{"id":27394,"date":"2021-03-01T11:39:38","date_gmt":"2021-03-01T15:39:38","guid":{"rendered":"https:\/\/www.shortform.com\/blog\/?p=27394"},"modified":"2021-03-05T18:07:42","modified_gmt":"2021-03-05T22:07:42","slug":"brand-character","status":"publish","type":"post","link":"https:\/\/www.shortform.com\/blog\/brand-character\/","title":{"rendered":"Brand Character: The Customer Is a Hero in Your Story"},"content":{"rendered":"\n<p>What is a brand character? How can developing a brand character help you <a href=\"https:\/\/www.shortform.com\/blog\/donald-miller-building-a-storybrand\/\">build a storybrand<\/a>?<\/p>\n\n\n\n<p>A brand character is the &#8220;hero&#8221; of your story. In terms of building your storybrand, the brand character or hero is the customer. You should think of them as a fully developed person, who you build your story around. <\/p>\n\n\n\n<p>Read more about how to develop a brand character.<\/p>\n\n\n\n<!--more-->\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Brand Character: Your Customer Has to Want Something<\/strong><\/h2>\n\n\n\n<p>The first of the seven <a href=\"https:\/\/www.shortform.com\/blog\/five-elements-of-a-story\/\">story elements<\/a> is a hero who wants something. <strong>In a narrative, the hero is the main character and the center of attention.<\/strong><\/p>\n\n\n\n<p><strong>In branding, the hero is the customer (<\/strong><strong><em>not <\/em><\/strong><strong>your brand) and you need to come up with something she wants that\u2019s survival-related and associated with your product.<\/strong> (Shortform example: If you sell hand soap, you can suggest the customer wants clean hands, which is related to survival because clean hands help prevent illness.)<\/p>\n\n\n\n<p>First, we\u2019ll discuss why wants are so compelling and how to choose them. Then, we&#8217;ll discuss how to write these wants into your <a href=\"https:\/\/www.shortform.com\/blog\/storybrand-brandscript\/\">brandscript<\/a>.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\"><strong>Story Gaps<\/strong><\/h4>\n\n\n\n<p><strong>The distance between the brand character and what she wants is called a story gap. <\/strong>Story gaps are inherently interesting because the human brain craves resolution. For example, try <a href=\"https:\/\/www.shortform.com\/blog\/advantages-of-laughing\/\">singing<\/a> \u201cHappy Birthday\u201d but leaving off the last note\u2014it\u2019ll drive you crazy.&nbsp;<\/p>\n\n\n\n<p>The goal of element 1 is to open a story gap to hook your customer\u2019s attention. The gap will stay open, maintaining your customers\u2019 attention, until the story ends.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\"><strong>Keep It Simple<\/strong><\/h4>\n\n\n\n<p><strong>Even if your product satisfies several wants, focus on only one.<\/strong> Otherwise, you risk being confusing, overloading the customer\u2019s brain, and having her turn to a different company.&nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>(Shortform story example: Imagine if, in the movie <em>Sleeping Beauty<\/em>, in addition to rescuing the princess, the prince also wanted to <a href=\"https:\/\/www.shortform.com\/blog\/how-to-get-a-small-business-started\/\">start a business<\/a>, go to college, release a hit single, and save the whales.) <strong>If there\u2019s too much going on, it becomes too much work for the brain to organize, and it gives up.<\/strong><\/li><li>(Shortform brand example: Imagine if a brand that sold dishwashers told customers that the appliance would not only clean their dishes, but could be used to cook a meal, increase the value of their home, and save their marriage.)&nbsp;&nbsp;<\/li><\/ul>\n\n\n\n<p><strong>Different levels of the company can focus on different wants.<\/strong> Start by choosing a desire for your whole brand, which must be relevant and simple. Then, each division or product can have its own desire. These lower desires are like subplots\u2014surprises and bonuses within something they already liked.&nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>(Shortform example: If your company offers both book and corporate editing services, the overall desire could be the need for final, clean content. The book customer might desire novels with interesting plots, while the corporate customer might desire clear, engaging website copy.)&nbsp;<\/li><\/ul>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Writing Your BrandScript<\/strong><\/h3>\n\n\n\n<p>To write your brandscript:<\/p>\n\n\n\n<ol class=\"wp-block-list\"><li>Create an online <a href=\"https:\/\/www.mystorybrand.com\/\">StoryBrand BrandScript<\/a> (requires you to create an account) or create your own on a blank sheet of paper. To create your own, first, divide the sheet into eight sections. You\u2019ll use seven of these for the <a href=\"https:\/\/www.shortform.com\/blog\/storybrand-framework\/\">SB7 Framework<\/a> elements and the last for an exercise in Chapter 9. Then, label the sections as follows:&nbsp;<\/li><\/ol>\n\n\n\n<figure class=\"wp-block-table\"><table><tbody><tr><td><strong>1. Hero<\/strong>The hero wants: ____&nbsp;\u2193<\/td><td><strong>3. Guide<\/strong><br>Evidence of empathy: ____&nbsp;Evidence of competence: ____&nbsp;\u2193<\/td><td><strong>5. Call to Action<\/strong>Direct: ____<br>Transitional: ____&nbsp;\u2193<\/td><td><strong>7. Positive stakes<\/strong>Top positive stakes: ____&nbsp;<\/td><\/tr><tr><td><strong>2. Problems<\/strong>Villains:____External problems: ____Internal problems: ____Philosophical problems: ____\u2197<\/td><td><strong>4. Plan<\/strong>Process plan: ____&nbsp;Agreement plan: ____\u2197<\/td><td><strong>6. Negative stakes<\/strong>Top three negative stakes: ____&nbsp;\u2197<\/td><td><strong>Aspirational identity<\/strong>From: ____&nbsp;To: ____&nbsp;<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n<ol class=\"wp-block-list\" start=\"2\"><li>Brainstorm what your brand offers and how you can translate this into customer desires.<\/li><li>Write the top wants on your script or sheet of paper.<\/li><\/ol>\n\n\n\n<p>Now that you have a brand character and a hero in your story, you can work on the next phase of writing your storybrand. <\/p>\n","protected":false},"excerpt":{"rendered":"<p>What is a brand character? How can developing a brand character help you build a storybrand? A brand character is the &#8220;hero&#8221; of your story. In terms of building your storybrand, the brand character or hero is the customer. You should think of them as a fully developed person, who you build your story around. Read more about how to develop a brand character.<\/p>\n","protected":false},"author":5,"featured_media":10183,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[104,9],"tags":[215],"class_list":["post-27394","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing","category-psychology","tag-building-a-storybrand","","tg-column-two"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v24.3 (Yoast SEO v24.3) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Brand Character: The Customer Is a Hero in Your Story - Shortform Books<\/title>\n<meta name=\"description\" content=\"What&#039;s a brand character? When you write your brand story, you&#039;ll start with a brand character, or a customer that acts as a &quot;hero.&quot;\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.shortform.com\/blog\/brand-character\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Brand Character: The Customer Is a Hero in Your Story\" \/>\n<meta property=\"og:description\" content=\"What&#039;s a brand character? When you write your brand story, you&#039;ll start with a brand character, or a customer that acts as a &quot;hero.&quot;\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.shortform.com\/blog\/brand-character\/\" \/>\n<meta property=\"og:site_name\" content=\"Shortform Books\" \/>\n<meta property=\"article:published_time\" content=\"2021-03-01T15:39:38+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2021-03-05T22:07:42+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/s3.amazonaws.com\/wordpress.shortform.com\/blog\/wp-content\/uploads\/2020\/06\/customer-response-spin-selling-scaled.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"2560\" \/>\n\t<meta property=\"og:image:height\" content=\"1707\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Carrie Cabral\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Carrie Cabral\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"3 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/www.shortform.com\/blog\/brand-character\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/www.shortform.com\/blog\/brand-character\/\"},\"author\":{\"name\":\"Carrie Cabral\",\"@id\":\"https:\/\/www.shortform.com\/blog\/#\/schema\/person\/2ababb7c63a94ff5d2190f71dc417d56\"},\"headline\":\"Brand Character: The Customer Is a Hero in Your Story\",\"datePublished\":\"2021-03-01T15:39:38+00:00\",\"dateModified\":\"2021-03-05T22:07:42+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/www.shortform.com\/blog\/brand-character\/\"},\"wordCount\":647,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\/\/www.shortform.com\/blog\/#organization\"},\"image\":{\"@id\":\"https:\/\/www.shortform.com\/blog\/brand-character\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.shortform.com\/blog\/wp-content\/uploads\/2020\/06\/customer-response-spin-selling-scaled.jpg\",\"keywords\":[\"Building a Storybrand\"],\"articleSection\":[\"Marketing\",\"Psychology\"],\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\/\/www.shortform.com\/blog\/brand-character\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.shortform.com\/blog\/brand-character\/\",\"url\":\"https:\/\/www.shortform.com\/blog\/brand-character\/\",\"name\":\"Brand Character: The Customer Is a Hero in Your Story - Shortform Books\",\"isPartOf\":{\"@id\":\"https:\/\/www.shortform.com\/blog\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/www.shortform.com\/blog\/brand-character\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/www.shortform.com\/blog\/brand-character\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.shortform.com\/blog\/wp-content\/uploads\/2020\/06\/customer-response-spin-selling-scaled.jpg\",\"datePublished\":\"2021-03-01T15:39:38+00:00\",\"dateModified\":\"2021-03-05T22:07:42+00:00\",\"description\":\"What's a brand character? When you write your brand story, you'll start with a brand character, or a customer that acts as a \\\"hero.\\\"\",\"breadcrumb\":{\"@id\":\"https:\/\/www.shortform.com\/blog\/brand-character\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/www.shortform.com\/blog\/brand-character\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/www.shortform.com\/blog\/brand-character\/#primaryimage\",\"url\":\"https:\/\/www.shortform.com\/blog\/wp-content\/uploads\/2020\/06\/customer-response-spin-selling-scaled.jpg\",\"contentUrl\":\"https:\/\/www.shortform.com\/blog\/wp-content\/uploads\/2020\/06\/customer-response-spin-selling-scaled.jpg\",\"width\":2560,\"height\":1707},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/www.shortform.com\/blog\/brand-character\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\/\/www.shortform.com\/blog\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Brand Character: The Customer Is a Hero in Your Story\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/www.shortform.com\/blog\/#website\",\"url\":\"https:\/\/www.shortform.com\/blog\/\",\"name\":\"Shortform Books\",\"description\":\"The World&#039;s Best Book Summaries\",\"publisher\":{\"@id\":\"https:\/\/www.shortform.com\/blog\/#organization\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/www.shortform.com\/blog\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-US\"},{\"@type\":\"Organization\",\"@id\":\"https:\/\/www.shortform.com\/blog\/#organization\",\"name\":\"Shortform Books\",\"url\":\"https:\/\/www.shortform.com\/blog\/\",\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/www.shortform.com\/blog\/#\/schema\/logo\/image\/\",\"url\":\"https:\/\/www.shortform.com\/blog\/wp-content\/uploads\/2019\/06\/logo-equilateral-with-text-no-bg.png\",\"contentUrl\":\"https:\/\/www.shortform.com\/blog\/wp-content\/uploads\/2019\/06\/logo-equilateral-with-text-no-bg.png\",\"width\":500,\"height\":74,\"caption\":\"Shortform Books\"},\"image\":{\"@id\":\"https:\/\/www.shortform.com\/blog\/#\/schema\/logo\/image\/\"}},{\"@type\":\"Person\",\"@id\":\"https:\/\/www.shortform.com\/blog\/#\/schema\/person\/2ababb7c63a94ff5d2190f71dc417d56\",\"name\":\"Carrie Cabral\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/www.shortform.com\/blog\/#\/schema\/person\/image\/\",\"url\":\"https:\/\/secure.gravatar.com\/avatar\/e9aea3c95254368e6bf388b046b35bacb82e4167f4c62c0813620e3a4ec51126?s=96&d=mm&r=g\",\"contentUrl\":\"https:\/\/secure.gravatar.com\/avatar\/e9aea3c95254368e6bf388b046b35bacb82e4167f4c62c0813620e3a4ec51126?s=96&d=mm&r=g\",\"caption\":\"Carrie Cabral\"},\"description\":\"Carrie has been reading and writing for as long as she can remember, and has always been open to reading anything put in front of her. She wrote her first short story at the age of six, about a lost dog who meets animal friends on his journey home. Surprisingly, it was never picked up by any major publishers, but did spark her passion for books. Carrie worked in book publishing for several years before getting an MFA in Creative Writing. She especially loves literary fiction, historical fiction, and social, cultural, and historical nonfiction that gets into the weeds of daily life.\",\"url\":\"https:\/\/www.shortform.com\/blog\/author\/carrie\/\"}]}<\/script>\n<!-- \/ Yoast SEO Premium plugin. -->","yoast_head_json":{"title":"Brand Character: The Customer Is a Hero in Your Story - Shortform Books","description":"What's a brand character? When you write your brand story, you'll start with a brand character, or a customer that acts as a \"hero.\"","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/www.shortform.com\/blog\/brand-character\/","og_locale":"en_US","og_type":"article","og_title":"Brand Character: The Customer Is a Hero in Your Story","og_description":"What's a brand character? When you write your brand story, you'll start with a brand character, or a customer that acts as a \"hero.\"","og_url":"https:\/\/www.shortform.com\/blog\/brand-character\/","og_site_name":"Shortform Books","article_published_time":"2021-03-01T15:39:38+00:00","article_modified_time":"2021-03-05T22:07:42+00:00","og_image":[{"width":2560,"height":1707,"url":"https:\/\/s3.amazonaws.com\/wordpress.shortform.com\/blog\/wp-content\/uploads\/2020\/06\/customer-response-spin-selling-scaled.jpg","type":"image\/jpeg"}],"author":"Carrie Cabral","twitter_card":"summary_large_image","twitter_misc":{"Written by":"Carrie Cabral","Est. reading time":"3 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/www.shortform.com\/blog\/brand-character\/#article","isPartOf":{"@id":"https:\/\/www.shortform.com\/blog\/brand-character\/"},"author":{"name":"Carrie Cabral","@id":"https:\/\/www.shortform.com\/blog\/#\/schema\/person\/2ababb7c63a94ff5d2190f71dc417d56"},"headline":"Brand Character: The Customer Is a Hero in Your Story","datePublished":"2021-03-01T15:39:38+00:00","dateModified":"2021-03-05T22:07:42+00:00","mainEntityOfPage":{"@id":"https:\/\/www.shortform.com\/blog\/brand-character\/"},"wordCount":647,"commentCount":0,"publisher":{"@id":"https:\/\/www.shortform.com\/blog\/#organization"},"image":{"@id":"https:\/\/www.shortform.com\/blog\/brand-character\/#primaryimage"},"thumbnailUrl":"https:\/\/www.shortform.com\/blog\/wp-content\/uploads\/2020\/06\/customer-response-spin-selling-scaled.jpg","keywords":["Building a Storybrand"],"articleSection":["Marketing","Psychology"],"inLanguage":"en-US","potentialAction":[{"@type":"CommentAction","name":"Comment","target":["https:\/\/www.shortform.com\/blog\/brand-character\/#respond"]}]},{"@type":"WebPage","@id":"https:\/\/www.shortform.com\/blog\/brand-character\/","url":"https:\/\/www.shortform.com\/blog\/brand-character\/","name":"Brand Character: The Customer Is a Hero in Your Story - Shortform Books","isPartOf":{"@id":"https:\/\/www.shortform.com\/blog\/#website"},"primaryImageOfPage":{"@id":"https:\/\/www.shortform.com\/blog\/brand-character\/#primaryimage"},"image":{"@id":"https:\/\/www.shortform.com\/blog\/brand-character\/#primaryimage"},"thumbnailUrl":"https:\/\/www.shortform.com\/blog\/wp-content\/uploads\/2020\/06\/customer-response-spin-selling-scaled.jpg","datePublished":"2021-03-01T15:39:38+00:00","dateModified":"2021-03-05T22:07:42+00:00","description":"What's a brand character? When you write your brand story, you'll start with a brand character, or a customer that acts as a \"hero.\"","breadcrumb":{"@id":"https:\/\/www.shortform.com\/blog\/brand-character\/#breadcrumb"},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/www.shortform.com\/blog\/brand-character\/"]}]},{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/www.shortform.com\/blog\/brand-character\/#primaryimage","url":"https:\/\/www.shortform.com\/blog\/wp-content\/uploads\/2020\/06\/customer-response-spin-selling-scaled.jpg","contentUrl":"https:\/\/www.shortform.com\/blog\/wp-content\/uploads\/2020\/06\/customer-response-spin-selling-scaled.jpg","width":2560,"height":1707},{"@type":"BreadcrumbList","@id":"https:\/\/www.shortform.com\/blog\/brand-character\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/www.shortform.com\/blog\/"},{"@type":"ListItem","position":2,"name":"Brand Character: The Customer Is a Hero in Your Story"}]},{"@type":"WebSite","@id":"https:\/\/www.shortform.com\/blog\/#website","url":"https:\/\/www.shortform.com\/blog\/","name":"Shortform Books","description":"The World&#039;s Best Book Summaries","publisher":{"@id":"https:\/\/www.shortform.com\/blog\/#organization"},"potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/www.shortform.com\/blog\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-US"},{"@type":"Organization","@id":"https:\/\/www.shortform.com\/blog\/#organization","name":"Shortform Books","url":"https:\/\/www.shortform.com\/blog\/","logo":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/www.shortform.com\/blog\/#\/schema\/logo\/image\/","url":"https:\/\/www.shortform.com\/blog\/wp-content\/uploads\/2019\/06\/logo-equilateral-with-text-no-bg.png","contentUrl":"https:\/\/www.shortform.com\/blog\/wp-content\/uploads\/2019\/06\/logo-equilateral-with-text-no-bg.png","width":500,"height":74,"caption":"Shortform Books"},"image":{"@id":"https:\/\/www.shortform.com\/blog\/#\/schema\/logo\/image\/"}},{"@type":"Person","@id":"https:\/\/www.shortform.com\/blog\/#\/schema\/person\/2ababb7c63a94ff5d2190f71dc417d56","name":"Carrie Cabral","image":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/www.shortform.com\/blog\/#\/schema\/person\/image\/","url":"https:\/\/secure.gravatar.com\/avatar\/e9aea3c95254368e6bf388b046b35bacb82e4167f4c62c0813620e3a4ec51126?s=96&d=mm&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/e9aea3c95254368e6bf388b046b35bacb82e4167f4c62c0813620e3a4ec51126?s=96&d=mm&r=g","caption":"Carrie Cabral"},"description":"Carrie has been reading and writing for as long as she can remember, and has always been open to reading anything put in front of her. She wrote her first short story at the age of six, about a lost dog who meets animal friends on his journey home. Surprisingly, it was never picked up by any major publishers, but did spark her passion for books. Carrie worked in book publishing for several years before getting an MFA in Creative Writing. She especially loves literary fiction, historical fiction, and social, cultural, and historical nonfiction that gets into the weeds of daily life.","url":"https:\/\/www.shortform.com\/blog\/author\/carrie\/"}]}},"jetpack_sharing_enabled":true,"jetpack_featured_media_url":"https:\/\/www.shortform.com\/blog\/wp-content\/uploads\/2020\/06\/customer-response-spin-selling-scaled.jpg","_links":{"self":[{"href":"https:\/\/www.shortform.com\/blog\/wp-json\/wp\/v2\/posts\/27394","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.shortform.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.shortform.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.shortform.com\/blog\/wp-json\/wp\/v2\/users\/5"}],"replies":[{"embeddable":true,"href":"https:\/\/www.shortform.com\/blog\/wp-json\/wp\/v2\/comments?post=27394"}],"version-history":[{"count":5,"href":"https:\/\/www.shortform.com\/blog\/wp-json\/wp\/v2\/posts\/27394\/revisions"}],"predecessor-version":[{"id":28490,"href":"https:\/\/www.shortform.com\/blog\/wp-json\/wp\/v2\/posts\/27394\/revisions\/28490"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.shortform.com\/blog\/wp-json\/wp\/v2\/media\/10183"}],"wp:attachment":[{"href":"https:\/\/www.shortform.com\/blog\/wp-json\/wp\/v2\/media?parent=27394"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.shortform.com\/blog\/wp-json\/wp\/v2\/categories?post=27394"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.shortform.com\/blog\/wp-json\/wp\/v2\/tags?post=27394"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}