meet sonny
Sonny Hovsepian
Founder and Director, Truespeak. Sydney, Australia.
Sonny Hovsepian was personally responsible for more than $25 million in incremental revenue across Optus, Samsung and Nikon. Alongside his corporate career, he built his own LED grow light business, Haus Bright, past $1 million a year within three years.
Sonny is the founder and Director of Truespeak, based in Sydney. He brings more than 20 years in commercial roles, from direct-response copywriting at Abacus and digital marketing at Appliances Online to e-commerce and direct-to-consumer leadership.
Truespeak designs, builds and runs AI systems for Australian service businesses. Clients work directly with Sonny, and a person approves anything sensitive: money, relationships, compliance, advice or anything uncertain.
close to home
Deal With a Local, Work With a Local
Sonny was born and raised in Australia. His view is plain: “Deal with a local, work with a local, someone who understands you.”
Truespeak works with businesses across Australia, mostly remotely from Sydney. The person an owner deals with is Sonny, from understanding the work through to running the system after launch.
the track record
Commercial Responsibility, With Numbers Behind It
Sonny's commercial work has covered sales letters, Google Ads, digital marketing, e-commerce, partnerships and customer service automation. These are the roles and figures behind that experience.
Samsung Australia: Head of Online Partnerships, Affiliates and Marketplaces
Managed a $221 million digital sales portfolio, representing 52% of direct-to-consumer revenue, across 160+ partners. The Galaxy S24 launch beat its sales target by 180%, the highest result internationally. Delivered 285% year-on-year growth across 200+ partnership accounts.
Optus: Senior Manager E-Commerce
Delivered 246% combined sales growth over five years and 650,000+ new services. Self-service and digital automation cut operating costs by 40%.
Nikon Australia: Head of Direct to Consumer
Delivered $1.1 million in incremental revenue in 14 months. Built an AI chatbot that deflected 140+ customer service calls a month.
Cheil Australia (Samsung's agency): Senior Manager, Sales and Marketing Strategy
Delivered $120 million+ in annual Samsung e-commerce revenue through Samsung's agency.
Appliances Online: Digital Marketing Manager
Managed SEO, SEM, content and online media for a major appliance retailer.
Abacus: Direct-Response Copywriter
Wrote sales letters and Google Ads.
his own business
Haus Bright Started Alongside a Corporate Job
Sonny started Haus Bright selling LED grow lights while still in a corporate job. Customer feedback shaped the range into four products, and the business passed $1 million a year within three years. It reached a $1.2 million peak year and $3 million+ in total revenue.
The work went well beyond selling lights. Sonny automated customer service enquiries, used Zapier to capture customer details and put a warranty postcard in every package. Review capture and customer follow-up were part of the operation, with 3,300+ positive reviews and a 12,200-subscriber email list with a 45% open rate.
But factories copied his product designs twice. That was the costly lesson alongside the revenue: a product could sell well and still be copied. Haus Bright gave Sonny direct experience of the details an owner has to manage, from product feedback and customer relationships to the systems keeping the work moving.
the work itself
25 Productivity Systems Built
Sonny has built 25 productivity systems, covering work such as estimating, CRM reactivation, prospect research and proposal preparation. The systems below show what that work involves, including builds still underway.
Truespeak Estimator
Reads tender documents and drawings, prepares a first-pass estimate for an estimator to check, drafts RFIs and trade packages, and compares subcontractor quotes like for like. In build with Fidem Property & Construction.
Agent Helper
Finds contacts worth calling in a real estate CRM and prepares the reason to call and an opening line. For Richardson & Wrench Campbelltown, it scored 2,883 contacts and produced ranked call cards.
Broker Book
Reviews a mortgage broker's client book to identify who to call now and why, with a personalised message ready. A six-monthly client rate-review system is in build with Loan Market Dee Why, waiting on CRM API access.
Truespeak Intelligence
Combines a business's own records with public and property signals, ranks prospects by their reasons to act and writes an approach supported by evidence. It is the engine behind Agent Helper and Broker Book.
Truespeak Web Design
Custom websites with close attention to writing and design. Work includes Pezikian Legal's 19-page law firm website and Straight Line Ducting and Fitouts' live website with managed hosting.
Invoice Nudge
Creates invoices and drafts follow-up for approval using relationship context, with more than $126,000 in overdue invoices recovered.
Proposal Generator
Researches a prospect and produces a branded, tailored plan in about a minute. The proposal is sent only after approval.
Company Brain
Keeps one shared memory and rulebook for five AI models, backed up hourly.
businesses worked with
Named Businesses, Specific Work
Truespeak's work includes websites, CRM reactivation, invoice follow-up and systems still in build. Each business below has a specific piece of work attached to its name.
Fidem Property & Construction
An AI operating system for the Sydney construction group, starting with Truespeak Estimator, which is in build.
Pezikian Legal
A 19-page law firm website.
Straight Line Ducting and Fitouts
A website with managed hosting.
Richardson & Wrench Campbelltown
CRM reactivation through Agent Helper, with ranked call cards explaining the reason to call and an opening line.
Loan Market Dee Why
A broker rate-review system, in build and waiting on CRM API access.
Australian Loan House
Broker CRM reactivation through Broker Book. The work analysed the client book with property data and identified households with a reason to call now, each with a personalised message ready.
Shohmelian Legal
Invoice creation and automated follow-up.
how sonny works
Context, Detail and a Steady Hand
AI can produce an answer quickly. Getting the writing, design or document right takes rich context and attention to detail. Sonny's standard is work that people cannot tell from a person's work.
Sonny works hands-on across Claude, GPT, Gemini, Grok and DeepSeek and matches the model to the job, rather than tying a business to one platform.
An owner also needs someone who understands what is at stake in a customer relationship or a conversation with a stakeholder. Sonny brings corporate discipline, sales and marketing leadership, people management and hands-on AI building to that work.
His approach is to be a steady hand: understand the owner's concerns, build rapport and work through the details with tact and method. That includes leaving a step manual when an existing tool has no usable connection.
working principles
How the Work Gets Done
Measure Twice, Cut Once
Sonny starts by naming the trigger, gathering the useful context and defining the next action. The approval point and the record of what happened belong in the design from the start.
Speed and Urgency
An unanswered enquiry or a lead waiting for follow-up gives the work a clear priority. Sonny builds around the next action, with the context needed to prepare it promptly.
Humans Stay in Control
A person approves anything involving money, relationships, compliance, advice or uncertainty. Sensitive actions wait for that decision.
Managed After Launch
Truespeak keeps running the system after launch. That means monitoring it, fixing failures, reviewing exceptions and improving the rules as the work continues.