shtick

noun3

1. •
   A generally humorous routine.

   • Sally Marr: Lenny [Bruce] used to do a shtick between strippers. / The Interviewer: What kind of stick? / Sally Marr: No, it's shtick, darling, shtick. — 1974
2. •
   A characteristic trait or theme, especially in the way people or media present themselves.

   • I'm never ever gonna quit 'cause / Quittin' just ain't my shtick — 1973
3. •
   A gimmick.