I love my current job as a B2B marketing consultant and wouldn’t trade it for anything. But before that, I was — wait for it — a mechanic. You would probably guess there aren’t many similarities between the two professions, but you’d guess wrong.
Just like how I went from knowing nothing about automotive mechanics to running a fleet repair shop, much of what I’ve learned as a content marketer has come from working closely with clients and sweating the details. Here are 3 parallels between writing and working in the automotive industry:
Research relentlessly and develop a deep understanding of the problem
When you’re working on a vehicle, knowing the ins and outs of the specific vehicle is crucial to diagnosing and fixing the problem. I went from working on luxury European vehicles designed to be sleek and fast to diesel trucks designed with function in mind, more than luxury.
The same can be said when it comes to content marketing. You must understand both your customer’s business goals AND their individual needs, plus the product you’re marketing to them. If you don’t take the time to conduct a thorough diagnostic — including getting to the heart of what’s really driving your customer’s pain points — and then research potential solutions, then it’s going to be difficult to fix. But it’s more than that. Empathizing with your customer to better understand their desires and motivation is what it takes a so-so marketing campaign to one that really sells.
Never stop being a student, and always be willing to test, test, test
The automotive industry has gone through sweeping changes, especially in terms of technology. The best mechanics recognize they must keep up. Think about going from carburetors to fuel injection, or a naturally aspirated diesel engine to a turbo diesel. When our fleet introduced hybrid vehicles to the mix, it was a completely new beast for our techs. Taking the time to understand these new vehicles and testing out new maintenance methods helped us service them alongside our bigger trucks.
It’s the same with marketing. Best practices are always changing. Once upon a time, marketers appealed to customers primarily through print or in person. But now, the potential for customer outreach is limitless through the vast array of digital channels available and endless personalization options. Being able to adapt to these changes and test what’s really working is the only way to stay relevant to your customers. Otherwise, just like a carburetor, you risk becoming obsolete.
Take the time to learn not only how your customer uses the product, but any pet peeves or idiosyncrasies
One thing that drives customer loyalty is their feeling that you “get them.” When I was turning wrenches for a large construction company, there would be older foremen who saw me as just a punk kid. But as time went on, they started to ask specifically for me when their truck needed work, thanks to my service ethic, and I happily obliged.
Whether it’s marketing or mechanics, attention to detail matters. Knowing how your customer drives their car and how clean they keep it are some of those details that can make or break an auto shop customer’s experience. By not leaving fingerprints in their car or making sure they can’t tell you were under the hood. you’re delivering a personal touch that customers will remember when they need their vehicle worked on again.
Marketing requires the same personalization tailored to the individual. They’ll know they aren’t just another customer to you, but an individual who has their own wants and needs. You want loyalty and retention? Doing this one thing will make you and your product stand out.
It all comes down to giving your customers an experience they can’t get anywhere else
I went from not knowing much about automotive work to a series of promotions until I was running an entire shop before I turned 30. All this can be attributed to working really hard while learning and always — always — keeping the customer happy with the service provided.
Giving your customer an experience they won’t forget — even before they become customers — should be the goal. While mechanics and marketing are hardly the same profession, and they use vastly different skills, they still share similarities that I’ve learned in one profession and am now applying to the other.