description

In this episode of Adil Talks, host Syed Zurriyat Adil talks with Emily Dunlop, a marketing veteran and founder of Authority Academy. After 12 years in the corporate marketing world working with brands like Nike and eBay, Emily moved to Italy to launch her own business. They discuss the “PACE” framework for personal branding, the reality of living as a digital nomad in Europe, and how to build authority in 2025.

Five Key Points

1: The PACE Framework: Emily’s signature system for building a brand consists of four pillars:

P (Positioning): Knowing exactly why someone should choose you over anyone else.

A (Authority): Bringing your hidden credentials to the surface so people trust your expertise.

C (Content): Creating a funnel that educates and converts your audience daily.

E (Ecosystem): Building the systems and offers (from low-ticket to high-proximity) that allow your business to scale without burning out [16:15].

2: Positioning vs. Niche: Many people confuse the two. Your niche is the category you play in (e.g., fitness or marketing), but your positioning is the “energy” and specific messaging that makes you unique within that category. It’s the difference between being “another coach” and being the only person who solves a specific problem in a specific way [17:21].

3: The “Authority” Mindset: Emily believes authority isn’t just about being a boss; it’s about being the “author” of your own life. Stepping into an authoritative era often requires a “leveling up” of your identity—changing how you dress, how you make decisions, and how you carry yourself to match the person you want to become [28:04].

4: Work-Life Duality in Italy: Moving from the UK to Florence changed Emily’s perspective on balance. She enjoys a “fast” working day but values the Italian culture of closing the laptop and truly connecting with friends and family without talking about work. This duality prevents burnout and keeps the creative energy fresh [08:04].

5: Scaling Through Seasons: Emily describes her journey from “max capacity” in done-for-you services to a “one-to-many” model. She emphasizes that you don’t have to “lock in” forever, but you do need “seasons of sacrifice” where you focus intensely on building the lead flow and systems required for the next level of freedom [39:01].

Final Takeaway

Building a personal brand in 2025 isn’t about being a “specialist” or a “generalist”—it’s about being an expert on your specific journey. Don’t be afraid to make mistakes on someone else’s dime in the corporate world before going solo. Once you do go solo, focus on building an ecosystem that matches your lifestyle goals, and remember that you are the authority of your own story.

Podcast Transcript

[01:31] Adil: Hi Emily, how are you?

[01:34] Emily: Hello! I’m good, thank you. How are you doing?

[02:10] Emily: This year has gone so fast. I moved to Italy last February and launched my business in June. I barely recognize where I started the year compared to how I’m ending it.

[02:34] Emily: Moving to Italy was coincidental. I took my mom to Tuscany for her 60th birthday, and realized the Wi-Fi was good and the energy was different. I came for six months to see what would happen, and 18 months later, I’ve got my identity card and I’m a fully-fledged taxpayer.

[04:03] Emily: The bureaucracy is the only bugbear. I’m lucky I have an Italian boyfriend to help with appointments; otherwise, I don’t know how you’d navigate it. But once you’re in the system, it’s actually quite smooth.

[08:04] Emily: I love the balance here. In the UK, it’s all go-go-go. In Italy, you close your laptop and no one asks about work. You talk about life and family. Plus, I can be at the beach in an hour or skiing in the north in a few hours.

[11:29] Emily: I’ve noticed since moving that my fitness has become a lifestyle. I see 70 and 80-year-olds running and staying so fit. It’s an inspiring environment to be in.

[16:15] Emily: My PACE framework came from my 12 years in marketing with brands like Nike and eBay. It stands for Positioning, Authority, Content, and Ecosystem. If you don’t know what you want to be known for (Positioning), nothing else works.

[18:05] Emily: Most people bury their authority credentials. They think, “Why would anyone care about this?” But bringing those to the surface is what makes your community decide to work with you.

[20:44] Emily: Your ecosystem is vital. You need different layers of proximity. The closer someone is to you, the more they pay. This gives you the flexibility to increase revenue while still impacting as many people as possible.

[21:50] Emily: I used to feel insecure about being a “generalist” because I worked in PR, social, and tech. But looking back, those different disciplines gave me the wisdom to understand the psychology of how to build a brand from scratch.

[25:06] Emily: You have to stress-test your ideas. Does it align with your talents, the market demand, and your interests? If you miss one, you’re just building an expensive hobby.

[28:04] Emily: To me, authority is being the “author” of your story. I had to “level up” my identity. I was working from home in jogging bottoms, but to face my fears and be seen, I had to dress and act like the person I wanted to become.

[32:45] Emily: You should always be thinking about how to expand yourself out of your comfort zone. Once you realize you can do the hard things, it becomes an addictive journey of bettering yourself.

[33:43] Emily: I believe in what Mel Robbins says: if you work that hard on something you believe in, there’s no way it doesn’t pay off. We all work in seasons—some are for long hours, and some are for more freedom.

[35:43] Emily: I’m glad I did the corporate thing first. I made my mistakes in big corporations on their money, not mine. Now, as a solopreneur, the stress is different, but I handled it because of that background.

[39:09] Emily: Last June, I was at max capacity with one-to-one work. I realized I needed to shift to a “one-to-many” route. It was a hellish month of work to build that new lead flow, but it was a necessary season for my next level of freedom.

[41:21] Adil: I’ve been growing my YouTube for two years. I have 13,000 subscribers, but I actually prefer the short-form content because it’s what I consume as a user.

[42:40] Adil: Long-form and short-form are both critical. Short-form grabs attention, but long-form is where the deep-dive value is. People see a short and then go looking for the full podcast to really learn the “how-to.”

[44:46] Emily: It was so good to meet you!

[44:51] Adil: Thank you so much for coming on the podcast, Emily.

In this episode of Adil Talks, host Syed Zurriyat Adil sits down with Charlotte, a paid social ads expert and agency owner. They discuss the massive shift in Meta (Facebook/Instagram) advertising, moving from technical “media buying” hacks to a world where creative strategy and deep audience psychology are the only ways to win in 2025.

Five Key Points

1: The Death of the “Technical” Media Buyer: Charlotte explains that Meta’s algorithm has become so automated that technical tricks—like specific bidding strategies or interest targeting—don’t move the needle anymore. Meta is now a “creative-led” platform where the algorithm finds your audience based on the content of your ad, not the settings in your ad manager [03:54].

2: Andromeda and the Demand for Diversity: With Meta’s “Andromeda” updates, the algorithm is demanding much higher volumes of creative. Simply changing a background color from blue to red isn’t enough; the AI now recognizes those as the same ad. Success requires “creative diversity,” meaning totally different visual styles and messaging hooks to reach different segments [06:08].

3: The ACES Strategy for Reliable Ads: Charlotte uses a specific framework to avoid “throwing spaghetti at the wall”:

A (Audience): Deep psychographic research (pain points, emotions, identity).

C (Concepts): Using tried-and-tested formats like “Us vs. Them” or “Benefits Callouts.”

E (Execute): Launching and getting clean data.

S (Systematic Testing): Using data points to iterate rather than relying on “gut feelings” [16:08].

4: Micro-Personalized Messaging: Broad ads are failing. Instead of saying “get rid of pet smells,” Charlotte suggests being hyper-specific: “Does your dog keep peeing on the rug?” or “Got a stain on the sofa you were going to throw out?” This micro-segmentation helps the algorithm match the right product to the right person [07:12].

5: Data-Driven Creative Strategy: Charlotte, being a self-described “analytical person,” uses custom GPTs to analyze customer testimonials. By counting how many times specific pain points are mentioned, she can mathematically determine which hooks to write. This bridges the gap between the “left-brain” (data) and “right-brain” (creative) worlds [22:51].

Final Takeaway

Stop trying to “outsmart” the Meta algorithm with technical settings and start trying to understand the human on the other side of the screen. In 2025, your “ad manager” is effectively your “creative strategist.” If you don’t know the exact emotional triggers and pain points of your audience, even the most innovative AI-generated video won’t convert them.

Podcast Transcript

[01:53] Adil: Hi Charlotte, how are you?

[01:56] Charlotte: Hello! I’m very well, thanks. How are you?

[02:08] Charlotte: It’s been a hectic week. I find business goes in peaks and troughs—sometimes everyone reaches out at once and it’s crazy, and other times it’s really quiet. I’m excited for a glass of wine tonight!

[03:03] Adil: You have a strong stance that 70-80% of advertising success is now down to creative. Can you dig into that?

[03:19] Charlotte: My background is media buying, but Meta is making it as easy as possible to take people’s money. Automations and broad audiences now work better than interest targeting. The place you win now is creative that truly understands the audience. The glory days of “rubbish product shots” making a high ROAS are over.

[04:34] Adil: I have clients who are slow to make videos, so I’ve started using AI avatars. But it’s hard because some “text-to-video” tools are still quite terrible.

[05:53] Charlotte: It’s about to get much more difficult. Andromeda is demanding much higher volumes of creative. Small iterations, like changing a background color, don’t work anymore. You need diverse messages and visuals to see success.

[08:44] Adil: I’ve noticed that too. Clients are often lazy with groundwork, which is why I tried AI, but AI content can become very cliché and broad if you aren’t careful.

[09:13] Charlotte: The challenge isn’t just making the creative; it’s knowing what to say. People don’t buy “Post-it note ads” because of the Post-it note—they buy because of what is written on it. You have to understand if you are talking to a mom, a student, or a luxury shopper.

[11:12] Adil: Meta policies have also gotten stricter since August. I’ve had ads rejected for “discriminatory policies” even when they were fine for years.

[12:12] Charlotte: There have been so many glitches lately, especially leading up to Q4. Meta always starts changing things at the most stressful time for e-commerce. It’s part of the “fun” of operating in Meta’s sphere.

[13:21] Adil: It’s frustrating. If a creative gets rejected, you can’t just fix it in the same ad; you often have to build a whole new campaign or ad set just to get it approved.

[14:13] Charlotte: It’s so inefficient. The amount of clicks it takes to just launch one ad—saying “no” to site links, “no” to creative enhancements—it’s insane.

[16:08] Charlotte: That’s why I use the ACES method. ‘A’ is for Audience (psychographics, not just demographics). ‘C’ is for Concepts (using tried formats like us-vs-them). ‘E’ is for Execute. ‘S’ is for Systematic testing.

[19:03] Charlotte: You don’t need to reinvent the wheel. Use storytelling frameworks like PAS (Problem, Agitate, Solution) or AIDA. They exist for a reason.

[20:42] Adil: Sometimes innovation helps, though. I saw an anime-style COVID message in my country that went viral because it was so different from the “government style” messaging.

[22:33] Charlotte: Innovation is great, but it can be expensive. I suggest testing super innovative ideas in “organic” first. If it works there, then pump ad spend behind it.

[22:51] Charlotte: I use custom GPTs for testimonial analysis. I look for what customers are actually saying and score their pain points. It’s a “creative strategy for media buyers” because it uses an analytical mind to find creative ideas.

[25:42] Adil: Thank you so much, I learned a lot. This is why I do this podcast—to learn from experts like you.

[26:10] Charlotte: I really appreciate you inviting me on!

In this episode of Adil Talks, host Syed Zurriyat Adil interviews Lauren Petrullo, founder of Mongoose Media and a former corporate marketer at Walt Disney. Lauren shares her deep insights into why digital advertising has shifted from being a “money-printing ATM” to a complex, brand-driven landscape where foundational principles and legal compliance are the only ways to win long-term.

Five Key Points

1: The Return of “Mad Men” Marketing: In the early days of Meta ads, you could just tell the algorithm what you wanted to sell and make money. Now, due to privacy restrictions and high competition, Lauren believes we are moving back to a brand-heavy era. Success in 2025 isn’t just about marketing a product; it’s about advertising a brand story that people actually care about [02:44].

2: The High Cost of Being “Unprofessional”: Coming from a corporate background with dozens of lawyers, Lauren warns that small businesses often break the law without knowing it. Whether it’s ignoring color contrast for visual impairment on a website or missing testimonial disclaimers, these “small” mistakes can lead to devastating lawsuits or permanent bans from ad platforms [09:20].

3: Leveraging Your Competitors’ Ads: Lauren shares a “hack” for consumers and brands alike: if you interact with a specific service type (like a clothing subscription) but don’t buy, the algorithm will immediately flood your feed with their competitors. For brands, this means you have a “first right of refusal”—if your competitor fails to close the lead, you have a prime opportunity to step in [19:31].

4: Context Behind the “Big Wins”: While Lauren recently turned $6,000 of ad spend into six figures in sales for a client, she warns against “clickbait” success stories. These results are rarely just about the ads; they rely on years of existing goodwill, a refined offer, and a deep understanding of the customer journey behind the scenes [23:14].

5: Pivoting for a Post-Media Buyer World: Lauren predicts that in five years, the traditional “media buyer” role will be mostly automated by AI. To stay relevant, agencies must shift their focus toward “everything after the click”—offer creation, data flow, and building real-world relationships through physical locations and experiential branding [39:26].

Final Takeaway

Don’t chase “silver bullets” or cheap tricks that might get you rich quickly but leave you legally vulnerable. The future of business belongs to those who build foundations: protecting their reputation, obsessing over accessibility, and treating their brand like a personality rather than a commodity. If you aren’t relevant and personalized, you’re just in a race to the bottom.

Podcast Transcript

[01:15] Adil: Hi Lauren, how are you?

[01:19] Lauren: Hello! I’m doing well, thank you. How are you doing?

[01:23] Adil: I’m doing great. You’ve been in the industry so long—how have you seen the journey of marketing change from the days of DVDs to the Netflix era?

[01:50] Lauren: At the beginning of my career, you could treat advertising like an ATM. Now, privacy restrictions and legislation have made it harder. The pendulum is swinging back to a simpler, brand-driven style, much like the “Mad Men” days.

[03:48] Lauren: Look at Disney World—it’s essentially one big commercial you pay $150 to enter. They’ve invested in characters and stories, not just products. The future is about advertising your brand, not just your items.

[06:15] Lauren: I remember my first shift at Disney, seeing “Pinocchio” without the head on, smoking a cigarette. It shattered the dream but also showed me the human effort required to build that magic.

[07:08] Lauren: Corporate taught me the importance of caution. We had 43 lawyers on the marketing team. If you don’t know the legal requirements for things like ADA compliance or testimonial disclaimers, you can put your entire business at risk.

[12:15] Lauren: Loopholes and workarounds in Meta ads are short-term. If you get your personal account restricted, it’s game over because now you have to show your ID to make a new one.

[13:30] Lauren: We recently turned $6,000 of ad spend into over six figures in sales for a client doing masterclasses. They had previously spent $25,000 with zero sales because they didn’t understand how to fill the room with qualified buyers.

[18:28] Lauren: I used a “hack” recently with a brand called Stitch Fix. I interacted with their ad just to train Meta to show me all their competitors so I wouldn’t have to do the research myself. Within two minutes, my whole feed was their competition.

[23:45] Lauren: I’m reading Alex Hormozi’s book right now. One thing I love is his disclaimer that results are non-typical. People see someone make $100 million in a weekend and forget it took seven years of building goodwill to get there.

[28:58] Lauren: Hormozi spent $4 million on ads for that launch, but his total investment in labor and infrastructure was likely over $25 million. You have to see the whole picture.

[31:42] Lauren: You can’t control whether you see ads on free tools, but you can control what you see. If you don’t like an ad, train your algorithm by interacting with the stuff you actually want to see.

[34:52] Lauren: TikTok changed shopping because it’s creator-based, while Meta stayed product-based. People buy from people. It’s just the digital version of the “Target effect” where you go in for one thing and leave with a cart full.

[36:13] Lauren: In the next few years, brick-and-mortar stores must become experiential to survive. If you aren’t building a personal relationship or offering something they can’t get online, you’re just a commodity.

[39:21] Lauren: In five years, ad platforms will take away the media buyer role. My agency is pivoting to focus on data flow and the strategy after the click, because running the actual ads will be automated.

[41:09] Lauren: I actually want to move back to having physical office locations. I want clients to come in and build that personal relationship that remote work has taken away.

[42:19] Lauren: My closing remark is: foundations always win. Cheap tricks are like sparklers—a short fuse that burns out. If you want a long-term bang, build wealth foundationally.

[43:08] Adil: Thank you so much for coming on, Lauren. I learned a lot.

[43:11] Lauren: You’re so welcome! Thanks for having me.

In this episode of Adil Talks, host Syed Zurriyat Adil speaks with Chelsea Cohen, the co-founder of SoStocked and a veteran in the Amazon space. They discuss the often-overlooked financial side of e-commerce, specifically how inventory management and cash flow are the real engines behind a sustainable brand.

Five Key Points

1: Profit vs. Revenue Mindset: Many sellers focus purely on “marketing hacks” to drive sales, but Chelsea argues that the next phase of e-commerce is about “growing up” into finance. A business can look successful on paper with millions in revenue, but if you aren’t managing margins and cash flow, a sudden spike in storage fees or a shift in tariffs can kill the business overnight [23:45].

2: The High Cost of “Out of Stock”: Prime Day and holiday rushes are exciting, but they are traps if not planned correctly. Running out of stock doesn’t just lose you today’s sale; it destroys your organic ranking, requiring massive ad spend to “rebuild” the momentum you lost [04:50]. Chelsea suggests sometimes raising prices to slow sales and stay in stock is more profitable than selling out at a discount [03:32].

3: Inventory as a Marketing Tool: Chelsea introduces the concept of “inventory-minded marketing.” Instead of the marketing team just chasing revenue, they should work with the inventory team to use high-traffic days (like Prime Day) to liquidate aged inventory. This clears out “liabilities” that are racking up storage fees and turns them back into usable cash flow [07:25].

4: Negotiating for Cash Flow: To scale, you need cash. Chelsea recommends negotiating better terms with suppliers—like moving from Net 30 to Net 60 or 90—rather than just focusing on the unit price. Turning your cash faster and putting less out upfront is a more effective scaling strategy than just chasing a 2% lower manufacturing cost [26:06].

5: Driving Forward, Not in the Rearview: Most sellers look at what happened last month to make decisions, which is like driving a car while looking only at the rearview mirror. Chelsea emphasizes using forecasting to anticipate future brick walls—like $25,000 storage fee spikes in Q4—so you can adjust your strategy before the disaster happens [38:24].

Final Takeaway

The “gold rush” era of simple Amazon selling is over; the future belongs to the professional operator. To survive in 2025 and beyond, you have to master your data. Don’t just look at the numbers—look for the action the numbers are telling you to take. Whether it’s cutting waste in ad spend or fixing a margin drag in your shipping, every small percentage you claw back is cash you can use to future-proof your brand.

Podcast Transcript

[01:59] Adil: Hi Chelsea, how are you doing?

[02:02] Chelsea: Well, thank you for having me!

[02:04] Adil: Thank you for coming. How was your Prime Day? I ask everyone this because I want to see if transactions were as crazy as they say.

[02:11] Chelsea: Since we are in software now (SoStocked) and not directly selling, it’s all about supporting our clients. It’s important to monitor Prime Day because if you end up running out of stock, you lose all that momentum and profitability afterward.

[04:16] Adil: You’re right. In 2023 and 2024, we ran deals, went out of stock, and then couldn’t sell for a month while waiting for inventory. It’s better to stay in stock even if you don’t run a deal.

[05:42] Adil: Inventory is so mathematical. I have a client with inventory over 365 days old, and Amazon is charging them a ton.

[06:31] Chelsea: It’s the most expensive mistake you’ll make. Those storage fees slam you in Q4. We encourage people to use Prime Day to sell through that old stock—even if you don’t profit much, you get the cash back and avoid those “margin drag” fees.

[08:23] Adil: What do you prefer more—running software or running an Amazon seller account?

[08:35] Chelsea: We started our Amazon business in 2014 and ran it until 2022. My passion is helping entrepreneurs get their time back. Now we are launching a profit forecasting tool because we see people struggling with the complexity of Amazon’s new fees.

[10:36] Adil: You got out in 2022, which was a good time. Lately, Amazon has been slapping on ridiculous things, like the new prep and labeling changes starting January 1st.

[11:58] Chelsea: Exactly. Amazon won’t be doing the FN-SKU labeling or poly-bagging anymore. This hits resellers and arbitrage sellers hard because they now have to send inventory to a 3PL first, which adds shipping costs and cuts their margins.

[13:37] Chelsea: We even have a promo calculator on the Carbon 6 website because the structure of deals changed. If you don’t plan the costs in advance, you’ll be surprised by the charges later.
[16:56] Adil: Has AI been any help to you guys in the software world?

[17:14] Chelsea: It’s great for building a foundation for marketing copy and helping me fix Excel formulas. But for inventory forecasting, it has limits. It can’t project complex timelines involving multiple 3PLs and marketplaces a year out yet.

[22:19] Adil: Where do you see the industry in the next five years?

[22:35] Chelsea: We used to call ourselves “internet marketers”—just sending stuff to Amazon and trying to out-market competitors. Then 2020 forced us to learn inventory. Now, the industry has to grow up into finance and cash flow.

[24:42] Adil: Cash flow is a real killer. I’ve seen big brands and aggregators die because of it.

[25:29] Chelsea: If you make an extra 2-3% profit on your top sellers, you have more cash to scale. Also, negotiate terms! Moving from Net 30 to Net 60 helps you turn your cash faster and scale without needing outside funding.

[28:41] Adil: Switching gears—if you could live anywhere in the world, where would it be?

[28:44] Chelsea: I eventually want to live in Italy. I love the culture, and being in Europe makes it so easy to travel to different countries in just a day.
[30:13] Adil: I’m in Portugal, and it’s the same here. But I’ve realized I need a “cabin in the woods” that’s still near a highway because I can’t live without high-speed internet to help my clients!

[31:57] Adil: What is the most important thing for sellers to keep in mind today?

[32:05] Chelsea: Understanding your numbers. We are building “Profit Flow” to show people what to actually do with their data. It’s not enough to see the data; you need to know when your landed cost is over your target and take action.

[35:50] Chelsea: Advertising is easy to change, but people overlook shipping and “cost share.” If you can lower your ad spend on a best seller by even 2%, that could be tens of thousands of dollars a year in your pocket.

[38:03] Adil: Do you have any closing remarks?

[38:10] Chelsea: Future-proof your business. Don’t drive by looking in the rearview mirror. Look forward at your forecast so you can weather the storms of changing economies or tariffs.

[39:27] Adil: Thank you so much for coming, Chelsea. It was a real learning session.

[39:42] Chelsea: Thanks, I really enjoyed the conversation!

In this episode of Adil Talks, host Syed Zurriyat Adil interviews Ayesha Ameer, a LinkedIn personal branding expert and agency founder. Ayesha shares her journey from a marketing apprenticeship to building a team of 10, focusing on how individuals and executives can leverage LinkedIn to build authority and business growth in 2025.

Five Key Points

1: The Power of Non-Traditional Paths: Ayesha chose an apprenticeship over the traditional university route. She credits this hands-on experience and her move across four different high schools with giving her the adaptability and “people skills” needed to lead an agency and connect with high-level executives [02:42].

2: LinkedIn Growth vs. Niche Authority: Early on, Ayesha focused on raw follower growth, but now she prioritizes reaching a specific, high-intent audience. She explains that while numbers matter for visibility, a smaller, highly engaged community of the “right” people is far more profitable than thousands of random followers [05:42].

3: Authenticity Over AI: With the rise of generic AI-generated posts, Ayesha argues that the only way to stand out is by sharing your unique “origin story” and personal failures. AI can’t replicate human experiences, and sharing those raw moments is what builds true trust with potential clients [28:11].

4: Respectful Debating to Stand Out: LinkedIn is often “too nice,” with everyone agreeing in the comments. Ayesha suggests that sharing a respectful, well-reasoned dissenting opinion (like her public disagreement regarding AI in the workplace) can drastically increase visibility and position you as a thought leader [10:12].

5: Leading with Freedom: Ayesha manages her team of 10 by focusing on results rather than hours. By hiring people who are already active on LinkedIn and giving them the flexibility to work when they are most productive, she ensures the agency produces high-quality content that stays ahead of algorithm changes [16:52].

Final Takeaway

Personal branding isn’t about being “chronically online” or chasing every meme; it’s about consistency and human connection. Start by sharing your real story, don’t be afraid to leave your comfort zone to voice a unique opinion, and remember that the work you put in today—even if it doesn’t go viral—is building a digital footprint that will pay off in the long run.

Podcast Transcript

[01:22] Adil: Hi Ayesha, how are you?

[01:24] Ayesha: Hi there, I’m doing good. It’s been a busy week, but other than that, everything is going well.

[01:37] Adil: You’ve built a massive following and helped brands, but you didn’t follow the traditional formal education path. What’s the story there?

[02:09] Ayesha: I decided to do a marketing apprenticeship instead of university. My manager told me to get on LinkedIn and grow a personal brand. I started as a “lurker,” but seeing others do great things made me realize I could too.

[04:15] Ayesha: I wasn’t selling anything at first; I was just observing. Seeing others build agencies and hit big numbers made me think, “Let’s try this out.” I figured it out as I went along.

[05:28] Adil: If I want to create a brand, should I focus on building followers or something else?

[05:42] Ayesha: It depends on your goal. Some want visibility, others want to sell to a niche. I started by expanding my network broadly, but now I focus on a small, specific group of people.

[07:52] Ayesha: Everything you share becomes part of your digital footprint. I’m not scared to share my ideas because it’s my brand, but you do have to be mindful of how others feel.

[09:39] Ayesha: People on LinkedIn are often too kind and just agree with everything. If you want to stand out, you have to come out of the box and speak your mind.

[10:27] Ayesha: For example, someone posted that grads shouldn’t use ChatGPT. I disagreed respectfully in the comments. That one comment got 40,000 views because I said something different.

[11:58] Ayesha: Working with top-brand executives has taught me so much. Their mindset is completely different from a typical employee. At the end of the day, they are all human, and you have to understand what makes each one unique.

[13:38] Ayesha: If a client doesn’t “land” on a good idea, it’s usually because the reasoning wasn’t explained beforehand. You have to explain the why and the expected results so they feel comfortable taking the risk.

[15:37] Ayesha: My team is 8 to 10 people. I handpicked them from LinkedIn because I liked their content. I give them the freedom to manage their own hours because when they have flexibility, they flourish.

[19:31] Ayesha: I’m not built for a 9-to-5. Some days I start at 6 AM, some at noon. It’s about listening to my body. The pressure is on me if a mistake happens, but the flexibility is worth it.

[23:25] Ayesha: When you have flexible work without boundaries, it’s hard to shut down. I’ve had to learn to put systems in place so I can log off and take breaks when things get overwhelming.

[24:42] Ayesha: Many women DM me saying they are scared to post. I started because I didn’t see many hijabi women in business on LinkedIn. My advice is: get out of your comfort zone. People aren’t judging you; they are embracing you.

[27:34] Adil: How can someone ensure their brand feels authentic?

[27:43] Ayesha: Share your story. People connect with humans. You can’t fake a personal story, and it’s the one thing AI-generated content can’t compete with.

[30:12] Ayesha: Believe that the work you put in now will pay off later. A DM or a post might not show results today, but small steps add up.

[31:06] Adil: Do you plan your content or go by intuition?

[31:13] Ayesha: A mix of both. I save content I like, I repurpose my old stuff, and I note down stories as they happen. I also listen to what my clients are struggling with so I can explain the solution in my posts.

[35:43] Ayesha: My final advice: Take care of yourself first. Put in the work on your health and your goals, and everything else will work out.

[36:07] Adil: Thank you so much, Ayesha, for coming on.

[36:10] Ayesha: Thank you for having me!

In this episode of Adil Talks, host Syed Zurriyat Adil sits down with Noemi Bolojan, founder of Scale Wave. Noemi shares her unique transition from being a music producer to an Amazon brand owner, and finally to running a specialized Amazon agency. They discuss the future of e-commerce in 2025, the reality of “perfectionism” in business, and how to avoid the trap of shiny object syndrome.

Five Key Points

1: Standard over Perfection: Coming from a music production background, Noemi used to be a perfectionist. She’s learned that in business, it’s better to aim for “high standards” rather than perfection. Perfection often stops you from starting, whereas high standards ensure that once you do start, the quality is consistent and scalable [14:13].

2: The “Agency vs. Brand” Choice: Choosing between starting a brand or an agency depends on your personal goals and capital. A brand requires heavy cash flow and inventory management, while an agency is about people, systems, and training. Noemi suggests picking the “vehicle” that matches where you want to be in 10 years, not just where you are now [33:57].

3: Focus over FOMO: Amazon is constantly rolling out new AI tools and ad types (like Sponsored TV). Noemi warns that most of this is just “noise.” Instead of trying to master every new feature immediately, focus on what is already working for your brand and only integrate new tools if they solve a specific problem [25:06].

4: Culture through Simple Values: Noemi originally had 12 core values for her agency but realized no one—including herself—could remember them. She simplified them down to three easy-to-remember pillars. If your team can’t memorize and recite your values, they won’t live them out in their work [16:18].

5: The Future is Storytelling: As Amazon faces competition from platforms like TikTok Shop, the “boring” ads of the past won’t work anymore. Even for simple products like a pizza cutter, you need to create a personal narrative or emotional connection to grab attention in a world where everyone has a short attention span [29:36].

Final Takeaway

Don’t let the fear of “not knowing enough” stop you from starting, but don’t let your ego stop you from learning. Whether you are running a brand or an agency, your success will depend on your ability to zoom out, simplify your processes, and stay focused on your own path rather than chasing every new trend Amazon throws at you.

Podcast Transcript

[01:21] Adil: Hi Noemi, how are you?

[01:24] Noemi: Hello, hello! Thank you so much for having me on the show. I’m doing amazing as usual. How about you?

[01:27] Adil: I’m doing great as well. Thank you for teaching me the pronunciation of your name before we started.

[04:15] Adil: You made the jump from Amazon brand owner to agency owner. How is that shift going?

[04:37] Noemi: I started five years ago. I was a music producer for 15 years and was looking for what was next. I saw a YouTube video about selling on Amazon and started a pet niche brand in 2020.

[05:57] Noemi: I realized I like “building people” more than just products. I was running both the brand and the agency last year and it was tough. I decided to go full force with the agency to focus on ROI and building a team.

[08:21] Noemi: Last year was one of the most difficult years of my life. I tried Amazon Influencer and so many things. I realized that if you don’t figure out how to scale properly, scaling just amplifies whatever is worst about your business.

[11:58] Noemi: In the music industry, I realized I was good, but maybe didn’t have that “special thing” to be the next superstar. I Googled “what makes the most money” and saw marketing. That’s how I transitioned.

[14:13] Noemi: As an artist, you have to be a perfectionist. I brought those high standards to my business, but perfection is a constant iteration, not just a “done” state.

[15:55] Noemi: We had seven core values at Scale Wave, then 12, and it was too many. I couldn’t even remember them during interviews! Now we have three. They have to be easy to remember and replicate.

[19:34] Adil: What are the next goals for 2025?

[19:41] Noemi: This year is about scaling. Last year was about systems. I didn’t want to scale too quickly and lose my reputation. It’s easy to lose a reputation and very hard to gain it back.

[24:19] Noemi: Amazon is experimenting a lot with AI and Rufus. My advice is to ignore the FOMO. Focus on what works. If a new tool isn’t important in two weeks, you probably didn’t need it.

[27:01] Adil: I think Amazon will move more into video and short-form content to compete with TikTok Shop.

[28:45] Noemi: I agree. But Amazon needs to be careful not to move from “customer obsession” to “competitor obsession.” That’s a dangerous shift for them.

[29:36] Noemi: For external traffic, it’s not about the platform; it’s about being a storyteller. Can you make a pizza cutter appealing by telling a story about your grandma’s kitchen? That’s what sells now.

[33:57] Noemi: If you’re choosing between a brand and an agency, look at the vehicle. A brand takes a lot of capital and cash flow. An agency takes time and the skill of training people.

[37:31] Noemi: When I started 5 years ago, I was so “cocky.” I watched a few videos and thought I mastered ads, but I didn’t even know how to switch date ranges in the console! It’s good I started, though, because that’s how I learned.

[38:28] Adil: Thank you so much for coming on the podcast, Noemi.

[38:36] Noemi: Same here, thank you for having me! Take care.

In this episode, host Syed Zurriyat Adil talks with Lovely Dutta, a social media agency owner, about the shifting landscape of audience building and content strategy for 2025. Lovely shares her journey from a solo freelancer to leading a team of five while pursuing an MBA, highlighting the importance of systems and community over simple follower counts.

Five Key Points

1: Scaling from Freelancer to Agency: Lovely explains that an agency is born when your lead pipeline is full and you can no longer handle the work alone. Instead of turning clients away, you should start delegating. However, she warns that as a CEO, you must still know every detail of the business; you can’t just “delegate and forget” [05:48].

2: The Power of Storytelling: In 2025, raw facts aren’t enough to go viral. People connect with narratives. Whether you’re sharing industry tips or personal wins, wrapping them in a story makes the content much more engaging and relatable [13:34].

3: LinkedIn is the New Video Frontier: While most people focus on Instagram for videos, Lovely highlights LinkedIn as a massive opportunity for 2025. The platform is heavily prioritizing video content, making it a “faster growth” hack for those building a professional brand [14:14].

4: Community vs. Followers: Numbers can be deceiving. Lovely stresses that 1,000 followers who actually interact and trust you (a community) are far more valuable than 10,000 random followers who don’t care about your brand or services [22:37].

5: Targeting the Right Persona: You can’t target everyone. If you’re a service provider, teenagers might like your posts, but they aren’t your buyers. You need to define your audience’s age, location, and pain points so the algorithm can find the patterns that lead to actual business revenue [24:11].

Final Takeaway

The “right time” to start on social media is always now. Perfection is the enemy of progress; focus on being authentic and consistent rather than polished. Build a community by providing real value and engaging in genuine conversations, and don’t be afraid to delegate once you’ve proven your model works.

Podcast Transcript

[01:33] Adil: Hi Lovely, how are you?

[01:36] Lovely: Hey Adil! I’m good, how are you?

[01:41] Adil: I’m doing great. How has your health been for the past month?

[01:44] Lovely: It’s been a bit challenging. I wanted to take January slow to set the foundation for my agency, but health-wise, the last three weeks were tough. I’m recovering and keeping a positive outlook.

[02:45] Adil: Let’s get started on the agency side. What are the crucial elements of an agency in your experience?

[03:00] Lovely: The agency wasn’t built in one day. I started in 2020 as a freelancer. After two years, the demand was so high I couldn’t deliver it all alone. That’s when I started hiring and delegating.

[04:40] Lovely: In 2023, I started my MBA. I knew I couldn’t manage both without a support team. Now we are a team of five. My advice to freelancers is: don’t send clients back when you’re full—start outsourcing.

[06:51] Lovely: Scaling is a skill. You have to find the right people and keep employees happy, not just clients. You must know your business through and through—you can’t just delegate and forget.

[08:44] Lovely: When you delegate, quality must be maintained because you are the brand the client trusted. You need systematic parameters so the team knows exactly what quality is expected.

[12:37] Adil: What is the formula for going viral in 2025?

[13:05] Lovely: There is no exact formula, but storytelling is key. People don’t want facts; they want to be engaged through a story. Also, LinkedIn is really prioritizing video content right now.

[16:12] Lovely: Hooks are vital because attention spans are near zero. You need a compelling hook—even a controversial one—in the first 3 seconds to stop the scroll.

[17:14] Adil: I think the best viral posts are where people can comment mean things. It really pushes the engagement.

[17:34] Lovely: Exactly! We tell clients not to delete mean comments. They initiate conversations, and your loyal community often comes to defend you, which boosts the algorithm even more.

[21:01] Lovely: Instagram focuses more on saves and shares than likes. Relatable content that gets shared or valuable content that gets saved is the way to push your reach in 2025.

[22:28] Adil: What are your tips for building an audience regardless of the platform?

[23:04] Lovely: Focus on community building, not just followers. Community comes from genuine conversations. You need to understand your “audience persona”—their age, location, and who they follow.

[25:29] Lovely: You have to make the first move. Engage with your target audience first so the algorithm understands who to push your content to.

[28:17] Adil: Is there one final tip you want to give everyone?

[28:28] Lovely: Stay true to yourself and don’t run after perfection. I waited too long to start because I didn’t feel “perfect.” Start now and figure it out later.

[29:27] Adil: Thank you so much, Lovely. I really hope you get well soon.

[29:45] Lovely: Thank you for having me! I had a great time. Take care, bye.

In this episode of Adil Talks, host Syed Zurriyat Adil chats with Carly McMillen from PPC Farm. They dive into the nitty-gritty of selling on Amazon in 2025, moving past the surface-level talk of sales numbers to focus on what actually keeps a business alive: profit and brand protection.

Five Key Points

1: Profit is the North Star: Carly makes it clear that chasing revenue alone is a trap. You can have millions in sales, but if your profit is only a few thousand dollars after Amazon fees and advertising, you don’t really have a business. Every decision should be guided by your bottom line, not just top-line growth [18:56].

2: The “Amazon BS” Reality: Running an Amazon brand involves a lot of behind-the-scenes “BS”—listing suppressions, support nightmares, and logistics headaches. Carly mentions their agency actually has a dedicated “Amazon BS Department” just to handle the constant cases and support loops that can kill a brand’s momentum [12:17].

3: Inventory is Your Lifeblood: You can’t recover easily from going out of stock. Even a week of being dark can tank your organic rankings so badly that you have to spend thousands in ads just to get back to where you were. Supply chain management should be prioritized over almost everything else [16:47].

4: Building a “Moat” with Intellectual Property: The days of simple private labeling (slapping a logo on a generic Alibaba product) are fading. To survive against massive competition and price wars, you need unique product designs (IP) and a brand story that exists outside of just an Amazon search result [09:02].

5: Smart Competitor Tracking: Don’t just obsess over the #1 seller in your category. While they are a long-term goal, you need to track the competitors at your own level to see how they are moving and watch out for new “up-and-comers” who might be innovating with better images or features [23:44].

Final Takeaway

Amazon isn’t a “set it and forget it” side hustle anymore. To win today, you have to treat it like a serious corporate operation. That means knowing your numbers inside out, protecting your inventory at all costs, and building a brand that offers something unique enough that customers actually look for you, not just the cheapest price.

Podcast Transcript

[01:16] Adil: Hi Carly, how are you?

[01:19] Carly: Hi, I’m doing great! Thanks so much for having me, I’m excited to be here.

[01:22] Adil: Thank you for coming. How did you come up with the name PPC Farm?

[01:27] Carly: It’s funny, we sometimes get people asking if we can help with their actual agriculture. But it actually comes from the way we handle keyword discovery—we call it “farming” keywords and then “harvesting” them into performance campaigns.

[02:42] Carly: Regarding AMC (Amazon Marketing Cloud), I think it’s a bit of a buzzword right now. It’s beneficial for high-level sellers, but for the majority, it might not be the top priority yet.

[04:12] Carly: I think the future is bringing outside traffic into Amazon. You need to build a “moat” around your brand because you can’t just compete on price anymore against foreign sellers.

[07:23] Carly: I started in Shopify helping a skincare company for 5 years, then moved to the parent company of PPC Farm. I did product development there, which helped me see the process from sourcing to logistics to marketing.

[09:02] Carly: We’ve been shifting away from simple private label brands. We’re going for more original IP (Intellectual Property) products. It takes more time and effort, but it’s the way to remain successful.

[10:37] Carly: Our parent company actually has thousands of SKUs and 12 different brands. We use PPC Farm as our own agency, so we experience exactly what our clients are going through with Amazon’s changes.

[12:17] Carly: We have an entire “Amazon BS Department” to deal with listing suppressions and support cases. It’s a red alert whenever a listing goes down because you lose so much momentum.

[14:11] Adil: I think if Amazon put even 1% more effort into their support education, it would benefit everyone. Right now, you get different answers from chat, phone, and email.

[15:41] Carly: Amazon is not messing around with Q4 deadlines. If they say October for inventory check-in, take it seriously or you’ll be out of luck for the holiday season.

[16:47] Carly: It is so hard to recover from being out of stock. We had a client out for two weeks, and we are still struggling to rank them back to where they were. It costs you in ads and lost revenue.

[18:49] Carly: For monitoring profitability, I think Sellerboard is great. Profitability should be the “North Star” for any seller. If you aren’t making money, the revenue doesn’t matter.

[20:00] Carly: Even with software, it’s hard to beat a regular old Excel or Google Sheet for customization. VLOOKUP formulas have probably saved more lives than anything else!

[21:45] Carly: New sellers shouldn’t expect this to be a passive, easy side hustle. You need to do your homework on fees and COGS (Cost of Goods Sold) before you even start.

[23:44] Carly: Pick your top five competitors to track. Some should be “future goals” (the big guys), but you must also track the people at your current level who are climbing the ranks with you.

[25:53] Adil: I had a client who ordered LED strips with a remote, but by the time they arrived, everyone was selling the phone-connected version. He had to liquidate everything at a loss.

[26:32] Carly: If anyone wants to connect, find me on LinkedIn as Carly McMillen or visit ppcfarm.com. We offer a 60-day free trial for new clients to see if we are a good fit.

[26:56] Adil: Thank you so much for coming on the podcast.

[26:59] Carly: Thank you, have a good one!

In this podcast episode, Taiba Anwer, a seasoned content writer and social media consultant, discusses her journey from a first-year student to a successful remote professional. She shares insights on personal branding on LinkedIn, the shift from freelancing to agency models, and the importance of communication in scaling one’s career.

Five Key Points

1: The Power of Personal Branding on LinkedIn: Taiba emphasizes that LinkedIn is more than just a job portal; it’s a platform for thought leadership. By documenting her personal journey, animal interests, and family background, she built an authentic connection with her audience, which naturally attracted high-paying clients [03:47].

2: Investing in Coaching for Scaling: Skill alone isn’t enough to grow income. Taiba explains that she invested in coaching to learn negotiation, communication, and offer creation. This allowed her to transform $100 short-term projects into $1,000 long-term contracts [04:44].
3: Shifting from Freelancer to Consultant: Taiba identifies as a Social Media Consultant rather than just a manager. She advocates for positioning oneself as an expert, even as a beginner, to command respect and better pay from international clients [11:30].

4: Strategic Use of AI: Taiba highlights that while she uses AI (like ChatGPT) for efficiency, grammar, and localized intent (e.g., writing for specific US/UK audiences), the core creative thinking and research must remain human. Using AI for the entire writing process is a “wrong” approach that won’t be accepted by top clients [32:03].

5: Communication is the Ultimate Skill: She advises freelancers to communicate boundaries and expectations clearly before signing contracts. Many bad reviews stem from a lack of communication regarding work hours or project scope rather than poor skills [35:42].

Final Takeaway

To succeed in the modern digital economy, a service provider must move beyond being a “typer” or a “doer” and become a Throught Leader. Your worth is defined by how you position yourself and how effectively you communicate your value. Build a loyal audience by being authentic, and never stop investing in your own growth and soft skills.

Transcript

[00:01:08] Adil: Asalam-o-Alaikum Taiba, how are you?

[00:01:10] Taiba: Walaikum-as-Salam, I am fine, how are you?

[00:01:12] Adil: I’m good. Taiba, give a brief introduction—where did you start and what are you doing nowadays?

[00:01:22] Taiba: I started four years ago in 2020. I was in my first year of Inter, COVID was happening, and classes were online.

[00:01:52] Taiba: Someone told me I write well, so they suggested trying online content writing. I eventually enrolled in a course and started on Upwork.

[00:02:43] Taiba: On Upwork, my JSS dropped. I couldn’t let a platform dictate my potential, so I deleted my profile.

[00:03:11] Taiba: I started documenting everything—client feedback and project wins—on LinkedIn. My highest project then was only $20.

[00:04:44] Taiba: One good thing I did was invest in coaching to learn how to turn $100 into $1,000 and how to create long-term offers.

[00:05:52] Taiba: The sole purpose of my LinkedIn was authentic thought leadership. I never showed myself as just a freelancer.

[00:09:52] Taiba: I realized that having a good client who recognizes your potential is a blessing. One agency client from 2020 is still with me in 2024.

[00:11:30] Taiba: I chose to be a “Social Media Consultant” rather than just a manager. I wanted to keep my creative brain involved.

[00:12:35] Adil: In Pakistan, sometimes business owners struggle to delegate because they fear losing power, whereas international clients prefer delegating tasks so they can focus on growth.

[00:13:51] Taiba: In the local freelance industry, professionalism is often lacking. People treat you like they’ve “bought” you just because they paid for a service.

[00:19:13] Taiba: For beginners: Position yourself as an expert. Even if your skill level is lower, be confident so people treat you with respect.

[00:21:54] Taiba: Regarding my degree (Physiotherapy), I have no intention of skipping it. Education and earning are two different things.

[00:24:47] Taiba: I used to be afraid of the agency model because I didn’t want to check everyone’s work, but my coach pushed me to take the risk now.

[00:27:32] Taiba: Writing is the very last step. Before that, there are six steps: research, brainstorming, organization, and psychology.

[00:30:47] Taiba: If you are learning a skill just for earning, don’t go into content writing now. Go for technical SEO, digital marketing, or management.

[00:32:03] Taiba: I rely on AI for efficiency—grammar and adjusting tone for different regions—but not for the actual thinking.

[00:35:42] Taiba: Communicate your boundaries. Just because they are the client doesn’t mean you have to agree to everything without discussion.

[00:36:17] Taiba: Apart from upskilling, learn negotiation and sales. If you can’t close deals, you will always be underpaid.

[00:36:55] Adil: Thank you so much for coming on the podcast. Take care, Allah Hafiz.

[00:36:59] Taiba: Allah Hafiz, nice to meet you.

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.