Your story reinforces something I've believed for years: clarity scales faster than complexity. The simpler people understand your value, the easier it is to grow.
The transition from "freelance writer" to "email copywriter for e-commerce brands" is a perfect example of improving perceived value without changing your actual skill set.
One lesson I've taken from my own journey is that every failed project narrows your focus. In hindsight, failures often act as filters that move you closer to the right opportunity.
The internet rewards expertise, but more importantly, it rewards clearly communicated expertise. If people don't immediately understand what you do, they'll usually move on.