The Auto Repair Marketing Podcast Write a Children's Book with Ben Tilson [E162]
Thanks to our Partners, Shop Boss and AppFueled
Ever 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.com
How To Get In Touch With The Guest
Ben Tilson, Tilson’s Auto Care
Lagniappe (Books, Links, Other Podcasts, etc)
Technician Colton’s 10 Steps to an Oil Change
Get The Ultimate Guide to Auto Repair Shop Marketing
Show Notes with Timestamps
- Introduction 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 Touch
Join The Auto Repair Marketing Mastermind Group on Facebook
Get The Ultimate Guide to Auto Repair Shop Marketing Book
Email Us Podcast Questions or Topics
Thanks to our Partners, Shop Boss and AppFueled
This 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.”
Remarkable Results Radio Podcast with Carm Capriotto: Advancing the Aftermarket by Facilitating Wisdom Through Story Telling and Open Discussion
Diagnosing 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 Professional Communication Skills when Speaking to Audiences of Any Size.
Business by the Numbers with Hunt Demarest: Understand the Numbers of Your Business with CPA Hunt Demarest.
The Auto Repair Marketing Podcast with Kim and Brian Walker: Marketing Experts Brian & Kim Walker Work with Shop Owners to Take it to the Next Level.
The Aftermarket Radio Network: https://aftermarketradionetwork.com/
Remarkable Results Radio Podcast with Carm Capriotto: Advancing the Aftermarket by Facilitating Wisdom Through Story Telling and Open Discussion. https://remarkableresults.biz/
Diagnosing the Aftermarket A to Z with Matt Fanslow: From Diagnostics to Metallica and Mental Health, Matt Fanslow is Lifting the Hood on Life. https://mattfanslow.captivate.fm/
Business by the Numbers with Hunt Demarest: Understand the Numbers of Your Business with CPA Hunt Demarest. https://huntdemarest.captivate.fm/
The Auto Repair Marketing Podcast with Kim and Brian Walker: Marketing Experts Brian & Kim Walker Work with Shop Owners to Take it to the Next Level. https://autorepairmarketing.captivate.fm/
The Weekly Blitz with Chris Cotton: Weekly Inspiration with Business Coach Chris Cotton from AutoFix - Auto Shop Coaching. https://chriscotton.captivate.fm/
Speak Up! Effective Communication with Craig O'Neill: Develop Interpersonal and Professional Communication Skills when Speaking to Audiences of Any Size. https://craigoneill.captivate.fm/