{"id":31575,"date":"2021-04-10T13:36:07","date_gmt":"2021-04-10T17:36:07","guid":{"rendered":"https:\/\/www.shortform.com\/blog\/?p=31575"},"modified":"2021-04-11T21:43:53","modified_gmt":"2021-04-12T01:43:53","slug":"the-law-of-sacrifice","status":"publish","type":"post","link":"https:\/\/www.shortform.com\/blog\/the-law-of-sacrifice\/","title":{"rendered":"The Law of Sacrifice in Marketing: How to Cut"},"content":{"rendered":"\n<p>What is the <a href=\"https:\/\/www.shortform.com\/blog\/the-law-of-sacrifice-2\/\">Law of Sacrifice<\/a>? What are the three areas where it is essential to sacrifice to maintain brand focus?<\/p>\n\n\n\n<p>The Law of Sacrifice says that there are three areas where it\u2019s essential to sacrifice certain products, messages, and ideas in order to maintain a narrow, targeted focus:&nbsp;product line, target market, and the temptation to change.<\/p>\n\n\n\n<p>Keep reading to learn about the Law of Sacrifice.<\/p>\n\n\n\n<!--more-->\n\n\n\n<h2 class=\"wp-block-heading\"><strong>The Law of Sacrifice<\/strong><\/h2>\n\n\n\n<p>As many of <em><a href=\"https:\/\/www.shortform.com\/blog\/the-22-immutable-laws-of-marketing\/\">The 22 Immutable Laws of Marketing<\/a><\/em> illustrate, it takes discipline and sacrifice to run a successful <a href=\"https:\/\/www.shortform.com\/blog\/how-to-create-a-successful-marketing-campaign\/\">marketing campaign<\/a>. The Law of Sacrifice says that there are three areas where it\u2019s essential to sacrifice certain products, messages, and ideas in order to maintain a narrow, targeted focus:&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">More Products Do Not Equal More Profits<\/h3>\n\n\n\n<p>1)<strong> Product line:<\/strong> <strong>More products and services do not equal more profits because they dilute customers\u2019 association with your brand<\/strong>. Customers are more likely to come to you if they know they can unequivocally rely on you for <em>one thing<\/em> than if you offer a smattering of <em>everything<\/em>.&nbsp;<\/p>\n\n\n\n<p>For example, Federal Express dominated domestic shipping because the company focused on overnight service. As long as Federal Express claimed to be the leader of overnight service, it thrived. However, when the international shipping market expanded, Federal Express bought an international cargo firm to try to compete with companies like DHL, the <a href=\"https:\/\/www.shortform.com\/blog\/market-leader-company\/\">market leader<\/a> in international shipping. In doing so, Federal Express made two critical errors: It abandoned its focus on being the leader in overnight domestic service, and it didn\u2019t replace \u201covernight\u201d with a new association. Within two years, the company\u2019s efforts to offer international shipping had cost the organization $1.1 billion.&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Know Your Target Market<\/h3>\n\n\n\n<p>2)<strong> Target market:<\/strong> Marketers mistakenly assume that targeting a wider audience in their ad campaigns will expand their customer base. However, your <em>marketing target<\/em> (the audience your <a href=\"https:\/\/www.shortform.com\/blog\/marketing-message\/\">marketing message<\/a> is meant to resonate with) is not your <em>customer base<\/em> (the people who buy your products). Focus leads to success. <strong>The most successful brands target a very specific demographic in their marketing\u2014and that success leads to a much more diverse customer base.<\/strong> Targeted messages are more successful in general, which raises a brand\u2019s profile in the market, leading to a larger customer base.<\/p>\n\n\n\n<p>For example, even though smokers were predominantly men, cigarette companies have often featured both men and women in their ads, hoping to attract more women to their products. By contrast, Marlboro not only targeted men, but it used images of the <em>manliest<\/em> type of men: cowboys. As a result, Marlboro became the international market leader for cigarettes\u2014and in the United States, the company led in sales among both men <em>and women<\/em>.&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong><strong>Don\u2019t Believe Hype<\/strong><\/strong><\/h3>\n\n\n\n<p>3) <strong>Constant change:<\/strong> Resist the temptation to constantly change your marketing strategy in an attempt to follow the changing market. If you change often, you\u2019ll lose focus and weaken the association you\u2019ve created in the public\u2019s mind. Instead, <strong>stick to the strategy that has been serving you well.<\/strong> For example, White Castle has offered the same square sliders for almost 100 years\u2014in fact, the fast food chain didn\u2019t even add a cheeseburger to its menu until more than 40 years after its founding. And the strategy worked well: White Castle trailed just behind McDonald\u2019s in revenues at the time this book was published.<\/p>\n\n\n\n<p>When the media creates a lot of hype about a company or a new product, it\u2019s usually a poor predictor of success. <strong>When companies are doing well, they don\u2019t need to manufacture excitement because it exists organically. <\/strong>By contrast, when companies are struggling\u2014or when they\u2019re taking a chance on an iffy new product\u2014that\u2019s typically when they start holding press conferences and reaching out to media outlets.&nbsp;<\/p>\n\n\n\n<p>There are countless examples of innovations that the press predicted would be instant successes, but that ultimately flopped or took years to catch on. One example is the picturephone, which debuted at the 1964 New York World\u2019s Fair. The picturephone\u2014later called the videophone\u2014was essentially a telephone attached to a television. AT&amp;T tried promoting the technology in the 1970s, \u201880s, and \u201890s with little success.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>What is the Law of Sacrifice? What are the three areas where it is essential to sacrifice to maintain brand focus? The Law of Sacrifice says that there are three areas where it\u2019s essential to sacrifice certain products, messages, and ideas in order to maintain a narrow, targeted focus:&nbsp;product line, target market, and the temptation to change. Keep reading to learn about the Law of Sacrifice.<\/p>\n","protected":false},"author":8,"featured_media":31664,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[45,79,104],"tags":[257],"class_list":["post-31575","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-business","category-entrepreneurship","category-marketing","tag-the-22-immutable-laws-of-marketing","","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>The Law of Sacrifice in Marketing: How to Cut - Shortform Books<\/title>\n<meta name=\"description\" content=\"The Law of Sacrifice says there are three areas where it\u2019s essential to sacrifice: product line, target market, and the temptation to change.\" \/>\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\/the-law-of-sacrifice\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"The Law of Sacrifice in Marketing: How to Cut\" \/>\n<meta property=\"og:description\" content=\"The Law of Sacrifice says there are three areas where it\u2019s essential to sacrifice: product line, target market, and the temptation to change.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.shortform.com\/blog\/the-law-of-sacrifice\/\" \/>\n<meta property=\"og:site_name\" content=\"Shortform Books\" \/>\n<meta property=\"article:published_time\" content=\"2021-04-10T17:36:07+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2021-04-12T01:43:53+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/s3.amazonaws.com\/wordpress.shortform.com\/blog\/wp-content\/uploads\/2021\/04\/fedex-truck.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1071\" \/>\n\t<meta property=\"og:image:height\" content=\"573\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Hannah Aster\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Hannah Aster\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"4 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/www.shortform.com\/blog\/the-law-of-sacrifice\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/www.shortform.com\/blog\/the-law-of-sacrifice\/\"},\"author\":{\"name\":\"Hannah Aster\",\"@id\":\"https:\/\/www.shortform.com\/blog\/#\/schema\/person\/f39f52830e4f7039a16e45d12354542f\"},\"headline\":\"The Law of Sacrifice in Marketing: How to Cut\",\"datePublished\":\"2021-04-10T17:36:07+00:00\",\"dateModified\":\"2021-04-12T01:43:53+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/www.shortform.com\/blog\/the-law-of-sacrifice\/\"},\"wordCount\":713,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\/\/www.shortform.com\/blog\/#organization\"},\"image\":{\"@id\":\"https:\/\/www.shortform.com\/blog\/the-law-of-sacrifice\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.shortform.com\/blog\/wp-content\/uploads\/2021\/04\/fedex-truck.jpg\",\"keywords\":[\"The 22 Immutable Laws of Marketing\"],\"articleSection\":[\"Business\",\"Entrepreneurship\",\"Marketing\"],\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\/\/www.shortform.com\/blog\/the-law-of-sacrifice\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.shortform.com\/blog\/the-law-of-sacrifice\/\",\"url\":\"https:\/\/www.shortform.com\/blog\/the-law-of-sacrifice\/\",\"name\":\"The Law of Sacrifice in Marketing: How to Cut - Shortform Books\",\"isPartOf\":{\"@id\":\"https:\/\/www.shortform.com\/blog\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/www.shortform.com\/blog\/the-law-of-sacrifice\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/www.shortform.com\/blog\/the-law-of-sacrifice\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.shortform.com\/blog\/wp-content\/uploads\/2021\/04\/fedex-truck.jpg\",\"datePublished\":\"2021-04-10T17:36:07+00:00\",\"dateModified\":\"2021-04-12T01:43:53+00:00\",\"description\":\"The Law of Sacrifice says there are three areas where it\u2019s essential to sacrifice: product line, target market, and the temptation to change.\",\"breadcrumb\":{\"@id\":\"https:\/\/www.shortform.com\/blog\/the-law-of-sacrifice\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/www.shortform.com\/blog\/the-law-of-sacrifice\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/www.shortform.com\/blog\/the-law-of-sacrifice\/#primaryimage\",\"url\":\"https:\/\/www.shortform.com\/blog\/wp-content\/uploads\/2021\/04\/fedex-truck.jpg\",\"contentUrl\":\"https:\/\/www.shortform.com\/blog\/wp-content\/uploads\/2021\/04\/fedex-truck.jpg\",\"width\":1071,\"height\":573},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/www.shortform.com\/blog\/the-law-of-sacrifice\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\/\/www.shortform.com\/blog\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"The Law of Sacrifice in Marketing: How to Cut\"}]},{\"@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\/f39f52830e4f7039a16e45d12354542f\",\"name\":\"Hannah Aster\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/www.shortform.com\/blog\/#\/schema\/person\/image\/\",\"url\":\"https:\/\/secure.gravatar.com\/avatar\/0302cb2690b70a21639bc6873e587f42d39d02385b7e59d8efd0d3e000ae7681?s=96&d=mm&r=g\",\"contentUrl\":\"https:\/\/secure.gravatar.com\/avatar\/0302cb2690b70a21639bc6873e587f42d39d02385b7e59d8efd0d3e000ae7681?s=96&d=mm&r=g\",\"caption\":\"Hannah Aster\"},\"description\":\"Hannah is a seasoned writer and editor who started her journey with Shortform nearly five years ago. She grew up reading mostly fiction books but transitioned to non-fiction writing when she started her travel website in 2018. When she's not writing or traveling, you can find Hannah working on home reno projects, crafting, or taking care of plants.\",\"knowsAbout\":[\"Graduated summa cum laude with a bachelor's degree in English and minors in professional and creative writing\"],\"jobTitle\":\"SEO Team Lead\",\"worksFor\":\"Shortform\",\"url\":\"https:\/\/www.shortform.com\/blog\/author\/hannah\/\"}]}<\/script>\n<!-- \/ Yoast SEO Premium plugin. -->","yoast_head_json":{"title":"The Law of Sacrifice in Marketing: How to Cut - Shortform Books","description":"The Law of Sacrifice says there are three areas where it\u2019s essential to sacrifice: product line, target market, and the temptation to change.","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\/the-law-of-sacrifice\/","og_locale":"en_US","og_type":"article","og_title":"The Law of Sacrifice in Marketing: How to Cut","og_description":"The Law of Sacrifice says there are three areas where it\u2019s essential to sacrifice: product line, target market, and the temptation to change.","og_url":"https:\/\/www.shortform.com\/blog\/the-law-of-sacrifice\/","og_site_name":"Shortform Books","article_published_time":"2021-04-10T17:36:07+00:00","article_modified_time":"2021-04-12T01:43:53+00:00","og_image":[{"width":1071,"height":573,"url":"https:\/\/s3.amazonaws.com\/wordpress.shortform.com\/blog\/wp-content\/uploads\/2021\/04\/fedex-truck.jpg","type":"image\/jpeg"}],"author":"Hannah Aster","twitter_card":"summary_large_image","twitter_misc":{"Written by":"Hannah Aster","Est. reading time":"4 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/www.shortform.com\/blog\/the-law-of-sacrifice\/#article","isPartOf":{"@id":"https:\/\/www.shortform.com\/blog\/the-law-of-sacrifice\/"},"author":{"name":"Hannah Aster","@id":"https:\/\/www.shortform.com\/blog\/#\/schema\/person\/f39f52830e4f7039a16e45d12354542f"},"headline":"The Law of Sacrifice in Marketing: How to Cut","datePublished":"2021-04-10T17:36:07+00:00","dateModified":"2021-04-12T01:43:53+00:00","mainEntityOfPage":{"@id":"https:\/\/www.shortform.com\/blog\/the-law-of-sacrifice\/"},"wordCount":713,"commentCount":0,"publisher":{"@id":"https:\/\/www.shortform.com\/blog\/#organization"},"image":{"@id":"https:\/\/www.shortform.com\/blog\/the-law-of-sacrifice\/#primaryimage"},"thumbnailUrl":"https:\/\/www.shortform.com\/blog\/wp-content\/uploads\/2021\/04\/fedex-truck.jpg","keywords":["The 22 Immutable Laws of Marketing"],"articleSection":["Business","Entrepreneurship","Marketing"],"inLanguage":"en-US","potentialAction":[{"@type":"CommentAction","name":"Comment","target":["https:\/\/www.shortform.com\/blog\/the-law-of-sacrifice\/#respond"]}]},{"@type":"WebPage","@id":"https:\/\/www.shortform.com\/blog\/the-law-of-sacrifice\/","url":"https:\/\/www.shortform.com\/blog\/the-law-of-sacrifice\/","name":"The Law of Sacrifice in Marketing: How to Cut - Shortform Books","isPartOf":{"@id":"https:\/\/www.shortform.com\/blog\/#website"},"primaryImageOfPage":{"@id":"https:\/\/www.shortform.com\/blog\/the-law-of-sacrifice\/#primaryimage"},"image":{"@id":"https:\/\/www.shortform.com\/blog\/the-law-of-sacrifice\/#primaryimage"},"thumbnailUrl":"https:\/\/www.shortform.com\/blog\/wp-content\/uploads\/2021\/04\/fedex-truck.jpg","datePublished":"2021-04-10T17:36:07+00:00","dateModified":"2021-04-12T01:43:53+00:00","description":"The Law of Sacrifice says there are three areas where it\u2019s essential to sacrifice: product line, target market, and the temptation to change.","breadcrumb":{"@id":"https:\/\/www.shortform.com\/blog\/the-law-of-sacrifice\/#breadcrumb"},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/www.shortform.com\/blog\/the-law-of-sacrifice\/"]}]},{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/www.shortform.com\/blog\/the-law-of-sacrifice\/#primaryimage","url":"https:\/\/www.shortform.com\/blog\/wp-content\/uploads\/2021\/04\/fedex-truck.jpg","contentUrl":"https:\/\/www.shortform.com\/blog\/wp-content\/uploads\/2021\/04\/fedex-truck.jpg","width":1071,"height":573},{"@type":"BreadcrumbList","@id":"https:\/\/www.shortform.com\/blog\/the-law-of-sacrifice\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/www.shortform.com\/blog\/"},{"@type":"ListItem","position":2,"name":"The Law of Sacrifice in Marketing: How to Cut"}]},{"@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\/f39f52830e4f7039a16e45d12354542f","name":"Hannah Aster","image":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/www.shortform.com\/blog\/#\/schema\/person\/image\/","url":"https:\/\/secure.gravatar.com\/avatar\/0302cb2690b70a21639bc6873e587f42d39d02385b7e59d8efd0d3e000ae7681?s=96&d=mm&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/0302cb2690b70a21639bc6873e587f42d39d02385b7e59d8efd0d3e000ae7681?s=96&d=mm&r=g","caption":"Hannah Aster"},"description":"Hannah is a seasoned writer and editor who started her journey with Shortform nearly five years ago. She grew up reading mostly fiction books but transitioned to non-fiction writing when she started her travel website in 2018. When she's not writing or traveling, you can find Hannah working on home reno projects, crafting, or taking care of plants.","knowsAbout":["Graduated summa cum laude with a bachelor's degree in English and minors in professional and creative writing"],"jobTitle":"SEO Team Lead","worksFor":"Shortform","url":"https:\/\/www.shortform.com\/blog\/author\/hannah\/"}]}},"jetpack_sharing_enabled":true,"jetpack_featured_media_url":"https:\/\/www.shortform.com\/blog\/wp-content\/uploads\/2021\/04\/fedex-truck.jpg","_links":{"self":[{"href":"https:\/\/www.shortform.com\/blog\/wp-json\/wp\/v2\/posts\/31575","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\/8"}],"replies":[{"embeddable":true,"href":"https:\/\/www.shortform.com\/blog\/wp-json\/wp\/v2\/comments?post=31575"}],"version-history":[{"count":4,"href":"https:\/\/www.shortform.com\/blog\/wp-json\/wp\/v2\/posts\/31575\/revisions"}],"predecessor-version":[{"id":32011,"href":"https:\/\/www.shortform.com\/blog\/wp-json\/wp\/v2\/posts\/31575\/revisions\/32011"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.shortform.com\/blog\/wp-json\/wp\/v2\/media\/31664"}],"wp:attachment":[{"href":"https:\/\/www.shortform.com\/blog\/wp-json\/wp\/v2\/media?parent=31575"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.shortform.com\/blog\/wp-json\/wp\/v2\/categories?post=31575"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.shortform.com\/blog\/wp-json\/wp\/v2\/tags?post=31575"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}