GOLD.

Even 30 years later.

A word-by-word breakdown of the 1,600+ word Meta ad that rebuilt customer belief before selling anything.

In saturated markets, leading with benefits kills conversion. This $49 ad leads with rage and it probably prints money. Before begin. It's always impo

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The most technically brilliant ad I've read this year sells vaginal dryness pills

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The Battle

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