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In this video tutorial, Kelly Schaefer discusses the use of gift certificates as a marketing tool in businesses, particularly for concierge and personal organizing businesses. She highlights the potential benefits and pitfalls of using gift certificates, emphasizing the importance of doing it correctly. Kelly shares common traps that businesses fall into when using gift certificates and provides tips on how to avoid them. She aims to help local businesses, especially helper businesses, increase their revenue and clientele through her Concierge Academy.