Marketing. The dreaded M word. For most of my career, I cringed when I heard that word. When I would see advertisements in the paper offering car repair at impossibly low prices-loss-leader advertising as it’s known in the trade-I’d call it “mis-leader” advertising. My attitude was something like: “Not having to advertise is a point of honor. The good shops are always busy. The only operations that advertise are the ones that don’t know how to keep their customers happy. Word of mouth is all it takes.”