Sherlock Holmes is in a class all to himself, he is the world’s only consulting detective and yet he is world renowned for his amazing deductions and ability to get solve crimes. According to Dr. Watson his areas of expertise include: chemistry, anatomy, sensational literature, a bit of botany, and some geology. In spite of all this, he doesn’t know that the earth revolves around the sun and he’s completely socially inept. There is one area in which he excels that no one seems to talk about: Sherlock and Watson are excellent at marketing. I’ll list four reasons to explain why.
1. He has a social media presence: Both Sherlock Holmes and Dr. John Watson have blogs that they update periodically (Watson tends to be better about this). This is a good move as it helps him stay on top of his google rankings, when you’re literally the only person in the world in your line of work, it can be difficult to get noticed.
2. He has a brand. Whenever you see a deerstalker hat and a pipe you know you’re looking at Sherlock Holmes. The modern BBC series has him resenting the hat, but whenever he throws a press conference it’s the first thing he throws on. (I happen to find the deerstalker to be a charming and practical piece of headwear).
3. He maintains relationships with his clients. Sherlock Holmes’ landlord is Mrs. Hudson, and while they don’t go into many details about their history we know that she was a client of his. According to Sherlock, he helped her when her husband was on death row (by putting him there).
4. He’s very good at what he does. Sherlock has cultivated a reputation for being the best person for the job. He does this by working hard and working smart. While this seems obvious, it’s still important. When all is said and done, there is no form of advertising that is stronger than word of mouth.