In regards to Sherlock Local, it is designed for affiliates to promote local business in their area. If you are the one that owns the business then you'd have the double task of coming up with offers promoting the program.
There are special criteria to implement Sherlock Local in your area like having 10 affiliates working with you to cover your area.
Here is a video that helps to explain https://www.youtube.com/watch?v=kMixig00Mh4
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