Thanks to our Partners, Shop Boss and AppFueled

Larry Anderson isn’t your typical shop owner and that’s exactly what makes this episode worth your time. From fabricating race cars and building trail-ready rigs with his wife, Cheryl, to mastering lost arts like manual machining and custom fabrication, Larry’s story is a masterclass in keeping your passion alive while running a successful auto repair business.

We dig into how he balances work and hobby without burning out, the lessons he learned from turning wrenches to leading a thriving shop, and why separating business from personal projects might just be the secret to staying in love with what you do.

If you’ve ever felt your business start to steal the joy from your craft, this conversation will hit home. Larry’s perspective is real, relatable, and packed with takeaways every shop owner needs to hear.

🎧 Don’t miss this one, hit play and get inspired to keep your passion running strong while you fill those bays.

Show Notes with Timestamps

• Introduction and Sponsor Acknowledgments (00:00:01) Brian introduces the podcast, guest Larry Anderson, and thanks sponsors.
• Larry’s Background and Entry into Fabrication (00:02:00) Larry shares his early interest in cars, career path, and transition into fabrication and off-roading.
• Wife’s Influence and Family Off-Roading (00:02:46) Larry discusses his wife Cheryl’s role in getting him into off-roading and their shared experiences.
• Building and Evolving Off-Road Rigs (00:04:18) Larry describes Cheryl’s Toyota Tacoma, its evolution, and the custom work involved.
• Custom Jeep Commander Build (00:06:07) Larry details his own Jeep Commander project and its unique, custom-built features.
• Off-Roading Trails and Local Adventures (00:06:38) Discussion about Rubicon Trail, Fordyce Creek, and the local off-roading scene.
• Learning Fabrication and Machining Skills (00:08:16) Larry explains how he self-taught welding and machining, using resources like YouTube.
• Balancing Work and Hobby, Avoiding Burnout (00:10:05) Larry shares how he keeps his passion alive by separating work from hobby and not working on customer cars at home.
• Advice on Separating Work and Hobby (00:12:32) Brian and Larry discuss the importance of keeping personal projects separate from business to maintain passion.
• Current Favorite Project: 1975 F150 Diesel Build (00:16:13) Larry talks about his current project, a custom 1975 F150 with a diesel engine.
• 3D Printing for Automotive Projects (00:17:27) Larry discusses his journey into 3D printing, its uses in his builds, and the technology’s evolution.
• 3D Printing for Customer Cars and CAD Skills (00:19:22) Larry explains why 3D printing isn’t yet practical for customer cars and the importance of CAD skills.
• Advice for Shop Owners Who’ve Lost Passion (00:20:55) Larry offers advice on gratitude, balance, and not letting business consume your life.
• Closing Thoughts and Episode Wrap-Up (00:22:52) Brian and Larry reflect on the conversation, social media highlights, and thank listeners.

How To Get In Touch

Join The Auto Repair Marketing Mastermind Group on Facebook

Meet The Pros

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Thanks to our Partners, Shop Boss and AppFueled

Kim Walker and Michael Doherty dig into what really happens at the front counter of an auto repair shop and why the service advisor’s role can make or break your marketing efforts. From real-world auditing tips to skill-building strategies, Michael shares how shops can turn their advisors into trusted consultants instead of order takers. You’ll hear practical advice on improving communication, handling tough days like a pro, using body language that builds trust, and even his traffic light method for explaining repairs in a way customers actually understand.

If you’re an auto repair shop owner or manager looking to strengthen your team, boost customer trust, and turn your service advisors into your strongest marketing asset, this episode is a must-listen.

🎧 Tune in to this episode of the Auto Repair Marketing Podcast to learn how small mindset shifts at the service counter can lead to big results in your shop’s success.

Show Notes with Timestamps

• Introduction and Sponsor Message (00:00:01) Podcast introduction, host and guest introductions, and sponsor message from Shop Boss.
• Michael’s Transition to Remote Marketing Service Advisor (00:02:25) Michael discusses moving from in-shop service advisor to remote marketing service advisor, and the mindset and skills required.
• Service Advisor Auditing: First Impressions and Body Language (00:06:48) Explains how to audit service advisors, focusing on greeting, body language, and the importance of open, inviting gestures.
• The Service Advisor as the Marketing Front Line (00:09:35) Discusses the critical role of service advisors in converting marketing leads and the impact of their attitude and training.
• Phone Skills and Professionalism (00:12:04) Covers the importance of tone, professionalism, and being qualified to answer the phone as a service advisor.
• Skill Building: Managing Personal Challenges and Mindset (00:13:51) Advice for service advisors on handling personal issues, self-talk, and maintaining professionalism at work.
• Sponsor Messages (00:16:49) Additional sponsor messages for Shop Boss and App Fueled.
• Traffic Light Method for Explaining Repairs (00:18:46) Michael explains the “traffic light method” for communicating repairs to customers: green (good), yellow (caution), red (urgent).
• From Order Taker to Trusted Advisor (00:22:26) How to coach service advisors to move from being order takers to trusted consultants, emphasizing communication and empathy.
• High-Impact Behaviors for Service Advisors (00:25:23) Two key behaviors: making interactions less transactional and building genuine relationships with clients.
• Marketing and Service Advisor Communication (00:29:35) The importance of communication between marketing and service advisors to avoid surprises and ensure campaign alignment.
• Internal Shop Communication and Team Synergy (00:32:10) Discusses the need for strong communication between service advisors and technicians, and fostering a positive team environment.
• Adapting Communication Tools and Looking Ahead (00:36:18) Reflects on past communication challenges and the evolution of shop tools, with thoughts on future service advisor roles.
• Preparing for the Future: Proactivity and Continuous Learning (00:37:44) Advice for service advisors to be proactive, use new tools like ChatGPT, and prioritize ongoing education and industry networking.
• First Impressions: Dress and Professional Appearance (00:42:30) The impact of professional dress on client perception and team culture, and...

Thanks to our Partners, Shop Boss and AppFueled

Brian and Kim Walker sit down with Wayne Marshall, CEO of The Institute for Automotive Business Excellence, to explore the real power behind storytelling in the auto repair industry. With deep roots in manufacturing and marketing, Wayne shares how his own journey and the stories along the way became the foundation for helping shop owners connect more meaningfully with their communities.

This episode is a reminder that people don't connect with services; they connect with people. From emotional moments of vulnerability to the simple act of staying late to help a customer, Wayne breaks down how these everyday experiences are what truly set a shop apart. You’ll also learn his STORY framework and hear real-world examples that prove just how effective this approach can be.

If you’ve ever wondered how to get your audience to know, like, and trust you before they ever set foot in your shop, this conversation will give you the blueprint.

Hit play and start turning your story into your shop’s most powerful marketing tool.

Lagniappe (Books, Links, Other Podcasts, etc)

The Institute for Automotive Business Excellence

Wayne’s LinkedIn

Building a StoryBrand - Donald Miller

The Best Yes - Lysa Terkeurst

Show Notes with Timestamps

• Introduction and Sponsor Thanks (00:00:10) Brian introduces Wayne Marshall, thanks sponsors, and sets up the episode’s focus on storytelling in auto repair.
• Wayne’s Background in Automotive Marketing (00:02:39) Wayne shares his career journey from manufacturing to marketing, founding his own company, and becoming CEO of the Institute.
• The Power of Storytelling in Business (00:06:27) Discussion on how personal stories create connections, resonate more than facts, and the impact of storytelling in adult learning.
• Personal Connections Through Vulnerability (00:09:39) Kim and Brian share how personal stories, including Cecil’s, foster deep relationships and trust in the industry.
• Blending Personal and Professional Life (00:11:32) Wayne discusses the inseparability of personal and work life, the importance of empathy, and building genuine relationships.
• Every Shop Has a Unique Story (00:14:12) Kim emphasizes that every shop’s history and culture are unique, and the importance of retelling stories for connection.
• How to Start Telling Your Story (00:15:39) Wayne explains that every owner has a story, gives examples of hero stories, and encourages writing and sharing them.
• Blessings, Humility, and Paying It Forward (00:21:32) Conversation about the importance of accepting help, paying it forward, and the cycle of giving and receiving blessings.
• Community Involvement as Part of Your Story (00:24:11) Wayne shares examples of shops supporting their communities and how these actions humanize and differentiate businesses.
• Listening and Empathy in Customer Service (00:25:20) Wayne relates a football officiating story to illustrate the value of listening and empathy with customers.
• Standout Shop Story Example (00:28:46) Wayne shares Tom’s story of personal customer care, highlighting how authentic acts of kindness set shops...

Thanks to our Partners, Shop Boss and AppFueled

Caroline Legrand steps in for Brian Walker and is joined by Shop Marketing Pros' COO, Hallie Wasinger, for a power-packed conversation all about planning your November social media content. This one’s tailor-made for shop owners who want to show up with purpose online, not just post for the sake of posting.

From meaningful campaigns like honoring veterans and military families to fun engagement ideas like Dear Santa Letter Week and National Cook for Your Pet Day (yep, that’s a thing), this episode is loaded with content prompts that actually make sense for your brand. You’ll also hear real-world examples of what other shops are doing across the country, plus creative ways to stand out during National Deal Week, Small Business Saturday, and the always-busy Thanksgiving travel season.

If you’ve ever struggled with knowing what to post, when to post it, or how to tie your community involvement into your marketing without sounding cheesy, this episode is the roadmap you didn’t know you needed.

👉 Listen now and start mapping out your November content strategy with purpose, clarity, and confidence. Then go share your wins in the Auto Repair Marketing Mastermind Facebook group. We want to see how you’re showing up in your shop and your community.

Lagniappe (Books, Links, Other Podcasts, etc)

Days of the Year

National Calendar

Show Notes with Timestamps

• Introduction and Episode Context (00:00:10) Overview of the episode’s focus: November social media topics for auto repair shops, planning ahead, and guest introduction.
• Sponsorship Message (00:00:45) Shop Boss sponsorship message and features highlighted.
• November Social Media Planning Overview (00:01:05) Host and guest discuss the importance of planning November content and general holiday season context.
• Military Family Month & Family Stories Month (00:02:03) Ideas for honoring military families and sharing veteran or military-related stories from staff.
• National Gratitude Month & Thanksgiving Tie-ins (00:03:19) Using gratitude as a theme, interviewing staff/customers, and connecting with National Hunger and Homelessness Awareness Week.
• Thanksgiving Food Drives & Community Giving (00:04:30) Ideas for food drives, Thanksgiving meal baskets, and promoting early participation.
• Dear Santa Letter Week (00:05:23) Engaging kids in the shop with Santa letters and sharing holiday spirit.
• National Deal Week & Holiday Promotions (00:07:23) Promoting pre-trip inspection packages and holiday travel safety during National Deal Week and Black Friday.
• Holiday Travel Safety & Community Partnerships (00:08:29) Promoting safe travel, designated driver options, and partnering with local law enforcement.
• National Stress Awareness Day (00:09:22) Highlighting how your shop reduces customer stress, especially during busy holiday periods.
• Sponsorship & App Promotion (00:10:45) Shop Boss and App Fueled sponsorship messages and features.
• American Football Day (00:12:43) Engaging with local football culture, team spirit, and staff participation.
• Veterans Day & Community Events (00:13:36) Honoring veterans with special events, services, and community engagement.
• Winterization & Car Safety Days (00:14:34) Promoting winter car care, tire changeovers, and educating customers on cold weather...

Thanks to our Partners, Shop Boss and AppFueled

Wondering how one community-focused idea can transform your shop’s reputation, rally an entire town, and even get the mayor’s attention?

Kim Walker connects with Betty Otero of Greg Smith Automotive in Belleview, Florida, a powerhouse shop owner who took a simple idea, a school backpack drive, and turned it into a ripple effect of community involvement, business partnerships, and real local impact.

Betty didn’t just donate school supplies. She created momentum. What started with 100 backpacks became nearly 400, all filled through the power of connection, heart, and a whole lot of hustle. From coordinating with schools and local businesses to organizing a Founders Day car show that brought in 91 show cars and raised money for United Way, Betty shares the real-world “how” behind marketing through community service.

She opens up about the fear of starting small, the magic of asking for help, and how sharing your efforts the right way without bragging can lead to more business, a stronger team culture, and deeper community ties.

This episode is pure gold for any shop owner who wants to stand out in their town, do something that matters, and build a brand that’s trusted beyond the bays.

Ready to turn your community involvement into real impact (and real marketing)?

Hit play and hear how Betty Otero did it, then start building a shop that your town talks about for all the right reasons.

Lagniappe (Books, Links, Other Podcasts, etc)

Betty Otero, Gregg Smith Automotive

Show Notes with Timestamps

• Introduction and Sponsor Messages (00:00:01) Podcast and sponsors introduced; host welcomes guest Betty Otero from Greg Smith Automotive.
• Betty’s Background and Meeting the Host (00:02:23) Betty shares how she met the host and their ongoing connection through industry events.
• Inspiration for Community Outreach (00:03:25) Betty discusses the motivation behind starting the backpack drive and her commitment to community involvement.
• Organizing and Growing the Backpack Drive (00:04:09) Details on how Betty organized the backpack drive, involved the community, and expanded the initiative.
• School Needs and Community Impact (00:07:08) Betty describes the needs of local schools, the impact of donations, and the growth of community support.
• Making the Backpack Drive a Community Event (00:09:17) How the backpack drive became a larger community event, including volunteer involvement and local business support.
• Personal Motivation and “Why” (00:10:15) Betty reflects on her personal reasons for community work and the fulfillment it brings.
• School Uniforms and Supply Lists (00:11:15) Discussion about school uniforms, supply lists, and the challenges families face.
• Planning and Lessons Learned (00:13:15) Betty shares planning tips, lessons learned, and improvements made from the first to the second year of the drive.
• Organizing Supplies and Volunteer Coordination (00:14:16) How Betty improved organization and logistics for efficient distribution and volunteer management.
• Sponsor Messages (00:15:55) Additional sponsor messages for Shop Boss and App Fueled.
• Public Relations and Press Releases (00:17:57) Betty explains the importance of press releases and how PR amplified the impact of her efforts.
• Business Partnerships and Community Recognition (00:21:37) How local businesses, like Papa John’s and a chiropractor, got involved and the resulting community...

Thanks to our Partners, Shop Boss and AppFueled

In this episode of The Auto Repair Marketing Podcast, Brian Walker sits down with Michelle Travis, Director of SEO at Shop Marketing Pros, to break down a question more and more shop owners are asking: Why does content need to be so long?

They dig into how longer-form content is outperforming the old 500-word blog strategy, what Google and AI tools are favoring now, and why those extra words aren’t fluff; they’re fuel for better visibility, stronger trust signals, and showing up everywhere your potential customers are searching.

You’ll also hear what’s changed in how blogs are built today, including things like TLDRs, FAQs, and comparison tables that hit both human readers and search engines alike. Whether you're skeptical or already sold on content marketing, this episode will help you see how deeper content connects directly to real-world results in your business.

Lagniappe (Books, Links, Other Podcasts, etc)

ChatGPT

Claude

Grok

What Makes A Great Auto Repair Shop Website?

Your Google Business Profile + Mastering Local SEO

Show Notes with Timestamps

• Introduction and Sponsor Messages (00:00:01) Brief intro to the podcast, hosts, guest, and sponsor acknowledgments.
• Why Google Prefers Long-Form Content (00:01:43) Discussion on Google's preference for authoritative, relevant, and expert-driven long-form content.
• Defining Content Lengths and Pillar Pages (00:02:44) Explains short vs. long-form content, ideal word counts, and the role of pillar pages.
• Performance of Pillar Pages and Blog Posts (00:03:30) Comparison of pillar page performance versus newer, more targeted blog posts.
• Benefits of Long-Form Content for SEO (00:05:15) How long-form content allows for keyword variation, FAQs, summaries, and better user engagement.
• Google’s Search Intent and Authority (00:07:02) Google’s goal to provide the best, most complete answers and how detailed content supports this.
• Addressing Client Concerns About Content Length (00:08:48) Responding to clients who feel content is too long and explaining user intent.
• Content for Humans vs. Search Engines (00:10:23) Clarifies that content is written for humans but optimized for search engines and AI understanding.
• AI’s Role in Content Discovery (00:12:40) How AI tools like ChatGPT use long-form content to recommend shops and answer user queries.
• Sponsor Messages (00:13:29) Mid-episode sponsor advertisements for Shop Boss and App Fueled.
• Personal Experience with AI Search (00:15:41) Brian shares how AI learns user preferences and recommends local shops based on detailed prompts.
• Summaries and TLDR in Content (00:18:23) Use of summaries and TLDR sections to quickly answer user questions and improve search visibility.
• Comparison Tables in Content (00:20:26) Adding comparison tables to break up content, aid skimmers, and establish authority.
• Structured Data and Schema Markup (00:21:27) Importance of schema data for search engines and AI to understand website information.
• Explaining Schema Data to Listeners...

Thanks to our Partners, Shop Boss and AppFueled

Ryan Grace and David Gibson, former techs turned shop owners, join host Brian Walker to share how they built Pleasant Automotive in Wake Forest, NC. They started with a website before they even had a location. With no deep pockets or big investors, they focused on smart, strategic marketing moves that helped them grow fast without wasting money.

Brian dives into their decision-making process, from ditching direct mail to doubling down on Google LSAs, and how strong phone skills turned casual calls into loyal customers. They talk openly about what worked, what flopped, and how they’ve created a brand that feels more like a high-end speakeasy than a typical auto shop.

This episode is packed with takeaways for shop owners who want to scale without the fluff. It’s about being intentional, building relationships, and letting marketing fuel real growth.

• Introduction and Sponsor Acknowledgment (00:00:01) Host introduces the podcast, guests, and thanks sponsors.
• Background and Shop Ownership Journey (00:01:03) Ryan and David share their transition from technicians to shop owners and their first year in business.
• Tesla Specialty and Local Market Opportunity (00:01:59) Discussion of their focus on Tesla repairs due to poor local dealership service.
• Early Marketing Strategy: Website and SEO (00:03:46) Started with a website and SEO before opening, aiming for Google visibility from day one.
• Financial Preparations and Entrepreneurial Mindset (00:06:06) Talk about financial risks, faith, and foundational steps like securing a domain name.
• Scaling Services and Adding Marketing Channels (00:07:52) Gradual addition of services and marketing channels, including Google Ads.
• Seeking Industry Guidance and Community Involvement (00:08:59) Leaning on industry experts, SCORE, and engaging in community programs like Adopt a Highway.
• Evaluating Community Marketing ROI (00:09:52) Discusses the intangible benefits of community involvement and local visibility.
• Initial Marketing Company Experience (00:11:21) Tried a budget marketing company for website/SEO; found it ineffective and disappointing.
• Value of Investing in Quality Marketing (00:13:03) Realization that higher-quality, more expensive marketing services yield better results.
• Balancing Aggressive Growth with Financial Prudence (00:16:24) How they scaled marketing aggressively but sustainably, reallocating budget from ineffective channels.
• Best Performing Marketing: Google Local Service Ads (00:17:31) Google Local Service Ads identified as the most effective marketing channel.
• Optimizing and Adapting LSA Campaigns (00:18:29) Describes the learning curve and adjustments needed to maximize LSA effectiveness.
• Importance of Phone Skills and Customer Service (00:20:02) Emphasizes the role of strong phone skills and customer care in converting leads.
• Advice for New Shop Owners on Marketing (00:21:47) Recommends launching a website early and investing in top-tier marketing services.
• AI, Online Presence, and Future Trends (00:22:04) Mentions being found on Reddit, the rise of AI, and its impact on business visibility.
• Future Plans for Pleasant Automotive (00:23:24) Plans to expand with more small, relationship-focused locations, maintaining a "speakeasy" feel.
• Closing Remarks and Anecdotes (00:24:52) Host and guests share personal stories, thank listeners, and wrap up the episode.

Lagniappe (Books, Links, Other Podcasts, etc)