{"id":9915,"date":"2016-07-18T10:16:41","date_gmt":"2016-07-18T17:16:41","guid":{"rendered":"https:\/\/blog.intercom.io\/?p=9915"},"modified":"2020-07-30T12:59:19","modified_gmt":"2020-07-30T11:59:19","slug":"how-people-buy","status":"publish","type":"post","link":"https:\/\/www.intercom.com\/blog\/how-people-buy\/","title":{"rendered":"How people buy your product"},"content":{"rendered":"

Marketing works best when it connects your customer\u2019s description of their problem with your product.<\/p>\n

But not all your customers understand and describe their problem in the same way. You need more than one way to frame your offering.<\/p>\n

If you\u2019re in the Trello\/Asana\/Basecamp product space, you could try the specific but same-y “Project management simplified<\/em>\u201d, or you could try the visionary but vague \u201cBetter collaboration for everyone<\/em>\u201d.<\/p>\n

Customers have many different starting points, but it\u2019s important that all roads lead to you.<\/p>\n

The former is direct and attracts only people who already know they need to manage their projects better. It doesn\u2019t grow the market for project management tools, it just speaks to the pre-existing demand for them.<\/p>\n

The latter is broad, and will attract anyone who thinks they should collaborate better. This grows the market. It now includes people who didn\u2019t even realize they need such a tool. It also attracts people who don\u2019t even think they work on projects.<\/p>\n

Cennydd Bowles once wrote \u201cI want a spade, not the experience of digging\u201d to show how marketing often drifts too far into the clouds of abstraction. Some customers know how to solve their problem, some customers don\u2019t, some don\u2019t even think they have a problem. But they\u2019re all potential customers, and you need a way to connect with each of them.<\/p>\n

Four ways to sell your product<\/h2>\n

Customers have many different starting points, but it\u2019s important that all roads lead to you. The job of marketing is to build these roads. For example, here are four ways people can end up using our Acquire<\/a> product.<\/p>\n

<\/p>\n

1. I have a problem, and I don\u2019t know how to solve it<\/h3>\n

These customers speak only in the language of the business pains they feel. When you\u2019re marketing to these customers remember your indirect competitors<\/a> play a role here. Everyone from A\/B testing tools through to growth hacking conferences are offering to \u201cboost your conversions\u201d. Education is needed to help them believe your product is the most likely to solve their problem.<\/p>\n

2. I know the problem and I think<\/em> I know the category of the solution<\/h3>\n

These customers are drawing a conclusion from their problem. They think they know what type of product they need. In these cases you\u2019re either looking to establish brand preference<\/em> (so they believe you\u2019re the best<\/em> in this category), or to take the brand relevance<\/em> approach (you create a new category in which you are the only<\/em> player).<\/p>\n

3. I know the problem, the type of solution, and the product I need to replace<\/h3>\n

Happy customers don\u2019t shop around. They have better things to do. So when someone is searching for an \u201calternative to X\u201d, they want a better version of what they have today.<\/p>\n

When someone is unhappy with their current product, you can market your product around how much better it is than their current solution. Here, you need to understand the four forces<\/a>, and have dedicated marketing pages explaining why you are different to their current solution (as opposed to just re-hashing your usual marketing).<\/p>\n

4. I know the problem, the type of solution, and the product I want to buy (and it\u2019s not yours)<\/h3>\n

Frisbee, Kleenex, Google, Biro, Band-Aid. They\u2019re everyday brands with relevance so strong they define their categories. The connection between the problem and the brand has become hardcoded in customers\u2019 minds. When someone sneezes they think \u201cKleenex<\/em>\u201d, not \u201cMy current problem is a runny nose, how do I resolve that<\/em>?\u201d or \u201cI believe I require a product from the face-wipe category, I wonder what is the optimal solution<\/em>\u201d.<\/p>\n

If you\u2019re not the brand of preference and you\u2019re competing against a product synonymous with the solution, you have a long road ahead of you. It\u2019s rare you\u2019ll win a direct head-to-head with an incumbent, so you need to identify niches for initial traction.<\/p>\n

Dave McClure calls this the niche to win<\/a> strategy, and it can be seen in everything from software products to fast moving consumer goods. There were lots of messaging apps, but only one \u201cmessaging app for teams\u201d. There were lots of payment platforms, but only one \u201cbuilt for developers\u201d.<\/p>\n

As you grow you can deploy competitive marketing to help customers see the migration path from their current solution to yours.<\/p>\n

\n

To believe there\u2019s only \u201cone way\u201d to market your product is to believe that there\u2019s only one type of customer, in one type of buying state, that you want to attract. In software this is simply never the case. So having a plan for these four starting points is the foundation of any marketing strategy.<\/p>\n","protected":false},"excerpt":{"rendered":"

Marketing works best when it connects your customer\u2019s description of their problem with your product. But not all your customers understand and describe their problem in the same way. You need more than one way to…<\/p>\n","protected":false},"author":5,"featured_media":9921,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"category":[1],"tags":[175,148],"coauthors":[348],"class_list":["post-9915","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized","tag-business","tag-customers"],"yoast_head":"\nHow people buy your product<\/title>\n<meta name=\"description\" content=\"Customers are driven to products in very different ways, but it\u2019s important that all roads lead to you. The job of marketing is to build these roads.\" \/>\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.intercom.com\/blog\/how-people-buy\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"How people buy your product\" \/>\n<meta property=\"og:description\" content=\"Customers are driven to products in very different ways, but it\u2019s important that all roads lead to you. The job of marketing is to build these roads.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.intercom.com\/blog\/how-people-buy\/\" \/>\n<meta property=\"og:site_name\" content=\"The Intercom Blog\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/intercominc\" \/>\n<meta property=\"article:author\" content=\"https:\/\/www.facebook.com\/destraynor\" \/>\n<meta property=\"article:published_time\" content=\"2016-07-18T17:16:41+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2020-07-30T11:59:19+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.intercom.com\/blog\/wp-content\/uploads\/2016\/07\/How_People_Buy_Your_Product_Related_V21.gif\" \/>\n\t<meta property=\"og:image:width\" content=\"1248\" \/>\n\t<meta property=\"og:image:height\" content=\"591\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/gif\" \/>\n<meta name=\"author\" content=\"Des Traynor\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@destraynor\" \/>\n<meta name=\"twitter:site\" content=\"@intercom\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Des Traynor\" \/>\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.intercom.com\\\/blog\\\/how-people-buy\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.intercom.com\\\/blog\\\/how-people-buy\\\/\"},\"author\":{\"name\":\"Des Traynor\",\"@id\":\"https:\\\/\\\/www.intercom.com\\\/blog\\\/#\\\/schema\\\/person\\\/eca2beed88876408030509097abe63c2\"},\"headline\":\"How people buy your product\",\"datePublished\":\"2016-07-18T17:16:41+00:00\",\"dateModified\":\"2020-07-30T11:59:19+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/www.intercom.com\\\/blog\\\/how-people-buy\\\/\"},\"wordCount\":795,\"publisher\":{\"@id\":\"https:\\\/\\\/www.intercom.com\\\/blog\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/www.intercom.com\\\/blog\\\/how-people-buy\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/www.intercom.com\\\/blog\\\/wp-content\\\/uploads\\\/2016\\\/07\\\/How_People_Buy_Your_Product_Related_V21.gif\",\"keywords\":[\"business\",\"customers\"],\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/www.intercom.com\\\/blog\\\/how-people-buy\\\/\",\"url\":\"https:\\\/\\\/www.intercom.com\\\/blog\\\/how-people-buy\\\/\",\"name\":\"How people buy your product\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.intercom.com\\\/blog\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/www.intercom.com\\\/blog\\\/how-people-buy\\\/#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/www.intercom.com\\\/blog\\\/how-people-buy\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/www.intercom.com\\\/blog\\\/wp-content\\\/uploads\\\/2016\\\/07\\\/How_People_Buy_Your_Product_Related_V21.gif\",\"datePublished\":\"2016-07-18T17:16:41+00:00\",\"dateModified\":\"2020-07-30T11:59:19+00:00\",\"description\":\"Customers are driven to products in very different ways, but it\u2019s important that all roads lead to you. The job of marketing is to build these roads.\",\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\\\/\\\/www.intercom.com\\\/blog\\\/how-people-buy\\\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/www.intercom.com\\\/blog\\\/how-people-buy\\\/#primaryimage\",\"url\":\"https:\\\/\\\/www.intercom.com\\\/blog\\\/wp-content\\\/uploads\\\/2016\\\/07\\\/How_People_Buy_Your_Product_Related_V21.gif\",\"contentUrl\":\"https:\\\/\\\/www.intercom.com\\\/blog\\\/wp-content\\\/uploads\\\/2016\\\/07\\\/How_People_Buy_Your_Product_Related_V21.gif\",\"width\":1248,\"height\":591},{\"@type\":\"WebSite\",\"@id\":\"https:\\\/\\\/www.intercom.com\\\/blog\\\/#website\",\"url\":\"https:\\\/\\\/www.intercom.com\\\/blog\\\/\",\"name\":\"The Intercom Blog\",\"description\":\"Articles and Podcasts on Customer Service, AI and Automation, Product, and more\",\"publisher\":{\"@id\":\"https:\\\/\\\/www.intercom.com\\\/blog\\\/#organization\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\\\/\\\/www.intercom.com\\\/blog\\\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-US\"},{\"@type\":\"Organization\",\"@id\":\"https:\\\/\\\/www.intercom.com\\\/blog\\\/#organization\",\"name\":\"The Intercom Blog\",\"url\":\"https:\\\/\\\/www.intercom.com\\\/blog\\\/\",\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/www.intercom.com\\\/blog\\\/#\\\/schema\\\/logo\\\/image\\\/\",\"url\":\"https:\\\/\\\/www.intercom.com\\\/blog\\\/wp-content\\\/uploads\\\/2019\\\/08\\\/Intercom-logo-sq-black-trans.png\",\"contentUrl\":\"https:\\\/\\\/www.intercom.com\\\/blog\\\/wp-content\\\/uploads\\\/2019\\\/08\\\/Intercom-logo-sq-black-trans.png\",\"width\":1000,\"height\":1000,\"caption\":\"The Intercom Blog\"},\"image\":{\"@id\":\"https:\\\/\\\/www.intercom.com\\\/blog\\\/#\\\/schema\\\/logo\\\/image\\\/\"},\"sameAs\":[\"https:\\\/\\\/www.facebook.com\\\/intercominc\",\"https:\\\/\\\/x.com\\\/intercom\",\"https:\\\/\\\/www.instagram.com\\\/intercom\\\/\",\"https:\\\/\\\/www.linkedin.com\\\/company\\\/2491343\",\"https:\\\/\\\/www.pinterest.ie\\\/intercom\\\/\",\"https:\\\/\\\/www.youtube.com\\\/channel\\\/UCJG0MvLP03kyzzAkD-w98aQ\",\"https:\\\/\\\/en.wikipedia.org\\\/wiki\\\/Intercom_(company)\"]},{\"@type\":\"Person\",\"@id\":\"https:\\\/\\\/www.intercom.com\\\/blog\\\/#\\\/schema\\\/person\\\/eca2beed88876408030509097abe63c2\",\"name\":\"Des Traynor\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/09e398a496ac2704b5a250c7e1aa65b160bb3650bb5bd89ed26723898ee32b30?s=96&d=mm&r=pg2b6d61a5289bb1233dbc5e2b0420fffb\",\"url\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/09e398a496ac2704b5a250c7e1aa65b160bb3650bb5bd89ed26723898ee32b30?s=96&d=mm&r=pg\",\"contentUrl\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/09e398a496ac2704b5a250c7e1aa65b160bb3650bb5bd89ed26723898ee32b30?s=96&d=mm&r=pg\",\"caption\":\"Des Traynor\"},\"description\":\"Des leads Intercom's R&D org and oversees its product strategy. He often speaks about product and growth strategies at conferences worldwide, including SaaStr, Web Summit, and The Next Web. He's also the host of the Intercom on Product podcast. Prior to Intercom he co-founded Exceptional and worked in UX design.\",\"sameAs\":[\"https:\\\/\\\/www.facebook.com\\\/destraynor\",\"https:\\\/\\\/x.com\\\/destraynor\"],\"url\":\"https:\\\/\\\/www.intercom.com\\\/blog\\\/author\\\/des\\\/\"}]}<\/script>\n<!-- \/ Yoast SEO Premium plugin. -->","yoast_head_json":{"title":"How people buy your product","description":"Customers are driven to products in very different ways, but it\u2019s important that all roads lead to you. The job of marketing is to build these roads.","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.intercom.com\/blog\/how-people-buy\/","og_locale":"en_US","og_type":"article","og_title":"How people buy your product","og_description":"Customers are driven to products in very different ways, but it\u2019s important that all roads lead to you. The job of marketing is to build these roads.","og_url":"https:\/\/www.intercom.com\/blog\/how-people-buy\/","og_site_name":"The Intercom Blog","article_publisher":"https:\/\/www.facebook.com\/intercominc","article_author":"https:\/\/www.facebook.com\/destraynor","article_published_time":"2016-07-18T17:16:41+00:00","article_modified_time":"2020-07-30T11:59:19+00:00","og_image":[{"width":1248,"height":591,"url":"https:\/\/www.intercom.com\/blog\/wp-content\/uploads\/2016\/07\/How_People_Buy_Your_Product_Related_V21.gif","type":"image\/gif"}],"author":"Des Traynor","twitter_card":"summary_large_image","twitter_creator":"@destraynor","twitter_site":"@intercom","twitter_misc":{"Written by":"Des Traynor","Est. reading time":"4 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/www.intercom.com\/blog\/how-people-buy\/#article","isPartOf":{"@id":"https:\/\/www.intercom.com\/blog\/how-people-buy\/"},"author":{"name":"Des Traynor","@id":"https:\/\/www.intercom.com\/blog\/#\/schema\/person\/eca2beed88876408030509097abe63c2"},"headline":"How people buy your product","datePublished":"2016-07-18T17:16:41+00:00","dateModified":"2020-07-30T11:59:19+00:00","mainEntityOfPage":{"@id":"https:\/\/www.intercom.com\/blog\/how-people-buy\/"},"wordCount":795,"publisher":{"@id":"https:\/\/www.intercom.com\/blog\/#organization"},"image":{"@id":"https:\/\/www.intercom.com\/blog\/how-people-buy\/#primaryimage"},"thumbnailUrl":"https:\/\/www.intercom.com\/blog\/wp-content\/uploads\/2016\/07\/How_People_Buy_Your_Product_Related_V21.gif","keywords":["business","customers"],"inLanguage":"en-US"},{"@type":"WebPage","@id":"https:\/\/www.intercom.com\/blog\/how-people-buy\/","url":"https:\/\/www.intercom.com\/blog\/how-people-buy\/","name":"How people buy your product","isPartOf":{"@id":"https:\/\/www.intercom.com\/blog\/#website"},"primaryImageOfPage":{"@id":"https:\/\/www.intercom.com\/blog\/how-people-buy\/#primaryimage"},"image":{"@id":"https:\/\/www.intercom.com\/blog\/how-people-buy\/#primaryimage"},"thumbnailUrl":"https:\/\/www.intercom.com\/blog\/wp-content\/uploads\/2016\/07\/How_People_Buy_Your_Product_Related_V21.gif","datePublished":"2016-07-18T17:16:41+00:00","dateModified":"2020-07-30T11:59:19+00:00","description":"Customers are driven to products in very different ways, but it\u2019s important that all roads lead to you. The job of marketing is to build these roads.","inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/www.intercom.com\/blog\/how-people-buy\/"]}]},{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/www.intercom.com\/blog\/how-people-buy\/#primaryimage","url":"https:\/\/www.intercom.com\/blog\/wp-content\/uploads\/2016\/07\/How_People_Buy_Your_Product_Related_V21.gif","contentUrl":"https:\/\/www.intercom.com\/blog\/wp-content\/uploads\/2016\/07\/How_People_Buy_Your_Product_Related_V21.gif","width":1248,"height":591},{"@type":"WebSite","@id":"https:\/\/www.intercom.com\/blog\/#website","url":"https:\/\/www.intercom.com\/blog\/","name":"The Intercom Blog","description":"Articles and Podcasts on Customer Service, AI and Automation, Product, and more","publisher":{"@id":"https:\/\/www.intercom.com\/blog\/#organization"},"potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/www.intercom.com\/blog\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-US"},{"@type":"Organization","@id":"https:\/\/www.intercom.com\/blog\/#organization","name":"The Intercom Blog","url":"https:\/\/www.intercom.com\/blog\/","logo":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/www.intercom.com\/blog\/#\/schema\/logo\/image\/","url":"https:\/\/www.intercom.com\/blog\/wp-content\/uploads\/2019\/08\/Intercom-logo-sq-black-trans.png","contentUrl":"https:\/\/www.intercom.com\/blog\/wp-content\/uploads\/2019\/08\/Intercom-logo-sq-black-trans.png","width":1000,"height":1000,"caption":"The Intercom Blog"},"image":{"@id":"https:\/\/www.intercom.com\/blog\/#\/schema\/logo\/image\/"},"sameAs":["https:\/\/www.facebook.com\/intercominc","https:\/\/x.com\/intercom","https:\/\/www.instagram.com\/intercom\/","https:\/\/www.linkedin.com\/company\/2491343","https:\/\/www.pinterest.ie\/intercom\/","https:\/\/www.youtube.com\/channel\/UCJG0MvLP03kyzzAkD-w98aQ","https:\/\/en.wikipedia.org\/wiki\/Intercom_(company)"]},{"@type":"Person","@id":"https:\/\/www.intercom.com\/blog\/#\/schema\/person\/eca2beed88876408030509097abe63c2","name":"Des Traynor","image":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/secure.gravatar.com\/avatar\/09e398a496ac2704b5a250c7e1aa65b160bb3650bb5bd89ed26723898ee32b30?s=96&d=mm&r=pg2b6d61a5289bb1233dbc5e2b0420fffb","url":"https:\/\/secure.gravatar.com\/avatar\/09e398a496ac2704b5a250c7e1aa65b160bb3650bb5bd89ed26723898ee32b30?s=96&d=mm&r=pg","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/09e398a496ac2704b5a250c7e1aa65b160bb3650bb5bd89ed26723898ee32b30?s=96&d=mm&r=pg","caption":"Des Traynor"},"description":"Des leads Intercom's R&D org and oversees its product strategy. He often speaks about product and growth strategies at conferences worldwide, including SaaStr, Web Summit, and The Next Web. He's also the host of the Intercom on Product podcast. Prior to Intercom he co-founded Exceptional and worked in UX design.","sameAs":["https:\/\/www.facebook.com\/destraynor","https:\/\/x.com\/destraynor"],"url":"https:\/\/www.intercom.com\/blog\/author\/des\/"}]}},"jetpack_featured_media_url":"https:\/\/www.intercom.com\/blog\/wp-content\/uploads\/2016\/07\/How_People_Buy_Your_Product_Related_V21.gif","jetpack_sharing_enabled":true,"_links":{"self":[{"href":"https:\/\/www.intercom.com\/blog\/wp-json\/wp\/v2\/posts\/9915","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.intercom.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.intercom.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.intercom.com\/blog\/wp-json\/wp\/v2\/users\/5"}],"replies":[{"embeddable":true,"href":"https:\/\/www.intercom.com\/blog\/wp-json\/wp\/v2\/comments?post=9915"}],"version-history":[{"count":0,"href":"https:\/\/www.intercom.com\/blog\/wp-json\/wp\/v2\/posts\/9915\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.intercom.com\/blog\/wp-json\/wp\/v2\/media\/9921"}],"wp:attachment":[{"href":"https:\/\/www.intercom.com\/blog\/wp-json\/wp\/v2\/media?parent=9915"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.intercom.com\/blog\/wp-json\/wp\/v2\/category?post=9915"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.intercom.com\/blog\/wp-json\/wp\/v2\/tags?post=9915"},{"taxonomy":"author","embeddable":true,"href":"https:\/\/www.intercom.com\/blog\/wp-json\/wp\/v2\/coauthors?post=9915"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}