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In this tutorial, Kelly Schaefer discusses the benefits and potential pitfalls of using gift certificates as a marketing strategy for businesses, particularly in the concierge and personal organizing sectors. She emphasizes that, when utilized correctly, gift certificates can effectively attract clients and generate revenue. However, she warns of common traps that can arise from their use and provides insights on how to avoid these pitfalls. Kelly, the creator of the Concierge Academy, aims to help local businesses increase their income and client base to make a positive impact in their communities. She reflects on her own early experiences with selling gift certificates in her business.