As with any product/service in a mature market you'll have to set yourself apart in order to take sales away from the established players. You're going to have to do something that's already being done better than the existing marketers are doing it, or identify an underserved market segment and go after that.
So, what's your angle? "Whatever is in" isn't going to cut it. Every seller is trying to sell what's hot - there's no money to be made in selling stuff there's no demand for.