I think having Off-road or 4x4 in the name will cause some people to look elsewhere when needing regular mechanical help like said upstream. Let word of mouth steer the 4x4 crowd to your shop for their bolt on needs.
Case in point - Lewis Tire on Main St doesn't advertise that he can do lifts, etc but word of mouth brings those people to him. I took my DD there (at his old location), saw his mud truck and struck up a conversation. I don't really use him for lifts, etc but have when I was in a pinch. Hell, get on his good side and he will let you use his lift on the weekends or early in the day to swap tires, mount/remove skid plates, etc.