The Desire Company

Meet some of the team from The Desire Company, including Kelly Hogue and Eric Sheinkop, at the POSSIBLE event in Miami later this month!

Meet Robert Maxfield, a powerhouse in our Expert Community at The Desire Company! With over 40 years of experience as a sound engineer in the motion picture industry, Robert’s worked on some of Hollywood’s biggest and loudest productions including Twister, The Walking Dead, Mission Impossible, and more. After a career spent capturing everything from whisper-quiet dialogue to explosive sound effects, Robert knows the importance of protecting your hearing. That’s why we paired him with the Sony C20 Over-the-Counter Hearing Aids. If they work for someone with his ears, you know they’re the real deal!

Thrilled to share my recent conversation with Chase Binnie, CEO of RetailWire, during Shoptalk! This wide-ranging interview covered a variety of topics that are crucial for anyone in retail, marketing, or content strategy. Here’s some of what we discussed: › How content created by The Desire Company provides a 5x to 12x lift in sales for products on retail pages. › Why influencer marketing works for awareness, but not for driving conversions. › The importance of trust and timing in creating content that truly resonates. › What brands and retailers need to know about the new FTC rules on reviews and testimonials. › How expert-led content helps cut through the noise of content overload to deliver value at the point of purchase. If you’re interested in these topics, this conversation is packed with insights you won’t want to miss. Check out the video interview below!

If this was an episode of Friends, it’d be: “The One Where a Lip Stain Almost Lost Me as a Customer—Until an Expert Saved the Sale.” This is a story about how an expert guided me through the surprisingly specific (and not a little high-maintenance) process of using a lip stain—and how that is a powerful reminder for brands that post-purchase success shouldn’t be left to chance. The concept that access to real experts is key to confident purchases and customer loyalty is of course something that is core to our business at The Desire Company - and so I wrote a blog about it. 📖 Read the full blog: Link in Comments (And if you want the name of that stay-all-day lip stain... you know where to find me.) #TapintoanExpert #TheDesireCompany #ExpertAdvice #Ecommerce #BrandLoyalty

🎧 When you’ve spent over 40 years capturing sound on some of Hollywood’s loudest sets, you learn a thing or two about ear health. Robert Maxfield, veteran sound engineer behind Twister, The Walking Dead, and Mission Impossible, shares his expert take on the Sony C20 Over-the-Counter Hearing Aids - and why protecting your hearing matters more than ever. Check out his expert product video below!👇

Last year, my husband, Eric Sheinkop, came to me with an(other) idea: “I want to launch a podcast.” Honestly, my eyes probably rolled. 🙄 Eric is the definition of an entrepreneur. He has a new idea every five minutes. But he’s also my co-founder and CEO, so I’ve learned to take those ideas seriously. I was skeptical. It feels like podcasts have become the new Facebook page. That thing everyone feels they need to have. But here’s the thing about Eric, while everyone has ideas, he has a rare gift for turning them into actual brilliance. And just like that, Tap Into An Expert was born. Fast forward a few months, and the podcast is a hit: ✔️ Consistently ranks in the top 50% of all podcasts on Spotify ✔️ Celebrated on the NASDAQ tower in Times Square ✔️ Listened to in 10+ countries across 5 continents ✔️ A magnet for industry leaders eager to be guests …and he’s even had a few selfie requests at conferences from execs wanting a snap with the host. So here’s a sentence I rarely say to my husband: “Babe, you were right.” 🎧 Tune in now – link in comments. Tap Into An Expert is a must-listen for anyone shaping the future of commerce. ✨ New episodes you won’t want to miss: 🔹 Ep. 4: Combating Online Returns with the uniquely talented Ryan Diehl, MBA 🔹 Ep. 5: The Evolution of Retail Media with the master mind Lauren Livak Gilbert 🔹 Ep. 6: Media Meets Merchandising with the wicked smart Drew Cashmore 🔹 Ep. 7: Marketplace Revolution with the utterly brilliant Kiri Masters

The FTC’s new rules around reviews are here - and it’s time to clean house🧼 Brands and platforms are now fully responsible for keeping their reviews honest, accurate, and clearly disclosed. That means no more fake reviews, shady incentives, or sneaky filtering. At The Desire Company, we’re using this as a moment to double down on what we do best: authentic reviews from real experts, no shortcuts. Swipe through our DOs and DON’Ts to see what a compliant, trustworthy review strategy looks like in 2025. Because a clean slate isn’t just refreshing—it’s necessary.

🎙️Marketplace Revolution: How Retail Media and eCommerce are Redefining Success Retail marketplaces and retail media are colliding in powerful ways - and it’s changing how brands win online. In this week’s episode of Tap Into An Expert, host Eric Sheinkop chats with Kiri Masters, a top voice in eCommerce and retail media strategy. They dive deep into the evolution of marketplaces like Amazon and Walmart, the rising influence of retail media, and why expert-driven content is outperforming traditional influencer marketing. 🔥 How are retail media and marketplaces converging to reshape strategy? 🚀 Why are brands shifting from influencers to experts to build trust? 🛒 What does it take to stand out in today’s crowded digital shelf? Kiri brings years of insight and real-world examples that anyone in retail, marketing, or media will find invaluable. Tune in now - link in comments!

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