Thanks to our Partners, Shop Boss and AppFueled

Kim Walker’s flying solo on this one, and she’s got a fire-in-her-belly message for every shop owner still sleeping on email marketing. This isn’t your typical “email tips” episode, it’s a storytelling breakdown of one jaw-dropping, beautifully built email from Mission Mercantile that had Kim hooked, clicking, and even podcasting about it.

She breaks down what made this email a masterclass in branding: from a killer subject line (“Not Cheap… But Worth Every Penny”) to irresistible storytelling, handcrafted visuals, call-to-actions in all the right places, and brand language that oozes trust and legacy.

If you’ve let your email marketing fall to the wayside, this episode is your wake-up call. Kim lays out why email isn’t dead, it’s just being underused. She challenges shop owners to rethink the way they write emails, stay top-of-mind with customers, and deliver real value (not just deals).

Don’t miss this breakdown. You’ll walk away inspired to write emails your customers actually want to open.

Show Notes with Timestamps

• Introduction and Sponsor Shoutouts (00:00:10) Kim introduces herself, mentions Brian's absence, and gives sponsor shoutouts.
• Email Marketing Comeback & Shop Plans (00:01:19) Kim discusses the resurgence of email marketing in auto repair shops' plans for 2026.
• Discovery of Mission Mercantile (00:02:21) Kim shares how she found Mission Mercantile while searching for a high-quality leather backpack.
• Purchase Experience & Customer Service (00:05:34) Kim describes her purchase, a product issue, and Mission Mercantile’s excellent customer service.
• The Impactful Email Arrives (00:06:44) Kim details receiving the November 6th email, its subject line, and her immediate reaction.
• Email Storytelling & Visuals (00:07:56) Kim analyzes the email’s storytelling, visuals, and how it addresses customer needs.
• Call to Action & Product Details (00:10:05) Kim explains the email’s calls to action, product quality descriptions, and lifetime guarantee.
• Brand Voice & Mythical Customer Care (00:11:29) Kim highlights the brand’s unique voice, “mythical customer care,” and how it resonates with her.
• Sponsor Messages (00:12:35) Sponsor messages for Shop Boss and App Fueled are presented.
• Testimonials & Social Proof (00:14:36) Kim discusses the use of customer testimonials and how they reinforce the email’s message.
• Black Friday Teaser & List Segmentation (00:16:08) Kim describes the email’s Black Friday promotion and how it segments the audience.
• Differentiators & American Made Focus (00:17:19) Kim notes the email’s emphasis on differentiators, including being American made and customer care.
• Personal Impact & Email Retention (00:18:33) Kim shares how the email influenced her to stay subscribed and even consider future purchases.
• Advice for Shop Owners on Email Marketing (00:19:41) Kim gives actionable advice to shop owners about effective email marketing strategies.
• Closing Thoughts & Contact Info (00:21:58) Kim wraps up, offers to share the email, invites topic suggestions, and promotes the Facebook group.
• Outro and Network Promotion (00:23:09) Kim and the network promote other shows and the podcast app, closing the episode.

How To Get In Touch

Join The Auto Repair Marketing Mastermind Group on Facebook

Thanks to our Partners, Shop Boss and AppFueled

There’s a lot you can ignore in marketing, but legal compliance isn’t one of them. Especially when a quiet policy change in California nearly stripped shops of their ability to track marketing ROI overnight. This episode dives into the legalities of call recording, AI evaluations, tracking numbers, and the kind of red tape that can blindside your business if you’re not paying attention. Brian Walker sat down with David Boyd from Inbound at AAPEX to talk through what’s happening, what’s coming, and how to protect your shop without sacrificing performance. If you’ve ever used call tracking, AI analysis, or just assumed “someone else is handling that,” you need to hear this.

Listen in and make sure you’re not one policy update away from a lawsuit.

Show Notes with Timestamps

• Introduction and Conference Setting (00:00:10) Brian introduces the guest, David Lloyd, and discusses the conference atmosphere at AAPEX.
• California BAR Regulation on Phone Numbers (00:02:01) Discussion of California’s Bureau of Auto Repair rule on using only registered phone numbers in advertising.
• Implications and Confusion Around Enforcement (00:04:30) Exploring the impact of the regulation, confusion among advertisers, and lack of clear communication from BAR.
• Staying Informed and Advocacy (00:06:16) Importance of involvement in advocacy groups and staying updated on regulatory changes, especially state-by-state.
• AI and Legal Uncertainty in Call Evaluation (00:08:18) Rapid AI development, legal gray areas, and the use of AI to evaluate recorded calls.
• Call Recording Laws and Best Practices (00:09:19) Explanation of two-party consent laws, best practices for call recording, and new privacy concerns with AI evaluation.
• One-Party Consent States and Third-Party Evaluation (00:11:37) Uncertainty about notification requirements in one-party consent states when AI or third parties evaluate calls.
• Employee Notification and Documentation (00:15:46) Advising shop owners to inform employees about call recording and document consent in employee handbooks.
• AI, Data Privacy, and Business Risks (00:16:54) Concerns about AI handling personal data, privacy risks, and the need for responsible AI use in business.
• Personalization and AI Data Collection (00:19:47) How AI personalizes responses, collects user data, and the potential for identity exposure.
• Establishing an AI Use Policy (00:21:07) Recommendation for businesses to create and enforce an AI use policy signed by all employees.
• Vendor Relationships and Regulatory Awareness (00:22:43) Encouragement to maintain open communication with vendors and stay aware of legal and regulatory changes.
• Podcast Network App Promotion and Closing (00:23:44) Promotion of the Automotive Repair Podcast Network app and closing remarks.

How To Get In Touch

Join The Auto Repair Marketing Mastermind Group on Facebook

Meet The Pros

Follow SMP on Facebook

Follow SMP on Instagram

Get The Ultimate Guide to Auto Repair Shop Marketing Book

Thanks to our Partners, Shop Boss and AppFueled

Josh Parnell’s story isn’t your typical rise to success narrative. It’s one of faith, perspective, and the kind of leadership that’s forged through humility and hard lessons. From dreaming of becoming a filmmaker to serving as an Air Force cop in Minot, North Dakota, to climbing the ranks at Christian Brothers Automotive, Josh’s journey is filled with turns only God could have scripted.

In this episode, Brian Walker sits down with Josh to uncover the man behind Limitless Leadership. They dig into what shaped him, how the Air Force taught him about attitude and effort, and why leadership, at its core, is a skill that must be practiced daily. Josh opens up about marriage, fatherhood, emotional regulation, and the lessons that counseling and faith have taught him about self-awareness and service.

You’ll also hear how he helps shop owners become better communicators, leaders, and coaches through his Limitless Leadership Blueprint and why “people before process” is more than just a saying for him.

This conversation is real, raw, and packed with wisdom for anyone leading a team, running a shop, or trying to grow into the person they’re called to be.

🎧 Listen now to hear how Josh Parnell is helping leaders across the auto repair industry move beyond limits and learn what it truly means to keep leading well.

Show Notes with Timestamps

• Introduction and Sponsor Acknowledgement (00:00:10) Brian introduces the podcast, guest Josh Parnell, and thanks sponsors.
• Josh’s Early Life and Aspirations (00:02:00) Josh discusses growing up in Louisiana and Texas, his filmmaking dreams, and attending University of North Texas.
• Military Service and Lessons Learned (00:02:53) Josh shares how he joined the Air Force, became a military police officer, and learned about attitude and effort.
• Stationed in North Dakota and Perspective (00:04:29) Josh talks about being stationed in Minot, North Dakota, and the importance of perspective and mentorship.
• Family Background and Upbringing (00:07:01) Josh describes his move from Louisiana to Texas and his upbringing in Houston.
• Leadership at Christian Brothers Automotive (00:09:02) Josh explains his leadership journey at Christian Brothers Automotive and the transition to leadership coaching.
• Hardest Leadership Lessons Learned (00:11:18) Josh discusses the challenges of being coachable and learning from feedback during his time at Christian Brothers.
• The Value of Coaching and Counseling (00:13:54) Josh and Brian talk about the importance of coaching, counseling, and personal growth.
• Sponsor Messages (00:14:43) Sponsor advertisements for Shop Boss and App Fueled.
• Limitless Leadership Blueprint Course (00:16:41) Josh introduces his online leadership course and its three modules: self-leadership, communication, and team leadership.
• Communication and Counseling in Leadership (00:19:31) Discussion on the impact of communication, counseling, and mental health in leadership and personal life.
• Vulnerability and Emotional Regulation (00:23:21) Josh emphasizes vulnerability, journaling, and emotional regulation as key leadership skills.
• Limitless Leadership Podcast Milestone (00:24:44) Brian congratulates Josh on surpassing 100 podcast episodes and discusses podcast longevity.
• Favorite Podcast Episodes (00:25:28) Josh shares his favorite podcast episodes and memorable guests.
• Best Leadership Definitions from Guests (00:26:47) Josh reflects on the best answers to "What is leadership?" from his podcast guests.
• Josh’s...

Thanks to our Partners, Shop Boss and AppFueled

December comes faster than most of us expect, and if you’re not planning your shop’s holiday marketing now, you’ll be scrambling when the tinsel hits the floor. In this episode of The Auto Repair Marketing Podcast, Brian Walker and Caroline LeGrand break down how to finish the year strong with festive, community-driven content that actually connects.

From shop Christmas parties and Operation Santa Paws to car giveaways and safety awareness campaigns, Brian and Caroline unpack creative, authentic ways to bring holiday cheer into your marketing. They even dive into clever spins on National Cookie Cutter Week, sharing your shop’s “naughty and nice” list, and the power of using year-end stats to celebrate your team and customers.

Whether you’re highlighting your community involvement, promoting gift cards, or just sharing some lighthearted holiday fun (Hallmark movie talk included), this conversation will give you ideas that help your shop stand out while staying true to who you are.

Listen now to learn how to plan December’s marketing with intention so your social media, promotions, and community efforts close out the year on a high note and set the tone for an even better new year.

Show Notes with Timestamps

• Podcast Introduction (00:00:00) Brief intro to the podcast network and hosts, sponsor mentions.
• Reflecting on a Year of Podcasting (00:00:59) Hosts discuss recording for December, marking a full year of episodes.
• Holiday Community Events & Charity (00:01:43) Ideas for shop charity events: Wishes on Wheels, Toys for Tots, Angel Trees, and customer appreciation.
• Sharing Shop Holiday Activities (00:02:41) Encouraging shops to share Christmas parties, decorations, and holiday closure dates on social media.
• December Observances: Santa Paws & Car Donation Month (00:03:22) Highlighting National Operation Santa Paws Month and National Car Donation Month, including car giveaways.
• Drunk and Drugged Driving Prevention (00:04:30) Discussing National Drunk and Drugged Driving Prevention Month and partnering with local law enforcement.
• Older Driver Safety Awareness (00:05:14) Promoting Older Driver Safety Awareness Week and sharing personal stories about senior drivers.
• National Cookie Cutter Week (00:07:17) Joking about celebrating National Cookie Cutter Week with holiday cookies, not generic marketing.
• Fun December Days: Apples, Giving, Santa’s List (00:07:47) National Eat a Red Apple Day, National Day of Giving, and Santa List Day ideas for shop engagement.
• Non-Holiday December Observances (00:09:43) Mentioning National Miner's Day, International Civil Aviation Day, Pearl Harbor Remembrance Day, and Blue Collar Day.
• Holiday Sweets & Shop Competitions (00:11:11) Ideas for National Pastry Day, Gingerbread House Day, and National Cupcake Day competitions in the shop.
• Device Appreciation & Buddy the Elf Day (00:11:40) National Device Appreciation Day and answering the phone like Buddy the Elf for fun shop engagement.
• Favorite Christmas Movies Discussion (00:12:36) Hosts discuss favorite Christmas movies and suggest shops ask their teams about theirs.
• December 20th Onward: Ugly Sweaters & Flashlights (00:17:04) National Ugly Christmas Sweater Day, Caroling Day, and National Flashlight Day for shop participation.
• Winter Solstice (00:18:20) Explanation of the winter solstice and its significance for winter-themed marketing.
• Festivus and Christmas Eve/Day (00:19:56) Mentioning Festivus (Dec 23),...

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

Follow SMP on Facebook

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...