{"id":12113,"date":"2016-05-04T12:55:29","date_gmt":"2016-05-04T12:55:29","guid":{"rendered":"https:\/\/www.heartinternet.uk\/blog\/?p=12113"},"modified":"2016-05-04T12:55:29","modified_gmt":"2016-05-04T12:55:29","slug":"building-rapport-customers","status":"publish","type":"post","link":"https:\/\/www.heartinternet.uk\/blog\/building-rapport-customers\/","title":{"rendered":"Building a rapport with your customers"},"content":{"rendered":"<p>We buy based on emotion. We might justify our purchases with logic, but that first step is entirely emotion based. And when you write copy, you need to tease out that emotion, giving your potential customers the feelings they need to consider your products. You need to build trust with your customers through empathy \u2013 feeling what your customers feel and expressing that through your text.<\/p>\n<p>When we\u2019re more concerned about our own needs \u2013 like getting more traffic, making more sales, or growing our business \u2013 we fail in building that trust with our customers.  Knowing their pains, needs, and desires helps you anticipate and mirror those thoughts, making it easier for your customers to relate to you.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/www.heartinternet.uk\/blog\/wp-content\/uploads\/emotion-oneweirdtrick.jpg\" alt=\"Photo of a woman writing with her left hand on a pad of paper\" width=\"600\" height=\"200\" class=\"aligncenter size-full wp-image-12122\" \/><\/p>\n<h3>Write emotional copy with this one weird trick<\/h3>\n<p>Your customers have a problem, and your product is the best choice for a solution.  When they think about their problems, your customers are feeling fearful, sad, frustrated, annoyed, and other negative feelings.<\/p>\n<p>But by tapping into those feelings with effective storytelling, you\u2019re able to prime your customers to see your product as the solution.  A great formula to consider when writing is the Problem-Agitate-Solve formula.<\/p>\n<ul>\n<li><strong>Problem<\/strong> \u2013 Identify what the problem is for your customer<\/li>\n<li><strong>Agitate<\/strong> \u2013 Stir up the problem to the point of discomfort<\/li>\n<li><strong>Solve<\/strong> \u2013 Make your product the best solution available<\/li>\n<\/ul>\n<p>Here\u2019s an example of how this would work for a design agency:<\/p>\n<p><strong>Problem<\/strong> \u2013 How long has it been since you\u2019ve updated your design?<\/p>\n<p><strong>Agitate<\/strong> \u2013 Does your logo look outdated? Are you still using templates from decades ago? Does your branding represent what your company is now, or is it still trapped from when you first started?<\/p>\n<p><strong>Solve<\/strong> \u2013 Our design agency can give you a new and fresh brand redevelopment that matches your company\u2019s modern image.<\/p>\n<p>This formula works because it forces you to present your product as your customers would see it.  Rather than just talking about the cool features your product has or the affordability of it, you can position your product as the solution to your customers\u2019 problems.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/www.heartinternet.uk\/blog\/wp-content\/uploads\/emotion-problemsolving.jpg\" alt=\"Photo of a woman sitting at a desk while writing on a notepad\" width=\"600\" height=\"200\" class=\"aligncenter size-full wp-image-12126\" \/><\/p>\n<h3>Your step-by-step guide to problem-solving copy<\/h3>\n<h4>Define your ideal customer<\/h4>\n<p><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/www.heartinternet.uk\/blog\/wp-content\/uploads\/emotion-idealcustomer.jpg\" alt=\"Woman with her hand on the handle of a coffee cup\" width=\"600\" height=\"100\" class=\"aligncenter size-full wp-image-12120\" \/><\/p>\n<p>Think about the person you want to reach. Then build upon that person, creating a buyer persona.  Include details about them, including things like:<\/p>\n<ul>\n<li>Gender<\/li>\n<li>Age<\/li>\n<li>Geographic location<\/li>\n<li>Employment<\/li>\n<li>Income level<\/li>\n<li>Education<\/li>\n<li>Hobbies<\/li>\n<li>Products they\u2019ve purchased before<\/li>\n<\/ul>\n<p>Make several buyer personas, covering the range of customers you want to see, and keep them on hand when you write new copy.<\/p>\n<h4>Work out their pains, fears, and common problems that your product can solve<\/h4>\n<p><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/www.heartinternet.uk\/blog\/wp-content\/uploads\/emotion-painsandproblems.jpg\" alt=\"Photo of a person reading a book\" width=\"600\" height=\"100\" class=\"aligncenter size-full wp-image-12124\" \/><\/p>\n<p>Once you know who your ideal customer is, you need to know what problems they face.  This can be as simple as talking to your existing customers, or you can do surveys to get a wider range of responses.<\/p>\n<p>You can also see what your competitors are doing to see what problems they\u2019re focusing on.  Review sites such as TrustPilot are also a great source of research, as your potentials customers will be talking about their problems and what they\u2019re looking for there.<\/p>\n<h4>Describe all the ways your product can solve their problems<\/h4>\n<p><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/www.heartinternet.uk\/blog\/wp-content\/uploads\/emotion-thesolution.jpg\" alt=\"Photo of a person flipping through a catalogue\" width=\"600\" height=\"100\" class=\"aligncenter size-full wp-image-12129\" \/><\/p>\n<p>Each time you find a new customer problem, write it down and how your product can solve it. This way, whenever you\u2019re creating a new piece of copy \u2013 from your home page to a quick Facebook ad \u2013 you have a convenient list of problems and the features that can solve them.<\/p>\n<h4>Build stories around your customers<\/h4>\n<p><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/www.heartinternet.uk\/blog\/wp-content\/uploads\/emotion-buildstories.jpg\" alt=\"Photo of a puppy sleeping while the person holding them works\" width=\"600\" height=\"100\" class=\"aligncenter size-full wp-image-12117\" \/><\/p>\n<p>When you create copy, come up with a fictional situation that involves your customer dealing with a problem that your product can solve. Think of that customer looking for a solution, and what they would want to see.<\/p>\n<h4>Add in emotion<\/h4>\n<p><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/www.heartinternet.uk\/blog\/wp-content\/uploads\/emotion-emotion.jpg\" alt=\"Photo of a woman talking on an iPhone while looking at a computer screen\" width=\"600\" height=\"100\" class=\"aligncenter size-full wp-image-12118\" \/><\/p>\n<p>Make certain to use words that your customers use when describing their problems. If your customers describe a problem as \u201cfrustrating\u201d, \u201ccomplicated\u201d, or \u201cexhausting\u201d, use those words to give them an instantly relatable hook.  Then use the words they would use when describing your product, such as \u201ceasy\u201d, \u201caffordable\u201d, or \u201cconvenient\u201d.<\/p>\n<h4>Show results<\/h4>\n<p><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/www.heartinternet.uk\/blog\/wp-content\/uploads\/emotion-results.jpg\" alt=\"Photo of a woman tapping on a Macbook mousepad\" width=\"600\" height=\"100\" class=\"aligncenter size-full wp-image-12128\" \/><\/p>\n<p>You know your product is the best solution to their problem. But you need to show that it\u2019s worked. Add in testimonials from happy customers, reviews from authorities, awards you\u2019ve won \u2013 all things that show your potential customers that your product works.<\/p>\n<p>&nbsp;<\/p>\n<p>Creating situations they can relate to produces more benefits than just showcasing the features of your product, and by developing empathy for your customers and adding emotion to your copy, you are giving your audience a strong reason to buy.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>We buy based on emotion. We might justify our purchases with logic, but that first step is entirely emotion based. And when you write copy, you need to tease out that emotion, giving your potential customers the feelings they need to consider your products. <\/p>\n","protected":false},"author":2,"featured_media":12115,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[28,29],"tags":[],"class_list":{"0":"post-12113","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-your-business","8":"category-your-website"},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.2 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Building a rapport with your customers - Heart Internet<\/title>\n<meta name=\"description\" content=\"We buy based on emotion. When you write copy, you need to tease out that emotion. Here are our tips for writing emotional copy.\" \/>\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.heartinternet.uk\/blog\/building-rapport-customers\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Building a rapport with your customers - Heart Internet\" \/>\n<meta property=\"og:description\" content=\"We buy based on emotion. When you write copy, you need to tease out that emotion. Here are our tips for writing emotional copy.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.heartinternet.uk\/blog\/building-rapport-customers\/\" \/>\n<meta property=\"og:site_name\" content=\"Heart Internet\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/heartinternet\/\" \/>\n<meta property=\"article:published_time\" content=\"2016-05-04T12:55:29+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.heartinternet.uk\/blog\/wp-content\/uploads\/2016\/05\/emotion-background.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1620\" \/>\n\t<meta property=\"og:image:height\" content=\"720\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Eliot Chambers-Ostler\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@heartinternet\" \/>\n<meta name=\"twitter:site\" content=\"@heartinternet\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Eliot Chambers-Ostler\" \/>\n\t<meta name=\"twitter:label2\" content=\"Estimated 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.heartinternet.uk\/blog\/building-rapport-customers\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/www.heartinternet.uk\/blog\/building-rapport-customers\/\"},\"author\":{\"name\":\"Eliot Chambers-Ostler\",\"@id\":\"https:\/\/heartblog.victory.digital\/#\/schema\/person\/58ed7f27cc0f3ab6e69135742a5eee28\"},\"headline\":\"Building a rapport with your customers\",\"datePublished\":\"2016-05-04T12:55:29+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/www.heartinternet.uk\/blog\/building-rapport-customers\/\"},\"wordCount\":763,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\/\/heartblog.victory.digital\/#organization\"},\"image\":{\"@id\":\"https:\/\/www.heartinternet.uk\/blog\/building-rapport-customers\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.heartinternet.uk\/blog\/wp-content\/uploads\/2016\/05\/emotion-background.jpg\",\"articleSection\":[\"Your Business\",\"Your Website\"],\"inLanguage\":\"en-GB\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\/\/www.heartinternet.uk\/blog\/building-rapport-customers\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.heartinternet.uk\/blog\/building-rapport-customers\/\",\"url\":\"https:\/\/www.heartinternet.uk\/blog\/building-rapport-customers\/\",\"name\":\"Building a rapport with your customers - Heart Internet\",\"isPartOf\":{\"@id\":\"https:\/\/heartblog.victory.digital\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/www.heartinternet.uk\/blog\/building-rapport-customers\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/www.heartinternet.uk\/blog\/building-rapport-customers\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.heartinternet.uk\/blog\/wp-content\/uploads\/2016\/05\/emotion-background.jpg\",\"datePublished\":\"2016-05-04T12:55:29+00:00\",\"description\":\"We buy based on emotion. When you write copy, you need to tease out that emotion. Here are our tips for writing emotional copy.\",\"breadcrumb\":{\"@id\":\"https:\/\/www.heartinternet.uk\/blog\/building-rapport-customers\/#breadcrumb\"},\"inLanguage\":\"en-GB\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/www.heartinternet.uk\/blog\/building-rapport-customers\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-GB\",\"@id\":\"https:\/\/www.heartinternet.uk\/blog\/building-rapport-customers\/#primaryimage\",\"url\":\"https:\/\/www.heartinternet.uk\/blog\/wp-content\/uploads\/2016\/05\/emotion-background.jpg\",\"contentUrl\":\"https:\/\/www.heartinternet.uk\/blog\/wp-content\/uploads\/2016\/05\/emotion-background.jpg\",\"width\":1620,\"height\":720},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/www.heartinternet.uk\/blog\/building-rapport-customers\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\/\/www.heartinternet.uk\/blog\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Building a rapport with your customers\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/heartblog.victory.digital\/#website\",\"url\":\"https:\/\/heartblog.victory.digital\/\",\"name\":\"Heart Internet\",\"description\":\"\",\"publisher\":{\"@id\":\"https:\/\/heartblog.victory.digital\/#organization\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/heartblog.victory.digital\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-GB\"},{\"@type\":\"Organization\",\"@id\":\"https:\/\/heartblog.victory.digital\/#organization\",\"name\":\"Heart Internet\",\"url\":\"https:\/\/heartblog.victory.digital\/\",\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-GB\",\"@id\":\"https:\/\/heartblog.victory.digital\/#\/schema\/logo\/image\/\",\"url\":\"https:\/\/www.heartinternet.uk\/blog\/wp-content\/uploads\/2025\/02\/HeartInternet_Logo_Colour.webp\",\"contentUrl\":\"https:\/\/www.heartinternet.uk\/blog\/wp-content\/uploads\/2025\/02\/HeartInternet_Logo_Colour.webp\",\"width\":992,\"height\":252,\"caption\":\"Heart Internet\"},\"image\":{\"@id\":\"https:\/\/heartblog.victory.digital\/#\/schema\/logo\/image\/\"},\"sameAs\":[\"https:\/\/www.facebook.com\/heartinternet\/\",\"https:\/\/x.com\/heartinternet\",\"https:\/\/www.linkedin.com\/company\/heart-internet-ltd\"]},{\"@type\":\"Person\",\"@id\":\"https:\/\/heartblog.victory.digital\/#\/schema\/person\/58ed7f27cc0f3ab6e69135742a5eee28\",\"name\":\"Eliot Chambers-Ostler\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-GB\",\"@id\":\"https:\/\/heartblog.victory.digital\/#\/schema\/person\/image\/\",\"url\":\"https:\/\/www.heartinternet.uk\/blog\/wp-content\/uploads\/2025\/08\/cropped-Eliot-96x96.jpg\",\"contentUrl\":\"https:\/\/www.heartinternet.uk\/blog\/wp-content\/uploads\/2025\/08\/cropped-Eliot-96x96.jpg\",\"caption\":\"Eliot Chambers-Ostler\"},\"url\":\"https:\/\/www.heartinternet.uk\/blog\/author\/eliot-chambers-ostler\/\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"Building a rapport with your customers - Heart Internet","description":"We buy based on emotion. When you write copy, you need to tease out that emotion. Here are our tips for writing emotional copy.","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.heartinternet.uk\/blog\/building-rapport-customers\/","og_locale":"en_GB","og_type":"article","og_title":"Building a rapport with your customers - Heart Internet","og_description":"We buy based on emotion. When you write copy, you need to tease out that emotion. Here are our tips for writing emotional copy.","og_url":"https:\/\/www.heartinternet.uk\/blog\/building-rapport-customers\/","og_site_name":"Heart Internet","article_publisher":"https:\/\/www.facebook.com\/heartinternet\/","article_published_time":"2016-05-04T12:55:29+00:00","og_image":[{"width":1620,"height":720,"url":"https:\/\/www.heartinternet.uk\/blog\/wp-content\/uploads\/2016\/05\/emotion-background.jpg","type":"image\/jpeg"}],"author":"Eliot Chambers-Ostler","twitter_card":"summary_large_image","twitter_creator":"@heartinternet","twitter_site":"@heartinternet","twitter_misc":{"Written by":"Eliot Chambers-Ostler","Estimated reading time":"4 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/www.heartinternet.uk\/blog\/building-rapport-customers\/#article","isPartOf":{"@id":"https:\/\/www.heartinternet.uk\/blog\/building-rapport-customers\/"},"author":{"name":"Eliot Chambers-Ostler","@id":"https:\/\/heartblog.victory.digital\/#\/schema\/person\/58ed7f27cc0f3ab6e69135742a5eee28"},"headline":"Building a rapport with your customers","datePublished":"2016-05-04T12:55:29+00:00","mainEntityOfPage":{"@id":"https:\/\/www.heartinternet.uk\/blog\/building-rapport-customers\/"},"wordCount":763,"commentCount":0,"publisher":{"@id":"https:\/\/heartblog.victory.digital\/#organization"},"image":{"@id":"https:\/\/www.heartinternet.uk\/blog\/building-rapport-customers\/#primaryimage"},"thumbnailUrl":"https:\/\/www.heartinternet.uk\/blog\/wp-content\/uploads\/2016\/05\/emotion-background.jpg","articleSection":["Your Business","Your Website"],"inLanguage":"en-GB","potentialAction":[{"@type":"CommentAction","name":"Comment","target":["https:\/\/www.heartinternet.uk\/blog\/building-rapport-customers\/#respond"]}]},{"@type":"WebPage","@id":"https:\/\/www.heartinternet.uk\/blog\/building-rapport-customers\/","url":"https:\/\/www.heartinternet.uk\/blog\/building-rapport-customers\/","name":"Building a rapport with your customers - Heart Internet","isPartOf":{"@id":"https:\/\/heartblog.victory.digital\/#website"},"primaryImageOfPage":{"@id":"https:\/\/www.heartinternet.uk\/blog\/building-rapport-customers\/#primaryimage"},"image":{"@id":"https:\/\/www.heartinternet.uk\/blog\/building-rapport-customers\/#primaryimage"},"thumbnailUrl":"https:\/\/www.heartinternet.uk\/blog\/wp-content\/uploads\/2016\/05\/emotion-background.jpg","datePublished":"2016-05-04T12:55:29+00:00","description":"We buy based on emotion. When you write copy, you need to tease out that emotion. Here are our tips for writing emotional copy.","breadcrumb":{"@id":"https:\/\/www.heartinternet.uk\/blog\/building-rapport-customers\/#breadcrumb"},"inLanguage":"en-GB","potentialAction":[{"@type":"ReadAction","target":["https:\/\/www.heartinternet.uk\/blog\/building-rapport-customers\/"]}]},{"@type":"ImageObject","inLanguage":"en-GB","@id":"https:\/\/www.heartinternet.uk\/blog\/building-rapport-customers\/#primaryimage","url":"https:\/\/www.heartinternet.uk\/blog\/wp-content\/uploads\/2016\/05\/emotion-background.jpg","contentUrl":"https:\/\/www.heartinternet.uk\/blog\/wp-content\/uploads\/2016\/05\/emotion-background.jpg","width":1620,"height":720},{"@type":"BreadcrumbList","@id":"https:\/\/www.heartinternet.uk\/blog\/building-rapport-customers\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/www.heartinternet.uk\/blog\/"},{"@type":"ListItem","position":2,"name":"Building a rapport with your customers"}]},{"@type":"WebSite","@id":"https:\/\/heartblog.victory.digital\/#website","url":"https:\/\/heartblog.victory.digital\/","name":"Heart Internet","description":"","publisher":{"@id":"https:\/\/heartblog.victory.digital\/#organization"},"potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/heartblog.victory.digital\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-GB"},{"@type":"Organization","@id":"https:\/\/heartblog.victory.digital\/#organization","name":"Heart Internet","url":"https:\/\/heartblog.victory.digital\/","logo":{"@type":"ImageObject","inLanguage":"en-GB","@id":"https:\/\/heartblog.victory.digital\/#\/schema\/logo\/image\/","url":"https:\/\/www.heartinternet.uk\/blog\/wp-content\/uploads\/2025\/02\/HeartInternet_Logo_Colour.webp","contentUrl":"https:\/\/www.heartinternet.uk\/blog\/wp-content\/uploads\/2025\/02\/HeartInternet_Logo_Colour.webp","width":992,"height":252,"caption":"Heart Internet"},"image":{"@id":"https:\/\/heartblog.victory.digital\/#\/schema\/logo\/image\/"},"sameAs":["https:\/\/www.facebook.com\/heartinternet\/","https:\/\/x.com\/heartinternet","https:\/\/www.linkedin.com\/company\/heart-internet-ltd"]},{"@type":"Person","@id":"https:\/\/heartblog.victory.digital\/#\/schema\/person\/58ed7f27cc0f3ab6e69135742a5eee28","name":"Eliot Chambers-Ostler","image":{"@type":"ImageObject","inLanguage":"en-GB","@id":"https:\/\/heartblog.victory.digital\/#\/schema\/person\/image\/","url":"https:\/\/www.heartinternet.uk\/blog\/wp-content\/uploads\/2025\/08\/cropped-Eliot-96x96.jpg","contentUrl":"https:\/\/www.heartinternet.uk\/blog\/wp-content\/uploads\/2025\/08\/cropped-Eliot-96x96.jpg","caption":"Eliot Chambers-Ostler"},"url":"https:\/\/www.heartinternet.uk\/blog\/author\/eliot-chambers-ostler\/"}]}},"_links":{"self":[{"href":"https:\/\/www.heartinternet.uk\/blog\/wp-json\/wp\/v2\/posts\/12113","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.heartinternet.uk\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.heartinternet.uk\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.heartinternet.uk\/blog\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.heartinternet.uk\/blog\/wp-json\/wp\/v2\/comments?post=12113"}],"version-history":[{"count":0,"href":"https:\/\/www.heartinternet.uk\/blog\/wp-json\/wp\/v2\/posts\/12113\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.heartinternet.uk\/blog\/wp-json\/wp\/v2\/media\/12115"}],"wp:attachment":[{"href":"https:\/\/www.heartinternet.uk\/blog\/wp-json\/wp\/v2\/media?parent=12113"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.heartinternet.uk\/blog\/wp-json\/wp\/v2\/categories?post=12113"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.heartinternet.uk\/blog\/wp-json\/wp\/v2\/tags?post=12113"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}