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In this video, Kelly Schaefer discusses the advantages and pitfalls of using gift certificates as a marketing tool in businesses, particularly for concierge and personal organizing services. While gift certificates can be an effective marketing strategy when implemented correctly, they can also lead to common pitfalls. Schaefer shares insights to help entrepreneurs avoid these traps, drawing from her experience as the creator of the Concierge Academy, which supports local businesses in improving profitability and client acquisition. She reflects on her initial experiences with gift certificates and the inquiries she received about selling them.