I get it—everyone and their dog seems to be calling themselves a copywriter these days. You might be thinking, “How do I even compete when there’s a swarm of freelancers, agencies, and marketers already out there?”
Let’s be honest: Yes, copywriting is crowded, but oversaturated? Not quite. It all depends on how you approach the game.
Instead of drowning in a sea of competition, there are real strategies that can make you stand out.
Today, I’m going to tell you exactly why copywriting isn’t as oversaturated as it seems—and what you can do to cut through the noise.
The Myth of Oversaturation
Let’s get one thing straight: just because there are many copywriters doesn’t mean they’re all good. According to a survey by ProCopywriters, around 49% of freelance copywriters are new to the field, having started within the last two years.
Most of them are still learning the ropes. What does that mean for you? It means there’s a lot of fluff, a lot of “meh” writing out there. Good copywriters—the ones who understand their audience, write to convert, and know how to sell—are still in high demand.
Every day, new businesses are being born, startups are going live, and brands are trying to make their mark. All of them need good copy. Think about it—the digital economy is expanding, e-commerce is blowing up, and companies can’t afford not to have a voice online.
The demand for effective messaging hasn’t decreased. In fact, it’s never been higher. The truth is, the market for mediocre copy is oversaturated, but there’s a shortage of effective, needle-moving copy.
How to Stand Out as a Copywriter
If you want to break into a crowded market, you can’t just be another voice echoing what everyone else is saying. Here are practical strategies that can help you stand out and prove that “oversaturation” isn’t your problem—it’s lack of differentiation.
1. Niche Down (But Do It Smartly)
Niching down is a classic piece of advice, but it’s often misunderstood. People think they have to pick a single industry and stick with it forever—but that’s not true. A smart niche strategy is all about identifying where the gaps are. What industries are underserved? What specific skills are being overlooked?
If you just say, “I’m a health copywriter,” well, that’s broad. But if you say, “I help DTC health brands scale through email copy,” you’re being precise—and that’s what businesses are willing to pay for. Finding a niche means combining your interests, skills, and market needs in a way that positions you as an expert in solving a specific problem.
2. Create Content That Gets Noticed
To stand out as a copywriter, you need to demonstrate your skill in public. Blogging, LinkedIn posts, Twitter threads—anywhere you can put your writing. Remember, clients aren’t just hiring copywriters; they’re hiring people who know how to get attention. You should use content marketing to your advantage to show you understand audience psychology.
In fact, businesses with blogs get 67% more leads than those without blogs. Use this opportunity to leverage your knowledge and write case studies, provide actionable copy tips, or dissect popular ad campaigns. When potential clients search “copywriting tips” or “email marketing examples,” you want your content to come up.
3. Showcase Real Results
It’s one thing to call yourself a copywriter, and another to back it up with numbers. Businesses don’t care about words—they care about conversions, open rates, and customer acquisition costs. Showcase specific projects, metrics, and testimonials that demonstrate your impact.
For instance, you could say:
“I wrote a series of onboarding emails for a SaaS product that increased the activation rate by 32%.”
Data talks. If you’re new and don’t have numbers, work on getting them—whether that’s doing pro bono projects, starting your own blog to collect data, or writing for friends with small businesses.
4. Position Yourself as a Consultant, Not a Freelancer
Freelancers are commodities. They get hired, do a task, and move on. Consultants, on the other hand, are problem-solvers. They advise, strategize, and create more value for their clients. The more you can position yourself as a consultant who offers more than just copy, the more leverage you’ll have.
The businesses hiring $10-per-hour copywriters aren’t your clients. Position yourself as someone who brings marketing knowledge, conversion optimization skills, and a deep understanding of the client’s industry. When you’re seen as an investment—rather than just an expense—the competition shrinks dramatically.
5. Understand the Business Impact of Copy
Companies don’t pay for fancy language. They pay for results. You need to understand why your words matter to the business. Are they meant to:
- Increase sales?
- Reduce customer churn?
- Boost conversion rates on landing pages?
This understanding is what separates good copywriters from great ones. For example, if you’re working on an abandoned cart email, it’s not just about getting someone back to their cart—it’s about reducing lost revenue. Speak the language of business metrics, and you’ll find yourself with fewer competitors.
The Demand Is There, But Expectations Are Changing
Is there a flood of new copywriters? Sure. But you need to understand the landscape. Businesses are getting savvier—they’re learning that not all copywriters are created equal. They need copywriters who understand marketing funnels, user experience, and the psychology of persuasion.
According to the Bureau of Labor Statistics, the employment of writers and authors is projected to grow 4% from 2022 to 2032, which is on par with the average for all occupations.
But the demand for copywriters specifically has shifted. It’s not enough to be a wordsmith—you need to be strategic, understand content performance, and adapt to rapidly changing digital environments.
6. Specialize in Conversion Copywriting
Conversion copywriting—writing that drives an immediate action, like a sale or sign-up—is a specialized skill, and it’s in demand. E-commerce brands, SaaS companies, and even B2B firms need conversion copywriters who can increase the ROI on ads, landing pages, and emails.
Learn how to conduct research, understand customer pain points, and craft calls to action that convert. Familiarize yourself with tools like Google Analytics, Hotjar, and A/B testing platforms. The ability to take a data-driven approach to writing will make you invaluable and remove you from the oversaturated pool.
7. Learn Persuasion Psychology
Every good copywriter has a handle on persuasion psychology. Techniques like social proof, scarcity, and reciprocity are foundational, but dig deeper—study behavioral economics, cognitive biases, and what makes people tick. The deeper your understanding of persuasion, the better you’ll be able to craft messages that convert.
Take the time to learn about concepts like loss aversion or anchoring, and use them in your copy. Most copywriters don’t dive this deep, which gives you an edge. Once you understand how the human brain reacts to certain stimuli, you can use it to write more compelling copy that’s harder for people to ignore.
Stop Competing Where Everyone Else Competes
Most copywriters are competing for the same type of work on platforms like Upwork or Fiverr. That’s a race to the bottom. You want to be where the serious clients are—on LinkedIn, in Facebook groups, and connecting through your own content channels.
8. Build Relationships
Getting into the copywriting world and finding opportunities is largely about who you know. Engage with potential clients by offering value before pitching. Comment on their LinkedIn posts, answer questions in their niche, and be genuinely helpful. It’s a slower strategy, but it builds trust, and that’s hard to come by.
Networking isn’t about hitting people up with cold pitches out of nowhere. It’s about building rapport over time, giving before you ask, and genuinely caring about the people you want to work with. That’s how you get past the “oversaturation” roadblock—you build a reputation for being helpful, knowledgeable, and someone people actually like.
9. Develop a Signature Framework
A great way to differentiate yourself is to develop your own copywriting methodology or framework. This could be a step-by-step process that you walk clients through to ensure their copy is effective. It makes your approach feel more like a proven system rather than just you winging it.
For example, you might have a four-step framework for writing sales pages that includes Research, Outlining, Drafting, and Testing. By naming it something catchy and referring to it often, it becomes your “thing.” Clients feel they’re buying into a system, not just someone writing words.
Be Where Clients Look for Quality
Instead of playing in the overcrowded job boards, position yourself where clients are seeking top-tier talent.
10. Use LinkedIn to Your Advantage
LinkedIn isn’t just for applying to jobs. It’s a platform where you can showcase your expertise and connect directly with potential clients. Regularly publish posts that offer value to business owners—maybe that’s tips on how to boost landing page conversions, or a case study of a project you’ve worked on.
Your LinkedIn profile should be optimized to act as a sales page. Use testimonials, highlight achievements, and make it super clear how you can help. Clients will often search for talent directly on LinkedIn, and if your profile communicates authority, you’re already ahead.
11. Stop Just Writing—Offer Strategy
The copywriters who are struggling to find clients are the ones offering writing as a commodity. The successful ones are those that offer a complete strategy—from market research to messaging and ongoing optimization.
Many clients don’t even realize what kind of copy they need. By positioning yourself as a strategist, you can help define their needs, educate them on the type of copy that works best for their audience, and become an invaluable asset.
Instead of “I write emails,” try “I develop email marketing campaigns that reduce churn by improving retention.” Instead of “I write landing pages,” try “I craft landing pages that boost conversions with A/B-tested headlines and compelling CTAs.” Always bring it back to the value and strategy you bring.
12. Charge More, Not Less
It sounds counterintuitive, but if you want to stand out in an oversaturated market, price yourself higher. Higher rates act as a filter for low-quality clients who don’t value your expertise. They also position you as a premium service provider.
When your rates are higher, you can afford to work with fewer clients and dedicate more time to each project. This not only improves the quality of your work, but it also reduces your competition.
Few clients who understand the value of great copy will be choosing between someone charging $100 versus $5,000—it’s different leagues entirely.
So, is Copywriting Really Oversaturated?
Yes, there are a lot of copywriters out there. But the market isn’t oversaturated with skilled, strategic copywriters who drive results—it’s oversaturated with mediocre writers who can’t back up their claims with real value.
By niching down intelligently, focusing on conversions, positioning yourself as a consultant, and always proving your impact through data, you’ll stand out even in a crowded field. Remember, businesses need copy that converts—copywriting isn’t going anywhere.
If you want to take your copywriting skills and freelance income to the next level, check out my online academy.
