Write a Children's Book with Ben Tilson [E162] - The Auto Repair Marketing Podcast

About this episode

Thanks to our Partners, Shop Boss and AppFueledEver meet someone in this industry doing something completely out of the box, and it works? That’s Ben Tilson.Kim sits down with Ben, the second-generation owner of Tilson’s Auto Repair in Rochester, Minnesota. He’s not just growing a solid shop, he’s writing children’s books to spark curiosity and pride in the next generation of technicians. And no, it’s not a gimmick. These books are rooted in Ben’s journey with dyslexia and a passion for storytelling that’s reshaping how kids and their parents see the auto repair world.We dive into the making of Technician Colton’s 10 Steps to an Oil Change and Olivia’s ABCs to a Car, how these books are being shared with local libraries, schools, and families, and how they’re quietly laying the foundation for future techs. His mission is clear: show kids that trades matter, that working with your hands is something to be proud of, and that this industry is filled with real opportunity.But the episode goes way beyond books. We talk about Ben’s creative, grassroots marketing strategies, hosting community events, shop tours, dance parties, Santa in a sleigh, and more. These aren’t big-budget campaigns. They’re smart, authentic ways to build trust, brand loyalty, and lasting community ties.This one’s not just inspiring, it’s a reminder that when you lean into who you are and lead with heart, you don’t just grow your shop. You build a legacy.This episode is sponsored by Shop Boss. Shop Management software that works the way you need it to right out of the box. Want to revolutionize your marketing? AppFueled does it all email, text, app notifications, and even call center integration. Stop guessing and start connecting with AppFueled.comHow To Get In Touch With The GuestBen Tilson, Tilson’s Auto CareTilson’s Auto Care FacebookLagniappe (Books, Links, Other Podcasts, etc)Technician Colton’s 10 Steps to an Oil ChangeOlivia’s ABCs to a CarGet The Ultimate Guide to Auto Repair Shop MarketingPlan With The ProsShow Notes with TimestampsIntroduction and Sponsor Acknowledgment (00:00:01) Kim introduces the episode, mentions scheduling Ben, and thanks the podcast sponsors.Meet Ben Tilson & Tilson Auto Repair Background (00:00:55) Kim introduces Ben, discusses how she met him, and asks about the history and ownership of Tilson Auto Repair.Family Dynamics and Business Growth (00:02:20) Ben shares about second-generation ownership, working with his brother, and the shop’s growth through four locations.Sibling Partnership and Roles (00:04:14) Ben explains how he and his brother divide responsibilities and maintain a strong sibling relationship outside work.Other Siblings and Ben’s Path to the Business (00:06:06) Ben talks about his sisters, his college experience, and how he and his brother proved themselves to their father.Father’s Retirement and Santa Tradition (00:07:46) Ben describes his father’s retirement, annual Santa appearance, and maintaining family connections to the business.Children’s Book Inspiration and Process (00:08:44) Kim introduces Ben’s children’s book; Ben explains his inspiration, dyslexia, and the lack of trade books for kids.Book Series and Family Themes (00:11:43) Ben discusses naming books after family members, plans for a series, and making education accessible.Book Content and Shop Representation (00:15:23) Ben details how the book mirrors the real shop, the illustration process, and working with his illustrator.Sponsor Messages (00:16:35) Sponsor messages for Shop Boss and App Fueled.Finding an Illustrator and Self-Publishing (00:18:36) Ben shares how he found his illustrator and his experience with self-publishing through DigiPod.Distribution and Community Response (00:21:28) Ben explains how he distributes the books for free, donates to nonprofits, and uses local mini-libraries.Plans for School Outreach and Events (00:22:18) Ben discusses plans for school visits, kids’ day events, and using the book to educate families.Impact on Families and Industry (00:24:28) Kim and Ben talk about the book’s role in connecting with families and inspiring future industry members.Making the Book More Accessible (00:29:34) Ben acknowledges the need to make the book easier to obtain and shares feedback from the industry.Community Events and Shop as a Venue (00:33:26) Kim asks about community events; Ben describes Tilson Gives Back, dance parties, and unique shop-hosted events.Nonprofit Support and Event Innovation (00:34:30) Ben details his involvement with nonprofits, unique fundraising events, and the evolution of Tilson Gives Back.Santa Photo Op and Guerrilla Marketing (00:37:18) Ben explains the Santa photo op, creative marketing, and building trust through unique community engagement.Advice for Shops on Community Marketing (00:39:48) Ben shares advice for other shops about investing time in community marketing versus traditional advertising.Shop Tours and Customer Education (00:41:04) Ben emphasizes the value of shop tours, educating customers, and showcasing the complexity of modern auto repair.Trades, Education, and Personal Story (00:42:51) Ben discusses the importance of trades, his struggles with dyslexia and standardized tests, and encouraging kids to pursue their strengths.Overcoming Perfectionism and Taking Action (00:45:32) Ben encourages listeners to try new ideas despite fear of mistakes or criticism.Closing Thoughts and Inspiration (00:46:37) Kim thanks Ben, highlights his inspirational story, and wraps up the main interview.Contact Information and Book Access (00:48:09) Ben shares how listeners can connect with him and request a book.Podcast Outro and Upcoming Event Promo (00:49:51) Kim promotes the podcast, requests reviews, and announces the upcoming Plan with the Pros event.How To Get In TouchJoin The Auto Repair Marketing Mastermind Group on FacebookMeet The ProsFollow SMP on FacebookFollow SMP on InstagramGet The Ultimate Guide to Auto Repair Shop Marketing Book Email Us Podcast Questions or Topics Thanks to our Partners, Shop Boss and AppFueledThis episode is sponsored by Shop Boss. You know, other shop management software makes you work, but Shop Boss works for you.  AppFueled at appfueled.com. “Are you ready to convert clients to members? AppFueled™ specializes in creating custom apps tailored specifically for auto repair businesses. Build your first app like a pro.”Aftermarket Radio NetworkRemarkable Results Radio Podcast with Carm Capriotto: Advancing the Aftermarket by Facilitating Wisdom Through Story Telling and Open DiscussionDiagnosing the Aftermarket A to Z with Matt Fanslow: From Diagnostics to Metallica and Mental Health, Matt Fanslow is Lifting the Hood on Life.The Weekly Blitz with Chris Cotton: Weekly Inspiration with Business Coach Chris Cotton from AutoFix - Auto Shop Coaching.Speak Up! Effective Communication with Craig O'Neill: Develop Interpersonal and...