In this episode of Adil Talks, host Syed Zurriyat Adil interviews Javeria Zafar, a content writer and LinkedIn personal branding expert. Javeria shares her inspiring journey of moving from a background in food technology to becoming a successful freelancer and agency owner, specifically focusing on how women can break through social anxiety to build a digital presence in 2025.

Five Key Points

1: The Shift to High-Income Skills Javeria transitioned from a traditional career path in Food Technology to freelancing because entry-level jobs in Pakistan often pay less than the cost of commuting. She emphasizes that anyone with basic English and internet access can learn high-paying skills like copywriting or content writing within 3–4 months for free via YouTube and LinkedIn [00:04:13].

2: LinkedIn as a Professional Growth Engine Unlike Facebook or Fiverr, which often attract low-paying local clients, LinkedIn connects freelancers directly with international founders and agency owners. She advises that success on the platform requires market research and a clear “offer” rather than just aesthetic profile optimization [00:07:08].

3: The Power of Personal Branding In 2025, people want to buy from people, not faceless corporations. Building a personal brand creates a “trust equity” that makes it easier to launch future products, agencies, or courses because the audience already believes in the creator’s authenticity [00:19:03].

4: Overcoming Introversion and Social Anxiety Javeria shares that she was once so introverted she couldn’t order at a restaurant. She argues that confidence is a muscle built through action; by starting with written posts, moving to audio events, and eventually video, anyone can overcome the fear of being “seen” online [00:22:12].

5: Inclusive Strategies for Women For women in Pakistan who may have privacy concerns or cultural restrictions regarding showing their face, she suggests “faceless” branding. This involves using infographics, voiceovers, or “work-with-me” style videos that focus on the process and results rather than the individual’s appearance [00:25:50].

The Final Takeaway

Implementation is the only bridge between knowledge and success. Javeria concludes that you can listen to endless podcasts, buy courses, and attend workshops, but none of it matters without immediate action. The most successful people are not the ones with the most information, but the ones who take the first step to implement what they have learned [00:29:00].

Transcript: Women Who Lead | Ep. 2

Adil: Syed Zurriyat Adil
Javeria: Javeria Zafar (Content Writer & Personal Branding Strategist)

[00:01:15] Adil: Asalam-o-alaikum Javeria, how are you? Are you doing well?

[00:01:21] Javeria: Alhamdullilah, I am fine. You tell me, how are you?

[00:01:23] Adil: Alhamdullilah. Can you please introduce yourself?

[00:01:25] Javeria: Okay, so I have been working as a content writer since 2019. I am a food technologist by profession; I graduated in 2022. But I have been working as a content writer and freelancer since my university days, starting in 2019. I started on Fiverr, got my first client there who paid me $0.5 per word. Later, I tried Fiverr again, but the profile got de-ranked. So, I continued with my Facebook clients. In 2022, I learned about copywriting and upskilled myself. Then I discovered LinkedIn—I was originally looking for jobs, but I saw creators promoting services and building personal brands. I started my own content creation journey on January 1st, 2023.

[00:03:13] Adil: MashAllah, that is a great journey. Tell me, how did the idea of going into Food Technology come about?

[00:03:23] Javeria: That’s a long story. Initially, I took admission in Literature because I wanted to do CSS, and I thought English was necessary. I didn’t have much guidance as I was the first in my family to go to university. But Literature was boring for me. I was always interested in science, so after one semester, I transferred my credits to Food Technology.

[00:04:13] Javeria: After my internship, I saw jobs were offering 30k–40k PKR. My transport costs alone would have been 30k! So I decided that freelancing was better because it provided a much higher income.
[00:05:14] Javeria: If I can learn these skills at home, anyone can. If you know how to read, write, and speak English, you can learn the basics of any skill in 3-4 months. It’s better than spending your whole salary on transport.

[00:06:51] Adil: Right. Tell me the difference between clients on Facebook versus LinkedIn.
[00:07:08] Javeria: Facebook mostly had local clients. Pakistani clients often outsource work and pay very little—hardly 0.5 or 0.7 PKR per word. LinkedIn is a professional platform. You find international founders, agency owners, and coaches. It’s a completely different level of opportunity and growth.

[00:08:19] Adil: For someone starting on LinkedIn, what are your tips?

[00:08:32] Javeria: Beginners often make the mistake of just copying big creators. First, you must do market research. Second, define your goal: Are you there for leads, engagement, or scaling? Third, create your “offers.” People need to know exactly what you are selling. Only then should you optimize your profile (banner, about section, etc.) to match those offers and your target audience.

[00:10:41] Adil: How should one relate content and design to the audience? Trends change so fast now.

[00:11:14] Javeria: Trends do repeat. In 2023, people loved carousels; then it shifted to personal images with captions. Now, video content is very “in.” You have to understand your specific audience’s preference. I am currently transitioning back to infographics because I see my audience is getting bored with just pictures.

[00:13:25] Adil: Personal branding takes a lot of effort. How do you stay motivated?

[00:13:38] Javeria: Motivation comes from within. When you have a clear goal—like building a course or an agency by the end of 2024—you will get up and work even if you are lazy. You need to be serious about your “why,” whether it’s buying a house, a car, or supporting your parents.

[00:15:40] Adil: How do you build genuine networking on LinkedIn, especially with all the AI-generated comments nowadays?

[00:16:06] Javeria: As a writer, I can spot AI comments instantly. My tip: Be authentic. Use your personal thoughts and experiences. Also, build a relevant network. If I am a copywriter but only add web developers, I won’t have anything to talk about. Add people with similar interests and your target audience so that engaging with them feels natural.

[00:18:43] Adil: What are the benefits of personal branding for you?

[00:19:03] Javeria: People connect with people. In the past, the “face” of a company was hidden. Now, showing yourself resonates more. It has helped me build a community that trusts me. When I eventually launch my agency or course, selling will be easier because people already know I am authentic.

[00:21:31] Adil: What if someone is an introvert and doesn’t want to come on video?

[00:22:12] Javeria: I am the biggest example of an introvert. I had such social anxiety that I couldn’t even order food at a restaurant! LinkedIn helped me build confidence. I started with writing, then moved to audio events, which reduced my fear. Now, I am even making TikToks and YouTube videos. You just have to take that first action.

[00:24:55] Adil: What is your suggestion for women in Pakistan regarding the digital world?

[00:25:20] Javeria: Every woman, whether a housewife or a student, should continue their freelancing journey. If you don’t want to show your face, you don’t have to! You can use infographics, voiceovers, or “faceless” videos showing your work environment or laptop.

[00:27:33] Adil: One last question: Do you prefer Personal Branding, Content Writing, Copywriting, or Ghostwriting?

[00:27:41] Javeria: I prefer Copywriting and Personal Branding. Every brand needs to promote its services, and copywriting is needed everywhere—from emails to ads to social media posts. The demand for it will never decrease.

[00:28:44] Javeria (Closing Remarks): People listen to podcasts and attend workshops but don’t implement. You will only benefit if you take action. Successful people are those who work on their ideas. It’s never too late—take that first step today.

[00:29:44] Adil: Thank you so much, Javeria. It was great talking to you. Take care, Allah Hafiz.