Brand Tone

Mysterious & Intriguing, Nostalgic & Traditional, Intellectual & Engaging, Authentic & Immersive, Community-Oriented (subtly)

Brand Values

• •Intellectual Stimulation: Providing challenging and well-crafted mysteries that require deduction and thought.
• •Nostalgia & Heritage: Celebrating the legacy of Sherlock Holmes and the charm of a bygone era of correspondence.
• •Quality Experience: Focusing on the tactile nature of the product with high-quality letters and an immersive storyline.
• •Engagement & Anticipation: Creating a sense of excitement and regular engagement through the monthly delivery of clues.
• •Storytelling: Crafting compelling narratives that draw participants into the mystery.

Best Practices

• •Embrace Victorian Vernacular (Subtly): Incorporate period-appropriate language and phrasing without making it overly dense or inaccessible. Use terms like "The game is afoot," "My dear Watson," "perplexing," "enigma," etc.
• •Maintain an Air of Mystery and Intellect: Frame communications as if they are part of an ongoing investigation or a puzzle to be solved. Focus on the thrill of deduction and the challenge.
• •Highlight the Tactile & Nostalgic Experience: Emphasize the unique joy of receiving physical mail and the charm of the Victorian setting. Contrast this with the digital overload of modern life.
• •Speak Directly to the "Detective": Address the audience as if they are aspiring sleuths or colleagues of Holmes, fostering a sense of personal involvement and importance.
• •Consistent Storytelling Voice: Whether it's website copy, email, or social media, ensure the voice sounds like it's coming from the world of Sherlock Holmes – perhaps narrated by a Watson-like figure or through direct (fictional) correspondence from characters within the mysteries. This helps maintain immersion.

Social Perception

Many perceive "Dear Holmes" as an innovative, fun, and intellectually stimulating experience. The unique concept of receiving mysteries by mail is widely appreciated, especially by fans of Sherlock Holmes, puzzles, and traditional correspondence. The quality of the writing and the immersive nature of the game receive frequent praise. A segment of customers has experienced significant issues with the logistics, particularly concerning the timely delivery of letters and the responsiveness of customer service. This has led to frustration for some, who feel the execution doesn't always match the excellent concept. It's often viewed as a unique and thoughtful gift for a specific type of person (mystery lovers, readers, puzzle solvers).

Copy Examples

• •Headline: The Game Is Afoot. Is Your Mind Sharp Enough to Join the Hunt? Body: Each month, a new enigma arrives at your doorstep, penned by those desperate for the keen intellect of a master detective. Unravel Victorian London's secrets, one letter at a time. Subscribe to Dear Holmes and prove your mettle.
• •Social Media Post: "Watson, the post has arrived! Another tantalising case from Dear Holmes awaits your deductive prowess. What perplexing puzzle will you unfold this month? #DearHolmes #MysteryMail #Sherlock #VictorianMystery"
• •Email Subject: A Most Urgent Matter Requires Your Attention, Detective... Email Body Snippet: My Dear Friend, I find myself entangled in a web of intrigue so cunningly spun, it calls for the sharpest minds of our time. The enclosed correspondence details the peculiar circumstances. Your insights are eagerly awaited. - S.H. (via Dear Holmes)
• •Product Page Snippet: "Escape the mundane. Journey to a time of gaslight and fog, where every shadow holds a secret and every letter, a clue. Dear Holmes delivers an authentic Victorian mystery experience directly to your mailbox. More than a game, it's an adventure in deduction."
• •Ad Copy (Short): "Tired of the predictable? Dear Holmes delivers intrigue by post. Solve compelling Victorian mysteries penned for the modern sleuth. Your adventure begins with the next mail delivery."