Ryan Musselman

I show career, executive, leadership, and business coaches how to add an extra $15K+/Month with 1 coaching offer and 1 repeatable workshop.

Coaches who Close

Cinemark

Business development, sales, and content strategy don't matter if the offer creation process is broken. 

At Cinemark, I led a new initiative to bring large digital content creators to the big screen. Internally, I coached fellow executives on the business parameters needed to make this a profitable sales endeavor. 

Externally, I coached creators on the impact it could drive to their brand and business. 

My offer creation and corresponding content strategy with large digital creators led millions in new ticket sales.

Vice President, Content Strategy

Enthusiast Gaming

Led a team of 28 content strategists, while overseeing content sales, to grow our content vertical with new properties and strategic content partnerships; launching and packaging content offers for sales resulting in millions of new revenue from content properties.

OpTic Gaming

Promoted to President in 2018. Led company in esports, gaming strategy and brand partnerships. Led Infinite's acquisition to Immortals in 2019 at a $100M valuation. Increased brand partnership revenue by 161%. Managed a team of 40+.

President, OpTic, Infinite Esports and Entertainment

Drove executive leadership with P&L responsibility across esports operations, gaming content, game publisher partnerships, sales, legal, and investment. Teamed with CEO to lead OpTic's acquisition to Infinite Esports and Entertainment (new parent company in 2017).

Chief Operating Officer

Google

Directed top content creators and high-volume enterprise accounts by creating 12 global creator events, resulting in the foundation of creator relationships that led to buy-in of YouTube's gaming product; supported business development on YouTube and infused best practices for growing on the platform.

Strategic Partnerships Manager - YouTube Gaming

Machinima

Led a team of 15 in the scale and management of 10,000 gaming content creator partnerships, resulting in 2B+ views per month and $30M+ in annual ad revenue. Identified, pitched, negotiated, and closed talent contracts in gaming and entertainment verticals. Cut $15M in annual costs through contract renegotiations and activated $1M+ in custom brand campaigns by pairing top talent with key internal priorities in direct collaboration with the sales department.

Senior Director, Content Partnerships

Drove community relationships toward owned and operated initiatives, leading to enhanced programming and content network growth.

Community Manager

OneAZ Credit Union

Championed all aspects of branch and corporate recruitment strategies across job fairs, social media, and community outreach activities. Successfully recruited and filled 50+ key positions throughout the organization. Connected with qualified candidates via job fairs, social media, and events in the community.

Recruiter

Founder @ Coaches who Close

2 years ago, I was grinding out content, stacking sales calls, and wondering why my coaching business wasn’t moving forward.

I thought the answer was to push harder.

More calls.
More posts.
More funnels.

But the hustle wasn’t the problem (it was the trap).

My breakthrough didn’t come from doing more.
It came from doing less — a lot less.

So, I built my entire business around one simple system:

1 offer.
1 workshop.
Repeat it monthly.

This took me from stuck to scaling. 

It freed my mind from having to think of 10,000 different ways to convince potential clients I could help.

Fast forward to today and I've taught 800+ coaches my specific protocol for selling 1 offer with 1 repeatable workshop. 

I even eliminated:

1) Sales calls
2) Discovery calls
3) Chasing the "maybes" 

Because the right workshop, with the right offer sequence, creates a conversion opportunity so powerful that you can actually sell a mid-to-high ticket offer without having a big brand. 

If that feels like a relief to you, I run a free 60-minute live demonstration where I show you exactly how this system works. 

By the end, you’ll have a strategy you can use right away to start selling your coaching offer.

This strategy helped my clients launch $10K, $15K, $25K, $30K, and $50K+ events.

Save your spot for the next live training here: https://www.coacheswhoclose.com/

Founder | Coaches who Close

Equipping coaches to close, scale, and enterprise with new clients, content engines, and constant lead flow.

3 reasons why I'm only posting 1'sh times per week:

1) The Death of Follower Counts

Followers used to be king. You’d hear, “I’ve grown to X followers on X platform.”  

More followers meant more reach.

Now we’re in a topic-based era. Feeds are programmed for you based on your social behavior. What you engage with is what gets shown to you. 

“Niching down” is now a requirement.

And there’s no wrong way to do this. You can niche based on topic, the problem you solve, the person you serve, or a combo of all 3. But it is a move you must make.

This puts a whole new meaning on what you engage with. 

But I don’t want you to overthink this. Focus on topical depth relevant to the niche you serve. That’s your first move and getting it right will help you acquire and monetize more of your audience.

Follower counts are useless. 

My follower growth went from 150 per day in 2023 to 20’sh per day in 2025. It’s no longer a worthy metric to track because your followers will only see your content if it’s relevant to their behavior. 

2) The Re-Birth of Experiential Depth

People don't need to hear from you often, they need to hear from you powerfully. Think about the posts you read AND save. The posts you can't ignore and MUST come back to. 

That's your goal. 

Write content that's so rich with your experience that it can't be ignored. This means short and fluffy posts are fired. This will require you to slow down and spend more time writing posts. 

But that's a GOOD thing. Great even. 

Most coaches are letting AI lead their content. The risky assumption here is, "Oh this looks good enough and I need a post for today anyway." But it isn't good enough. 

Don't think like this.

The "it's good enough" mentality tricks you into optimizing for likes and reach. But the most important metrics are Saves, HUMAN Comments, and Retention (on video platforms, retention and watch time are mission critical). These 3 demonstrate that the human behind the screen is magnetized to your experience.

3) Level 1 Strategies Don't Give Level 10 Growth

I used to whip up hooks and post fast. My strategy was short, bursty, and full of "grind it out" content.

Now, I'm slow. 

I write multiple hooks and sleep on them. Then I formulate deeper, experiential content. This isn't overthinking-it's planning, measuring, and iterating.

Old school tactics are out.

What got me to where I'm at today will not get me to where I want to go tomorrow. My organic content isn't about conversion anymore. I now use ads for that (and yes, you'll have to use ads someday too-this is unavoidable).

THE CLOSE

- Non-experiential content = no brand
- Convenient AI posts = weak positioning
- I'm writing in paragraphs for real readers
- I think posting too often leads to stagnancy
- This was the most fun I've had writing in 2025
- If you're 35+, you should be coaching not 9-5'ng

(Read that last bullet point again)

Next post drops // Oct 13, 2025

Helped 800+ coaches get clients with 1 offer and 1 monthly workshop

I just burned my first YouTube video to the ground.

Now, I’m pressing restart on ALL of my content.

And if I don’t do this, I’ll be left behind in a sea of sameness. 

The great AI disruption is here and many who post online won’t get passed it. It already invaded LinkedIn which is partly why all of us have been so pissed off with reach, fledgling numbers, and AI comments. 

My days are filled with deep YouTube study and high-value, undeniable YouTube script-writing. 

I’m going to solve this problem for both of us.
This is day one of my big content reset. 
(to win we need YouTube + Email)

I promise this:

What you’re about to receive from me in terms of a content strategy will help future proof your ability to gain and monetize attention online. 

If you’re following me here, great. 

I’ll show you where to follow on YouTube when the first trainings are available so you can put it all into action. 

Mentally prepare yourself. 
You will need video. 

Talk soon.

Helped 800+ become Coaches who Close clients with the right offer and content strategy.

This builds your authority better than anything else.

It’s not just social media.
It’s not just interest media.
It’s personality-driven-interest-media.

This video will only help you if you watch until the end.

I’m on a mission to build a 100% video-led content strategy. 

1,000 days in a row of uploading to TikTok (25/1,000 so far).

And 2-4 longform videos per month on YT (almost ready to start). 

Video is undeniable. 

Mastering it makes you undeniable.

Go broad with your content to reach more people.
Go specific with your offers to draw out buyers.

This gives you the best possible volume of connection on the front end without missing the buyer on the back end. 

It’s ok for your content to be broad. Your buyers have multiple interests. 

The specifics of your offer ensure they don’t get missed.

Speak to the camera for 20 minutes every day. 

You’ll become elite with video and get clients.

Don't sell your coaching offer like this:

“6 week leadership program." 
"12 calls."
"Community access.”

Those features are fine and buyer's need to know them. 

But we don't lead with features because they are the structure without a story.

Instead, sell to a new identity: 

(Watch the video 😎)

5 convictions to build wealth as a coach in 2026:

1) Upload every day. Forget engagement.
You have silent watchers who are real buyers. 

2) 80% of your new content should be video. Short & long. 
Let people hear your voice and see your face. You're the hook. 

3) Selling your offer in your post is attempting to "rush the sale."
Let social content be top of funnel. Offers are best for experiences. 

4) "Experiences" are your deep and long-form content. 
Podcasts, live events, virtual events, YouTube vids.

5) If you don't have an automated email system...
You have a business built on sand. 
Don't pander to algorithms. 
Own the contact. 
Email ftw.

After 2 years of building on LinkedIn, I feel the season for change. 

You feelin' it too?

If you feel stuck with your content, lean into video. It’s the fastest way to build trust with your audience.

The best way to start your video is to get right to the point. Our brains love content with a pattern.

How I sold $1.2M in 18 months with 2-day Zoom events:

1) Leverage Existing Identity Against New Identity

I'm referring to your offer - what you sell. If you're a coach, you should save and refer back to this guide. THIS is what you're really selling:

A new identity to someone stuck in an old identity. 

It's not an offer that makes a simple promise like: "get your dream career." It's the communication of a new identity that ventures deep into their psyche. Something that creates tension to move, for example:

"Break the $100K ceiling without missing bed-time stories."

You might ask, "what do these have in common?" until you realize it's targeting mothers who want career progression without sacrificing time with children (a real offer from one of my career coaches).

The struggle = their old identity. 

My client knows that the women she serves can have their cake, eat it too, AND get all of their presents (good job, strong salary, family time). But she went even deeper by adding 4 more words:

"...and after-school pickups."

Combined, it reads: "Break the $100K ceiling without missing bed-time stories and after-school pickups." She disrupted their old identity by leveraging it against a new and realistic identity. 

She created tension for a new identity. 

Tension to NOT sacrifice the "How was your day?!" her clients would ask their children at afterschool pickups while waiting for their smiling faces to run toward her with their oversized backpack bouncing with books. 

It's never just about a "desired outcome."

It's about a new identity interwoven with multiple outcomes. This stands out in a world overflowing with self-help experts. It makes you undeniable.

2) Selling with 2-day Virtual Zoom Events

If you don't learn "one-to-many" sales via live experiences, then you're stuck in an old sales paradigm that doesn't scale (one-to-one sales).

But here's the twist:

I didn't sell on this workshop and I didn't charge people to join. I created an exchange of value: free training (my commitment) for a feedback call (their commitment). 

That was the price of access: feedback. 

The follow-up call took place after the event. I'd gather their feedback and outline a custom plan for their new identity. Then I'd ask if they wanted to build the identity together in my official program. 

During the 2-day event, I made one point:

"You can't buy anything from me these 2 days." This transformed the event from a preliminary 'sales' perception to a learning environment. It allowed attendees to pause, breathe, and be free to learn without a pitch. 

THE CLOSE

- This was hard at first until it wasn't via practice
- I tried 3 events at $100 then moved to free
- It's far and away the best way to sell

This exact process created predictable monthly revenue. 

Previous post // The Death of Follower Counts: https://lnkd.in/gRk8Cb8B

Next post drops // Oct 16, 2025

Make viewers feel something with your posts because: 

Emotion makes people follow. 
Emotion makes people think.
Emotion makes people buy.

How to use it in your content.

Find your best performing post and do this (every week) to grow an audience that respects you.

Some of you should leave corporate for a season. 

(to be a Career or Business Coach)

1) You Learn Who You Are Without the System

I love the corporate world. So this isn't a bash. But in the 9-5 environment you're renting your knowledge inside someone else's frame"work" (pun intended).

But outside, your knowledge gets forged.

In fire, friction, and uncertainty. Every trial you face outside the system compounds your knowledge into wisdom-the kind that reshapes others.

You "meet yourself again" for the first time. 

And like sunlight piercing through leaves swaying from a light breeze, you see yourself becoming decisive, confident, articulate...and independent. Independence is priceless.

2) You Learn to Trust What You Know

This is scary at first because outside of the system, the only validation you'll receive is from people you've actually helped. This comes from light feedback via your positioning in content.

"I felt seen from your last post."

And that's good. But you can't stay there. So you're challenged to ask for the sale and put 'what you know' into an official growth system, whatever the context (career, biz, leadership exec coaching etc) to help that person get what they want.

You will literally doubt everything you know. 

But it will force you to be patient and see it through - you will prove your doubts wrong. This is the uncomfortable grey area that's only a test - a test you can pass simply by not quitting - that's literally it. 

3) You Learn to Move Without Permission

You will hesitate in your early stages. You'll crave the nod, the sign-off, the subtle reassurance that what you’re client is getting the value you promised. But this proves that you're on the path because:

It will make you over-deliver for clients.

And that's the exact behavior of a winner. They "fear" they can't deliver for someone who just paid them, so they get into the mud, go the extra mile and walk the result across the finish line. They become their own guarantee.

This forms the foundation of your future.

Because you're becoming the person who can manage the success when it arrives. You're learning to fail quietly but fix quickly. 

Every time you move without permission you grow.

And one day you’ll notice you’ve stopped asking. You'll be living in the freedom to no longer wait for people. You’re leading yourself and trusting your experience.

THE CLOSE

- You have to learn to trust your experience
- Your experience is already sufficient
- And you will fortify it even more
- Coaching isn't for everyone
- But if you've "felt it"
- Then it's overdue.

So, make the jump for a season. Worst case, you return to corporate (either way you win because you gain transferrable, valuable experience).

Previous post // How I Earned $1.2M with 2-Day Zoom Events: https://lnkd.in/gZVQVn_B

Next post drops // Oct 20, 2025

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