Deductions & credits

I am confused.  If someone is self-employed and has say LLC then the person's life insurance beneficiary is not the company but a family member that is NOT an employee of the company and a beneficiary of all the life insurance then is the life insurance premium deductible or not for the self-employed LLC owner's business schedule C as an expense?  I ask because in pub 535 life insurance premium when the coverage doesn't give the person or the business as beneficiary appears to be listed as a deductible expense...