Auto Repair Shop Marketing Kit

SKILL.md

# Skill #135: Auto Repair & Auto Body Shop Marketing Kit

**Category:** Local Business Marketing  
**Series:** Home & Auto Services  
**Tier:** Free (Prompt 1) + Paid ($29 one-time)  
**Author:** max_0x1  

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## What This Skill Does

Generates compliance-accurate marketing content for independent auto repair shops, dealership service departments, and auto body/collision repair businesses. Every output enforces ASE certification accuracy, EPA Section 608 refrigerant handling disclosure, FTC warranty claim rules, and state-specific written estimate requirements.

Generic AI writes "our ASE-certified technicians" and "lifetime warranty" without knowing what either phrase legally requires. This skill enforces the distinctions that protect shop owners from FTC action and state BAR complaints — while turning compliance into trust signals.

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## The 4 Prompts

### Prompt 1 — Seasonal & Service Campaigns (FREE)
Generate seasonal promotions and service campaigns with correct certification language, no misleading warranty claims, and compliant estimate disclosure.

**Inputs:**
- Shop name, city, state
- Services offered (general repair, AC, brakes, tires, collision, etc.)
- ASE credentials held (list exact certifications — Master Technician, individual A-series, etc.)
- EPA 608 certification status (Type I, II, III, or Universal)
- Current promotions or specials
- Target season or service focus

**Outputs:**
- 3 seasonal campaign concepts (spring AC + summer road trip + fall brake/tire)
- Google RSA ad copy (3 ad groups, 15 headlines, 4 descriptions each — character-count verified)
- Facebook/Instagram ad copy (3 versions per campaign — awareness, offer, urgency)
- Nextdoor neighborhood post (conversational, hyperlocal tone)
- SMS promotion text (160 chars, opt-out compliant)
- 5-email service reminder sequence for existing customers

**Compliance enforced:**
- ASE: uses exact credential ("ASE Master Technician L1" not "master tech"); never says "all technicians ASE certified" unless verified
- EPA 608: "EPA Section 608 Universal certified" for AC service claims; does not say "licensed" (it's a certification)
- FTC: no "lifetime warranty" language without Magnuson-Moss definition; "limited warranty" with scope specified
- State estimate law: reminder to include required estimate disclosure language per state (CA, TX, FL, NV, NY covered)

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### Prompt 2 — Website Copy + Compliance Review + Schema (PAID)
Full service page copy with regulatory disclosure language baked in.

**Inputs:**
- All Prompt 1 inputs plus:
- Services menu with pricing structure (flat-rate, hourly, or both)
- State(s) of operation
- AAA/NAPA/CarFax/Certified Collision center memberships
- Warranty policy details (what's covered, for how long, mileage caps)

**Outputs:**
- Homepage hero + trust bar copy
- Service pages: General Repair, Brake Service, AC & Heating, Tire & Alignment, Oil Change, Collision/Body (as applicable)
- About page with technician credential section (compliant language per ASE guidelines)
- Warranty policy page — Magnuson-Moss compliant (full vs. limited, duration, who performs warranty work)
- State-required estimate/repair order disclosure language (verbatim per CA BAR / TX DMV / FL DHSMV / NV DMV requirements)
- LocalBusiness + AutoRepair JSON-LD schema with `hasCredential` and `areaServed`
- OEM vs aftermarket parts policy page (warranty implications explained)
- "Why choose us" section with FTC-compliant differentiators

**Compliance enforced:**
- CA BAR (Bureau of Automotive Repair): written estimate requirement, authorization to exceed threshold
- TX DMV Rule 84: written estimate + itemized invoice requirements
- Magnuson-Moss Warranty Act: "full" vs "limited" warranty defined; duration, scope, and who provides warranty service disclosed
- Parts disclosure: "OEM," "OE-quality aftermarket," "remanufactured" — never interchanged
- Labor rate posting: reminder for states requiring visible posted rate (CA, TX, NV, others)

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### Prompt 3 — Review, Reputation & Referral System (PAID)
Post-repair review requests, reputation management responses, and referral program for auto service.

**Inputs:**
- Shop name, state
- Primary review platforms (Google, Yelp, CarFax Service, Facebook)
- Referral reward structure (if any)
- Common complaint types (wait times, pricing transparency, parts quality)

**Outputs:**
- 20 post-service review request templates (by service type: oil change, brake job, collision repair, AC service, diagnostics)
- 15 response templates for: 5-star praise, pricing complaint, wait time complaint, "part failure after repair" complaint, incorrect diagnosis complaint
- FTC-compliant review response guide (how to respond to fake reviews without defamation risk)
- Referral program framework: "Refer a Friend" with compliant incentive structure (no cash-for-review — FTC violation)
- Yelp review-gating policy compliance reminder (Yelp TOS prohibits directing only happy customers)
- 30-day reputation recovery plan for shops with sub-4.0 rating

**Compliance enforced:**
- FTC Endorsement Guides 2023: no incentivized reviews without disclosure; no review-gating
- Yelp Consumer Alerts policy: avoid practices that trigger removal
- Never "pay for reviews" framing — clearly illegal under FTC rules
- Defamation risk flag in negative review responses: do not reveal customer info, do not make counter-accusations without proof

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### Prompt 4 — Digital Ads + Local SEO + Fleet Outreach (PAID)
Full local search domination + B2B fleet account acquisition.

**Inputs:**
- Shop name, address, service radius
- Target customer profile (individual consumers, fleet accounts, or both)
- Current Google Business Profile status
- Competitive landscape (other shops in area)
- Fleet services offered (if any)

**Outputs:**
- 15 hyper-local keyword targets (city + service combos, near-me variants, neighborhood-level)
- 5 city/neighborhood SEO landing pages with FAQPage JSON-LD schema
- 30-day Google Business Profile calendar (posts, Q&A seeding, photo strategy)
- Google Local Services Ads optimization checklist (background check status, license verification, response rate)
- Fleet account outreach: 5-email sequence for property managers, delivery companies, contractors (high-LTV B2B)
- Fleet proposal template: preventive maintenance schedule + per-vehicle pricing + priority booking terms
- Competitive positioning: how to win on price transparency, turnaround time, warranty, and certified expertise

**Compliance enforced:**
- Google LSA: background check + license verification requirements per Google policy
- Fleet contract: no "guaranteed completion time" without written buffer language
- Price advertising: "starting at" vs "as low as" — FTC requires advertised price be available for the advertised service

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## Example: Desert Sun Auto Repair, Henderson NV

**Shop profile:** 12-bay independent shop, 4 ASE Master Technicians (A1-A8), EPA 608 Universal certified (all AC techs), NAPA AutoCare Center, 15 years serving Henderson/Green Valley, no fleet accounts yet

### Sample Prompt 1 Output (Summer AC Campaign)

**Google RSA — AC Service Ad Group**

Headlines (15):
1. AC Not Cold? We Fix It Today (30)
2. EPA-Certified AC Repair | Henderson (39)
3. ASE Master Techs | Desert Sun Auto (35)
4. Summer AC Check — Book Online (31)
5. AC Recharge Starting at $89 (27)
6. NAPA AutoCare Center | Henderson (31)
7. Same-Day AC Diagnosis Available (31)
8. R-1234yf & R-134a Refrigerant (30)
9. 12-Month/12K-Mile Warranty (28)
10. Serving Henderson Since 2010 (28)
11. Family-Owned | No Upsell Pressure (34)
12. Free Multi-Point Inspection Included (35)
13. 4.9 Stars | 340+ Google Reviews (32)
14. Fleet Discounts Available (25)
15. Loaner Car Available — Ask Us (30)

Descriptions (4):
1. Desert Sun's EPA 608 Universal certified technicians diagnose AC problems right the first time. R-134a and R-1234yf systems. Book your same-day appointment at DesertSunAutoHenderson.com. (179)
2. NAPA AutoCare Center warranty: 24 months/24,000 miles nationwide on qualifying repairs. AC recharge, compressor replacement, leak detection — we handle all makes and models. (166)
3. ASE Master Technicians (A1-A8 certified). No commission-based upselling. We show you what's wrong, quote the fix, and only proceed with your written authorization. (160)
4. Henderson's trusted independent shop since 2010. Family-owned, not a franchise. We post our labor rates — $115/hr, always visible at the front desk. Call 702-555-0198. (163)

**Facebook Ad (Awareness):**
Henderson summers hit 115°F. Your AC shouldn't hit "barely cooling."

Desert Sun Auto Repair has 4 ASE Master Technicians and EPA 608 Universal certification for refrigerant handling — that's the federal certification required to service modern AC systems.

We don't guess. We diagnose. $89 AC system check includes pressure test, leak detection, and a written estimate before we touch anything.

Book online or call 702-555-0198. NAPA AutoCare Center — 24-month/24,000-mile warranty on qualifying AC repairs.

*[Written estimate provided before all repairs. Labor rate: $115/hr — posted at front desk.]*

**Nextdoor Post:**
Heads up Henderson neighbors — AC season is here and we're already booking out 2-3 days.

Desert Sun Auto Repair on Warm Springs has been serving Green Valley and Eastern Henderson since 2010. Family-owned, 4 ASE Master Technicians, NAPA AutoCare Center.

AC recharge starting at $89. Same-day diagnosis when we have the slot. We show you the written estimate before any work starts — that's Nevada law, and we'd do it anyway.

Book at DesertSunAutoHenderson.com or call 702-555-0198. Mention "Nextdoor" for a complimentary cabin air filter check.

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## Why This Skill Exists

Most auto repair marketing makes three compliance errors that generic AI repeats:

**1. "ASE Certified" when they mean something specific**
"ASE certified" covers 50+ individual certifications across 5 program areas. A shop with one tech holding an A2 (Automatic Transmission) cert is technically "ASE certified." A shop where every tech holds all 8 A-series plus L1 (Advanced Engine Performance) is "ASE Master Technician" across the board — a very different claim. Generic AI uses "ASE certified" as a generic trust signal. This skill requires the exact credential.

**2. "Lifetime warranty" without Magnuson-Moss compliance**
The Magnuson-Moss Warranty Act requires any written warranty to disclose: (a) who provides the warranty, (b) what's covered, (c) what's excluded, (d) what the warrantor will do to remedy defects, (e) how long coverage lasts. "Lifetime warranty" without defining "lifetime" (vehicle's life? owner's life? current owner's ownership?) is a Magnuson-Moss violation. This skill generates warranty language that complies.

**3. Estimate requirements ignored**
California: written estimate required before beginning work; shop cannot charge more than the estimated price without customer authorization; BAR-licensed shops must display a sign about customer rights.
Texas: written estimate required if cost exceeds $100; itemized invoice required at completion.
Nevada: written estimate required if cost will exceed $100; customer must authorize work exceeding the estimate.
Generic AI doesn't know which state the shop is in, let alone the state's specific estimate law. This skill asks the state and generates the correct disclosure language.

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## Pricing

- **Free tier:** Prompt 1 (seasonal campaigns)
- **Paid tier:** All 4 prompts — $29 one-time
- **DFY tier:** Max runs all 4 prompts for your shop — $79/shop

## Tags
`auto repair` `auto body` `collision repair` `local business` `marketing` `ASE` `EPA 608` `compliance` `local SEO` `home services`