{"id":51711,"date":"2021-10-14T20:03:00","date_gmt":"2021-10-15T00:03:00","guid":{"rendered":"https:\/\/www.shortform.com\/blog\/?p=51711"},"modified":"2021-10-28T16:19:01","modified_gmt":"2021-10-28T20:19:01","slug":"create-customer-profiles","status":"publish","type":"post","link":"https:\/\/www.shortform.com\/blog\/create-customer-profiles\/","title":{"rendered":"How to Create Customer Profiles for Your Business"},"content":{"rendered":"\n

What is a customer profile? What characteristics does a target customer profile typically include?<\/p>\n\n\n\n

A \u201ccustomer profile\u201d is simply a description of an archetypical target customer. A customer profile should include characteristics like age, job title<\/a>, industry, gender, race, and interests\u2014especially as their interests relate to your product.<\/p>\n\n\n\n

Here are some things to consider as you create customer profiles for your business.<\/p>\n\n\n\n\n\n\n\n

Geoffrey Moore: Generating \u201cCustomer Profiles\u201d<\/strong><\/h2>\n\n\n\n

Moore advises that you make your customer archetypes as lifelike as possible so your intuition can accurately predict their behavior. <\/p>\n\n\n\n

(Shortform note: Jack Matsen blogs about creating customer profiles for your current customers.<\/a> Matsen breaks down his profile into four categories of characteristics: demographics (race, sex, age, income, education, job title, family status), psychographics (lifestyle, goals, interests, values), behaviors (purchase history, product usage, customer loyalty), and geographics (city, state, region). While certain behavioral characteristics, like purchase history, may not be relevant at this stage of the adoption cycle, Matsen\u2019s organization could work well for Moore\u2019s customer profiles.) <\/p>\n\n\n\n

To develop your list of customer profiles, Moore recommends soliciting anecdotes from people in your company who have experience interfacing with existing customers. Make sure to capture all known customers\u2019 uses of your product, plus any other uses that seem plausible. Moore estimates that after you generate 20 to 50 customer profiles, it will become apparent that some of them represent the same archetype, leaving you with about 10 unique characterizations.<\/p>\n\n\n\n

Jungian Customer Profiling<\/strong>

Some sources suggest using the 12 standard \u201cJungian archetypes,\u201d<\/a> psychological profiles based on the work of Swiss psychiatrist Carl Jung as a starting or reference for developing customer profiles. In brief, the 12 Jungian archetypes are:

The \u201chero\u201d is on a quest to prove his worth.

The \u201ceveryman\u201d carefully follows the crowd. 

The \u201cinnocent\u201d is naive and vulnerable.

The \u201clover\u201d values relationships above all else.

The \u201ccaregiver\u201d is someone whose life revolves around helping others.

The \u201cexplorer\u201d wanders through life looking for meaning.

The \u201crebel\u201d finds meaning in challenging the accepted norm.

The \u201cartist\u201d wants to make a lasting impression on the world through creativity.

The \u201cjester\u201d just wants to have a good time. 

The \u201csage\u201d is on a quest for truth.

The \u201cvisionary\u201d is someone whose life revolves around achieving great things.

The \u201cruler\u201d is determined to maintain control of her domain.

Assuming that a couple of the Jungian archetypes don\u2019t fit any realistic user of your product, that leaves about 10 unique characters, consistent with Moore\u2019s estimate.<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n

Build Purchasing Scenarios Based on Customer Profiles<\/strong><\/h3>\n\n\n\n

Once you have your list of hypothetical customers, you can flesh them out into purchasing scenarios<\/strong>. Each scenario ultimately represents a market niche. Moore suggests formatting each scenario as three sections, all of which should fit on a single page:<\/p>\n\n\n\n

1. The first section is basically your customer characteristization<\/strong>, with demographic information and so forth. Moore also notes that for some scenarios more than one person is involved in the purchase. He differentiates between the \u201ceconomic buyer,\u201d who approves funding for the purchase, the \u201ctechnical buyer,\u201d who sets up the product once it is purchased, and the end user, who uses it once it is set up. Depending on the scenario, these might all be the same person, or might be different people. If they are different people, Moore reminds you to include customer profiles for all of them.<\/p>\n\n\n\n

(Shortform note: While the terms \u201ctechnical buyer,\u201d \u201ceconomic buyer,\u201d and \u201cend user\u201d are widely used, some sources refer to the \u201cend user\u201d as the \u201cfunctional buyer\u201d<\/a> instead.)<\/p>\n\n\n\n

2. The second section is a description of the scenario without your product<\/strong>. In the current market, what are your prospective customers attempting to accomplish, and how are they going about it? What problems do they have with this approach that your product could solve? What are the financial consequences of these problems?<\/p>\n\n\n\n

3. The third section is a description of the scenario with your product.<\/strong> How can your customers use your product to achieve their goal? What features of your product enable them to succeed? What financial benefits will they reap as a result?<\/p>\n\n\n\n

Sample Purchasing Scenario<\/strong>

For this example, we will assume you have developed a revolutionary weld inspection device, but have not yet selected a target niche.

Demographics: <\/strong>Marvin is a Hispanic male in his 40\u2019s. He\u2019s a small-business owner-operator, who provides welding services to local farmers. He is therefore a combination of an economic buyer, a technical buyer, and an end user.

Scenario without our product: <\/strong>Marvin drives his welding truck to a customer\u2019s farm, where he repairs cracks and holes in aluminum irrigation pipes by welding them closed. He does a basic visual inspection of his welds and doesn\u2019t notice any defects. The next day, the farmer calls him again and says the pipe is still leaking, so Marvin drives back out to his customer\u2019s farm. He finds that a couple of his welds had hairline cracks that he couldn\u2019t see, but that caused them to fail when the irrigation pipe was pressurized. He\u2019s able to fix the pipe, but he loses half a day on rework, and his customer loses a day of irrigation.

Scenario with our product: <\/strong>As before, Marvin drives out to a customer\u2019s farm to repair irrigation pipes. After completing his welds, Marvin connects our weld inspection probe to his phone and scans them. He identifies hairline cracks in a couple of welds that might have been caused by impurities in the aluminum. He grinds out the cracks, re-welds them, and uses our weld inspection probe to verify that they\u2019re solid. Relative to the scenario without our inspection probe, he saves half a day and the cost of making an extra trip. He also cultivates a better relationship with his customers, because he can guarantee all<\/em> his welds are water-tight.<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n
Customer Journey Maps<\/strong>

Business blogs describing how to create customer profiles and purchasing scenarios often advocate using \u201ccustomer journey maps,\u201d<\/a> which chart your customer\u2019s interactions with your company as they become acquainted with your product, decide to buy it, and finally, use it to achieve a goal. A journey map highlights every point of contact between the customer and your company, as well as the customer\u2019s decision points along the way.

The second and third parts of Moore\u2019s purchasing scenarios could be developed into a type of customer journey map, tracking the problem your customer needs to solve and how they use your product to solve it. 

While customer journey maps are often used later on to identify pain points in the purchasing process and streamline the sales process, considering them up front as you select your niche could help you determine how easily your customer will be able to assemble the whole product<\/a>. 
We\u2019ll discuss assembling the whole product in the next chapter.<\/td><\/tr><\/tbody><\/table><\/figure>\n","protected":false},"excerpt":{"rendered":"

What is a customer profile? What characteristics does a target customer profile typically include? A \u201ccustomer profile\u201d is simply a description of an archetypical target customer. A customer profile should include characteristics like age, job title, industry, gender, race, and interests\u2014especially as their interests relate to your product. Here are some things to consider as you create customer profiles for your business.<\/p>\n","protected":false},"author":7,"featured_media":10096,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[45,104,103],"tags":[512],"class_list":["post-51711","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-business","category-marketing","category-sales","tag-crossing-the-chasm","","tg-column-two"],"yoast_head":"\nHow to Create Customer Profiles for Your Business - Shortform Books<\/title>\n<meta name=\"description\" content=\"A customer profile is a description of a target customer. Here are some things to consider as you create customer profiles for your business.\" \/>\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\/create-customer-profiles\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"How to Create Customer Profiles for Your Business\" \/>\n<meta property=\"og:description\" content=\"A customer profile is a description of a target customer. Here are some things to consider as you create customer profiles for your business.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.shortform.com\/blog\/create-customer-profiles\/\" \/>\n<meta property=\"og:site_name\" content=\"Shortform Books\" \/>\n<meta property=\"article:published_time\" content=\"2021-10-15T00:03:00+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2021-10-28T20:19:01+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/s3.amazonaws.com\/wordpress.shortform.com\/blog\/wp-content\/uploads\/2020\/06\/implied-needs-2-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=\"Darya Sinusoid\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Darya Sinusoid\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"5 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/www.shortform.com\/blog\/create-customer-profiles\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/www.shortform.com\/blog\/create-customer-profiles\/\"},\"author\":{\"name\":\"Darya Sinusoid\",\"@id\":\"https:\/\/www.shortform.com\/blog\/#\/schema\/person\/0421cce75bc249b11e2517b3a91f9c46\"},\"headline\":\"How to Create Customer Profiles for Your Business\",\"datePublished\":\"2021-10-15T00:03:00+00:00\",\"dateModified\":\"2021-10-28T20:19:01+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/www.shortform.com\/blog\/create-customer-profiles\/\"},\"wordCount\":1144,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\/\/www.shortform.com\/blog\/#organization\"},\"image\":{\"@id\":\"https:\/\/www.shortform.com\/blog\/create-customer-profiles\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.shortform.com\/blog\/wp-content\/uploads\/2020\/06\/implied-needs-2-spin-selling-scaled.jpg\",\"keywords\":[\"Crossing the Chasm\"],\"articleSection\":[\"Business\",\"Marketing\",\"Sales\"],\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\/\/www.shortform.com\/blog\/create-customer-profiles\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.shortform.com\/blog\/create-customer-profiles\/\",\"url\":\"https:\/\/www.shortform.com\/blog\/create-customer-profiles\/\",\"name\":\"How to Create Customer Profiles for Your Business - Shortform Books\",\"isPartOf\":{\"@id\":\"https:\/\/www.shortform.com\/blog\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/www.shortform.com\/blog\/create-customer-profiles\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/www.shortform.com\/blog\/create-customer-profiles\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.shortform.com\/blog\/wp-content\/uploads\/2020\/06\/implied-needs-2-spin-selling-scaled.jpg\",\"datePublished\":\"2021-10-15T00:03:00+00:00\",\"dateModified\":\"2021-10-28T20:19:01+00:00\",\"description\":\"A customer profile is a description of a target customer. Here are some things to consider as you create customer profiles for your business.\",\"breadcrumb\":{\"@id\":\"https:\/\/www.shortform.com\/blog\/create-customer-profiles\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/www.shortform.com\/blog\/create-customer-profiles\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/www.shortform.com\/blog\/create-customer-profiles\/#primaryimage\",\"url\":\"https:\/\/www.shortform.com\/blog\/wp-content\/uploads\/2020\/06\/implied-needs-2-spin-selling-scaled.jpg\",\"contentUrl\":\"https:\/\/www.shortform.com\/blog\/wp-content\/uploads\/2020\/06\/implied-needs-2-spin-selling-scaled.jpg\",\"width\":2560,\"height\":1707},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/www.shortform.com\/blog\/create-customer-profiles\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\/\/www.shortform.com\/blog\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"How to Create Customer Profiles for Your Business\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/www.shortform.com\/blog\/#website\",\"url\":\"https:\/\/www.shortform.com\/blog\/\",\"name\":\"Shortform Books\",\"description\":\"The World'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\/0421cce75bc249b11e2517b3a91f9c46\",\"name\":\"Darya Sinusoid\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/www.shortform.com\/blog\/#\/schema\/person\/image\/\",\"url\":\"https:\/\/www.shortform.com\/blog\/wp-content\/uploads\/2021\/07\/Untitled-design-1.png\",\"contentUrl\":\"https:\/\/www.shortform.com\/blog\/wp-content\/uploads\/2021\/07\/Untitled-design-1.png\",\"caption\":\"Darya Sinusoid\"},\"description\":\"Darya\u2019s love for reading started with fantasy novels (The LOTR trilogy is still her all-time-favorite). Growing up, however, she found herself transitioning to non-fiction, psychological, and self-help books. She has a degree in Psychology and a deep passion for the subject. She likes reading research-informed books that distill the workings of the human brain\/mind\/consciousness and thinking of ways to apply the insights to her own life. Some of her favorites include Thinking, Fast and Slow, How We Decide, and The Wisdom of the Enneagram.\",\"url\":\"https:\/\/www.shortform.com\/blog\/author\/darya\/\"}]}<\/script>\n<!-- \/ Yoast SEO Premium plugin. -->","yoast_head_json":{"title":"How to Create Customer Profiles for Your Business - Shortform Books","description":"A customer profile is a description of a target customer. Here are some things to consider as you create customer profiles for your business.","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\/create-customer-profiles\/","og_locale":"en_US","og_type":"article","og_title":"How to Create Customer Profiles for Your Business","og_description":"A customer profile is a description of a target customer. Here are some things to consider as you create customer profiles for your business.","og_url":"https:\/\/www.shortform.com\/blog\/create-customer-profiles\/","og_site_name":"Shortform Books","article_published_time":"2021-10-15T00:03:00+00:00","article_modified_time":"2021-10-28T20:19:01+00:00","og_image":[{"width":2560,"height":1707,"url":"https:\/\/s3.amazonaws.com\/wordpress.shortform.com\/blog\/wp-content\/uploads\/2020\/06\/implied-needs-2-spin-selling-scaled.jpg","type":"image\/jpeg"}],"author":"Darya Sinusoid","twitter_card":"summary_large_image","twitter_misc":{"Written by":"Darya Sinusoid","Est. reading time":"5 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/www.shortform.com\/blog\/create-customer-profiles\/#article","isPartOf":{"@id":"https:\/\/www.shortform.com\/blog\/create-customer-profiles\/"},"author":{"name":"Darya Sinusoid","@id":"https:\/\/www.shortform.com\/blog\/#\/schema\/person\/0421cce75bc249b11e2517b3a91f9c46"},"headline":"How to Create Customer Profiles for Your Business","datePublished":"2021-10-15T00:03:00+00:00","dateModified":"2021-10-28T20:19:01+00:00","mainEntityOfPage":{"@id":"https:\/\/www.shortform.com\/blog\/create-customer-profiles\/"},"wordCount":1144,"commentCount":0,"publisher":{"@id":"https:\/\/www.shortform.com\/blog\/#organization"},"image":{"@id":"https:\/\/www.shortform.com\/blog\/create-customer-profiles\/#primaryimage"},"thumbnailUrl":"https:\/\/www.shortform.com\/blog\/wp-content\/uploads\/2020\/06\/implied-needs-2-spin-selling-scaled.jpg","keywords":["Crossing the Chasm"],"articleSection":["Business","Marketing","Sales"],"inLanguage":"en-US","potentialAction":[{"@type":"CommentAction","name":"Comment","target":["https:\/\/www.shortform.com\/blog\/create-customer-profiles\/#respond"]}]},{"@type":"WebPage","@id":"https:\/\/www.shortform.com\/blog\/create-customer-profiles\/","url":"https:\/\/www.shortform.com\/blog\/create-customer-profiles\/","name":"How to Create Customer Profiles for Your Business - Shortform Books","isPartOf":{"@id":"https:\/\/www.shortform.com\/blog\/#website"},"primaryImageOfPage":{"@id":"https:\/\/www.shortform.com\/blog\/create-customer-profiles\/#primaryimage"},"image":{"@id":"https:\/\/www.shortform.com\/blog\/create-customer-profiles\/#primaryimage"},"thumbnailUrl":"https:\/\/www.shortform.com\/blog\/wp-content\/uploads\/2020\/06\/implied-needs-2-spin-selling-scaled.jpg","datePublished":"2021-10-15T00:03:00+00:00","dateModified":"2021-10-28T20:19:01+00:00","description":"A customer profile is a description of a target customer. Here are some things to consider as you create customer profiles for your business.","breadcrumb":{"@id":"https:\/\/www.shortform.com\/blog\/create-customer-profiles\/#breadcrumb"},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/www.shortform.com\/blog\/create-customer-profiles\/"]}]},{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/www.shortform.com\/blog\/create-customer-profiles\/#primaryimage","url":"https:\/\/www.shortform.com\/blog\/wp-content\/uploads\/2020\/06\/implied-needs-2-spin-selling-scaled.jpg","contentUrl":"https:\/\/www.shortform.com\/blog\/wp-content\/uploads\/2020\/06\/implied-needs-2-spin-selling-scaled.jpg","width":2560,"height":1707},{"@type":"BreadcrumbList","@id":"https:\/\/www.shortform.com\/blog\/create-customer-profiles\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/www.shortform.com\/blog\/"},{"@type":"ListItem","position":2,"name":"How to Create Customer Profiles for Your Business"}]},{"@type":"WebSite","@id":"https:\/\/www.shortform.com\/blog\/#website","url":"https:\/\/www.shortform.com\/blog\/","name":"Shortform Books","description":"The World'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\/0421cce75bc249b11e2517b3a91f9c46","name":"Darya Sinusoid","image":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/www.shortform.com\/blog\/#\/schema\/person\/image\/","url":"https:\/\/www.shortform.com\/blog\/wp-content\/uploads\/2021\/07\/Untitled-design-1.png","contentUrl":"https:\/\/www.shortform.com\/blog\/wp-content\/uploads\/2021\/07\/Untitled-design-1.png","caption":"Darya Sinusoid"},"description":"Darya\u2019s love for reading started with fantasy novels (The LOTR trilogy is still her all-time-favorite). Growing up, however, she found herself transitioning to non-fiction, psychological, and self-help books. She has a degree in Psychology and a deep passion for the subject. She likes reading research-informed books that distill the workings of the human brain\/mind\/consciousness and thinking of ways to apply the insights to her own life. Some of her favorites include Thinking, Fast and Slow, How We Decide, and The Wisdom of the Enneagram.","url":"https:\/\/www.shortform.com\/blog\/author\/darya\/"}]}},"jetpack_sharing_enabled":true,"jetpack_featured_media_url":"https:\/\/www.shortform.com\/blog\/wp-content\/uploads\/2020\/06\/implied-needs-2-spin-selling-scaled.jpg","_links":{"self":[{"href":"https:\/\/www.shortform.com\/blog\/wp-json\/wp\/v2\/posts\/51711","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\/7"}],"replies":[{"embeddable":true,"href":"https:\/\/www.shortform.com\/blog\/wp-json\/wp\/v2\/comments?post=51711"}],"version-history":[{"count":6,"href":"https:\/\/www.shortform.com\/blog\/wp-json\/wp\/v2\/posts\/51711\/revisions"}],"predecessor-version":[{"id":52841,"href":"https:\/\/www.shortform.com\/blog\/wp-json\/wp\/v2\/posts\/51711\/revisions\/52841"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.shortform.com\/blog\/wp-json\/wp\/v2\/media\/10096"}],"wp:attachment":[{"href":"https:\/\/www.shortform.com\/blog\/wp-json\/wp\/v2\/media?parent=51711"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.shortform.com\/blog\/wp-json\/wp\/v2\/categories?post=51711"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.shortform.com\/blog\/wp-json\/wp\/v2\/tags?post=51711"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}