Focus on AI: Creating Sales and Marketing Copy for Email Marketing
Heidi Tolliver-Walker speaks to Josh Bluman, co-founder of Hoppy Copy, an AI copywriting platform focused on creating sales and marketing copy for email, social media and newsletters.
The number of players getting into the AI text creation game is exploding. In addition to the big gorillas ChatGPT, Copy ai and Jasper, other well-known companies are Microsoft, Google and Grammarly. Then there are the smaller providers like AI Writing Assistant and Notion AI, all of which are in the general copywriting space. That’s why Hoppy Copy caught our attention.
Unlike these other players, Hoppy Copy doesn’t try to offer everything for everyone. The focus is on creating sales and marketing copy for email, social media and newsletters. The potential for PSPs is fascinating. PSPs are already producing these applications. Helping customers make them better and more engaging is a natural next step.
We recently had the opportunity to sit down (virtually) with Hoppy Copy co-founder Josh Bluman for more insight and background on this interesting upstart.
What do you think: When did you start Hoppy Copy and how did it come about?
josh Bluman: About a year ago. Back then, some big companies like Jasper and Copy AI were already doing well. My background is in marketing and I tried their tools and was amazed at how far and fast the technology had come. I asked myself, “Is there a niche here where people don’t do things so well that I can create a product that solves a very specific problem?”
When I thought about it, email marketing seemed like a great niche to conquer. It’s something that so many companies struggle with, but none of the tools at the time did a really good job of making it happen. Businesses know they need email marketing, but they don’t know where to start, what to include, when to send, or what tone to use. I thought, “What if we could build something that would solve this problem?” So I created a product that I and my team want to use.
WTT: How did you find the AI expertise to develop the platform?
JB: When I decided to get into this field, I found a forum for startups. I posted who I am, my background and what I want to do. I received a surprising number of replies. I chatted with a few, and one of them – now my partner – seemed a natural fit for me. Our discussions focused less on how we might work together in the future and more on how we might start working together at the moment. So we started building something and had a prototype in a surprisingly short amount of time.
WTT: Have you started developing a product without a contract?
JB: Yes, it was a risk. However, after only a few weeks of close cooperation, one can assess whether the partnership will be successful or not. We started brainstorming, developing the product and collecting feedback from users. Within a few weeks we had a prototype. Finally we thought, “We’ve got something here, let’s formalize that.” It was super biological.
WTT: What specific need did you address?
JB: Optimization of the process and more intuitive operation. Based on the models we use and the way the user can customize them, we get very different results than other platforms. It also eliminates much of the learning curve. If you want to get a specific result with ChatGPT, you need to learn to ask the right questions and give him the right prompts. Not everyone has the time or ability to figure out how to do this. We have templates to help you get the right results from the start. We have also integrated other tools into the platform such as: B. Spam checking, team collaboration and competitor monitoring so you can see and learn from what your competitors are doing.
WTT: How can you possibly know what other companies are sending via email?
JB: We have the ability to subscribe to their lists and collect more emails than anyone normally could on their own. You can then organize, sort, and analyze the results in one place. Having been doing this for a while now, we also have access to their historical emails. For example, if you want to compose an email for Valentine’s Day, you can look at all previous campaigns in our database.
WTT: Sort of like “Who is sending what?” for email?
JB: Yes, exactly. Also, we have a document editor that Chat GPT doesn’t have. If you need to make changes quickly, you can do this. You could tell the platform to “add emojis” or “make the content more engaging.” You can also optimize only specific sections of content by tagging them.
WTT: What about print applications like direct mail or brochures? Isn’t that also a retail copy?
JB: Absolutely. We already offer a template for sales letters. So it doesn’t matter whether you use these for email or a printed letter. Hoppy Copy provides text so you can use it however you want. All direct marketing has a similar tone and style. You can use the copy for just about anything, including direct mail, brochures, catalogs, and postcards.
WTT: How about more technical content? AI seems to struggle with the nuances of industry-specific copies.
JB: Because of this, you always want the person using an AI copywriting platform to have the ability to look at the text, rate it for accuracy, and have the skills to tweak it if necessary. AI writing tools are just that – tools. They make work faster, more effective, and more engaging, but they’re no substitute for an experienced human user.
WTT: What do you like best about the platform?
JB: It’s actually something we added recently. It is a comment function. In Google Docs, you can add a comment and provide feedback to an author. In this case, the author is Hoppy Copy. You highlight a section, say an introduction, and say, “Hey, can you make that sound more interesting and engaging?” Or, “Can you add examples?” and it adds them as if a personal writer were working right next to you .
WTT: What’s next for Hoppy Copy?
JB: We’ll continue to delve deeper into the email use case. Next, we’re developing a feature that will allow you to research ideas for a newsletter and collate them into an idea file that will be emailed to you each week. Every week you go into the app and you see the ideas that have been put together especially for you. You can select the stories you want and a newsletter based on them will be spit out. I recently used this feature myself and created a great newsletter in about 45 minutes.
WTT: One of the things AI is known for is inventing things. So, if you offer your clients the ability to create a newsletter curation, how can you ensure that the ideas and information they contain are accurate?
JB: One way is to pull from a feed like Reddit or Twitter and round up the hottest stories. We also want to add a fact checker. There are already some tools experimenting with this. AI tools are so powerful that they can easily mislead. Therefore, verification will be very important, both now and in the future. This should eventually be a standard feature in all these tools, not just ours.
WTT: Fascinating stuff, Josh. Thanks for your time.
josh: Thank you too. This is a really exciting area and we’re just getting started.