Way back when, I would buy rub off stencils and put together my own sales pages...didn't know what a copywriter was. I'd design a sales page then make copies and sit up at night and address them and ship them off the next morning.
Times have changed.
There's no reason anyone that's a copywriter can't make a fortune these days with all the simplicity we have.
A couple reasons why I think some are struggling:
Lack of creativity: If there's one skill I think every copywriter is required to have, it's creativity. It's what makes or breaks you. Doesn't matter if you have no clue how to put a headline together...or a bullet point...or connector phrases...creativity will explode your business.
Hype: I've seen so many articles and ads in my time that I've figured out if you're not hyping your product, you're only gonna be mediocre at it's success. Get excited about what you're selling and hype the crap out of it!
Lack of self confidence: There's a whole world of money right outside your door. There's no reason to advertise all over the internet when all you have to do is go door to door in your community and get business. Most won't do it because they have no self confidence in themselves and are afraid of what others will think. Grow some big ones and get out there!